#1Florida Tourism Update June 13, 2022 VISITFLORIDAⓇ#2FLORIDA TOURISM UPDATE Performance Snapshot > Q1 2022: 36 million visitors 14% increase from Q4 2021 1.3% increase from Q1 2019 2021 CY (Q1-Q4): 122 million visitors > Only 7% behind 2019 117.4 million domestic visitors - highest in FL history VISITFLORIDA.#3FLORIDA TOURISM UPDATE Performance Snapshot 2010-2019: Decade of record visitation 2020: Impact of pandemic on Florida tourism: 79.8 million visitors 39.3 percent YoY decrease Four quarters of consecutive decline International visitation down over 90% VISITFLORIDA.#4FLORIDA TOURISM UPDATE Rebound Campaigns > In-state rebound: 8/31/20-11/22/20 > Domestic rebound: 10/5/20-1/31/21 > Winter Sunseekers: 12/15/20-3/31/21 > Families '21: 3/8/21-6/30/21 VISITFLORIDA.#5FLORIDA TOURISM UPDATE Recent Campaigns > EDA Domestic Co-op > VISIT FLORIDA's largest co-op ever > Winter Sunseekers '22 Reinforced EDA co-op messaging VISITFLORIDA.#6FLORIDA TOURISM UPDATE Families '22 Campaign ЛЛ Running mid-April through June > Reinforces Florida as THE family vacation destination > Targeting includes NYC, Atlanta, Birmingham, Charlotte, Houston, Los Angeles, Seattle, Boise, Portland, Salt Lake City, and drive markets within a 900-mile radius. VISITFLORIDA.#7FLORIDA TOURISM UPDATE Looking Ahead > Building upon international success: 2020: FL is No. 1 in U.S. overseas market share (beating out NY) 2021: Record Latin American growth > 2022: Canada, U.K., Germany return as top origin markets VISITFLORIDA.#8FLORIDA TOURISM UPDATE Legislative Update > VISIT FLORIDA reauthorized to October 1, 2028 FY22-23: Level, non-recurring funding of $50 million Incredible achievement for VISIT FLORIDA, tourism industry, and state VISITFLORIDA.#9How Florida Dominated the Recovery and Never Looked Back VISITFLORIDAⓇ#10DOMINATING THE RECOVERY Beating the Projections VISITFLORIDA.#11DOMINATING THE RECOVERY BEATING THE PROJECTIONS This chart shows the number of visitors each quarter projected by 40M 35M Florida state economists as of November 2020 compared to the actual 30M number of visitors. VISITFLORIDA. 25M 20M 15M 10M 5M Exceeding Expectations OM Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Projected Actual Visitation#12DOMINATING THE RECOVERY BEATING THE PROJECTIONS Better Than Expected Numbers 140 M 2021 REPRESENTED A STEP IN THE RIGHT 131.1 M DIRECTION 120 M While short of 2019's record numbers, 2021 represented a major improvement over the depths of 2020 visitation VISITFLORIDA. 100 M 80 M 60 M 40 M 20 M Total Visitor Volume 79.2 M M 2019 2020 122.0 M 2021* Source: VISIT FLORIDA *Preliminary estimate subject to change#13DOMINATING THE RECOVERY BEATING THE PROJECTIONS A Surge of Domestic Travel FLORIDA BENEFITED FROM INTERNATIONAL TRAVEL RESTRICTIONS 140 M 117.2 M 120 M 100 M 80 M 60 M Florida made the strategic decision to continue its efforts in a safe way - inviting domestic (including would-be international travelers) to enjoy the state's outdoor offerings responsibly VISITFLORIDA. 