Miami 2010 economic impact of tourism

7/29/2019 Miami 2010 economic impact of tourism

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TABLE OF CONTENTS

1. Visitor Profi le and Economic Impact 2(Prepared by Synovate Research)

2. Hotel Industry Recap ..26

(Prepared by Smith Travel Research)

3. Tourist-Related Taxes ....31(Collected by Miami- Dade County, Miami Beachand Bal Harbour)

4. Leisure and Hospitality Employment .34

Addendum:

The 2010 Dashboard of Key Visitor IndustryIndicators ..37

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SECTION ONE:

Visitor Profi le

And

Economic Impact Study

Source:

Synovate Travel and Leisure

Research ess

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I. INTRODUCTION

This report contains a summary of the major results of the Visitor Profile and Economic ImpStudy conducted for the Greater Miami Convention & Visitors Bureau during 2010.

In 2010, 4,500 intercept interviews with Miami visitors were conducted at Miami International

Airport (MIA), Fort Lauderdale-Hollywood International Airport (FLL) and various attractions inMiami.

The study is conducted annually to determine a number of characteristics of the overnight visto Greater Miami and the Beaches, including:

Total overnight visitors by region Purpose of visit Type of lodging used Area of lodging Satisfaction level Likelihood of returning Likes of area Dislikes of area Areas visited Demographic characteristics Party size Length of stay Expenditures

In addition to determining a Visitor Profile, this study also develops estimates of the direconomic impact of overnight visitors on the Miami-Dade County economy.

The following pages contain the major findings of the 2010 Tourism Survey of Greater Miami anthe Beaches conducted by Synovate.

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II. EXECUTIVE SUMMARY

2010 VISITOR INDUSTRY STATISTICAL HIGHLIGHTS

OvernightVisitor Spending During 2010 (J anuary-December), overnight visitors spent a record $18.

billion in direct expenditures in Greater Miami and the Beaches, which can blargely attributed to international visitor spending. In total, the average dailexpenditure per visitor was $259.95, and the average expenditure per persoper visit was $1,492.09. The average length of stay in 2010 was 5.74 nightsDirect visitor spending increased in 2010 compared to 2009. Spending in aexpenditure categories showed a slight increase, indicating that travelerhave a stronger willingness to spend compared to previous years when theconomic situation was harsher. The top domestic markets for expenditurewere New York, Philadelphia, and Chicago. The top international markets foexpenditures were Brazil, Greater Miamis first billion-dollar internationamarket, followed by Canada and Argentina.

Total Overnight In 2010, the visitor industry showed improvement with a 5.6% increase inVisitors overnight visitors to Miami and the Beaches compared to 2009. Bot

domestic and international visitors contributed to this overall improvemencompared to the previous year (+4.7% and +6.6% respectively). Overall, aestimated 12.6 million visitors stayed at least one night in Greater Miami anthe Beaches in J anuary-December 2010. The top five domestic markets oorigin were New York, Philadelphia, Chicago, Boston and Atlanta. The top fivinternational countries of origin were Canada, Brazil, Argentina, Colombia anGermany.

Main Purpose Leisure/vacation continued to be the main reason people visited Greaterof Visit Miami and the Beaches, representing nearly 80% of the total market mix

2010. Business/convention travel has also increased as a purpose for visitingincreasing to 11.6% in 2010 compared to 10.9% in 2009.

Where They The following is a percentage breakdown of where visitors stayed in 2010:Stayed

Miami Beach 44.1%Downtown Miami 18.7%Airport Area 13.8%North Dade/Sunny Isles 9.5%

Grove/Gables/Biscayne 9.2%South Dade 5.8%

Consistent with results in the past, Miami Beach, Downtown and the Airpoarea are visitors favorite places to stay during their trips to the Greater Miamarea.

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III. TOTAL OVERNIGHT VISITOR ESTIMATES

A. The Tour is t Universe

Nearly 18 million passengers arrived at Miami International Airport (MIA) in 2010 (J anuaDecember), a 5.7% increase compared to 2009. Arrivals into Ft. Lauderdale-Hollywood Internatio

Airport (FLL) also increased over 2009, up 6.4% in 2010. These increases were likely fueled by nservice and itineraries to key markets both domestically and internationally. Importantly, 98% visitors to Miami arrive by air. The data in this report combines the interviews of visitors using boMIA and FLL who stay overnight in Miami-Dade county.

