Will Seccombe, President and CEO of VISIT FLORIDA

“With the substantial increase in VISIT FLORIDA funding, Florida tourism is extremely well positioned to build on two consecutive years of record visitation and job creation.  I would like to thank Governor Scott and the Florida Legislature for their visionary leadership and for their extraordinary support of VISIT FLORIDA and the state’s tourism industry,” said Will Seccombe, President and CEO of VISIT FLORIDA.

Glenn Hastings, Chairman of the VISIT FLORIDA Board of Directors and Executive Director of the St. Johns County Tourist Development Council

“The significant increase in VISIT FLORIDA funding over the past two years is a clear indication that our state leaders recognize the importance of tourism, and our industry’s role in strengthening the Florida economy and creating jobs for Floridians.  It is also a strong endorsement of the industry-driven nature of our public-private partnership and our collective success in generating a substantial return on the state’s investment in VISIT FLORIDA’s cooperative marketing programs.”

Tammy Gustafson, Vice Chair of the VISIT FLORIDA Board of Directors and Director of National & Group Sales with Universal Orlando Resort
“Every dollar the state invests in VISIT FLORIDA is matched nearly 2-to-1 in private sector investment by our tourism industry partners. The destination marketing programs VISIT FLORIDA develops give Florida tourism a distinct advantage in today’s highly competitive international travel marketplace.”

Carol Dover, Member of the VISIT FLORIDA Board of Directors and President & CEO of the Florida Restaurant & Lodging Association
“It’s simple math. Every 85 visitors to the state support one Florida job. I applaud Governor Scott and the Legislature for their commitment to increased funding for VISIT FLORIDA’s marketing efforts which will strengthen the Florida economy and create jobs by encouraging more tourism in our great state.”

To view the sections of the 2013-2014 budget pertaining to “Business Development and Job Growth,” click here.

“More people visited Florida this past quarter than ever before,” Governor Scott said. “Record visitation to the Sunshine State means more jobs and opportunities for Florida’s families, which is great news.”

Direct travel-related employment in Q1 2013 was also a record high, with 1,087,700 Floridians employed in the tourism industry.  This figure represents a 3.4 percent increase, adding 35,700 jobs since this time one year ago.

“Every 85 visitors we welcome support one Florida job,” said Glenn Hastings, Chairman of the VISIT FLORIDA Board of Directors and Executive Director of the St. Johns County Tourist Development Council. “Florida’s hospitality industry added nearly 36,000 new career-building jobs this quarter alone, marking the 36th straight month of job growth for the tourism sector.”

As additional data continues to come in, VISIT FLORIDA has revised its preliminary 2012 visitation number to 91.4 million.  This figure includes 77.6 million domestic visitors, 10.2 million overseas travelers and 3.6 million Canadians.

Coming off of a record year that has proven to be even stronger than we initially estimated only adds to the momentum VISIT FLORIDA has been building on to make Florida the No. 1 travel destination in the world.

Additional Preliminary Data:

An estimated 21.8 million domestic visitors came to Florida during the first quarter of 2013, representing a 4 percent increase from the same period in 2012.  Florida experienced a 3.9 percent increase in Canadian visitors at 1.5 million and an 11.3 percent increase in overseas visitors with 2.7 million in Q1 2013 compared to Q1 2012.

Primary data collected at Florida’s 14 major airports in the first quarter of 2013 reflect a 1.2 percent increase in total enplanements from the same period in 2012.  Tourism and recreation taxable sales for Florida increased year-over-year in January and February 2013 (last reported month), representing a 5.1 percent increase over the same period in 2012.  The Average Daily Room Rate rose 6.8 percent to $136.45 and the occupancy rate for Florida hotels increased 2.3 percentage points to 74.1 percent in Q1 2013 compared to Q1 2012.

To view additional Florida visitor data, please go the Research page on VISIT FLORIDA’s media website.

The new team has been hard at work setting up meetings with Partners and potential partners of all types and sizes.  These meetings range from one-on-one presentations to speaking engagements with large groups.  They are a great way for VISIT FLORIDA to share the impact that our marketing strategies have on the Florida tourism industry.

One great example is a presentation Brenna Dacks, VISIT FLORIDA’s Marketing Solutions and Sales Manager, made to the Hospitality Alliance.  She was able to showcase both our current projects and those on the horizon for the year ahead.  Click here to see some of the coverage we received in the Daytona Beach News-Journal.