40 M 20 M Domestic Visitor Volume 75.4 M M 2019 2020 117.4 M 2021* Source: VISIT FLORIDA *Preliminary estimate subject to change#14DOMINATING THE RECOVERY BEATING THE PROJECTIONS Florida outperformed its competitors for most of the pandemic VISITFLORIDA. -20% -40% -60% -80% -100% 20% 0% Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 United States Travel Spending (% change vs. 2019) Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Florida California Sep-21 Oct-21 New York Nov-21 Dec-21 Jan-22 Feb-22 Mar-22 Source: U.S. Travel Association#15DOMINATING THE RECOVERY BEATING THE PROJECTIONS A Hampered International Recovery STILL WELL SHY OF 2019 LEVELS > The missing piece to Florida's full leisure recovery is international visitation - which has until recently been hamstrung by entry requirements > International travelers tend to stay longer and spend more than their domestic counterparts VISITFLORIDA. International Visitor Volume 16 M 13.9 M 14 M 12 M 10 M 8 M 6 M 4 M 2 M M 2019 2020 4.6 M 3.8 M 2021* Source: VISIT FLORIDA *Preliminary estimate subject to change#16DOMINATING THE RECOVERY Commanding Market Shares VISITFLORIDA.#17DOMINATING THE RECOVERY COMMANDING MARKET SHARES 2020 and 2021 led to new heights in market share both domestically and internationally VISITFLORIDA.#18DOMINATING THE RECOVERY COMMANDING MARKET SHARES Florida's Market Share 50% 44.6% 45% 40% 35% 30.3% 30% 24.7% 25.2% 25.4% 24.4% 23.5% 23.8% 22.5% 25% 20% 15% 12.1% 11.9% 12.1% 11.8% 11.4% 12.4% 13.0% 13.8% 13.6% 10% 5% 0% 2013 2014 2015 2016 2017 2018 2019 2020 2021* Domestic Travelers Overseas Travelers VISITFLORIDA. Source: D.K. Shifflet, U.S. National Travel & Tourism Office, VISIT FLORIDA Note: In 2021, D.K. Shifflet changed its survey questions to determine domestic market share. As a result of the new methodology, market share numbers are three to five percentage points lower than in previous years. *Preliminary estimate subject to change#19DOMINATING THE RECOVERY Domestic Origin Markets VISITFLORIDA.#20DOMINATING THE RECOVERY DOMESTIC ORIGIN MARKETS Top Origin States OUT-OF-STATE, OVERNIGHT VISITORS Road-trip states had a good year - Georgia dethroned New York as the top origin state in 2021 for the first time since 2018 For the second year running, Alabama took the third spot Origin States 2019 2020 2021 Georgia 9.4% 7.1% 9.5% New York 10.0% 9.6% 9.3% Alabama 3.3% 7.4% 6.4% Texas 5.6% 4.5% 6.3% Ohio 5.4% 3.9% 5.2% Pennsylvania 5.1% 4.3% 5.1% Indiana 3.4% 1.7% 5.1% Illinois 4.1% 7.5% 4.3% Midwestern states (except for Illinois) also showed well in 2021 Michigan 3.8% 3.4% 4.0% Tennessee 4.2% 3.8% 3.7% VISITFLORIDA. Source: D.K. Shifflet#21DOMINATING THE RECOVERY DOMESTIC ORIGIN MARKETS Top Origin DMAS OUT-OF-STATE, OVERNIGHT VISITORS In 2020, the top six origin markets accounted for nearly one-third of visitors; in 2021 they represented 28.7% > New York was the top DMA, despite losing share for the second year in a row > Last year's standouts - Birmingham, AL., and Chicago - also lost share but remained in the top tier. Chicago, IL Origin DMAS 2019 2020 2021 New York, NY 11.1% 9.6% 8.9% Atlanta, GA 6.2% 5.8% 5.7% Birmingham, AL* 1.3% 5.3% 4.1% 3.7% 6.0% 3.8% Philadelphia, PA 3.5% 2.8% 3.5% Dallas-Fort Worth, TX 1.7% 1.4% 2.8% Boston, MA 3.3% 2.7% 2.5% Washington, DC 2.8% 2.8% 2.0% > Dallas, which ranked 15th in 2020, doubled its share to Los Angeles, CA 1.3% 1.9% 1.9% rise to 6th VISITFLORIDA. Columbus, OH 1.4% 0.8% 1.7% Source: D.K. Shifflet *Small sample size#22DOMINATING THE RECOVERY International Visitation VISITFLORIDA.