Sunshine Matters

Florida’s tourism industry hosted 11.1 million international visitors from 144 different countries who spent $10.6 billion in 2010.  These figures represent a 15.6% increase in international visitors and a 23.4% increase in their spending over the previous year.  Air travelers make up 88% of Florida’s international visitors, an increase of 14% from the prior year.  Given that the vast majority of international visitors arrive by air, VISIT FLORIDA’s best avenue to continue to increase our overseas traveler numbers is by finding innovative ways to improve flight access to the Sunshine State.

One way VISIT FLORIDA is working together with our Partners to encourage new international air service into the state is through the creation of Air Team Florida.  This initiative brings Florida tourism destinations together with airports and convention & visitors bureaus representing communities from all around the state.  By presenting a unified message in an incredibly competitive market, Air Team Florida has a tremendous opportunity to impact this critical segment of the travel industry.

The first tangible outreach by VISIT FLORIDA’s new Air Team Florida initiative to promote the Florida brand to the international air travel community came through our highly-visible participation in the 17th World Route Development Forum held in Berlin, Germany on Oct 2-4.  This annual event, with over 3,500 attendees, is the largest global gathering of the route development community from the world’s airlines, airports and tourism authorities.

With support and direction from the International Committee, VISIT FLORIDA coordinated our first-ever co-branded networking stand at the forum.  Joining VISIT FLORIDA on the stand as branded Partners were representatives from Palm Beach County CVB, Visit St. Petersburg/Clearwater and Tampa Bay & Company.  Also sharing in the stand’s prominent position were staff from the Greater Fort Lauderdale CVB, Greater Miami CVB, Naples Marco Island Everglades CVB, Palm Beach International Airport, Tampa International Airport and the Sarasota Manatee Airport Authority.  The format of the forum, with scheduled airline appointments, allowed our destinations and airports the opportunity to join forces to enhance the state’s destination image, prestige and credibility in front of the world’s airlines.  This collective branding effort impressed upon the airlines the state’s economic support and backing for new route development.

VISIT FLORIDA’s significant Air Team Florida presence at the Routes forum is just the first of many efforts to come from this new initiative.  Look for additional announcements on opportunities for the Florida tourism industry to take advantage of the Air Team Florida initiative in the near future.