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Preliminary estimates of visitors to Florida, from April to June, released by VISIT FLORIDA®, show an increase of 6.9 percent from the same period in 2010. In addition, 5.6 million pleasure trips were taken by Florida residents in-state during the second quarter.
Florida’s tourism related employment for the second quarter of 2011 was 1,029,600, up by 39,400 jobs, which reflects a 4.0 percent increase when compared to the same period of 2010.
Also up for the second quarter of 2011, hotel occupancy rates were up 4 percentage points, and the Average Daily Room Rate increased 4.8 percent from the same period in 2010.
Florida tourism has been steadily regaining market share since January 2011, outpacing the rest of the U.S. by more than 1 percent. The percent of rooms sold in Florida for the first two quarters of 2011 is up 6.9 percent compared to the same time period last year, while the U.S. is only up 5.8 percent.
“The fact that Florida is experiencing increased visitor numbers from domestic and international markets is a testament to our amazing tourism product, our hospitality industry employees, and aggressive marketing by VISIT FLORIDA and our partners around the state.” Said Chris Thompson, President and CEO of VISIT FLORIDA.
That includes VISIT FLORIDA's television ads, website, print ads, Welcome Centers, print publications, contests and sweepstakes, and radio ads. Continued optimization of paid advertising, as well as the integration of traditional, digital and social marketing with public relations, promotions and sales, have resulted in maximizing the impact of VISIT FLORIDA's marketing efforts.