The VISIT FLORIDA research department studies global consumer trends and travel patterns to learn more about Florida's visitors and their preferences. Every year our Research Department prepares the industry leading Florida Visitor Study, in addition to many other useful studies. This Visitor Study is the premier reference guide for statistics on visitors to the Sunshine State. Below are samples of some key statistics on Florida travel from the study.
When using any of the following research statistics in an article, please credit:
VISIT FLORIDA Research.
If you would like additional information, contact VISIT FLORIDA's Tourism Research Team at: TRT@VISITFLORIDA.org.
Quarter Three Visitor Numbers for 2011* |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
August-September
|
20.4 million
|
5.1%
|
| Air Visitors |
48.5% |
August-September
|
9.9 million
|
5.0%
|
| Non-Air Visitors |
51.5% |
August-September
|
10.5 million
|
5.1%
|
| *preliminary
|
Quarter Two Visitor Numbers for 2011* |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
April-June
|
21.2 million
|
6.9%
|
| Air Visitors |
54.2% |
April-June
|
11.5 million
|
7.8%
|
| Non-Air Visitors |
45.8% |
April-June
|
9.7 million
|
5.8%
|
| *preliminary
|
Quarter One Visitor Numbers for 2011* |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
January - March
|
23.1 million
|
2.4%
|
| Air Visitors |
55% |
January - March
|
12.7 million
|
4.3%
|
| Non-Air Visitors |
45.0% |
January - March
|
10.4 million
|
0.2%
|
| *preliminary revised
|
Calendar Year Visitor Numbers for 2010** |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
January-December
|
82.3 million
|
1.7%
|
| Air Visitors |
52.7% |
January-December
|
43.4 million
|
4.5%
|
| Non-Air Visitors |
47.3% |
January-December
|
38.9 million
|
-1.2%
|
| **revised
|
Quarter Four Visitor Numbers for 2010* |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
October-December
|
20.5 million
|
3.9%
|
| Air Visitors |
54.3% |
October-December
|
11.4 million
|
9.0%
|
| Non-Air Visitors |
45.7% |
October-December
|
9.4 million
|
-1.6%
|
| *preliminary
|
Quarter Three Visitor Numbers for 2010** |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
July-September
|
19.4 million
|
5.5%
|
| Air Visitors |
48.5% |
July-September
|
9.4 million
|
5.5%
|
| Non-Air Visitors |
51.5% |
July-September
|
10.0 million
|
0.4%
|
| * revised preliminary
|
Quarter Two Visitor Numbers for 2010** |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
April-June
|
19.8 million
|
-1.6%
|
| Air Visitors |
53.7% |
April-June
|
10.6 million
|
1.27%
|
| Non-Air Visitors |
46.3% |
April-June
|
9.52 million
|
-4.7%
|
| **revised
|
Quarter One Visitor Numbers for 2010* |
| Visitors |
Percent of Total |
Most Recent |
Value |
Change |
| Total Visitors |
100.0% |
January-March
|
22.5 million
|
1.9%
|
| Air Visitors |
54.1% |
January-March
|
12.2 million
|
2.7%
|
| Non-Air Visitors |
45.9% |
January-March
|
10.3 million
|
1.0%
|
| *revised
|
Historic Visitor Numbers (in millions) |
Year |
Domestic |
Overseas |
Canadian |
Total |
1999 |
51.4 |
5.8 |
1.7 |
58.9 |
2000 |
64.7 |
6.0 |
2.0 |
72.8 |
2001 |
62.3 |
5.3 |
1.9 |
69.5 |
2002 |
67.9 |
4.4 |
1.6 |
73.9 |
2003 |
68.7 |
4.2 |
1.7 |
74.6 |
2004 |
73.4 |
4.4 |
1.9 |
79.7 |
2005 |
77.2 |
4.4 |
2.0 |
83.6 |
2006 |
77.6 |
4.1 |
2.1 |
83.9 |
2007 |
77.3 |
4.7 |
2.5 |
84.5 |
2008 |
76.1 |
5.2 |
2.9 |
84.2 |
2009* |
71.2 |
7.0 |
2.6 |
80.9
|
2010 |
71.2 |
8.0 |
3.1 |
82.3
|
* Preliminary, subject to revision
*In 2009, VISIT FLORIDA changed its visitor estimation methodology; therefore, estimates made prior to that year are not directly comparable.
