Florida tourism on pace to set record

Published: Thursday, November 15, 2012 at 6:39 p.m.

Last Modified: Thursday, November 15, 2012 at 6:39 p.m.

Florida?s tourism industry remains on track for another record-breaking year, according to data released by the state?s tourism promotions entity.

Visit Florida said that the Sunshine State hosted nearly 22 million visitors during the third quarter, an increase of 3.5 percent when compared with the same three-month period in 2011.

Domestic travelers accounted for 18.9 million of that, a 3.2 percent increase from a year before.

There was a larger percentage increase in the number of Canadians who came to Florida, at 4 percent, while the number of international travelers rose 5.5 percent.

?In today?s highly competitive travel marketplace, we are encouraged by the healthy increase in both domestic and international visitors,? said Will Seccombe, Visit Florida?s acting president and chief executive. ?The balanced growth we?re seeing in visitation from the U.S., Canada and overseas indicates the Florida tourism industry is strong and on pace for another record year.?

The boost in tourism activity also has meant more jobs and taxable sales for the Sunshine State.

Direct travel-related employment rose 1.5 percent to 1,020,200, meaning the addition of 15,000.

Tourism and recreation taxable sales from January through August 2012, the last reported month, were $49 billion. That was increase of 7.5 percent from the same period in 2011.

Hoteliers also were finally able to charge higher rates, a move that had previously been greatly limited by the Great Recession and more frugal travelers.

The average daily room rate rose 3.3 percent, while hotels and motels also were able to fill more rooms. The occupancy rate statewide rose 1.7 percentage points during the third quarter when compared with the same three-month period in 2011.

?Increased sales tax revenue and hotel occupancy rates may not seem flashy, but they are very positive indicators for Florida tourism and the state as a whole,? said Glenn Hastings, Visit Florida?s board chairman and the executive director of the St. Johns County Tourist Development Council.

Southwest Florida has shared in the renewed tourism activity.

Sarasota County, for example, saw its tourism tax collection rise more than 8 percent during the second quarter.

Source: http://www.heraldtribune.com/article/20121115/article/121119704

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