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VISIT FLORIDA® Unveils Meeting Industry Stimulus Program

NEWS RELEASE TOPIC:
FOR IMMEDIATE RELEASE: November 16, 2009

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Today, VISIT FLORIDA announced the launch of the organization’s new meetings industry stimulus program. The program is designed to educate companies about the benefits of holding their meetings, conventions and tradeshows in Florida and to provide incentives and support programs at the statewide level to encourage that call to action.

The initial launch of the stimulus program features a full page ad in USA Today with the tagline “Destination Matters,” which will run this week. Other elements of the program include electronic and print marketing in meeting professional publications and public relations initiatives to further spread the word that “It’s good business to do business in Florida.” Key message points focus on emphasizing Florida’s outstanding value, convenient accessibility, first class customer service and unparalleled accommodations and facilities.

“We believe businesses that hold their meetings and conventions in Florida are more successful,” said Ed Fouché, Chairman of the VISIT FLORIDA Board of Directors and Senior Vice President of Travel Industry Sales for Disney Destinations. “Employees who attend a business-related activity in the No. 1 travel destination in the world are more excited and invigorated by their surroundings and they return to work feeling more motivated and productive. Florida is such an attractive and sought-after meeting locale because ‘destination matters’.”

The stimulus program was unveiled during a presentation to attendees at Florida Encounter, VISIT FLORIDA’s annual award-winning signature meeting planner event at Innisbrook Resort & Golf Club in Palm Harbor.

In the current economic situation, the meetings industry has come under intense scrutiny by shareholders, customers and the press resulting in the cancellation of meetings and events. There has been a perception of lavish spending, victimization of customers and taxpayers and, as a result, companies and organizations have cut travel budgets and cancelled events.

However, a recent study by Oxford Economics shows that for every dollar invested in business travel, businesses experience an average $12.50 in increased revenue and $3.80 in new profits – while cuts in business travel have a negative impact on corporate profits. The average U.S. business would forfeit 17 percent of its profits in the first year of eliminating business travel, and it would take over three years for profits to recover.

According to the U.S. Travel Association, U.S. business travel is responsible for $246 billion in spending and 2.3 million American jobs. More than $100 billion of this spending and nearly 1 million American jobs are linked directly to meetings and events. Of the 84.2 million visitors Florida welcomed in 2008, business travel represented nearly 17 percent – including more than 6.8 million travelers tied directly to meetings, conventions and training events.

“Now, more than ever, taking the time to meet customers face-to-face, sharing best practices and incentivizing employees can strengthen a business and speed recovery,” explains Chris Thompson, VISIT FLORIDA President and CEO. “Given Florida’s exceptional tourism hospitality, impressive array of convention centers and meeting accommodations, unparalleled activities and attractions, convenient air accessibility and unsurpassed value, choosing to hold business-related events in the Sunshine State provides a wise return on investment.”

One of the key resources VISIT FLORIDA has created to support the Florida meetings industry is a Meetings and Conventions Quick Action Closing Fund. The fund is available for new citywide conventions and tradeshows and will be matched by the sponsoring Convention and Visitors Bureau or Tourist Development Council to provide marketing support for meeting attendance. The grant will be awarded annually through 2016.

“This fund is an annual matching grant program designed to stimulate the Florida economy by generating new citywide convention business to the state,” explained Sen. Andy Gardiner, who has been an advocate for the meetings stimulus program.

Businesses that choose to book meetings in Florida also have the assistance of the VISIT FLORIDA Meetings and Conventions team. An associated web site at Meetings.VISITFLORIDA.com offers continuously updated resources that support the business of meetings, conventions and incentive travel in the Sunshine State.

As the state’s number one industry, tourism is responsible for welcoming more than 84 million visitors each year, which results in over $65 billion in taxable sales revenue and employs in excess of 1 million Floridians. For every $1 spent on tourism marketing, VISIT FLORIDA – the state’s official tourism marketing corporation – generates $58 in tourism spending and $3 in new sales tax collections, paid by visitors, not residents.

As the state’s number one industry, tourism is responsible for welcoming more than 80 million visitors each year, which results in over $60 billion in taxable sales revenue and employs in excess of 1 million Floridians. For every $1 spent on tourism marketing, VISIT FLORIDA – the state’s official tourism marketing corporation – generates more than $55 in tourism spending and $3 in new sales tax collections, paid by visitors, not residents. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations, new product development and visitor services programs. As a public/private partnership VISIT FLORIDA has more than 3,100 tourism industry Partners and major strategic alliances with American Express Travel Related Services, AirTran Airways, Disney Destinations, Dollar Rent A Car, The Hertz Corporation, SeaWorld Parks & Entertainment and Universal Orlando. To learn more about VISIT FLORIDA, visit www.VISITFLORIDA.org.