Sunshine Matters

I am pleased to announce that the 2011-2012 VISIT FLORIDA Annual Report is now available online.   For the third year, we have created the report in an interactive online format, with the opportunity to download a printable PDF version.  The previous two year’s reports are also available.  We hope making the annual reports available online, with links to more details through archived blog posts and other web content, will allow viewers to move more easily through the wealth of information on VISIT FLORIDA’s efforts to market the Sunshine State and serve as a thought leader for the tourism industry this past fiscal year.

While the annual reports provide a snapshot of the entire fiscal year, VISIT FLORIDA also produces a monthly Florida Tourism Indicators Dashboard.  This document serves as a quick update for key stakeholders on statewide tourism statistics, including visitation numbers, employment figures and Welcome Center traffic.

The way we market the state of Florida to the world has truly transformed in the last several years and will continue to evolve exponentially in the years to come.  The ability to anticipate and act decisively in the face of change has become a part of VISIT FLORIDA’s DNA.  Despite obvious challenges, VISIT FLORIDA and the Florida tourism industry worked together to have a record year for travel to the Sunshine State in 2011-2012.   This past year, VISIT FLORIDA introduced innovative programs, expanded co-op marketing opportunities and found new ways to promote the Florida tourism product across the U.S. and around the globe.  It was also an award-winning year for our national advertising campaign, social media efforts and in-state advocacy program.

Any successes VISIT FLORIDA achieves are a direct reflection on the incredible engagement and support shown by the entire Florida tourism industry.  As an industry-driven organization with dedicated leadership on our industry committees and Board of Directors, as well as the support of our cooperative sales and marketing partners, VISIT FLORIDA is a leader for destination marketing efforts on a local, state and national level.  In 2011, VISIT FLORIDA became one of only four founding partners for the newly created Brand USA global tourism marketing organization that was patterned on our own highly-successful public-private model.

In a year when much has been asked of the VISIT FLORIDA staff, I can assure you they exceeded all expectations and hope that you will join me in thanking them for their commitment and hard work.

Having had a record year tells me that the state, our industry and VISIT FLORIDA are all well positioned to work together to make Florida the No. 1 travel destination in the world.

Thank you for your continued support.

Together, we are VISIT FLORIDA!