An estimated 12.6 million visitors spent at least one night in Greater Miami and the Beaches in 201Showing signs of recovery, visitors to Miami increased 5.6% in 2010 compared to 2009. Bodomestic and international visitors contributed to this overall improvement. Domestic visitoaccounted for nearly 52% of all overnight visitors and were up 4.7% compared to the previous yeInternational visitors to Miami showed an even greater increase, up 6.6%, and accounted for 48%all overnight visitors. Compared to other domestic cities, Miami has the largest percentage

international visitors.

Table 3A

Overnight Visitors To Greater Miami And The BeachesDomestic and International

2006 2007 2008 2009 2010% Change2010 vs.

2009

(000) (000) (000) (000) (000)

Domestic Visitors 6,262.8 6,473.0 6,341.4 6,251.5 6,544.0 4.7%International Visitor s 5,322.2 5,492.9 5,787.2 5,684.4 6,060.1 6.6%

Total Overnight Visitors 11,585.0 11,965.9 12,128.6 11,935.9 12,604.1 5.6%

% % % % %

Domestic Visitors 54.1 54.1 52.0 52.4 51.9

International Visitor s 45.9 45.9 48.0 47.6 48.1

Total Overnight Visitors 100.0 100.0 100.0 100.0 100.0

Source: Synovate

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B. ORIGIN OF OVERNIGHT VISITORS

Among domestic visitors, the majority visiting Greater Miami and the Beaches are from the Northearegion, accounting for more than 3.1 million visitors. The Southern and Midwest regions sawcomparable growth in 2010, with nearly 2.8 million residents making their way to Miami for anovernight visit. The Western region continues with consistent growth over time, with nearly 559,000visitors to Miami in 2010. The top five domestic markets of origin are New York, Philadelphia,Chicago, Boston and Atlanta.

Latin America continues to be a leading source of visitors to Greater Miami and the Beaches,accounting for over 4 million visitors in 2010, an 8% increase compared to 2009. Among LatinAmerican visitors, roughly 70% are from South America, which accounts for 2.8 million visitors alonVisitors from Europe have also increased slightly to 1.3 million. Similarly, visitors from Canada haveshown great growth, with 587,000 staying overnight in Miami in 2010. The top five internationalcountries of origin are Canada, Brazil, Argentina, Colombia and Germany.

Table 3B-1

Overnight Visitors To Greater Miami And The BeachesInternational and Domestic Regions

Annual2006 2007 2008 2009 2010

(000) (000) (000) (000) (000)

%Change2010 vs.

2009Domestic Regions

Northeast 2,949.8 3,158.9 3,094.6 3,082.0 3,196.0 3.7%Southern 1,565.7 1,579.4 1,550.3 1,487.9 1,568.5 5.4%Midwest 1,265.1 1,216.9

1,170.2 1,144.0 1,220.6 6.7%Western 482.2 517.8 526.3 537.6 558.9 4.0%

Total Domestic 6,262.8 6,473.0 6,341.4 6,251.5 6,544.0 4.7%

International Regions

Latin America 3,443.5 3,518.6 3,722.2 3,748.9 4,050.4 8.0%South America 2,277.9 2,324.1 2,480.1 2,549.5 2,836.8 11.3%

Central America 500.3 511.1 540.0 517.3 525.1 1.5%Caribbean 665.3 683.4 702.1 682.1 688.5 0.9%

Europe 1,224.1 1,294.0 1,360.6 1,279.0 1,306.5 2.2%Canada 526.9 556.0

573.5 537.7 587.4 9.2%Others 127.7 124.3 130.9 118.8 115.8 -2.5%

Total International 5,322.2 5,492.9 5,787.2 5,684.4 6,060.1 6.6%

Total Visi tor s 11,585.0 11,965.9 12,128.6 11,935.9 12,604.1 5.6%

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Table 3B-2

Domestic MarketsSelected Markets Ranked By Number of Visitors

MARKET 2006 2007 2008 2009 2010% Change2010 vs.