#23DOMINATING THE RECOVERY INTERNATIONAL VISITATION 1.2 M Monthly Overseas Visitors 1.0 M 950 K 800 K 675 K 600 K 400 K 237 K 200 K 3 K OK Jan Feb Mar Apr VISITFLORIDA. May -2019 Jun Jul Aug Sep Oct Nov Dec -2020 2021 -2022 Source: VISIT FLORIDA Preliminary estimates subject to change#24DOMINATING THE RECOVERY INTERNATIONAL VISITATION A Tale of Three Recoveries UNEVEN REBOUNDS Colombia represented a pandemic-era silver lining with Florida visitation outstripping pre- pandemic times for most of 2021 Mexican visitation was close to pre-pandemic levels at several points in 2021 Visits from the United Kingdom were well below 2019 levels for all of 2021, but the start of 2022 shows promise VISITFLORIDA.#25DOMINATING THE RECOVERY INTERNATIONAL VISITATION 120 K 100 K 80 K Monthly Visitation from Colombia 58 K 60 K 56 K 40 K 45 K 20 K OK OK Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -2019 2020 -2021 -2022 VISITFLORIDA. Source: VISIT FLORIDA Preliminary estimates subject to change#26DOMINATING THE RECOVERY INTERNATIONAL VISITATION 70 K 60 K Monthly Air Visitation from Mexico 54 K 50 K 40 K 44 K 28 K 30 K 20 K 10 K OK OK Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -2019 -2020 -2021 2022 VISITFLORIDA. Source: VISIT FLORIDA Preliminary estimates subject to change#27DOMINATING THE RECOVERY INTERNATIONAL VISITATION 180 K 160 K Monthly Visitation from the United Kingdom 152 K 140 K 120 K 115 K 100 K 80 K 60 K 40 K 20 K 2 K 1 K OK Jan Feb Mar VISITFLORIDA. May Jun Jul -2020 2021 Aug -2022 Sep Oct Nov Dec Apr -2019 Source: VISIT FLORIDA Preliminary estimates subject to change#28DOMINATING THE RECOVERY In-State Efforts VISITFLORIDA.#29DOMINATING THE RECOVERY IN-STATE EFFORTS In-State Efforts HOMEGROWN HEROES > This chart shows the percentage of leisure trips taken by Floridians with a destination in Florida each year VISIT FLORIDA advertised to residents for the first time ever in 2020 and continued those efforts in 2021 Because of one campaign, residents who saw our efforts were twice as likely to visit the destination being promoted VISITFLORIDA. Florida In-State Travel 56% 52% 52% 49% 49% 49% 48% 48% 2014 2015 2016 2017 2018 2019 2020 2021 Source: D.K.Shifflet#30DOMINATING THE RECOVERY COVID-19 Consumer Research VISITFLORIDA.#31DOMINATING THE RECOVERY COVID-19 CONSUMER RESEARCH Florida Remains Well- Positioned OUR HEAD START CAN CONTINUE Throughout Destination Analyst's pandemic-era consumer survey series, Florida has topped the list of desired destinations VISITFLORIDA. NEW JERSEY WEST ALASKA MONTANA WASHINGTON, DC DAYTONA, FL TENNESSEE AMUSEMENT PARKS CHICAGO LAS VEGAS ORLANDO DENVER MYRTLE BEACH SAN FRANCISCO VEGAS BEACHES ARIZONA ST LOUIS YELLOWSTONE FISHING MOUNTAINS ATLANTA REHOUS IL ALABAMA WYOMING PALM CLEVELAND SAN ANTO PALDELA SIX FLAGS NASHVILLE L NEVADA TEXAS LOS ANGELES FLORIDA KANIAS CITY GRAND CANTON ATLANTIC CITY CATLEITH STATE PARKS BRANSON, HO MSIN CALIFORNIA COL MIAMI COLORADO NORTH CAROLINASAL HAWAII NEW YORK MEXICO SAN DIEGO GEORGIA NEW ORLEANS DISNEYLAND/DISNEY WORLD MARTLAND CHARLESTON, SC NATIONAL PARKS SOUTH CAROLINA NEWLAND HOUSTON KANSAS SEATTLE AUSTIN TX Source: Destinations Analyst, January 2022#32EXCITEMENT ABOUT DESTINATION TYPES 2022 Question: Thinking carefully about THIS UPCOMING YEAR (2022). % Top 3 Box Score (8-10) Beach destinations/resorts Mountain destinations/resorts (including ski resorts) U.S. National Parks Use the 10-point scale