cvb-5191 2013 annual update_lr

Visit Orlando 2012 Annual Report • 1

2013 AnnuAl updAte

Universal Orlando® Resort

© SeaWorld © Disney

2013 Annual Update.indd 1 7/2/14 12:30 PM

2 • Visit Orlando 2013 Annual Update

As the No. 1 industry and the leading employer in Orlando, it’s pretty tough to overlook the numbers when it comes to the importance of tourism to the Central Florida landscape. Sure, we all know that tourism employs a lot of people — an estimated 380,000 — but did you know that’s equal to 1 in every 3 jobs in our tri-county region of Orange, Seminole and Lake Counties? The economic impact ($54 billion) of the tourism industry is far larger than the gross domestic product (GDP) of seven states, including Alaska, Rhode Island and South Dakota.

Tourism Matters to OrlandoRecord-Setting – 59 Million Visitors Orlando welcomed more than 59 million visitors in calendar year 2013, setting an all-time record for U.S. destinations. The record-breaking figure represents a more than three percent increase over the previous milestone set in 2012. Domestic visitation continues to be the main driver, while Canada and Brazil continue positive growth.

Under the Sea ~ Journey of the Little Mermaid


Visit Orlando 2013 Annual Update • 3

Tourism Matters to Orlando

Under the Sea ~ Journey of the Little Mermaid

Transformers: The Ride-3D

Antarctica: Empire of the Penguin

World of Chima

Breaking New GroundEverywhere you look in Orlando, you see new construction – hotels, restaurants, shopping. And every one of our major theme parks opened new attractions in 2013.

Disney’s New Fantasyland, the largest expansion in the history of Magic Kingdom, offers guests more enchantment than ever before with a new ride, Under the Sea ~ Journey of the Little Mermaid; Enchanted Tales with Belle; and great food from the Be Our Guest Restaurant.

SeaWorld Orlando opened its biggest and most expansive attraction in their history, Antarctica: Empire of the Penguin. The one-of-a-kind ride vehicle gives families an all immersive experience into the life of a baby penguin. And when the ride is over, guests experience an up-close encounter with a penguin colony.

Transformers: The Ride-3D at Universal Orlando Resort opened to much fanfare. The ride blends high-definition, 3D media with cutting-edge flight simulation technology that puts you in between an epic battle between the Decepticons and the Autobots.

FunSpot America tripled its size, built two new roller coasters and the 300-foot tall skycoaster as part of a $25 million expansion. And LEGOLAND Florida opened World of Chima, which includes the family water ride Quest for Chi.



Universal’s Cabana Bay Beach Resort

Four Seasons Resort Orlando

Orlando is continually evolving, creat-ing new experiences and reasons to visit for the first time or return over and over. In 2014, we will see even more openings with additional attractions, resorts and hotels under construction.

Future attractions and hotelsTwo large hotel projects open in 2014. Universal’s Cabana Bay Beach Resort’s retro design includes 1,800 rooms and is the largest hotel con-struction project outside of China. Situated on Universal Orlando Resort property, the hotel features a choice of family suites, two huge pools, a lazy river and a bowling alley.

The Four Seasons Resort Orlando is situated on Walt Disney World prop-erty and will be the largest resort in

the company’s portfolio. The resort’s 444 rooms, golf course and spa, Kids for All Season Centre and a lazy river are great additions to the Orlando resort industry.

New attractions that are planned to open in 2014 and 2015 include Universal Orlando Resort’s The Wizarding World of Harry Potter™ – Diagon Alley™, which includes the Hogwarts Express train that transports guests between the The Wizarding World of Harry Potter™ and the new Diagon Alley™ attraction.

Aquatica, SeaWorld’s Waterpark, is adding Ihu’s Breakaway Falls – the tallest, steepest and only multi-slide drop ride of its kind in Orlando. Downtown Disney is being reimagined into Disney Springs, opening in phases through 2016.

