NATIONAL TRAVEL & TOURISM WEEK. The State of Tourism

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2 NATIONAL TRAVEL & TOURISM WEEK The State of Tourism

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4 Welcome From Snail Mail to Smart Phones Welcome has invited visitors to Florida for decades Our Brand Theme for 2018 is Love, Paradise A Welcoming Invitation to visitors to define their love for Paradise in their own special way Our Pledge is to Welcome one and all to experience Florida s Paradise Coast for themselves

5 From a Global Perspective The Travel Industry is in the Top 10 of employers in 49 of our 50 states and D.C. International Travel is the # 2 Export for the U.S. 1 in 9 American families depend on visitors for their livelihood 15.6 Million U.S. jobs are in hospitality & tourism Tourism is a $2.4 Trillion industry in the U.S. Source: US Travel Association 2018

6 Tourism In Collier County 2017 # 1 Private Sector Employer 38,000 direct & induced jobs 1 in every 10 jobs are in travel & tourism Every 47 Visitors support one tourism industry job Most Collier County travel related businesses are small, familyrun with 10 or less employees Direct Visitor Spending of $1.38 Billion Total Direct & Induced Spending of $2.048 Billion Visitor tax revenue: $130.4 million in Sales & Gas Taxes $22.5 Million in Tourist Development Tax (TDT) $992 Tax Savings to Collier Households

7 We ve Come a Long Way! Visitors 1.3 M 1.8 M Total Spending $885.0 M $2.0 B Jobs 25,851 38,000 Average Visitor Age Average HH Income $127 K $157 K Tax Savings to Home Owners $491 $992 TDT Revenue $8.58 M* $22.52 M* * Note: TDT 4 th % added in 2005; 5 th % added in 2017

8 Tourism Industry Impact Calendar Year

9 Collier Tourism Metrics Calendar Year 2017 (January December) Number of Visitors Room Nights Economic Impact 1,774, %D 2,364, %D $2,048,511, %D 9

10 Occupancy/ADR Calendar Year 2017 (January December) Occupancy ADR % D % D Q1 86.1% 85.2% -1.0% $313.7 $ % Q2 73.1% 73.0% -0.1% $210.4 $ % Q3 65.3% 63.0% -3.5% $137.6 $ % October 74.7% 79.3% +6.2% $157.4 $ % November 76.7% 80.7% +5.2% $170.1 $ % December 74.4% 79.3% +6.6% $218.4 $ % Q4 75.3% 79.8% +6.0% $182.0 $ % * Hurricane Irma made landfall on September 10,

11 Collier Comp Set Calendar Year 2017 (January December) Occupancy ADR RevPAR 2017 % D 2017 % D 2017 % D Naples MSA 67.6% +5.7 $ $ Naples Upscale 72.6% +4.6 $ $ Miami-Hialeah 76.7% +1.4 $ $ Florida Keys 77.7% +2.6 $ $ Ft. Myers 71.8% +3.0 $ $ Sarasota-Bradenton 70.3% +1.5 $ $ Clearwater 72.6% -1.3 $ $ St. Petersburg 72.4% +3.8 $ $ Palm Beach County 74.4% +3.0 $ $ Ft. Lauderdale 77.8% +0.9 $ $ Florida 73.9% +3.2 $ $ SOURCE: SMITH TRAVEL RESEARCH, INC. 11

12 Visitor Metrics Purpose of Trip (multi answers) 79.3% Vacation/Getaway 26.8% Group Meeting 12.9% Visiting Friends/Family 7.2% Special Events First Time Visitors 41.5% New to Collier 6.1% New to Florida Party Size 2.7 people Average Age 48.3 Median HH Income $157,000 Length of Stay 4.4 days Satisfied 95.7% Recommend 92.4% Plan to Return 91.6% Influenced by ads 47.0% Source: Research Data Services, Inc. 2018

13 PR & Communications Results 2017 Total Media Impressions 334,657,636 Total Advertising Value $11,853,501 Regional & National Outlets Targeted for Editorial in 2017 AAA Northeast Afar Magazine Atlanta Journal Constitution Boca Magazine Chicago Tribune Conde Nast Traveler Readers Digest Southern Living The Daily Meal USA Today Facebook Live Posts after Irma CBS This Morning Coverage of US Open Pickleball Championship How to Do Florida Artificial Reef Segment Happiest & Healthiest Community in US for 3 rd Consecutive Year Award Coverage Sources: Lou Hammond Group, CVB PR & Communications, Cision

14 Sports Tourism Results Source: CVB Sports Marketing Sports Events Summary % Change Number of Events (18%) Direct Spending $14,899, $13,899, % Economic Impact- Total Spending $21,405, % $20,659, Participant/Spectator Room Nights 14,685 18,296 (20%)

15 Group Sales Results 2017 Source: IDSS & CVB Reports RFP S Distributed to Partners RFP S Booked Spending Impact of Meetings Booked $12,147, ,708, $27,786, $28,937, $15,751, Group Meeting Room Nights Booked N/A N/A 31,382 45,480 25,830

16 Tour & Travel Sales Source: CVB Leisure Sales 2018 Tour & Travel & Leisure Sales Results Number of Travel Agent Contacts Number of Tour Operator Contacts Number of FAM s/site Visits * Number Trade Shows Attended * 2 more were cancelled due to IRMA

17 Year to Date Visitor Data 2018 January March 17

18 Collier Tourism Metrics YTD 2018 (January March) Number of Visitors Room Nights Economic Impact 621, %D 744, %D $805,982, %D 18