2009

1. New York 1,537,000 1,644,590 1,614,987 1,606,912 1,667,975 3.8%

2. Philadelphia 357,000 381,276 369,838 365,030 378,536 3.7%

3. Chicago 410,620 394,195 370,543 359,427 384,227 6.9%

4. Boston 270,045 288,408 280,621 277,815 278,622 0.3%

5. Atlanta 244,635 246,837 241,900 229,805 243,593 6.0%

6. Washington 170,982 183,293 179,627 177,292 184,384 4.0%

7. Dallas / FT. Worth 166,400 167,398 164,385 159,947 168,744 5.5%

8. Detroit 151,200 145,454 138,182 133,069 139,456 4.8%9. Los Angeles 108,356 116,483 119,977 122,497 127,519 4.1%

10. Denver 98,800 105,617 107,201 108,381 111,000 2.4%

11. Houston 116,072 117,232 113,715 106,892 112,237 5.0%

12. Baltimore 78,440 84,166 82,483 81,163 84,410 4.0%

13. Pittsburgh 76,650 82,245 79,778 77,385 80,325 3.8%

14. Albany / Troy 75,744 80,970 78,541 77,206 79,445 2.9%

15. St. Louis 83,032 79,545 76,363 75,294 79,811 6.0%

16. San Francisco 60,548 64,907 66,530 68,459 71,266 4.1%

17. Hartford / New Haven 60,420 64,891 61,647 60,414 62,770 3.9%

18. Cleveland 68,579 65,836 61,688 59,838 64,026 7.0%

19. Minneapolis 63,732 61,373 58,305 57,022 60,900 6.8%

20. Charlotte 58,500 59,500 55,050 50,000 51,750 3.5%

Total Top 20 Markets 4,265,755 4,434,216 4,321,361 4,253,848 4,430,996 4.2%

Total Other Domestic Cities 1,997,045 2,038,784 2,075,039 1,997,652 2,113,004 5.8%

Total Domestic Visitors 6,262,800 6,473,000 6,396,400 6,251,500 6,544,000 4.7%

SOURCE: Synovate Research

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Table 3B-3

International MarketsSelected Markets Ranked By Number of Visitors

MARKET 2006 2007 2008 2009 2010 % Change2010 vs.2009

1. Canada 526,900 556,000 573,500 537,700 587,168 9.2%

2. Brazil 420,558 429,390 459,877 482,871 555,302 15.0%

3. Argentina 301,730 308,067 328,707 340,212 381,718 12.2%

4. Colombia 292,922 298,488 318,188 324,552 363,498 12.0%

5. Germany 318,000 335,808 353,606 328,853 332142 1.0%

6. Venezuela 281,119 287,022 306,827 323,597 327,157 1.1%

7. England 293,893 310,645 326,488 302,001 290,827 -3.7%

8. Bahamas 223,568 230,275 237,183 228,407 226,580 -0.8%

9. France 168,100 177,346 190,470 181,518 185,511 2.2%

10. Costa Rica 167,397 171,080 181,003 172,677 177,131 2.6%

11. Ecuador 152,203 155,247 163,786 167,061 171,237 2.5%

12. Italy 143,394 151,711 159,145 148,005 151,110 2.1%

13. Jamaica 147,487 151,322 155,408 146,860 148,229 0.9%

14. Peru 115,366 117,904 124,389 128,120 142,213 11.0%

15. Chile 98,909 101,184 106,041 109,434 121,910 11.4%

16. Mexico 110,003 112,313 118,378 112,814 116,409 3.2%

17. Netherlands 51,935 55,052 57,860 53,809 55,100 2.4%

18. Switzerland 49,068 52,012 54,613 50,790 51,805 2.0%

19. Bolivia 45,529 46,485 49,042 50,464 54,675 8.3%

20. Sweden 28,770 30,381 32,204 30,111 30,903 2.6%

Total Top 20 Markets 3,936,851 4,077,732 4,296,715 4,219,856 4,470,625 5.9%

Total Other Foreign Markets 1,385,349 1,415,168 1,490,485 1,464,544 1,589,475 8.5%

Total Foreign Visitors 5,322,200 5,492,900 5,787,200 5,684,400 6,060,100 6.6%

SOURCE: Synovate Research

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IV. CHARACTERISTICS OF VISITORS STAYS

A. Purpose of Visi t All Overnight Visi tors

The most popular reason for visiting Greater Miami and the Beaches is for leisure/vacation, as fourfive visitors indicated in 2010. International visitors were more likely than domestic visitors to visit foleisure/vacation, while domestic visitors had a higher propensity to visit for business/convention

purposes.