New Ideas, New Opportunities



I-Drive 360

Print campaign

The beauty of an Orlando vacation is that with so much to do, every member of your family will always have an incredible memorable experience. Whether it’s the heart-pounding action of our world-famous roller coasters, getting soaked at a waterpark or shopping our designer stores and outlets, you can be sure that whatever it is that makes you smile is waiting for you in Orlando. Discover your smile today at VisitOrlando.com.

The roaring, soaring, spend all week exploring smile.

For more information, call 1-800-537-7001, 407-363-5872 or contact your travel professional.

M945 2014 Visit Florida Mag Ad.indd 1 8/23/13 10:38 AM

And a new entertainment complex on International Drive, I-Drive 360, will add a 400-foot observation wheel, a Madame Tussauds museum and a SEA LIFE Aquarium. These new additions and much more are slated to open over the next few years.

New Brand CreativeWith so many options for travelers, marketing a destination with such diversity can sometimes be tricky. Visit Orlando’s new print creative allows for multiple images and messaging that can be crafted for international and domestic markets. The Orlando Makes Me Smile tagline is still utilized internationally, with domestic cam-paigns focused on increasing visitation

during the historically slower periods of the year. New global television commercials focus on Orlando’s value and diversity of entertainment.

Top 10 Must Do’s TV ShowWho better to produce a television special on Orlando than the experts at Visit Orlando? So, with that in mind, Visit Orlando created, produced, shot, edited, and syndicated the “Top 10 Must Do’s in Orlando” television special. The 30-minute program highlights everything from dining and shopping to nature and theme parks. The show has reached more than 400,000 viewers so far.



Check out these exclusive May and June offers from our travel partners.

Visit Orlando in May or June and enjoy more time for doing more of what you love. Ride more rides. See more shows. Share more smiles. There’s more time for it all.Start planning your getaway today at VisitOrlando.com/more

Learn how to get more out of your vacation. Call 1-800-336-3836 or contact your travel professional.

In Orlando, there’s always time for more in May and June!

Universal Orlando ® Resort

2013 SeaW

orld Parks & Entertainment, Inc. All right

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erve

d.

Blue Heron Beach ResortOne- and two-bedroom family suites from $88 per night. One mile from the entrance to Downtown Disney® Area. Full kitchens, complimentary shuttle, parking, and Wi-Fi. Promo code: VisitOrlando 1-888-258-3684 BlueHeronBeachResort.com

Rosen Hotels & ResortsGet more at Rosen Hotels & Resorts, packages starting from $349. Choose from one of our three upscale hotels; get free self-parking and 25% off select outlets. RosenHotels.com/more

Liki Tiki VillageSave Up To 30% – Kids Stay Free. One-, two-, three-bedroom condos, spacious, fully furnished, full kitchens, living/dining area, and washer/dryer. Enjoy Liki Tiki Lagoon, on-site waterpark. 1-877-978-3313 LikiTiki.com

staySky Hotels & ResortsVisiting Orlando? staySky Hotels & Resorts; seven Orlando resorts. Enjoy special savings in our one- to four-bedroom suites with full kitchens perfect for families. 1-866-455-4062 staysky.com/vocse

Nickelodeon Suites ResortSpring Super Saver 25% off. Surprise the family with a Spring Getaway at the only place where kids and adults can have a super sloppy Nickelodeon-style adventure! 1-866-677-5538 nickhotel.com/VOSPRING

Bring this free discount card to Orlando and save!

Discount CardMagicard®

Visit Orlando MagicardThe discount card that saves you more on accommodations, attractions, golf, shopping, dining and more. Visit our website to order an Orlando Magicard® and a free Orlando Vacation Planning Kit. VisitOrlando.com/magicard

©Disney

CANADA UN I T E DK I N G DOM


BR A Z I L

U.K. campaign commercial transforms Downtown Orlando

in Orlando, transforms downtown Orlando into what looks like the busy streets of London. It highlights Orlando activities for those looking for the adult side of Orlando.

Latin American Campaigns ExpandBrazil and South America continue to produce tremendous growth in visitation. Brazil is now Orlando’s No. 3 international market, with more than 600,000 visitors a year. Colombia and Argentina visitation is growing as well. Visit Orlando continues to market to consumers in Brazil and Colombia and Mexico and to the travel trade in Colombia. In 2013, we expanded our efforts and increased visitation by Brazilians by more than 20%.