19 Visitor Origins YTD 2018 (January March) # of Visitors 2018 D % Florida 151, Southeast 41, Northeast 173, Midwest 122, Canada 15, Europe 88, Other 28, Total 621,

20 RDS Occupancy/ADR YTD 2018 (January March) Occupancy ADR % D % D January 77.3% 83.4% +7.9% $230.9 $ % February 87.9% 93.6% +6.5% $350.5 $ % March 90.3% 91.1% +0.9% $336.4 $ % Q1 85.2% 89.4% +4.9% $305.9 $ % 20

21 Collier Comp Set YTD 2018 (January March) Occupancy ADR RevPAR 2018 % D 2018 % D 2018 % D Naples MSA 80.6% +4.6 $ $ Naples Upscale 85.6% +3.5 $ $ Miami-Hialeah 85.3% +4.3 $ $ Florida Keys 86.4% +1.6 $ $ Ft. Myers 85.3% +4.5 $ $ Sarasota-Bradenton 78.5% -1.5 $ $ Clearwater 79.8% +0.8 $ $ St. Petersburg 78.1% -2.3 $ $ Palm Beach County 83.9% +0.4 $ $ Ft. Lauderdale 84.2% -0.6 $ $ SOURCE: SMITH TRAVEL RESEARCH, INC. 21

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23 Why Visitors Choose Collier County

24 World Class Beach Destination 30 Miles of Pristine Beaches Soft, white, powdery sand Travel Channel named Naples as one of Top 10 Beaches in Florida Delnor-Wiggins State Park and Barefoot Beach are natural beaches and have been listed in U.S. top 10 by Dr. Beach Uncrowded, with large deserted stretches Warm, clear Gulf waters Watersports galore

25 A Foodie Paradise Fresh from the Gulf Seafood Stone Crab Capitol of the World (Oct. May) Gourmet International Cuisine Unique Floribbean Cuisine Craft Beer and Signature Cocktails Conde Nast Traveler s Best Food Cities

26 First Class Conference and Meeting Facilities J W Marriott; Ritz Carlton Beach Resort; Ritz Carlton Golf Resort; Naples Beach Hotel; Hilton Naples; Hilton Marco Island; LaPlaya Large and small conference spaces from boardrooms to expansive ballrooms Open spaces, bright/airy rooms, state of the art AV Three time Successful Meetings Pinnacle Platinum Award Winner

27 Golf Capitol of North America Over 90 Golf Courses Created by world s top course designers- Player, Palmer, Fazio, Norman, Nicklaus All levels of play from Scratch to Beginners #1 Golf Destination in North America by IAGTO Play where the pros play CME Group LPGA Final Tour Event- Tiburon; November Greg Norman Shark Shootout- Tiburon, December Chubb Classic- Champions Tour- Twin Eagles; February

28 Rich in Adventure World -famous Everglades & Everglades National Park Big Cypress National Preserve Fakahatchee Strand Ten Thousand Islands Audubon s Corkscrew Swamp Sanctuary Rookery Bay National Estuary NGALA Wildlife Preserve Naples Zoo at Caribbean Gardens The Conservancy of SW Florida Naples Botanical Garden Paradise Coast Artificial Reef

29 Amateur Sports Capitol North Collier Regional Park Veterans Park High School Facilities Private School Facilities Field Sports- Soccer, Lacrosse, Field Hockey, Football, Rugby Softball & Baseball Major Events U.S. Open Pickleball Championship Watercross National Championship FBU Championships

30 Breathtaking Views Award winning beaches, spas, dining Top beaches in the world, internationally recognized spas, foodie paradise Everglades, eco adventure Wildlife Preserves Hike, bike, paddle, explore Spectacular sunsets

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33 There is something special about our destination. Something that beckons you to explore stunning white beaches, pristine turquoise waters, and glorious natural settings. Something that calls for you toindulge your passions for fine dining, upscale shops, and all things luxurious. Something that speaks to you in an intensely personal way promising one-of-akind experiences and moments never to be forgotten. This is our invitation to you and yours. An invitation toenjoy a Florida vacation unlike any other. And we can t wait for you to acceptit. Love, Paradise

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37 Spring/ Summer Campaign Messaging: * Slightly different from past Spring/Summer campaigns * Strategic shift from Luxury to Approachable/Affordable Luxury * Family Focus, More Diversity * International Focus

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44 We ve Come a Long Way in 15 Years The future looks bright for Florida s Paradise Coast Fresh and New Accommodations coming on line New Marketing approaches and strategies Love, Paradise theme to continue for a few years Continuing shift from print and broadcast to digital and social media New & Improved CVB Website and Social Media Platforms New and Improved Sports and Event Venues Hotel GM s & Travel Trade projecting improved performance International Visitation should improve this summer 6 Per Week Eurowings flights and improving exchange rates Florida Brand is very strong worldwide Domestic Visitation will show moderate growth Leisure visitation will be flat to some marginal growth Group visitation will grow with new product and stronger demand

45 Future Dates and Considerations Annual Marketing Summit- June 27 Rookery Bay Tourism Star Awards- September- Date TBA Fall Tourism Roundtable- Date and Location TBA Consider Joining Paradise Coast Restaurant & Lodging Association Collier County Tourism and Lodging Association Southwest Florida SKAL Club

46 You Can Help Us! Upload photos/videos of our beautiful area: and Share photos on our social media channels Tag your photos & posts with #ParadiseCoast Be proactive in the community Visitors support jobs for our residents Visitors help maintain our Quality of Place Visitor spending saves on taxes for homeowners

47 THE PERFECT ENDING TO ANOTHER DAY IN PARADISE

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