Table 4A

Overnight Visitors To Greater Miami And The BeachesPurpose Of Visit

2006 2007 2008 2009 2010

% % % % %

Total Visitors

Leisure/Vacation 84.4 80.7 79.7 80.7 79.7Business/Convention 11.7 13.9 13.0 10.9 11.6

Personal/Other 3.9 5.4 7.3 8.4 8.7

100.0 100.0 100.0 100.0 100.0

Domestic Visitors

Leisure/Vacation 82.5 74.3 75.2 78.6 74.1

Business/Convention 13.7 20.5 17.5 14.1 16.1

Personal/Other 3.8 5.2 7.3 7.3 9.8

100.0 100.0 100.0 100.0 100.0

International Visito rs

Leisure/Vacation 87 87.8 84.8 82.8 86.3Business 8.6 6.5 8.0 7.2 6.1

Personal/Other 4.4 5.7 7.2 10.0 7.6

100.0 100.0 100.0 100.0 100.0

Total Visi tor s 11,585.0 11,965.9 12,128.6 11,935.9 12,604.1

Leisure/Vacation 9,777.7 9,656.5 9,666.5 9,632.3 10,045.5

Business/Convention 1,355.5 1,663.3 1,576.7 1,301.0 1,462.1

Personal/Other 451.8 646.2 885.4 1,002.6 1,096.5

**Note: Leisure/Vacation is comprised of those visiting for vacation/pleasure, visiting friends and relatives or cruise purposes.

Source: Synovate

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B. Choice of Lodging

Hotel/motel accommodations continue to be the most common type of lodging for visitors, as anincreased number of visitors selected this form of lodging in 2010. This is likely a result of visitorsseeing better value in hotel lodging due to lowered rates. Still, staying with friends and familycontinues to gain popularity and has become an alternative to paid lodging, particularly among thos

travelers who remain cost conscious.

Table 4B

Overnight Visitors To Greater Miami And The BeachesType Of Lodging

2006 2007 2008 2009 2010(000) (000) (000) (000) (000)

% % % % %

Hotel/Motel 7,878.5 7,721.0 7,592.5 7,400.3 7,499.4

68.0 64.5 62.6 62.0 59.5

Friends/Relatives 3,591.7 4,953.9 5,020.3 4,476.0 5,092.1

31.0 41.4 41.4 37.5 40.4

Owned/Rented 127.5 179.5 230.4 167.1 138.6

1.1 1.5 1.9 1.4 1.1

**Note: Visitors could have stayed in more than one type of lodging during a visit to the Greater Miami area.

Source: Synovate

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C. Area of Lodging- Total Overnight Visitors

Consistent over time, Miami Beach continues to be the top location for lodging when visitors comeGreater Miami. The Downtown Miami and Airport areas have also gained popularity over time alodging alternative.

Distribution of Total Overnight Visitors by Area of Lodging 2010

Table 4C

2006

2007

2008

2009

2010

% % % % %

Miami Beach 44.4 40.9 40.1 45.1 44.1

Downtown Miami 14.0 16.6 19.2 17.6 18.7

Airport Area 12.3 10.5 9.8 11.4 13.8

North Dade/Sunny Isles 12.7 13.2 12.7 12.5 9.5

Grove/Gables/Biscayne 11.5 12.5 13.1 10.2 9.2

South Dade 4.8 6.3 5.9 3.9 5.8

**Note: Visitors could have stayed in more than one area during a visit to Greater Miami.Based on people who used lodging.

Source: Synovate

D. Travel Party SizeThere was an increase in the number of visitors who came to Miami as a party of two compared tothe previous year. However, the number of visitors coming with a larger group (party of three ormore) has slightly declined over the years.