Germany Marketing Campaign Returns German travelers to Orlando are unique. They prefer to combine a theme park visit with a beach stay. So Visit Orlando again teamed with St. Petersburg/Clearwater and VISIT FLORIDA to launch a campaign that combines the images of St. Petersburg/Clearwater beaches with Orlando’s attractions. Nearly a decade since the last cooperative campaign, the print campaign targeted Germans that travel as couples.

The goal of Visit Orlando is to increase visitation to the destination by proactively marketing in 13 countries and having representation in nine. We accomplish this by marketing both domestically and internationally to families and couples in our key markets.

First Montreal, Quebec CampaignVisit Orlando timed its Canada Campaign during fourth quarter as the weather started to turn cold and gray, making an Orlando vacation very attractive. For the first time ever, Visit Orlando expanded the media cam-paign into Quebec. Beginning mid-October, 30-second TV spots ran on conventional and specialty (cable) television. Digital media was launched at the same time on news, weather and women’s lifestyle websites. Additional support included publicity and travel industry marketing.

New U.K. Campaign Targets CouplesVisit Orlando’s latest advertising cam-paign in the United Kingdom targeted pre-family travelers to encourage them to travel in the off-peak season. This group includes couples and friends that travel together for fun. The television commercial, shot entirely

Global Marketing

Global Marketing and SalesSpring Campaign Targets Consumers That Want “More”May and June are historically times during late spring and early summer when travel to Orlando dips. Visit Orlando has been targeting key domestic markets to increase visitation during this time. The “More” campaign highlighted to consumers that May and June are one of the best times to visit Orlando to see more shows, ride more rides, share more smiles. The campaign focused on the markets of Cleveland, Dallas, Houston, Pittsburgh and Atlanta.



Check out these exclusive May and June offers from our travel partners.

Visit Orlando in May or June and enjoy more time for doing more of what you love. Ride more rides. See more shows. Share more smiles. There’s more time for it all.Start planning your getaway today at VisitOrlando.com/more

Learn how to get more out of your vacation. Call 1-800-336-3836 or contact your travel professional.

In Orlando, there’s always time for more in May and June!

Universal Orlando ® Resort

2013 SeaWorld Parks & Entertainment, Inc. All r

ights r

eser

ved.

Blue Heron Beach ResortOne- and two-bedroom family suites from $88 per night. One mile from the entrance to Downtown Disney® Area. Full kitchens, complimentary shuttle, parking, and Wi-Fi. Promo code: VisitOrlando 1-888-258-3684 BlueHeronBeachResort.com

Rosen Hotels & ResortsGet more at Rosen Hotels & Resorts, packages starting from $349. Choose from one of our three upscale hotels; get free self-parking and 25% off select outlets. RosenHotels.com/more

Liki Tiki VillageSave Up To 30% – Kids Stay Free. One-, two-, three-bedroom condos, spacious, fully furnished, full kitchens, living/dining area, and washer/dryer. Enjoy Liki Tiki Lagoon, on-site waterpark. 1-877-978-3313 LikiTiki.com

staySky Hotels & ResortsVisiting Orlando? staySky Hotels & Resorts; seven Orlando resorts. Enjoy special savings in our one- to four-bedroom suites with full kitchens perfect for families. 1-866-455-4062 staysky.com/vocse

Nickelodeon Suites ResortSpring Super Saver 25% off. Surprise the family with a Spring Getaway at the only place where kids and adults can have a super sloppy Nickelodeon-style adventure! 1-866-677-5538 nickhotel.com/VOSPRING

Bring this free discount card to Orlando and save!

