AMERICA’S #1 TRAVEL MAGAZINE .COM

PRESENTED BYNATURE COAST TRAVELHOST

Promoting to Travelers in the Nature Coast

What’s Hot for 2009?Hosted by Diane Bedard

Let’s Define the Nature Coast Market

Geographically, we are part of Florida Congressional District 5:

Pasco, Hernando, Citrus & LevyCounties

Nature Coast Tourists Bring Money and

Jobs

Tourism Dollars Spent in our District

Yes, that’s well over a Billion Dollars!

Source: Tourism Industry Association, 2005 numbers

Leisure Travel Trends

Americans are traveling closer to home

Day trips are growing faster than overnight leisure travel

Women are more likely to travel together, but they spend less per trip than men – except for shopping!

Women seek culture while men seek sports

In trip activity participation, Boomers show higher rates than members of the Silent Generation and Gen X’ers

Non-participation rates have risen for all generations

Source: DK Shifflet & Associates/Travel Industry Association

International Potential

International travelers spent a record $11.6 billion during April 2008, an increase of 21 percent from April 2007, and $45.3 billion for the year, up 23 percent**

4.1 million international visitors traveled to the US in April 2008, an increase of 2% over April 2007**

For 2006, international traveler spending in the US increased by 5%, resulting in $107.9 billion in total travel receipts*

*US Department of Commerce, Intl Trade Administration, Office of Travel & Tourism Industries**TI News: An information service from Office of Travel & Tourism Industries (OTTI) July 14, 2008

Who is the Nature Coast Traveler?

Defining the Nature Coast Traveler

• Driving market: No major airports

• Travel long distances via own vehicle

• Looking for NEW places to see, things to do and places to shop

• No major attractions (e.g. Busch Gardens)

• Large variety of festivals and activities appealing to cultural & historic travelers

86% of US

Travel is by Car!

Traveler Profile*Business Traveler: Male 65%

Age 35-54 50%

Professional Management 44%

Average Household Income $85,900

Length of Stay: 1 night 35%, 2 nights 26%, 3 or more nights 39%

Leisure Traveler: Two Adults 42%

Ages 35-54 41%

Travels by Auto 77%

Average Household Income $77,100

Length of Stay: 1 night 42%, 2 nights 30%, 3 or more nights 28%

* 2007 Lodging Industry Profile – D.K. Shifflet & Associates

Spending Trends and Buying Habits*

*Travel Industry Association of America 2006/Base = 643.5 Million Household Trips

17% Spend up to $999 while traveling (excludes spending on transportation)

14% Spend $1,000 or more while traveling (excludes spending on transportation)

87% Include shopping as part of their out-of-town activity

Cultural/Historic Travelers

•81% of US adult travelers include cultural/historic activities (217 million person-trips)

•For 30% of travelers, a specific cultural/historic event or activity influenced their destination choice

•Cultural/historic trips are more likely to be 7 nights or longer and include… a hotel stay

• 4 in 10 travelers added extra time to their trip specifically because of a cultural/historic activity

Source: Heritage Tourism Office, National Trust for Historic Preservation, 09/04

Top States Visited by Cultural Travelers

Source: Travel Industry Association of America/SMITHSONIAN MAGAZINE

A Powerful Market

* Travel Industry Association of America 2006/Base = 643.5 Million Household Trips

Driving Travelers•44% of frequent road travelers have incomes over $100k

•Driving travelers prefer midscale Hotels (54.5%)

•Only 12% of leisure travelers fly to their destination

•73% of all trips (including day trips) are taken in an individual’s vehicle

Traveling for business and leisure continues to fuel the American economy as the third largest

industry.

Types of Lodging

*The Average Traveler Spends 3.2 Nights in a Hotel/Motel/Bed and Breakfast

Source: Travel Industry Association of America; Travelscope®

Pasco County

Where is your Event?

Florida’s Nature Coast

Levy

Citrus

Hernando

Pasco

Our Traveler Market is

MUCH bigger

than our City!

Why Promote to Travelers

• They have time and money to spend• They are not affected by the local economy• They have a desire to see and do new things• They love to buy art & they have to buy food• They are looking for entertainment• They drove here so they can come back… and bring their

friends

In Short, they want to attend your museum and your event – they just need to know about it!

How do you Promote to Travelers?

• Make sure Pasco Tourism Development is kept up to date on your event’s specifics

• Create a web site that promotes your event

• Send press releases to Tampa and Orlando media at regular intervals

• Follow up with a phone call to the media, making sure they got your PR

• Work with local hotels to offer event packages

• Advertise your event in Nature Coast Travelhost to ensure travelers throughout our market know about you