where 10 = "Extremely excited" and 1 = "Not at all excited" to state how generally excited you are to visit each in the upcoming year. (Base: Wave 81 data. All respondents, 1,205 completed surveys. Data collected December 26-28, 2021) Small towns, villages or rural destinations/attractions State, county or regional parks or recreation areas Cities or metropolitan areas Theme or amusement parks Foreign countries Cruise trips Destination Analysts 48.9% 47.3% 45.5% 42.6% 40.6% 38.2% 36.4% 33.3% 58.1% Desert destinations/resorts 31.6% 0% 10% 20% 30% 40% 50% 60% 70%#33CHANGE IN INTEREST IN OUTDOOR-ORIENTED DESTINATIONS Question: Has your interest in visiting outdoor-oriented destinations (e.g., rural areas, mountain towns, beach destinations, Much more 10.4% More 15.1% 42.2% State or National Parks, etc.) Slightly more 16.6% changed? Compared to before the pandemic, I am interested in visiting outdoor-oriented destinations. Unchanged Slightly less 4.2% Less 1.0% 6.3% (Base: All respondents, 4,007 completed surveys. Data collected March 15-23, 2022.) Destination Analysts 51.6% Much less 1.1% 0% 20% 40% 60% 80%#34MORE TRAVEL EXPERIENCE PRIORITIES-2022 VS 2021 Question: Thinking about your travel during the NEXT TWELVE (12) MONTHS, what travel experiences will you prioritize? However you personally define each, use the scale provided to % Top 2 Box Score-Essential or High Priority Spending time with loved ones Enjoying nature New places I haven't visited before Getting away from crowds Excitement and energy 65.6% 63.1% 50.6% 44.5% 50.3% 34.0% 48.9% 52.0% 38.1% 31.8% 36.5% Bucket list travel 25.5% indicate how you will prioritize them January 2022 35.9% Budget travel 28.4% January 2021 28.5% Visiting theme parks 16.0% 28.2% Visiting large cities 18.0% 27.5% Visiting cultural institutions Luxury travel 18.5% 26.7% 19.9% 21.1% Staying close to home 0% 10% 20% 24.9% 30% 40% 50% 60% 70% Destination Analysts#35Destination Analysts describes how excited you Question: Which best are about LEISURE TRAVEL in 7.5 the NEXT TWELVE (12) using the 11-point scale MONTHS? (Please answer 7.0 below) 5.0 6.5 8.0 EXCITEMENT FOR LEISURE TRAVEL IN THE NEXT 12 MONTHS 6.1 6.1 5.7 5.9 6.0 5.8 5.5 W® January 1-3 January 8-10 January 15-17 January 22-24 January 29-31 February 5-7 February 12-14 February 19-21 February 26-28 March 5-7 March 12-14 March 19-21 March 26-28 April 2-4 April 9-11 6.2.2 6.4 6.3 5.95.9 6.2 April 16-18 April 23-25 April 30 - May 2 May 6-8 May 13-15 May 20-22 May 26-28 June 2-4 June 9-11 7.8 More Mean Score (0 - 10-point scale) 7.4 7.6 7.6 Excitement 7.3 7.1 -7.3 7.1 7.1 7.0- 7.1 6.99.9 7.0 7.0 6.6 6.6 6.8 6.8 6.4 6.5 WW 6.6 6.7 7.3 7.2 7.1 7.3 7.1 7.0 6.9 7.0 June 16-18 June 23-25 July 7-9 July 21-23 August 4-6 Aug 18-20 Sept 1-3 Sept 15-17 Sept 29-Oct 1 Oct 13-15 Oct 27-29 Nov 10-12 Nov 24-26 Dec 8-10 Dec 26-28 Jan 12-14 Jan 26-28 Feb 9-11 Feb 23-25 Mar 15-23 April 18-24 May 15-24 Less Excitement#36DOMINATING THE RECOVERY Visitor Profile VISITFLORIDA.