Sunshine Matters

Reversing a two-year trend in decreased visitor numbers, Florida rebounds in 2010.  According to preliminary estimates* released today by VISIT FLORIDA, an estimated 82.6 million visitors came to Florida in 2010, an increase of 2.1 percent over 2009 figures. 

“The state of Florida relies on tourism to generate nearly a quarter of the state’s sales tax revenue and employ almost one million Floridians, so I’m pleased to see that – despite a tough year – the industry remains strong,” said Ed Fouché, Chairman of the VISIT FLORIDA Board of Directors and Senior Vice President–Travel Industry Sales for Disney Destinations. “We know that every 85 visitors support one Florida job, which means a growing tourism industry equates to increasing employment and a stronger economy.”

For the second half of 2010, direct travel-related employment in Florida increased by 1.8 percent, with more than 15,000 additional jobs in fourth quarter alone.  Domestic visitation to Florida increased by 0.5 percent in 2010, when compared to 2009.  During the same period, Canadian travel to Florida increased by 16.2 percent and the overseas market to Florida increased by 13.6 percent.  Primary data collected at Florida’s 14 major airports in 2010 reflects a 3.5 percent increase in total enplanements from 2009.

2010 was a year when the Florida tourism industry came together to rally around VISIT FLORIDA’s programs – like Florida Live, the Beach Walk, the ‘Your Florida Side Is Calling’ ad campaign, the trails and fishing websites, and the mobile version of VISITFLORIDA.com.  We can’t thank all of our tourism industry partners enough, because it was only with their support that the impact of our collective efforts produced this very real return on investment.

Preliminary estimates of visitors to Florida for the fourth quarter of 2010 show an estimated 20.8 million people visited the Sunshine State.  This reflects an increase of 5.1 percent from the same period in 2009.  VISIT FLORIDA also reports that an estimated 18.0 million domestic visitors came to Florida during the fourth quarter of 2010, a 4.1 percent increase over 2009.  During the same period, Canadian travel to Florida increased by 5.7 percent and the overseas market to Florida increased by 13.5 percent.  Primary data collected at Florida’s 14 major airports shows a 7.8 percent increase in total enplanements to Florida for the fourth quarter of 2010 over the same period in 2009.

“We are determined to establish Florida as the No. 1 travel destination in the world,” said Will Seccombe, Chief Marketing Officer for VISIT FLORIDA.  “For the state to have an increase in visitors in 2010, even with the oil spill and the slow economy, tells us we are poised to make that vision a reality.”

*Preliminary estimates are issued 45 days after the end of each calendar quarter. Final estimates are released when final data are received for all estimates in the report.