Discount CardMagicard®

Visit Orlando MagicardThe discount card that saves you more on accommodations, attractions, golf, shopping, dining and more. Visit our website to order an Orlando Magicard® and a free Orlando Vacation Planning Kit. VisitOrlando.com/magicard

©Disney



BR A Z I L

Spring Campaign Targets Consumers That Want “More”May and June are historically times during late spring and early summer when travel to Orlando dips. Visit Orlando has been targeting key domestic markets to increase visitation during this time. The “More” campaign highlighted to consumers that May and June are one of the best times to visit Orlando to see more shows, ride more rides, share more smiles. The campaign focused on the markets of Cleveland, Dallas, Houston, Pittsburgh and Atlanta.

Deal SeasonFrom August 15 to September 30, visitors enjoy the best savings of the season on world-famous Orlando attractions, restaurants and hotels. The “Deal Season” campaign show-cased the value of planning a vacation to Orlando during this time. Atlanta, New Orleans, Houston and Charlotte were identified as key markets for Deal Season. From those people that had seen the campaign, 44% of consum-ers responded with their intention to visit Orlando.

Visit Orlando’s Magical Dining Month Highlights Orlando’s Culinary SceneOrlando’s culinary scene has blossomed over the past decade with dozens of new locally owned and celebrity chef restaurants opening throughout the destination. Visit Orlando’s Magical Dining Month was created to showcase the destination’s wonderful dining options to locals and visitors each September; and to have them share their experience with others. In its eighth year, a record 74,467 meals were served, with $1 from each meal being donated to the Ronald McDonald House of Central Florida.



Giovanna Antonelli - Brazil

Linda Palma - Colombia

Die Geissens- Germany

International Celebrities Visit OrlandoFrom Brazil to Germany to Canada, Visit Orlando’s strategy of bringing international celebrities and their television shows to Orlando helped garner additional media attention for the destination. More than 21 hours of television and 33 hours of radio were secured due to this strategy, with celebrities showcasing everything from theme parks and attractions to dining and shopping.

Publicity garners attention for the destinationTelling the Orlando travel story globally is what our Global Communications team focuses on every day. Through their efforts, the team garnered $66 million in publicity value for the desti-nation while hosting nearly 400 jour-nalists and publications. International

and domestic media outlets that featured stories on Orlando and our attractions include: New York Post, O Globo, Toronto Star, The Mail on Sunday, TV Azteca, New York Times, USA Today and huffingtonpost.com



Visit Orlando social media engages fans

Social Media Gets InteractiveVisit Orlando’s social media team introduced new ways for our fans to engage with the destination. Our Facebook strategy now focuses on getting our fans to engage directly with the destination through conversation and sharing information. We provide vacation planning tips through imagery, graphics and video.

Twitter is used to leverage news from Visit Orlando to share updates on new attractions and upcoming events while continuing to broaden the Orlando travel message. Our Instagram and Pinterest pages allow us to share great photos from our team and fans of Orlando. Altogether, our interactions have skyrocketed by more than 260% over last year.

Online Training Tool Provides Global Window Into OrlandoInternational travelers book an average of 40% of their trips to Orlando through travel agents and tour operators. In 2013, we developed a new tool for the travel professional to ensure that Orlando is being positioned positively with potential travelers. The Orlando Travel Academy educates and then tests the knowledge of travel professionals, allowing them to become a certified Orlando Travel Expert when they pass the online course. More than 2,000 travel professionals have graduated from the program so far.



Business travelers, along with our meetings and convention industry, generate $6.5 billion in visitor spend-ing. Nearly 1,000,000 convention-eers attended events at the Orange County Convention Center last year. That number does not include the hundreds of thousands of attendees that travel to conventions at our area’s

convention hotels. Visit Orlando works with the Orange County Convention Center and our convention hotels to book meetings and conventions that in turn generate additional over-night visitors to the destination, sales tax for our community and jobs for our residents.

Meetings and Conventions

Conventions Generate Visitors

Economic ImpactConventions generate additional overnight visitors to the destination, sales tax for our community and jobs for our residents.

