Florida Reports 5.1 Percent Increase in Third-Quarter Visitors
Preliminary estimates of visitors to Florida for the third quarter of 2011 (July-September), released by Visit Florida, the official tourism marketing corporation for the State of Florida, show an estimated 20.4 million travelers visited the Sunshine State, an increase of 5.1 percent from the same period in 2010. In addition, Florida’s tourism-related employment for the third quarter of 2011 was 1,009,500, up by 51,400 jobs, a 5.4 percent increase when compared to third quarter 2010.
Preliminary estimates for the third quarter of 2011 show a 3.4 percent increase in domestic visitors, an 18.7 percent increase in the overseas market and a 4.4 percent increase in Canadian travel to Florida. Of the 20.4 million visitors Florida welcomed this past quarter, domestic visitation represents 17.5 million or an estimated 85.9 percent of total; overseas visitors at 2.5 million or 12 percent of total; and Canadian visitors at 420,000 or 2.1 percent of total. Also up for the third quarter of 2011, total enplanements at Florida’s 14 major airports rose by 2.6 percent, hotel occupancy rates were up 4 percentage points, and the Average Daily Room Rate increased 6.1 percent from the same period in 2010.
The share of Florida residents taking in-state pleasure trips in the third quarter of 2011 was 43.9 percent, resulting in 5.5 million in-state trips and reflecting a 36.3 percent increase over the third quarter of 2010. Florida tourism has been steadily regaining market share since January 2011, outpacing the rest of the U.S. by nearly 2 percentage points. The percent of rooms sold in Florida for the first three quarters of 2011 is up 7.0 percent compared to the same time period last year, while the U.S. is only up 5.3 percent. For more information, visit www.visitflorida.org.