91.5 Million Florida Visitors 2012 Totals by Region Southwest 7.60% Central West 11.40% Central 31.45% Central East 7.20% Northwest 14.90% Southeast 17.10% Northeast 6.90% North Central 3.45% The top destination counties in Florida among leisure visitors who traveled to the state during 2012 were Orange (27.8%), Hillsborough (6.5%), Miami-Dade (6.0%), Okaloosa (5.4%) and Bay (5.1%). Florida s top destination counties for auto visitors to Florida were Orange (22.1%), Okaloosa (7.4%) and Bay (7.3). *Source: Florida Visitor Study/2012
Region Percentage Number of Visitors Central 31.45% 28,784,298 Southeast 17.10% 15,650,604 North Central 3.45% 3,157,578 Northeast 6.90% 6,315,156 Northwest 14.90% 13,637,076 Central East 7.20% 6,589,728 Southwest 7.60% 6,955,824 Central West 11.40% 10,433,736
Tourism s Impact on the Florida Economy VISIT FLORIDA tracks four economic indicators to gauge the health of Florida s tourism industry. These indicators include: 1) tourism/recreation taxable sales, 2) direct travel- related employment, 3) the car rental surcharge, and 4) local tourist development taxes (a.k.a. bed taxes). Of the twelve categories comprising tourism/recreation taxable sales, restaurants/lunchrooms, admissions, and hotels/apartment/houses were responsible for approximately 86 percent of tourism/recreation taxable sales for the year. Tourism/Recreation Taxable Sales by Category (in $Thousands) Kind Tourism/Recreation % Change CY 2011 CY 2012 Code Taxable Sales Category '12/'11 8 Restaurants/Lunchrooms $30,110,923 $32,167,298 6.8% 9 Taverns, Nightclubs $2,268,621 $2,325,697 2.5% 39+89 Hotels, Apartment Houses, etc.* $16,515,973 $17,717,123 7.3% 43 Cigar Stands, Tobacco Supplies $197,927 $216,191 9.2% 52 Photographers, Photo Supplies $238,545 $244,426 2.5% 55 Gift, Card, Novelty Shops $2,017,746 $2,071,347 2.7% 56 News Stands $39,713 $45,336 14.2% 59 Admissions $11,092,760 $12,108,150 9.2% 60 Holiday Season Vendors $23,474 $29,768 26.8% 61 Rental of Tangible Property $4,114,299 $4,223,046 2.6% 83 Parking Lots, Boat Dockings $599,891 $619,560 3.3% Total $67,219,873 $71,767,944 6.8% * Net of two categories Source: Florida Department of Revenue, Office of Tax Research
Top Florida Destination Counties for Visitors R pp* change Florida County 2010 2011 2012 '12/'11 1 Orange 28.9% 31.5% 28.1% -3.4 pp 2 Hillsborough 8.1% 6.6% 7.2% 0.6 pp 3 Miami-Dade 5.9% 6.2% 6.5% 0.3 pp 4 Okaloosa 3.0% 4.5% 5.0% 0.5 pp 5 Bay 4.2% 4.1% 4.8% 0.7 pp 6 Broward 6.4% 5.7% 4.8% -0.9 pp 7 Duval 4.2% 4.2% 4.5% 0.3 pp 8 Escambia 1.6% 1.8% 3.6% 1.8 pp 9 Palm Beach 3.3% 3.7% 3.6% -0.1 pp 10 Volusia 3.3% 4.4% 3.5% -0.9 pp 11 Pinellas 3.9% 2.9% 2.9% 0.0 pp 12 Lee 3.6% 3.4% 2.7% -0.7 pp 13 Monroe 1.9% 2.6% 2.2% -0.4 pp 14 Sarasota 2.3% 2.5% 2.2% -0.3 pp 15 Leon 0.9% 1.0% 1.9% 0.9 pp Source: Florida Visitor Study/2012 2012 Emerald Coast Accommodations Unit Count = 11,921 Location Hotel/Motels Condominiums Bed and Breakfast Camping/RV Total Fort Walton Beach 1,005 0 5 0 1,010 Okaloosa Island 1,398 2,846 0 54 4,298 Destin 992 5,532 29 60 6,613 Subtotal 3,395 8,378 34 114 11,921 Property Count = 155 Location Hotel/Motels Condominiums Bed and Breakfast Camping/RV Total Fort Walton Beach 16 0 1 0 17 Okaloosa Island 6 42 0 1 49 Destin 17 70 1 1 89 Subtotal 39 112 2 2 155 Emerald Coast Accommodations * Okaloosa County Bed Tax Districts ( Fort Walton Beach, Destin, Mary Esther). Source: Department Of Business and Professional Regulation (Section: Division of Hotels and Restaurants)