Whether it’s the “Must Be The Sunshine” train wraps in Chicago, New York subway station takeovers or the digital billboard project we’re working on for our four highway Welcome Centers, VISIT FLORIDA is constantly designing new and creative ways to reach our audiences.  To learn more about these projects, contact the new Marketing Solutions and Sales team at (850) 205-3815 or adsales@VISITFLORIDA.org.

Since session began on March 5, our staff has conducted 167 scheduled Capitol tours for 7,014 guests.  We also hosted 29 impromptu tours at the request of legislators and other state officials for their visiting dignitaries and constituents.  During the same time frame, we assisted more than 10,350 visitors with tourism-related information.  Those visitors took nearly 31,300 copies of various visitor guides and brochures, representing 324 of VISIT FLORIDA’s Industry Partners, as part of their vacation-planning consultations.

We have four counterparts located at the state borders near I-10, I-75, I-95 and U.S. Highway 231.  Collectively, our facilities make up the five Official Florida Welcome Centers that are managed by VISIT FLORIDA.  Assisting nearly 2.5 million visitors per year, we are proud to have been providing superior customer service and world-renown hospitality to Florida’s visitors for more than 64 years.

If you have never taken a tour of Florida’s impressive Capitol building, I invite you to stop by year-round to see first-hand how the legislative process is carried out in the Sunshine State.  For more details on our tours or brochure display program, please contact (850) 488-6167 or brobertson@VISITFLORIDA.org.

Destination marketing organizations throughout the Sunshine State have been hosting inspiring events that are drawing lots of attendance and attention.  VISIT FLORIDA was delighted to support our industry Partners at several of these events, providing presentations on tourism’s role as Florida’s leading economic and employment driver.

Here are some great examples:

Paul Phipps, VISIT FLORIDA’s new Chief Marketing Officer, was asked to be a guest speaker at both the Beaches of Fort Myers & Sanibel Team Tourism Travel Rally Day on May 3 and the Visit South Walton National Travel & Tourism Week Kick-Off Luncheon on May 8.  In addition to his presentation, Paul authored a guest opinion column in the Fort Myers News-Press that spoke to the impact tourism has on the quality of life of all Floridians.

Susannah Costell0, VISIT FLORIDA’s Vice President of Global Brand, addressed the attendees at the Palm Beach County Convention & Visitors Bureau Travel Rally Day Luncheon.  Susannah told the crowd about VISIT FLORIDA’s latest efforts to the market the Sunshine State brand, including our new “Must Be the Sunshine” ad campaign and revamped VISITFLORIDA.com website.

Carol Dover, VISIT FLORIDA Board member and President & CEO of the Florida Restaurant & Lodging Association, shared the message of the value of tourism and the importance of VISIT FLORIDA’s increased public funding.  Carol spoke at both the Tampa Bay Beaches Chamber of Commerce Tourism Luncheon on May 7 and the Visit Panama City Beach National Travel & Tourism Day event on May 8.  

Along with other representatives from the travel industry, I was given the opportunity to appear before the Subcommittee on Commerce, Manufacturing and Trade in Washington, D.C. on May 7.  The purpose of the hearing was to “examine tourism employment trends and ways to promote growth of this vital industry.”  Here is a brief synopsis of my testimony:

Will Seccombe, President and CEO of VISIT FLORIDA, described the importance of the tourism industry to his state.  He explained, “Logging over 500 million vacation nights in the Sunshine State last year, Florida’s visitors spent $71.8 billion on hotels, attractions, restaurants, retail and recreation.  To put that in perspective, there are more people visiting the Sunshine State each day – nearly 1.6 million – than live in 11 U.S. states and they spend nearly $196 million a day in Florida.  This tourism spending generated $4.3 billion in sales tax in 2012, meaning more than 23% of all the state’s sales tax collections were paid by people who live outside Florida.  We know that every 85 visitors to the state create or support one new Florida job.  Today, the tourism industry provides employment for 1,053,000 Floridians, with the number of jobs supported by visitors having grown for 36 straight months.”

For more details, click here to see a video of the hearing.

Florida’s tourism industry has much to celebrate this week and all year round.  Coming off of two consecutive record years for visitation and visitor spend, our collective efforts have the Sunshine State poised to become the No. 1 travel destination in the world.

