VISIT FLORIDA Official Media Newsroom

Topic: Corporate Information

2008 Second Quarter Visitation Numbers Released by VISIT FLORIDA®

NEWS RELEASE TOPIC:
FOR IMMEDIATE RELEASE: January 1, 2009

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TALLAHASSEE, Fla. (Aug. 29, 2008) - The total number of tourists visiting Florida during the second quarter of 2008 increased by 1.2 percent compared to the same period in 2007 according to preliminary data released by VISIT FLORIDA, the state's official tourism marketing corporation. From April 1 through June 30, 2007, 22 million people visited Florida. VISIT FLORIDA also announced the release of its final 2007 calendar year visitation numbers, which show an increase of 0.8 percent of visitors from the 2006 calendar year.

The year-to-date second quarter preliminary numbers show that 46.1 million people have visited the Sunshine State, which translates into a 2.7 percent increase for the first six months of 2008 compared to the year before.

"Despite high fuel costs and increased competition, we are heartened by the continued increase in tourism," said Governor Charlie Crist. "International tourism continues to be a bright spot and evidence of the state's enduring status as a premier global destination."

During the second quarter of 2008, overseas travel increased by 8.0 percent, bringing the number of overseas visitors to Florida to 1,253,000. Canadian travel to Florida during the same period reflected a 5.1 percent increase. Together these accounted for an additional 124,000 international visitors compared to second quarter in 2007.

"Tough times call for more aggressive marketing," said Richard Goldman, Senior Vice President, Chief Marketing Officer of Amelia Island Plantation and Chairman of the VISIT FLORIDA Board of Directors. "This is a great testament to VISIT FLORIDA's efforts which continue to resonate with travelers."

VISIT FLORIDA also announced that an additional 1.4 million residents took a pleasure trip within the state. Many in the tourism industry predicted that more travelers would be staying closer to home. VISIT FLORIDA reacted by launching marketing programs such as, "Tours on a Tankful" and "Been There, Haven't Done That," a signature in-state campaign which highlights fascinating unknown attractions in Florida.

VISIT FLORIDA also enhanced supplemental marketing efforts with an aggressive out-of-state marketing campaign complimented with radio cooperative advertising and print ads. To leverage Dr. Beach's ranking of three Florida beaches in his top 10 list, VISIT FLORIDA launched an integrated public relations, direct marketing and promotions campaign to promote Florida's diverse beaches, a top tourism attraction.

Preliminary data collected at Florida's 14 major airports reflected a 1.1 percent decrease in total enplanements to Florida for the second quarter of 2008, yet enplanements are up 1.9 percent in the first six months of 2008.

In an effort to boost travel for the third quarter and the fall, VISIT FLORIDA recently announced a joint marketing initiative with Southwest Airlines to promote the many attractions of Florida. The joint marketing initiative includes television advertising, online advertising, promotions, and public relations elements. The large scale, integrated promotional partnership is designed to raise awareness in key markets such Baltimore, Philadelphia, Chicago, Washington, D.C, Pittsburgh, the Boston area, and Dallas.

VISIT FLORIDA is the official tourism marketing corporation for the state of Florida. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations, new product development and visitor services programs. As a public/private partnership VISIT FLORIDA has more than 3,400 tourism industry Partners and four major strategic alliances with American Express Travel Related services, AirTran Airways, Dollar Rent A Car and The Hertz Corporation. To learn more about VISIT FLORIDA, visit www.VISITFLORIDA.org.