2013 Annual Update.indd 10 7/9/14 10:59 AM


PCMA Orlando | January 13-16, 2013

Helms Briscoe Destination Partner of the Year award

Rewarding Experiences Our destination receives accolades throughout the year for our customer service and excellence in hospitality. In 2013, Visit Orlando was recognized by several associations and companies for our work to promote

the destination and our work with our clients, including Helms Briscoe. The highest volume producer of meetings and events in the industry honored Visit Orlando with its Destination Partner of the Year award, while

the Hospitality Sales and Marketing Association recognized Visit Orlando’s redesigned VisitOrlando.com consumer website with a Platinum Award.

Meetings and Conventions

Visit Orlando Hosts Industry EventsHosting of industry events provides a closer look into Orlando and all that is happening in the destination, to meeting and industry professionals that are responsible for billions of dollars in meeting business. Industry groups that Visit Orlando hosted in 2013 include Professional Convention Management Association, Center for Business Intelligence, Helms Briscoe, Society of Government Meeting Planners, CVENT Corporate Summit, Destination Marketing Association International and the Society of Incentive Travel Executives.



Orlando Meetings GrowOrlando consistently leads the way with increased attendance at meetings and conventions held at the Orange County Convention Center

Attendance Exceeds Expectations Due to our well-known hospitality and facilities, Orlando consistently leads the way with increased attendance at meetings and conventions held at the Orange County Convention Center (OCCC). That trend continued in 2013 as many of the events held at the OCCC saw positive gains. The American Academy of Pediatrics had its largest turnout in four years with a

30% increase over prior year, while the International Association of Amusement Parks and Attractions (IAAPA) sold out its exhibit space, had its largest outdoor space ever and increased attendance by 10%. Premier Beauty set an attendance record with more than 55,000 people going through the turnstiles and Global Pet Expo set records for number of exhibitors, buyers and booths sold.

Focusing on Need PeriodsVisit Orlando’s business development team was created two years ago to focus on finding new opportunities for corporate and international meetings to fill the times of the year when our meetings and convention facilities are not at capacity. In 2013, the team increased the number of business opportunities for Orlando by more than 13% over the previous year.



Minecon 2013

Short-term Bookings Gain TractionWith 2013 expected to be a slower year for meetings and conventions in Orlando due to several large shows being off rotation, Visit Orlando’s meetings and convention sales team worked to fill the year with “short-term bookings.” Substantial shows that were booked and held in 2013 include Minecon with 7,500 attendees and Visalus Sciences, a 10,000-attendee event.

Future Major Shows BookedEvery year, Visit Orlando works with Orlando convention and meetings hotels and the Orange County Convention Center to book meetings and conventions. Many of the shows and meetings are booked far in advance so that meeting professionals can ensure that they lock in the dates they are looking at for their meeting or convention. In 2013, Visit Orlando

booked 430 future meetings or conventions that equate to nearly $1.8 billion in future spending by attendees of these events. Why is this significant? Orlando business meetings and conventions have an economic impact of more than $10 billion a year.

SHOW YEAR ATTENDANCEInternational Air Conditioning, Heating, Refrigerating Exposition 2028 54,000 MegaCon 2015 40,000American Dental Association 2020 35,000 Orgill Incorporated 2021 28,000 Surf Expo 2015 24,236 Surf Expo 2016, 2017 27,026* National Business Aviation Association 2020, 2022, 2024 25,100* National Business Aviation Association 2026, 2028, 2030 26,000* Specialty Graphic Imaging Association 2020 22,710 American Society of Hematology 2015 22,000 Golf Course Superintendents Association of America 2020 21,000 Golf Course Superintendents Association of America 2023 20,000 Power Gen 2020, 2022, 2024, 2026 20,000* *per year

Key Conventions Booked in 2013 for Future Years



National Travel and Tourism Luncheon

Networking and educational opportu-nities are a key benefit to Visit Orlando members. At the May National Travel & Tourism Luncheon, Toni Caracciolo, vice president of global brand man-agement at SeaWorld Parks & Entertainment, provided a sneak peek at Antarctica: Empire of the Penguin. Our August Industry Insights and Marketing Luncheon brought in experts such as Bill Chambers of Tourico Holidays and Gary Orr of Virgin Holidays, as well as Brand USA’s Chief Marketing Officer, to shed light on what’s new and upcoming for the industry. Josh Linkner, an entre-preneur and best-selling author, was the featured keynote speaker at our

Annual Meeting in December, inspiring members to embrace creativity in the workplace.