ADR 2004-2012 Emerald Coast Lodging Average Annual Daily Lodging Rate 2004-2012 Source: Smith Travel Research, Inc. Republication or Other Re Use of this Data without the express written permission of STR is strictly prohibited. Tourist Development Tax Collections by County - NW Florida County Tax Rate 2009 2010 2011 2012 % Change '12/'11 Bay 5.0% $10,737,155.00 $11,206,588.00 $14,652,902.12 $15,098,604 12.4% Escambia 4.0% $5,349,882.00 $5,168,441.00 $6,814,355.86 $7,282,091 10.9% Franklin 2.0% $750,693.00 $750,522.00 $911,561.16 $925,427 12.7% Gulf 4.0% $737,674.00 $741,556.00 $942,551.00 $973,064 15.6% Holmes 2.0% $10,761.00 $20,373.00 $14,855.12 $14,181 14.1% Okaloosa 5.0% $10,474,325.00 $8,748,422.00 $12,933,373.86 $13,203,476 12.5% Santa Rosa 4.0% $899,604.00 $800,819.00 $1,134,256.80 $1,202,382 14.5% Walton 4.5% $10,583,260.00 $10,781,637.00 $15,880,206.20 $16,743,806 17.6% Source: Florida Department of Revenue 2012
Top Origin Designated Market Areas (DMAs) for Domestic Auto Visitors to Florida DMA 2010 2011 2012 pp* change '12/'11 Atlanta, GA 11.2% 10.1% 10.8% 0.7 pp New York, NY 5.6% 6.5% 7.4% 0.9 pp Chicago, IL 3.3% 3.1% 3.0% -0.1 pp Washington, DC 1.7% 2.0% 2.8% 0.8 pp Detroit, MI 1.9% 2.4% 2.3% -0.1 pp Nashville, TN 2.8% 3.1% 2.2% -0.9 pp Birmingham, AL 3.6% 2.5% 2.0% -0.5 pp Boston, MA 0.9% 1.1% 1.9% 0.8 pp New Orleans, LA 2.1% 1.7% 1.9% 0.2 pp Cleveland-Akron, OH 1.4% 2.4% 1.9% -0.5 pp Note: The Origin DMA data combines two years of data for each year shown to obtain a larger sample size, where 2012 figures are based on CY 2012-2011 data, 2011figures are based on CY 2011-2010 data, and 2010 figures are based on CY 2010-2009 data. *Percentage point Source: D.K. Shifflet and Associates. Domestic Auto Visitors to Florida Florida Visitor Study/2012 Top Domestic Origin States for Visitors to Florida State 2009 2010 2011 pp* change '11/'10 Georgia 11.7% 11.3% 10.6% -0.7 pp New York 9.3% 7.7% 8.9% +1.2 pp Texas 4.8% 4.8% 5.7% +0.9 pp Illinois 5.7% 6.4% 5.6% -0.8 pp New Jersey 4.4% 5.5% 4.5% -1.0 pp Michigan 3.1% 4.6% 4.4% -0.2 pp Ohio 4.0% 4.2% 4.4% +0.2 pp Alabama 5.6% 4.2% 4.2% +/- 0 pp North Carolina 4.1% 5.5% 4.1% -1.4 pp Pennsylvania 4.1% 4.2% 3.9% -0.3 pp California 3.6% 4.0% 3.8% -0.2 pp Virginia 3.6% 3.5% 3.7% +0.2 pp Tennessee 2.3% 2.9% 3.6% +0.7 pp Massachusetts 2.6% 2.5% 3.4% +0.9 pp Indiana 2.9% 2.5% 2.5% +/- 0 pp Source: Florida Visitor Study/2011
The Northwest Vacation Region The Northwest Vacation Region includes the following counties: Bay, Calhoun, Escambia, Franklin, Gulf, Holmes, Jackson, Liberty, Okaloosa, Santa Rosa, Walton, and Washington. The Northwest Vacation Region is home to the world s finest sandy-white beaches. Age of Adult Traveler Purpose of Trip 18 34 Years Old 24% Leisure 93% 35 54 Years Old 47% Vacation/Getaway Weekend 66% 55+ Years Old 29% Visit Friends/Relatives 21% Average Age 45.0 Other Leisure 6% Median Age 43.0 Business 7% Convention/Group Meetings 3% Household Income Other Business 4% Under $50,000 28% $50,000 $74,999 21% Average Expenditures (per person per day) $75,000 $99,999 17% including transportation $126 $100,000 $149,999 21% excluding transportation $99 Over $150,000 15% Average HH Income $93,900 Length of Stay Median HH Income $77,900 1 3 nights 52% 4 7 nights 43% Top 5 Origin States 8+ nights 5% Alabama 20% Average 3.8 nights Georgia 17% Median 3.0 nights Louisiana 10% Mississippi 10% Texas 9% Type of Transportation Travel Party Composition Air 6% One Adult 31% Non Air 94% Couples* 28% Families 26% Accommodations Other 15% Paid 71% Average Number on Trip 2.4 Hotel/Motel Paid 36% Median Number on Trip 2.0 Non Hotel/Motel Paid 35% Non Paid 29% Top Activities (multiple response) Beach/Waterfront 77% Seasonality Shopping 38% Winter (Dec Feb) 10% Culinary/Dining Experience 37% Spring (Mar May) 24% Visit Friends/Relatives 33% Summer (Jun Aug) 51% Touring 17% Fall (Sep Nov) 15% Nightlife 16% Note: Totals may not add up due to rounding *A couple is defined as one male and one female