#37DOMINATING THE RECOVERY VISITOR PROFILE Attractions Profile A BRIEF LOOK AT A VARIED GROUP VISITFLORIDA. ЛЛ In- and out-of-state Florida visitors > Visited/participated in one of the following: Theme/Amusement/Water Park Museum, Art Exhibits, etc. Extreme Adventure Sports Historic Sites Theater/Dance Zoo/Aquarium Eco/Sustainable Travel Boating/Sailing#38DOMINATING THE RECOVERY DOMESTIC ORIGIN MARKETS Top Origin States SOME SHAKE-UPS AND SOME STALWARTS Drive markets and Midwestern states have had strong performances during the pandemic Looking ahead, gas prices and inflation may keep some travelers closer to home VISITFLORIDA. Origin States 2019 2020 2021 Florida 44.5% 50.8% 43.2% Georgia 3.8% 2.9% 4.7% Alabama 2.0% 7.2% 4.6% Indiana 1.8% 0.6% 4.4% New York 4.6% 6.3% 4.3% Texas 3.4% 2.6% 4.3% Ohio 2.9% 1.0% 3.1% Pennsylvania 2.7% 1.8% 2.8% Illinois 2.5% 4.3% 2.6% California 1.8% 1.3% 2.3% Source: D.K. Shifflet#39DOMINATING THE RECOVERY VISITOR PROFILE Household Income > 2020 brought more affluent visitors to the state > 2021 visitors were more similar to those seen before the pandemic started 26% 23% 23%22% 19% 19% 19% 16% 17%17% 17% 15% Less than $50,000 $50,000 - $74,999 $75,000 - $99,999 VISITFLORIDA. 19% 12% 12% 8% 9% 6% $100,000 - $149,999 $150,000 - $199,999 $200,000+ 2019 2020 2021 Source: D.K. Shifflet Figures preliminary and subject to change#40DOMINATING THE RECOVERY VISITOR PROFILE Generations Driven in part by seasonality, Boomers were the dominant generation in 2020 > 2021 saw the resurgence of Millennials VISITFLORIDA. 47% 44% 35% 31% 29% 28% 28% 23% 23% 4% 4% 2% G.I./Silent Baby Boomer Gen X Millennial/Gen Z 2019 2020 2021 Source: D.K. Shifflet Figures preliminary and subject to change#41DOMINATING THE RECOVERY VISITOR PROFILE Visitor Race In 2019 and 2021, around 20% of visitors identified as Hispanic/Latino In 2020, less than 10% did so 91% 82% 79% 14% 9% 4% 4% 2% 3% 5% 3% 5% White Black or African American Asian/Pacific Islander Native American/Other 0% 0% 0% Not Specified 2019 2020 2021 VISITFLORIDA. Source: D.K. Shifflet Figures preliminary and subject to change#42DOMINATING THE RECOVERY VISITOR PROFILE Trip Planning Timeframe A hallmark of pandemic-era travel was shortened trip-planning windows > By the end of 2021, these windows began to normalize 17% 30%30% 23% 20% 18% 14% 13% 15% 15% 17% 16% 15% 13% 12% 10% 10%10% Less than a week 1-3 weeks 1 month VISITFLORIDA. 2-3 months 4-6 months More than 6 months 2019 2020 2021 Source: D.K. Shifflet Figures preliminary and subject to change#43DOMINATING THE RECOVERY VISITOR PROFILE How Time is Spent THE USUAL SUSPECTS Beaches, shopping and dining all remain popular activities During the pandemic, we have seen less. travel to visit friends and family VISITFLORIDA. Top Activities 2019 2020 2021 Theme/Amusement/ 53% 54% 45% Water Park Beach/Waterfront 34% 29% 26% Shopping 34% 30% 24% Boating/Sailing 11% 17% 22% Culinary/Dining 32% 29% 20% Experience Museum, Art Exhibits, 16% 16% 15% etc. Touring/Sightseeing 26% 23% 14% Historic Sites 22% 26% 13% Visit Friends/Relatives 23% 17% 10% Source: D.K. Shifflet Figures preliminary and subject to change#44DOMINATING THE RECOVERY VISITOR PROFILE Season of Visit > Travel patterns in 2019 and 2021 were nearly identical as Spring travel rebounded 15% 23% 30% 25% 23% 22% 19% 16% 12% 35% 25% 24% Winter Spring Summer Fall 2019 2019 2019 2019 Winter Spring Summer Fall 2020 2020 2020 2020 Winter Spring Summer Fall 2021 2021 2021 2021 VISITFLORIDA. Source: D.K. Shifflet Figures preliminary and subject to change#45DOMINATING THE RECOVERY VISITOR PROFILE Length of Stay By 2021, trip length began to look more pre-pandemic times 33% 32% 30% 30% 25% 24% 21% 22% 19% 13% 12% 11% 11% 12% 7% Day Trip 1-2 Nights 3-4 Nights 5-6 Nights Seven+ Nights 2019 2020 ■2021 VISITFLORIDA. Source: D.K. Shifflet Figures preliminary and subject to change#46DOMINATING THE RECOVERY VISITOR PROFILE Accommodation Types Alternative accommodations like Airbnb and VRBO rentals became more popular during the pandemic as travelers sought less crowded options > Current data indicates that non-hotel options will remain popular VISITFLORIDA. 