Visiting Hours, one of our program-free networking events, is designed for members to create relationships that generate business opportunities. Ocean Prime, a Solar Bears game at Amway Center and Splitsville Luxury Lanes at Downtown Disney West Side served as great backdrops for this highly attended program.

Hot Topics Sessions InformHot Topics! continues to be popular among Visit Orlando members as the informational seminars cover a variety of industry trends, issues and chal-lenges. We began the year with our annual Economic Outlook program, featuring Visit Orlando’s senior direc-tor of research, Daryl Cronk, and Vickie Allen of VISIT FLORIDA. Our “Ask the Experts” session addressed how to build hotel packages and work with third parties to sell inven-tory. We rounded out the year by focusing on the evolving global social landscape. Members heard from various industry professionals, includ-ing Nicolet Morgan with Facebook and Chris Herring, BarkelyREI, who provided insight on how consumers from around the world are using social media to engage with brands as they research and book travel.

Members, Industry and Community

Member Events Connect the Industry



Visit Orlando Magical Dining Month contribution to Ronald McDonald House

Members, Industry and Community

Visitor Services - 19%

Transportation - 4%

Retail - 4%

Dining - 21%

Accommodations - 19%

Convention Services - 15%

Attractions - 18%

2013 Member Statistics

1,200 Members

Visit Orlando and Its Members Give Back Orlando’s travel and tourism industry is committed to improving our community for those in need. In 2013, Visit Orlando, through the generosity of its team and members, contributed more than $485,000 to several deserving organizations. The contributions ranged from clothing and supply drives to educational initiatives and cash contributions from events such as Visit Orlando’s Magical Dining Month, Annual Golf Tournament and the Heart of Florida United Way Employee Drive.

2013 Member Statistics



Bowl-A-Thon Benefits Tourism Career EducationVisit Orlando partnered with Junior Achievement of Central Florida to host the 2nd Annual Orlando Travel & Tourism Makes Me Smile Bowl-A-Thon at King’s Bowl Orlando on International Drive. The event had 122 participants and raised $10,768 for Junior Achievement, which will support the hospitality industry module that uses practical, hands-on activities to show students how the industry works and potential career paths.

The I-Drive 5K Run

Orange County Commission celebrates National Travel & Tourism Week

National Travel & Tourism Week Celebrates the IndustryWith one third of Orlando area resi-dents employed in travel and tourism, the 30th Annual National Travel & Tourism Week (NTTW) was a community-wide effort recognizing the industry’s impact on Central Florida.

Several of Orlando’s local area attraction characters kicked off the week by packing an Orange County Commission meeting for a proclama-tion from Orange County Mayor Teresa Jacobs recognizing NTTW. City of Orlando Mayor Buddy Dyer also joined Visit Orlando and the Central Florida Hotel & Lodging Association in the celebration, while Transportation Security Administration and Customs and Border Patrol employees were recognized for helping welcome many of the more than 57 million travelers that visited Orlando in 2012. The Central Florida tourism industry wrapped up NTTW with the I-Drive 5K Run. Nearly 1,000 runners participated in the run to benefit Orlando’s YMCA Aquatic Center’s “Learn to Swim” Scholarship Fund.

Bowl-A-Thon Benefits Tourism

2nd Annual Orlando Travel & Tourism Makes Me Smile Bowl-A-Thon



Tourism Job Shadow Day Connects UCF StudentsWhat better way for students to learn more about prospective careers in the tourism industry than educational hands-on experience in a real working environment? With that in mind, Visit Orlando partnered with the UCF Rosen College of Hospitality Manage-ment to host the annual Tourism Job Shadow Day.

Rosen College matched 100 students with the employer that would most suit their career interests and aspirations. Walt Disney World Resort, Universal Orlando Resort, Fun Spot Attractions, Loews Hotels, Marriott Vacations Worldwide and many other companies participated in the program, helping to open students’ eyes to opportunities in hospitality.