“VISIT FLORIDA would like to congratulate our long-time strategic partner Hertz on the relocation of their global headquarters to the Sunshine State, said Will Seccombe, President and CEO of VISIT FLORIDA.  ”The addition of the world’s largest car rental brand to the No. 1 travel destination in the world is a win-win for Hertz and the Florida hospitality industry.  Congratulations to Governor Scott and Enterprise Florida for establishing a perfect climate for business that continues to attract world leaders like Hertz.”

Click here to read the full article which appeared in Florida Trend Online.

With this substantial increase in VISIT FLORIDA funding, Florida tourism is extremely well positioned to build on two consecutive years of record visitation and job creation.  I would like to thank Governor Rick Scott and the Florida Legislature for their visionary leadership and for their extraordinary support of VISIT FLORIDA and the state’s tourism industry.

The significant increase in VISIT FLORIDA funding over the past two years is a clear indication that our state leaders recognize the importance of tourism, and our industry’s role in strengthening the Florida economy and creating jobs for Floridians.  It is also a strong endorsement of the industry-driven nature of our public/private partnership and our collective success in generating a substantial return on the state’s investment in VISIT FLORIDA’s cooperative marketing programs.

I would like to thank our Florida tourism industry Partners on the VISIT FLORIDA Board of Directors and marketing committees, the Florida Restaurant & Lodging Association, the Florida Association of Destination Marketing Organizations, the Florida Attractions Association, the Florida Association of RV Parks and Campgrounds, the Florida Association of Museums, the Florida Retail Federation, the Florida Association of Broadcasters, Enterprise Florida and the Florida Chamber for their collective leadership, support and advocacy.

If we continue to work together, I have no doubt that we will achieve our vision of establishing Florida as the No. 1 travel destination in the world.

To make this tour of Florida a reality, four industry Partners collaborated with VISIT FLORIDA and the Nao Victoria Foundation in hosting the ship with ports of call between April 15 and June 3 at Bay Front Park in Miami, The Cove at Port Canaveral, the Bahia Mar Marina in Fort Lauderdale, and the City Marina in St. Augustine.

While El Galeón was safely moored in Miami, VISIT FLORIDA arranged an opportunity for our Florida tourism Partners to engage with Hispanic media during a reception hosted on board the vessel the evening of April 24.  With the support of  The Rodriguez Group, VISIT FLORIDA’s Hispanic agency of record, the event provided networking time for Partners with producers from  the Telemundo and  Univision networks, media representatives with Despierta America – a Univision network morning show, and contributors to Diario de Las Americas, Agencia EFE (AP for the Hispanic market) and El Herald in Miami.  VISIT FLORIDA’s Viva Florida Insider, Patricia Pena, was able to conduct interviews with the media throughout the event.  Patricia is also currently blogging from the ship as it sails on to Cape Canaveral.

VISIT FLORIDA is grateful for the support of those who joined us in hosting the media reception, especially Glenn Hastings, Executive Director of the St. Johns County TDC and Chair of the VISIT FLORIDA Board of Directors; Cristina Barrios, Spanish Consul General; Bill Talbert, President of the Greater Miami CVB; historian Frank de Varona; Eduardo Almagro, General Manager of the Nao Victoria Foundation.  VISIT FLORIDA appreciates the support of the industry Partners who were in attendance, including the four ports of call hosts: the Greater Miami CVB, the Space Coast Office of Tourism, the National Air, Sea and Space Foundation, the St. Johns County TDC and St. Augustine/Ponte Vedra VCB, the Greater Fort Lauderdale CVB, and the Florida Restaurant & Lodging Association, as well as additional Partners from Paradise Coast and Visit Orlando.

To alert visitors of the ship’s coming arrival and the opportunities available to tour the vessel while in port, VISIT FLORIDA and the St. Augustine/Ponte Vedra VCB worked together to host a satellite media tour (SMT) from Flagler College on April 4.  The SMT positioned Viva Florida 500 as an invitation for consumers to bridge from history to the modern day Florida vacation experience.  The SMT also served to introduce a national audience to Ponce de Leon as the Sunshine State’s first tourist, while inviting future visitors to be the state’s new explorers.