| Historic Economic Impact |
|
Total Tourism Spending (Tourism/Recreation Taxable Sales) 1999-2010:
1999 - $47.2 billion
2000 - $50.9 billion
2001 - $50.8 billion
2002 - $51.1 billion
2003 - $51.5 billion*
2004 - $57.1 billion
2005 - $62.0 billion
2006 - $65.0 billion
2007 - $65.5 billion
2008 - $65.2 billion
2009 - $60.9 billion
2010 - $62.7 billion
* Beginning in 2003, DOR revised this calculation to include 12 kind codes versus 14. |
|
Total State Sales Tax Revenues from Tourism 1999-2010:
1999 - $2.8 billion
2000 - $3.1 billion
2001 - $2.9 billion
2002 - $3.0 billion
2003 - $3.1 billion
2004 - $3.4 billion
2005 - $3.7 billion
2006 - $3.9 billion
2007 - $3.9 billion
2008 - $3.9 billion
2009 - $3.7 billion
2010 - $3.8 billion
|
|
Number of Persons Directly Employed by Tourism Industry 1999-2010:
1999 - 826,200
2000 - 842,900
2001 - 864,500
2002 - 862,900
2003 - 874,700
2004 - 920,700
2005 - 948,700
2006 - 964,700
2007 - 991,300
2008 - 1,007,000
2009 - 973,800
2010 - 974,700
|
Top Origin States - by Percentage of Total Domestic Visitors (2010):
|
Georgia
New York
Illinois
North Carolina
New Jersey
Texas
Michigan
Pennsylvania
Ohio
Alabama
|
11.3%
7.7%
6.4%
5.5%
5.5%
4.8%
4.6%
4.2%
4.2%
4.2%
|
Top International Markets by Number of Visitors (2010)*:
|
Canada
United Kingdom
Brazil
Mexico
Germany
|
3.1 million
1.3 million
1.1 million
332,000
306,000
|
Seasonality of Visitation to Florida by Quarter (2010):
January to March (Quarter 1)
April to June (Quarter 2)
July to September (Quarter 3)
October to December (Quarter 4)
|
27.4%
24.1%
23.6%
25%
|
Florida Travel Facts:
DOMESTIC VISITORS IN 20101
Florida's domestic visitors said their primary reason for coming to the Sunshine State was for leisure (86.8%).
The major type of lodging used by domestic visitors was hotel/motel (54.5%).
The average length of stay for domestic visitors to Florida was 4.7 nights.
The top activities domestic visitors enjoyed while in Florida were shopping, beaches, going to a theme/amusement park, and touring/sightseeing.
The top origin Designated Market Areas (DMAs) for total visitors to Florida were New York, Atlanta, and Chicago. Top origin DMAs for visitors who came to Florida by air were New York, Chicago, and Boston; for auto visitors to Florida, the top three origin DMAs were Atlanta, New York, and Birmingham.
CANADIAN VISITORS IN 2010*2
The primary purpose for Canadians was Pleasure/Recreation/Holiday (80.8%).
The major type of lodging used by Canadian visitors was hotel (28.0%).
The average length of stay for Canadian visitors was 17.4 nights, but the median length of stay was 9.0 nights.
OVERSEAS VISITORS IN 2010*3
The primary trip purpose for overseas visitors was leisure/recreation/holiday (68.2%).
The major type of lodging used by overseas visitors was hotel/motel (75.5%).
The average length of stay for overseas visitors to Florida was 10.6 nights, with a median of eight nights.
Sources:
1 D.K. Shifflet and Associates; TNS TravelsAmerica, Travel Industry Association
2 Statistics Canada
3 U.S. Department of Commerce, ITA, Tourism Industries
4 Agency for Workforce Innovation
Remember, when using any of our research statistics listed here in any articles or references, please credit: VISIT FLORIDA(R) Research.
For more detailed Florida tourism information, please contact VISIT FLORIDA's Tourism Research Team: TRT@VISITFLORIDA.org.
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