33% 32% 33% 26% 27% 22% 15% 8% 8% 33% 32% 30% Hotel Paid Non-Hotel Paid Non-paid Accommodation Day Trip 2019 2020 2021 Source: D.K. Shifflet Figures preliminary and subject to change#47DOMINATING THE RECOVERY VISITOR PROFILE Hotel Type Used > After a year of "bunker living," travelers were ready to splurge - and hotels were one way they did 14% 19% 26% 26% 25% 17% 17%17% 12% 31% 28% 19% 10% 10% 7% 7% 8% 6% Luxury Upscale Upper Moderate 2019 2020 Moderate ■2021 Lower Moderate Budget VISITFLORIDA. Source: D.K. Shifflet Figures preliminary and subject to change#48DOMINATING THE RECOVERY Forward- Looking Insights VISITFLORIDA.#49DOMINATING THE RECOVERY FORWARD-LOOKING INSIGHTS Wellness Tourism WHEN IT WAS NEEDED MOST, TRAVEL WASN'T AN OPTION After being stuck at home, travelers realized how important a trip is to their mental health > Today's travelers want their trips to feel like something genuinely worthwhile that changes them as a person An American Express survey found that 2/3 of respondents are choosing vacations specifically with wellness in mind 87% of respondents to the American Psychological Association's Stress in America poll agreed they were overwhelmed by the "constant stream of crises without a break" VISITFLORIDA.#50DOMINATING THE RECOVERY FORWARD-LOOKING INSIGHTS Florida is on the Menu FLORIDA'S STATUS AS AN OVERLOOKED FOODIE DESTINATION IS ABOUT TO BE CORRECTED > 15 Florida-based chefs and restaurants were named James Beard semifinalists in 2022 > This year, the creation of a Michelin Guide in Florida will put the Sunshine State on a list with some of the best culinary destinations in the world, such as France, Spain, New York City, and Tokyo 77% of leisure travelers say food and drink experiences make them more likely to return to a destination according to the 2020 Food Travel Monitor VISITFLORIDA.#51DOMINATING THE RECOVERY FORWARD-LOOKING INSIGHTS The Ascendancy of the Hispanic Consumer A MISMATCH BETWEEN POPULATION AND REPRESENTATION In the United States, 62-million persons - or one in five identify as Hispanic > From 2010 to 2020, Latinos accounted for more than half of all U.S. population growth > Despite their prominence, 39% of the U.S. Latino Market feels underrepresented on television VISITFLORIDA. 1/4 of Millennials and Gen-Z identify as Hispanic#52DOMINATING THE RECOVERY FORWARD-LOOKING INSIGHTS Nature Novices Say Hello to the Great Outdoors A PANDEMIC TREND MAY HAVE STAYING POWER Increased interest in the outdoors led to an 11% increase in visits to rural Florida destinations during the pandemic > Beaches and National Parks are topping the priority list for many travelers > RV travel is booming these days 56% of American travelers said that enjoying nature would be an essential or high travel priority for them according the Destination Analysts VISITFLORIDA.#53Thank you VISITFLORIDAⓇ