Tourism/Recreation Taxable Sales in Florida by Metropolitan Statistical Area (MSA)* (in $Millions) 2012 Tourism Statistics Metropolitan Statistical Area % Change % of Total CY 2011 CY 2012 (MSA)* '12/'11 (2012) Daytona Beach-Deltona $1,340 $1,443 7.7% 2.0% Fort Lauderdale $5,060 $5,301 4.8% 7.5% Fort Myers-Cape Coral $2,176 $2,317 6.5% 3.3% Fort Pierce-Port St. Lucie $880 $917 4.2% 1.3% Fort Walton Beach $846 $908 7.3% 1.3% Gainesville $643 $669 4.1% 0.9% Jacksonville $3,603 $3,816 5.9% 5.4% Lakeland-Winter Haven $1,040 $1,160 11.5% 1.6% Melbourne-Titusville $1,203 $1,235 2.7% 1.7% Miami $8,715 $9,450 8.4% 13.3% Naples-Marco Island $1,636 $1,733 5.9% 2.4% Ocala $530 $555 4.7% 0.8% Orlando-Kissimmee $16,790 $17,801 6.0% 25.1% Palm Coast $187 $203 8.3% 0.3% Panama City $906 $973 7.3% 1.4% Pensacola $1,037 $1,104 6.4% 1.6% Punta Gorda $356 $375 5.3% 0.5% Sarasota $2,055 $2,188 6.5% 3.1% Sebastian-Vero Beach $388 $409 5.4% 0.6% Tallahassee $755 $791 4.8% 1.1% Tampa-Saint Petersburg $7,280 $7,687 5.6% 10.9% West Palm Beach $4,298 $4,537 5.6% 6.4% Non-MSA Areas $5,533 $5,231-5.5% 7.4% *According to the U.S. Census Bureau, a Metropolitan Statistical Area (MSA) is defined in one of two ways: a city of at least 50,000 population; or a Census Bureau-defined urbanized area of at least 50,000 with a total metropolitan population of at least 100,000 (75,000 in New England).
Fort Walton Beach *MSA ~ Taxable Tourism Sales * Fort Walton Beach MSA (Metropolitan Statistical Area) In Millions Fort Walton Beach MSA (Metropolitan Statistical Area) In Millions 2012 $908 2001 $623 2011 $846 2000 $590 2010 $717 1999 $546 2009 $777 1998 $497 2008 $794 1997 $462 2007 $820 1996 $428 2006 $797 1995 $411 2005 $751 1994 $391 2004 $727 1993 $364 2003 $653 1992 $338 2002 Source: Florida Visitor Study/2012 $649 Average Daily Rates at Florida Hotels/Motels Twelve Months Ending December 31, 2012 Market 2010 2011 2012 % change '12/'11 United States $98.06 $101.85 $106.10 4.0% State of Florida $103.80 $108.61 $113.14 4.0% Daytona Beach $93.35 $92.29 $94.02 1.8% Florida Keys $179.71 $199.44 $212.87 6.3% Florida Panhandle $89.32 $96.13 $100.01 3.9% Florida South Central $97.71 $99.29 $101.99 2.7% Fort Lauderdale $107.97 $110.72 $114.48 3.3% Fort Myers $120.07 $122.72 $125.19 2.0% Jacksonville $80.33 $81.72 $83.85 2.5% Melbourne-Titusville $83.05 $85.33 $83.69-2.0% Miami-Hialeah $143.98 $153.52 $163.59 6.2% Orlando $90.76 $94.11 $96.88 2.9% Sarasota-Bradenton $104.89 $110.47 $115.19 4.1% Tampa-St. Petersburg $91.49 $93.70 $100.08 6.4% West Palm Beach-Boca Raton $125.89 $134.54 $140.71 4.4% Source: Florida Visitor Study/2012
Household Income of Traveler 2010 2011 2012 pp* change 12/'11 Under $30,000 11% 15% 14% -1 pp $30,000 - $49,999 13% 16% 15% -1 pp $50,000 - $74,999 21% 23% 19% -4 pp $75,000 - $99,999 19% 17% 18% 1 pp $100,000 - $149,999 28% 21% 18% -3 pp $150,000 - $199,999 5% 5% 11% 6 pp $200,000+ 2% 3% 6% 3 pp Average $90,000 $83,300 $103,900 --- Source: Florida Visitor Study/2012 Domestic Auto Visitors to Florida Average Expenditures Per Person Per Day 2012 Average Expenditure (including transportation) $125.20 Average Expenditure (excluding transportation) $97.10 Lodging - Total $40.50 Lodging - Room $41.10 Lodging - Services (internet, room service, parking, etc.) $7.70 Transportation - Total $28.10 Transportation - Rental Car $33.50 Transportation - Other (taxi, bus fares, gas, etc.) $21.30 Food & Beverage $30.80 Shopping $19.30 Entertainment & Recreation $16.90 Other Expenses $3.60 Source: Florida Visitor Study/2012 Domestic Auto Visitors to Florida