Table 4D

Overnight Visitors Travel Party Size

2006 2007 2008 2009 2010

% % % % %

One 24.9 27.1 32.8 34.4 35.8

Two 48.3 50.3 48.2 47.8 48.4

Three and more 26.7 22.6 19.0 17.8 15.8

Average party s ize 2.19 2.09 1.98 1.96 1.87

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E. Mode of ArrivalThe majority of visitors to the Miami area (98%) continue to arrive by air. Traveling by car hasbecome less frequent, particularly in the last couple years. This may be a result of the extremelycompetitive airfare offers available over the past couple years. Also contributing to this highpercentage of air travel is the large number of Miami visitors arriving internationally, who aredependent on air as their mode of travel.

Table 4E

Overnight Visitors Mode Of Arrival

2006 2007 2008 2009 2010

% % % % %

By Air 95.4 95.2 93.7 97.9 97.7

By Car 4.6 4.8 6.3 2.1 2.3

100.0 100.0 100.0 100.0 100.0

By Air 11,052,090 11,391,540 11,364,500 11,685,250 12,314,210

By Car 532,910 574,360 764,100 250,650 289,890

Vis itors 11,585,000 11,965,900 12,128,600 11,935,900 12,604,100

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V. Visitor Perceptions

A. Sat isfaction LevelsAs in the past, visitors satisfaction with their visit to the Greater Miami area is very high, with 96%indicating they were extremely or very satisfied.

Table 5A

Overnight Visitors to Greater Miami and The BeachesSatisfaction with Visit

2006 2007 2008 2009 2010% % % % %

Extremely Satisfied

Total 73.2 74.6 66.0 65.9 58.1

Domestic 76.2 75.9 62.8 59.7 55.3

International 68.8 72.8 69.7 72.7 61.6

Very SatisfiedTotal 23.4 22.2 29.9 32.2 38.3

Domestic 20.5 20.4 33.1 38.1 40.9

International 27.7 24.7 26.3 25.7 35.1

Extremely/Very Satisfied

Total 96.6 96.8 96.0 98.1 96.4

Domestic 96.7 96.3 95.9 97.8 96.2

International 96.4 97.5 96.0 98.4 96.7

Somewhat Satisfied

Total 3.0 2.5 3.7 1.9 3.6

Domestic 2.8 2.8 3.8 2.2 3.8International 3.3 1.9 3.6 1.5 3.2

Somewhat/VeryDissatisfied

Total 0.3 0.7 0.2 0.0 0.0

Domestic 0.5 0.9 0.0 0.0 0.0

International 0.2 0.6 0.0 0.0 0.1

Total 100.0 100.0 100.0 100.0 100.0

Source: Synovate

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B. Intention to Return to Greater Miami and the BeachesNot surprisingly, since the majority of visitors were satisfied with their visit, 96% are highly likely toreturn to Miami in the future.

Table 5B

Overnight Visitors to Greater Miami and The Beaches

Likelihood to Return2006 2007 2008 2009 2010

% % % % %

Definitely Likely

Total 79.5 81.6 76.2 76.2 71.6

Domestic 81.9 82.7 74.1 71.1 67.3

International 75.9 80.3 78.8 81.9 76.9

Very Likely

Total 16.8 16.2 21.1 20.5 24.5

Domestic 15.1 15.3 22.6 24.6 27.7

International 19.4 17.5 19.3 15.8 20.6

Definitely/Very Likely

Total 96.3 97.8 97.3 96.7 96.1

Domestic 97.0 97.9 96.7 95.7 95.0

International 95.3 97.7 98.1 97.7 97.5

Somewhat Likely

Total 3.2 2.0 2.5 3.2 3.6

Domestic 2.4 1.9 3.1 4.3 4.8

International 4.3 2.2 1.8 2.0 2.2

Not Very/Not at All Likely

Total 0.5 0.1 0.1 0.1 0.2

Domestic 0.6 0.1 0.1 0.0 0.1International 0.4 0.0 0.0 0.2 0.3

Total 100.0 100.0 100.0 100.0 100.0

Source: Synovate

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C. First-Time Visitors to the Greater Miami Area

Demonstrating the appeal of Miami, four in five visitors have visited the area prior to their mostrecent trip.

