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Second Quarter Visitation Number Equals 20.1 Million

NEWS RELEASE TOPIC:
FOR IMMEDIATE RELEASE: August 18, 2009

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TALLAHASSEE, Fla. (August 18, 2009) – VISIT FLORIDA®, the official tourism marketing corporation for the state of Florida, estimated 20.1 million people visited the Sunshine State during the second quarter of 2009 (April-June), reflecting a 9.4 percent decrease over the same period last year.

“As consumers respond to economic uncertainty, some are still reluctant to spend money on travel,” said Ed Fouché, Chairman of the VISIT FLORIDA Board of Directors and Senior Vice President of Travel Industry Sales for Disney Destinations, LLC. “However, we are optimistic that more people will begin traveling again and are encouraged, despite a challenging economy, by the more than 20 million travelers that visited our state in the second quarter.”

An 8.0 percent decrease in overseas visitors to Florida has been projected for the second quarter of 2009 compared to the second quarter of 2008. However, preliminary estimates show Canadian travel to Florida is up by 5.2 percent during the quarter, which included an increase in both air and non-air visitors.

“While we are encouraged by the increase in Canadian travel, we remain cautious and continue to expect 2009 to be extremely challenging,” said Christopher L. Thompson, President and Chief Executive Officer of VISIT FLORIDA. “While Florida’s tourism is not immune to a difficult economy, we are solidly positioned to deal with the challenges ahead.”

Primary data collected at Florida’s 14 major airports in the second quarter of 2009 reflect a 7.2 percent decrease in total enplanements from the same period in 2008.

“We have a clear strategy and expect it will enable us to emerge from the economic downturn in a position of strength,” said Thompson.

*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.

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.