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VISIT FLORIDA marketing dollars attracting Florida tourists in record numbers

Florida Hotel Industry Reports Significant Gains in Last Four Years

fl lodgingThe Florida Restaurant and Lodging Association today released data supporting the efforts of VISIT FLORIDA and the millions of dollars spent on marketing tourism programs used to bring visitors to the Sunshine State. Florida currently enjoys a $79.34 RevPAR rate, which is above the national average of $68.69. Growth in revenue is 8.3 percent for Florida in 2013 over 2012 versus 5.4 percent for the United States.

“Governor Rick Scott and the Florida Legislature understand the critical need to fund VISIT FLORIDA’s tourism marketing programs to keep our state as one of the top tourist destinations in the country,” said Florida Restaurant and Lodging Association President/CEO Carol Dover. “These Smith Travel statistics show that more and more visitors are staying in our hotels in recent years, and a direct correlation may be made that by increasing marketing dollars, more tourists are booking area hotels, eating at our restaurants, and enjoying all that Florida has to offer. That is why the Florida Restaurant and Lodging Association is strongly advocating for $100 million in tourism and hospitality funding to support our continued efforts in getting heads in beds and butts in seats.”

Florida consistently has led the nation when comparing hotel occupancy rates, average daily room rates (ADR) and RevPAR statistics. RevPAR, or revenue per available room, is calculated by room revenue divided by rooms available. The data compares hotel occupancy rates from 2010-2013 with the national average, which shows Florida consistently in the lead.

Year/Region

Occupancy Rate %

ADR

RevPAR

2010/United States

57.6

$98.08

$56.47

2010/Florida

59.1

$104.06

$61.53

  2011/United States

60.1

$101.64

$61.06

  2011/Florida

62.9

$108.25

$68.13

2012/United States

61.4

$106.10

$65.17

2012/Florida

64.8

$113.14

$73.31

  2013/United States

62.3

$110.35

$68.69

  2013/Florida

67.0

$118.46

$79.3

*Information provided by VISIT FLORIDA based on data from Smith Travel Research.

Florida Tourism Day was held Wednesday, March 12 in Tallahassee and saw over 400 industry leaders from 44 counties visit with House and Senate members to support tourism marketing funding.

About the Florida Restaurant and Lodging Association
FRLA’s mission is to ‘Protect, Educate and Promote’ Florida’s hospitality industry – which represents a $76.1 billion industry, 23% of Florida’s economy, $4.6 billion in sales tax revenue, and nearly 1.1 million employees, making it the state’s number one industry.  It is Florida’s premier non-profit, hospitality industry trade association. FRLA safeguards the needs of the hospitality industry, improves the business climate, promotes the highest levels of quality and safety for our patrons, provides legislative advocacy, and eases navigation of government regulation. The Association represents and serves more than 10,000 independent and household name members, suppliers, and theme parks. For more information, go to www.FRLA.org.


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