increase in the number of Canadian visitors and a bump in the
number of Floridians taking vacations within the state helped push
the number of second-quarter tourists in the Sunshine State to 23.5
That's a 2.3%
increase over last year's second quarter, according to Visit
Florida, the state's tourism marketing agency.
Visit Florida also
reported that the number of passengers coming and going at the
state's 14 major airports rose 4% in the second quarter.
A more favorable
exchange rate meant there were more Canadian visitors to Florida
during the second quarter, a 2.9% increase.
higher fuel costs in the U.S., 3.7 million Floridians decided to
take their vacations within the state during the second quarter,
rising from 17.2% of residents last year to 17.8% this
Orlando is among
the Florida destinations that saw positive results in the second
quarter. The popular vacation spot is crediting its $68 million
advertising campaign for the increased interest.
County Convention & Visitors Bureau said a study by
London-based market research company Synovate found that consumers'
interest in visiting Orlando rose as a result of the campaign,
which included TV ads between February and May.
The ad campaign
targets women ages 25 to 54, whom the CVB considers the
decision-makers when it comes to planning family
CVB said the study revealed that nearly 1 million more households
plan to visit the Orlando area within the next year as a result of
the campaign and that many have already heeded the campaign's
message to visit Orlando.
Later this fall, a
campaign aimed at Canadian mothers will include TV, radio,
newspaper and online ads.
The biggest U.S.
push will come early next year, when Orlando launches TV ads from
mid-January to early May. Orlando said that print ads will appear
beginning in March.
contact reporter Jorge Sidron, send e-mail to [email protected].