Two pairs of talent hosts broadcast for English and Spanish audiences.  The talents for the English-language stations were VISIT FLORIDA Entertainment & LuxuryInsider Kara Franker, and historic re-enactor Chad Light, portraying Ponce de Leon.  Maria D’Adamo, a travel guide and editor of Eco Latino magazine, and Father Gilbert Medina, portraying a Diocene priest, were the talents for the Spanish-language stations.  Throughout the live television and radio broadcasts, the talents shared key messages that included details on Florida’s commemoration of the 500th anniversary, the 500 Years of Adventure Sweepstakes offering exclusive vacation packages weekly in destinations throughout the state, the visit of El Galeón at four Florida ports, and the new VISITFLORIDA.com website

The Viva Florida 500 SMT was incredibly successful, reaching more than 4.1 million viewers and listeners nationwide through a combination of 20 broadcast and radio segments.  In addition, VISIT FLORIDA’s Content team commissioned a story by Carlos Harrison for VISITFLORIDA.com and the PR Department assisted in promoting the ship’s tour through a digital media release.

Perhaps known best for our beautiful beaches and exciting theme parks, the Viva Florida 500 commemoration is providing the Florida tourism industry with an historic opportunity to expand travelers’ perceptions of the state.  By offering visitors a whole new reason to explore the Sunshine State in 2013 with events such as the arrival of El Galeón, we are continuing to increase the economic impact of travelers to Florida.

VISIT FLORIDA manages the state’s five Official Florida Welcome Centers located at I-10, I-95, I-75, US 231 and the Florida Capitol.  As an invaluable resource for visitors to the Sunshine State, the knowledgeable and helpful staff in the Welcome Centers provide a wealth of information to millions of Florida visitors each year.  In addition to offering detailed travel planning advice, the centers also provide maps, brochures and even a free cup of Florida citrus juice!

As a fun way to engage Welcome Center visitors, and showcase all there is to see and do in the Sunshine State, each of the four highway Welcome Centers set up special displays that allow travelers to learn more about what’s happening in Florida at certain times of the year.  The “Own a Welcome Center” program allows VISIT FLORIDA’s tourism Partners to create a highly visual theme that takes over the interior of the facility for an entire month.

The latest and greatest example of this program is going on now.  Walt Disney World recently debuted their largest expansion ever at the Magic Kingdom, known as New Fantasyland.  To celebrate and promote their expansion, Walt Disney World has taken over the four highway locations for the month of April.  The Welcome Center lobbies have been decked out in Fantasyland gear including large banners, giant floor and ceiling graphics, transparencies, and stands where visitors can capture photographs.

Some details of New Fantasyland that are being featured in the Welcome Center displays include characters from classic films such as Beauty and the Beast and The Little Mermaid, new and improved rides such as a jumbo-sized Dumbo, and interaction with old favorites such as Snow White and Goofy.

To learn more about VISIT FLORIDA’s “Own a Welcome Center” program, contact Annette Larson at 850-205-3864 or alarson@VISITFLORIDA.org.

Of the six top direct influencers, VISITFLORIDA.com scored the highest at 25.6 percent, followed by visiting a Welcome Center at 23.1.  A new influencer, “VISIT FLORIDA social media” – added this year to encompass our social media efforts on Facebook, Twitter, YouTube and Pinterest – received 18.5 percent.

A strong focus on integrating all marketing disciplines, optimizing paid advertising, and utilizing storytelling to enhance online content were some of the keys to maximizing the impact of VISIT FLORIDA’s marketing efforts this past year.

About the study:

Conducted online by Toluna USA, Inc., the Return on Investment Influencer Study surveyed 500 domestic visitors who had been to the state in the past year asking them what items influenced their decision to choose Florida as a destination.

The survey, comprised of 19 items, gauged the respondents’ level of importance when considering Florida as a destination location.  Each item was ranked on a scale of  1 – 5, with 5 representing a “very important” factor in the decision-making process.  Those respondents ranking VISIT FLORIDA efforts with a 4 or 5 were deemed “significantly influenced.”

The six factors directly attributable to VISIT FLORIDA include our website, Welcome Centers, advertising, print publications, social media, and contests and sweepstakes.  In addition to these factors, other items considered in the survey included non-direct influencers, such as brochures at trade shows, advertising by individual Florida locations and information found on the Internet outside VISITFLORIDA.com.  Several non-marketing influencers were also factored in, including reading travel articles and extending business trips into vacations.