We're sorry, but to display this page properly, you will need to update your browser.

Vicki Allen
VISIT FLORIDA Marketing Efforts Significantly Influence Travel

By on April 24th, 2014 — 1:22pm

I am pleased to announce that VISIT FLORIDA’s efforts to market the Sunshine State to visitors around the globe in 2013 had a significant influence on their travel planning decisions.  Results just in from the annual Return on Investment Influencer Study show that, of the surveyed respondents who had been to Florida in the past year, 38 percent were significantly influenced in their decision to visit the state by one or more VISIT FLORIDA marketing initiatives.

Of the six top direct influencers, a stop at one of VISIT FLORIDA’s five Official Florida Welcome Centers scored the highest at 24.1 percent, followed by our award-winning travel planning website VISITFLORIDA.com at 22.9 percent, the Official VISIT FLORIDA Magazine at 21.5 percent and VISIT FLORIDA paid advertising, including radio, television, magazine/newspaper and online, at 21.1 percent.  A new influencer added in 2012, VISIT FLORIDA social media, which encompasses our social media efforts on Facebook, Twitter, YouTube and Pinterest, received 19.7 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.


Vicki Allen
Research Manager

Leave a Comment » | Uncategorized

Will Seccombe
Florida Tourism Employment Shows Growth for Four Straight Years

By on April 23rd, 2014 — 1:19pm

We all know tourism is the state’s No. 1 industry and that every 85 visitors supports one Florida job.  With the release of the latest employment data, here are some new stats you may not know:

  • Tourism-related employment grew year-over-year for the 48th straight month in March 2014, marking the fourth straight year of growth
  • Tourism-related employment for the month of March reached 1,152,800, an increase of 3.7 percent compared to March of last year
  • Tourism-related employment accounted for 18 percent of total non-agricultural employment in Florida during March 2014
  • Tourism related employment for calendar year 2013 averaged 1,096,700, an increase of 3.7 percent from 2012
  • Tourism related employment accounted for 14.5 percent of total non-agricultural employment in Florida during 2013
  • 1 in 5 new jobs in Florida are in tourism Read more of this post »

Will Seccombe
President & CEO

Leave a Comment » | Uncategorized

Will Seccombe
Take Action Now to Help Re-Authorize Brand USA

By on April 21st, 2014 — 2:42pm

A bipartisan bill to re-authorize Brand USA—the Travel Promotion, Enhancement and Modernization Act of 2014—was offered earlier this month by leaders in the U.S. House and Senate, a first step in the process to extend this vital program and provide continuity for the nation’s travel promotion program through 2020.  Special thanks go to Florida’s own Rep. Gus Bilirakis  and Rep. Peter Welch (D-Vt.), as well as Sens. Amy Klobuchar (D-Minn.) and Roy Blunt (R-Mo.), for introducing this critical legislation. Read more of this post »


Will Seccombe
President & CEO

Leave a Comment » | Uncategorized

Tracy Vaughan
VISIT FLORIDA Continues Tradition of Success at 46th Annual IPW

By on April 17th, 2014 — 10:17am

VISIT FLORIDA continued its tradition of success at the 46th annual U.S. Travel Association’s International Pow Wow (IPW) held last week in Chicago.  IPW is the travel industry’s premier international marketplace and the largest generator of travel to the United States.  The three-day event welcomed 6,200 delegates from the U.S. and 70 other countries, including 1,400  international and domestic buyers and 500 media. Read more of this post »


Tracy Vaughan
Director, International Sales & Marketing

Leave a Comment » | Uncategorized

Ashley Abney
VISIT FLORIDA Hosts Two Successful Very Important Planner Events

By on April 16th, 2014 — 2:31pm

Our VISIT FLORIDA Marketing and Events team, with the help of our Partners, recently hosted two VIP (Very Important Planner) events.  The first took place in Minneapolis, which is a top ten air market and top 15 origin market for visitation to Florida.  The other was in Chicago, Florida’s third ranked top designated market area (DMA).  Both events proved to be highly successful, providing industry Partners with one-on-one networking opportunities with large numbers of meeting professionals. Read more of this post »


Ashley Abney
Marketing & Event Planner

Leave a Comment » | Uncategorized

Back to top