You are here:  Home / Travel News Media Center / News Releases / News Release

<< Return to news releases

Collier County State of the Industry Report - Tourism Week 2009
May 13, 2009

Report on 08 and first quarter 09 statistics with projections for the remainder of 09.

View File

---

Naples, Marco Island, Everglades CVB Q1 Industry Report Tourism Week Presentation Includes Results and Projections for 2009

Naples, Fla. (May 13, 2009) – Each year during National Tourism Week Collier County’s official tourism industry organization, the Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB), presents a state of the industry report prior to its annual Paradise Coast Tourism Star Awards luncheon honoring tourism industry employees. Information presented by tourism executive director Jack Wert today included highlights of 2008 year end statistics, an evaluation of the international market, a report on the destination’s first ever peak season marketing campaign, first quarter results for 2009 and an outlook for the balance of 2009.

“The global economy and fall-out from negative rhetoric against companies holding corporate business meetings has had an impact on Collier County’s tourism results, as it has on most all tourism destinations, but with our research-based marketing efforts, we have been able to avoid some of the deep declines in first quarter visitation experienced by other destinations,” said Jack Wert, tourism executive director for the Naples, Marco Island, Everglades CVB. “We continue to watch the market and plan to adjust our marketing according to conditions as they evolve.”

Year end results from 2008 show that short-term visitors staying in hotels, vacation rentals and campgrounds create an annual economic impact of over $1.25 billion in Collier County, and the more than 31,000 outstanding employees in tourism and hospitality made our area the destination of choice for over 1.4 million visitors, an increase of 1.4% over 2007. Tourist tax revenue and economic impact from tourist spending resulted in a decrease of $665 in taxes per household in Collier County. New survey results indicate that 40.8% of visitors included nature activities, 15% included cultural activities and 34% were attracted by Collier County’s clean environment. 82.9% indicate they plan to return in the future, with 55.2% saying they will return in 2009.

The CVB used emergency dollars in 2008 to expand its marketing reach in the top international feeder markets of the U.K. and Germany. That effort resulted in an increase of 38.8% in German visitation in 2008 and an increase of 29.2% in U.K. visitation. German tour operators have indicated they foresee a 25% increase in summer visitation to Collier County over 2008, based on existing booking and customer inquiries about July/August visits.

Due to a downturn in the corporate meetings market, the CVB enacted its first ever peak season paid marketing campaign beginning in February with a value message of Paradise Priced Perfectly directed first at Northern and Midwest leisure markets then shifting to in-state travelers beginning in March. The Northern and Midwest campaigns resulted in over 13 million impressions in those markets. The in-state campaign, which runs through mid-June, has seen 13,000 unique Web site visits with over 3,000 Web click throughs to area hotel offers.

First quarter 2009 results show that overall visitation is down 6.6% but Florida market visitation is up 15.3%. International visitation is up 4.6% for the first three months of 2009 and opportunity market visitation (west of the Mississippi) is up 12%.

The outlook for the remainder of 2009 shows that domestic visitation will decline 10-15% overall. Florida visitation should increase by 5-10%, Northeast and Midwest will decline 15-20%, the meetings market will continue to show a decline of about 20-25% and tourist tax revenue is likely to fall 10-15%. Tourist tax revenue decline is a based on a decline in Average Daily Rate at hotels and overall drops in visitation.

The Naples, Marco Island, Everglades Convention and Visitors Bureau is the official tourism marketing agency for Collier County, Florida, funded entirely by the Collier County tourist development tax. Tourist development taxes pay for beach renourishment and coastal programs, museums, special grants and local tourism industry marketing and promotion. The CVB provides information, assistance and free visitors guides for consumers, travel agents, tour operators, the travel press and meeting planners online at www.ParadiseCoast.com or by calling 1-800-688-3600. The CVB’s local phone number is 239-252-2384.

###