Discover Tourism Program Showcases Tourism CareersIn an annual effort to influence and inspire Central Florida’s future leaders, Visit Orlando, with help from many of its members, hosted the Discover Tourism Days educational program. Students from the Preserve Eatonville Community and the Universal Founda-tion Boys and Girls Club were able to take advantage of field trips to various hospitality venues for a behind-the-scenes experience.

Whether it was walking the expansive Orange County Convention Center floor or learning about hotel operations at Rosen Shingle Creek or restaurant management at Universal CityWalk, students gained valuable insight into the endless career opportunities available. Participants finished their week with a visit to the UCF Rosen College of Hospitality Management to learn the importance of pursuing higher education.

At Universal CityWalk, students gained valuable insight into career opportunities in the industry.

Students experience Annual Tourism Job Shadow Day



Non-Florida Domestic LeisureAvg. length of stay = 4.8 nightsAvg. party size = 2.6 personsAvg. expenditure per visitor per trip = $865**Includes transportation cost to and within Orlando

International VisitorAvg. length of stay = 8.8 nightsAvg. party size = 2.5 personsAvg. expenditure per visitor per trip = $963**Does not include international airfare, but may include transportation costs within the destination and the United States

Domestic Group MeetingAvg. length of stay = 3.0 nightsAvg. party size = 1.6 personsAvg. expenditure per visitor per trip = $860**Includes transportation cost to and within Orlando

Visitation

Orlando Visitation Grows

Visitor Profiles

0

10

20

30

40

50

60

70

2011 201220102009200820072006

Domestic International

51.4

3.855.2

52.9

4.357.2

2013

54.4

4.859.2

47.8

3.751.5

43.3

3.346.6

45.5

3.448.9

45.9

2.848.7

45.1

2.747.8

Mill

ion

s

Source: D.K. Shif�et & Associates, Tourism Economics, U.S. Department of Commerce and Of�ce of Travel and Tourism Industries

2013 Annual Update.indd 18 7/9/14 11:00 AM


Visitation

Visitor Profiles

0

10

20

30

40

50

60

70

2011 201220102009200820072006

Domestic International

51.4

3.855.2

52.9

4.357.2

2013

54.7

4.559.2

47.8

3.751.5

43.3

3.346.6

45.5

3.448.9

45.9

2.848.7

45.1

2.747.8

Mill

ion

s

Source: D.K. Shif�et & Associates, Tourism Economics, U.S. Department of Commerce and Of�ce of Travel and Tourism Industries

Top Non-Florida Domestic Leisure Origins

New York, NY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13.5%

Atlanta, GA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.8%

Chicago, IL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.4%

Boston, MA (Manchester, NH) . . . . . . . . . . . . . . . . . 3.9%

Washington, DC (Hagerstown, MD) . . . . . . . . . . . . . 3.5%

Philadelphia, PA . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.1%

Hartford & New Haven, CT . . . . . . . . . . . . . . . . . . . . 2.2%

Detroit, MI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.0%

Los Angeles, CA . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.8%

Charlotte, NC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.8%

Source: D.K. Shifflet & Associates, 2011-2012

Top International Origin Markets

Top Florida Origin Markets

1. Daytona Beach-Melbourne, FL

2. Tampa-St. Petersburg (Sarasota), FL

3. Miami-Ft. Lauderdale, FL

4. Jacksonville, FL

5. West Palm Beach-Ft. Pierce, FL

6. Ft. Myers-Naples, FL

7. Gainesville, FL

8. Mobile, AL-Pensacola (Ft. Walton Beach), FL

9. Tallahassee, FL-Thomasville, GA

10. Panama City, FL

Source: D.K. Shifflet & Associates

1. Canada

2. United Kingdom

3. Brazil

4. Mexico

5. Colombia

Source: Diio



Visit Orlando’s Corporate Ambassador program recognizes businesses that are interested in marketing to our local members.

Thanking Our Corporate Ambassadors



Elected Executive Committee

SecretaryWilliam A. DavisPresident & Chief Operating Officer

Universal Orlando Resort

Non-Voting MemberGeorge AguelPresident & CEO

Visit Orlando

ChairmanPaul S. Mears, III

PresidentMears Transportation

Group and Hello Florida! Inc

Chairman ElectPeter Kacheris

Managing DirectorWaldorf Astoria Orlando

and Hilton Orlando Bonnet Creek

Elected Directors

David BartekArea Managing Director

Loews Hotels at Universal Orlando

Greg J. HauensteinManaging DirectorBuena Vista Palace

Hotel & Spa

John MartinPresident

The Capital Grille Darden

Doug RidgeGeneral Manager

Orlando World Center Marriott Resort &

Convention Center

Daniel B. BrownChief Operating Officer

SeaWorld Parks & Entertainment

Dan GiordanoGeneral Manager

Rosen Shingle Creek/Rosen Hotels & Resorts

Alex MartinsChief Executive Officer

Orlando Magic

Orlando Evora, EsqCo-Managing Shareholder

Greenberg Traurig, P.A.

Adrian JonesVice President of Merlin

Entertainment USAGeneral Manager of LEGOLAND Florida

Steve ContosArea Vice President

Eastern RegionMarriott International Inc.

TreasurerDonald Engfer

Senior Vice President Tishman Hotel Corporation

Susan GodorovVice President, Marketing

General ManagerPointe Orlando

John A. MarzanoVice President

of Strategic Communications and

Brand Marketing Orlando Health

Yolanda LondoñoVice President, Global Social ResponsibilityTupperware Brands

Corporation

Lisa BecketSenior Vice President,

Marketing & Sales Strategy-Domestic Parks

Walt Disney World

At-Large Directors

Steven JamiesonGeneral Manager

The Mall at Millenia

Visit Orlando Executive Management Team

George AguelPresident & CEO

Misty JohantgenSenior Vice President of

Member Relations & Support Services

Tom SmithArea Vice President &

General ManagerHyatt Regency Orlando

Ex-Officio Directors

Kathie CanningExecutive Director

Orange County Convention Center

OCCC Designate

Ex-Officio - GOAA Designate

Carolyn FennellDirector of Public Affairs

Greater Orlando Aviation Authority

County-Appointed Ex-Officio

Sami Haiman-MarreroPresident - Marketing

StrategistUrbander

2014 Visit Orlando Board of Directors



Visit Orlando Executive Management Team

Peter CranisVice President of Global Consumer

Marketing

Jay SantosVice President of

Global Travel IndustrySales & Marketing

George AguelPresident & CEO

Misty JohantgenSenior Vice President of

Member Relations & Support Services

Deborah HenrichsVice President of

Print & Digital Services

Karen SotoVice President of

Human Resources

Mark JaronskiVice President of Global

Communications

Larry HenrichsChief Operating Officer/Chief Financial Officer

Sheryl TaylorVice President of Member Business

Development

Danielle Courtenay, APR

Chief Marketing Officer

Fred SheaSenior Vice President of

Convention Sales and Services

Ex-Officio Directors

Kathie CanningExecutive Director

Orange County Convention Center

OCCC Designate

Richard MaladeckiPresident

Central Florida Hotel & Lodging Association

CFHLA Designate

Graciela Noriega JacobyChief of Staff

Orange County Government

Mayor Jacobs’ Designate

Brooke R. BonnettDirector

Economic Development Department

Mayor Dyer’s Designate

Jacob StuartPresident,

Central Florida Partnership

Orlando Inc. Designate

Rick WeddlePresident & CEO Metro Orlando

Economic Development Commission

EDC Designate

Dr. Daniel HolsenbeckVice President,

University RelationsUniversity of

Central FloridaUCF Designate

County-Appointed Ex-Officio General Counsel

Craig MateerPresidentBags, Inc.

Thomas Garwood, Jr. Ford & Harrison, LLP

Sami Haiman-MarreroPresident - Marketing

StrategistUrbander



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CVB-5191


cvb-5191 2013 annual update_lr

Documents