Table 5C

Overnight Visitors to Greater Miami and The Beaches

2006 2007 2008 2009 2010

Total Visitors

(000) (000) (000) (000) (000)

Have Visited Before 8,677.2 9,871.9 10,333.6 10,002.3 10,486.6

Have Not Visited Before 2,907.8 2,094.0 1,795.0 1,933.6 2,117.5

% % % % %

Have Visited Before 74.9 82.5 85.2 83.8 83.2

Have Not Visited Before 25.1 17.5 14.8 16.2 16.8

Source: Synovate

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D. Most-Liked FeaturesVisitors indicated the top features they liked about Greater Miami are the weather, attractions andSouth Beach/Ocean Drive. There was an increase in visitors coming for the weather, attractions anrestaurants in 2010, likely a result of the various promotions supporting these events in Miami.

While both domestic and international visitors like the weather that Miami offers, domestic visitors

were more favorable about the beaches and sunbathing, whereas international visitors were morefocused on the attractions and South Beach area.

Total Visitors Most-Liked Features

Table 5D-1

2006 2007 2008 2009 2010

Features % % % % %

Weather 50.3 47.4 57.5 58.8 59.2

Attractions 9.4 16.8 21.6 33.4 43.6

South Beach/Ocean Drive 17.6 15.7 26.9 37.4 41.0

Beaches 36.7 35.8 40.1 43.4 38.8

Night life 20.9 24.3 29.6 27.5 31.9Restaurants 12.4 13.2 22.1 23.3 27.5

Shopping 21.4 17.1 21.1 24.3 26.7

International ambiance 13.8 24.3 35.7 28.6 23.9

Friendly people 19.4 12.3 17.7 22.5 23.1

Cleanliness 9.7 8.5 11.6 10.4 11.5

Prices 9.5 7.8 7.2 7.7 8.6

Accommodations 7.4 6.4 6.6 7.1 8.3

Service Employees 2.7 2.8 4.1 3.8 3.0

*Features are ranked by 2010 responses**Visitors may give more than one response

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Domestic Visitors - Most-Liked Features

Table 5D-2

2006 2007 2008 2009 2010

Features % % % % %

Weather 60.7 58.6 68.0 69.2 67.9Beaches 39.1 39.9 41.8 42.2 40.5

South Beach/Ocean Drive 16.0 13.5 22.1 32.0 35.8

Attractions 7.7 12.5 17.0 24.3 33.5

Night life 26.0 25.5 28.0 26.4 28.6

Restaurants 7.4 9.5 17.4 17.7 19.7

Friendly people 15.9 8.0 11.4 15.8 17.1


Shopping 11.5 8.6 10.6 12.6 9.9


Cleanliness 6.9 3.5 6.0 4.6 4.2

Prices 7.6 3.5 1.2 0.7 1.0


International Visitors - Most-Liked Features

Table 5D-3

2006 2007 2008 2009 2010

Features % % % % %

Attractions 11.9 22.4 26.9 43.6 56.1

Weather 34.6 32.5 45.5 47.3 48.6South Beach/Ocean Drive 20.0 18.6 32.5 43.5 47.3

Shopping 36.4 28.3 33.2 37.3 47.1

Restaurants 20.0 18.1 27.6 29.5 37.1

Beaches 33.2 30.2 38.1 44.6 36.7

Night life 13.3 22.7 31.5 28.6 36.0


Friendly people 24.7 18.1 25.0 30.0 30.4

Cleanliness 14.0 15.0 18.0 16.9 20.4

Prices 12.4 13.5 14.1 15.5 17.9


Service Employees 3.3 4.4 7.9 7.7 6.1


Source: Synovate

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E. Least Liked FeaturesThe majority of visitors (83%) did not have complaints about anything on their visit to Miami. One inten visitors indicated that the traffic was something they disliked.

Total Visitors Least-Liked Features

Table 5E-1

2006 2007 2008 2009 2010

Features % % % % %

Nothing disliked 71.3 75.8 79.4 82.0 83.3

Traffic 13.9 16.0 12.0 10.1 10.0

Prices 2.4 1.4 1.3 1.4 1.6

Crowded / over-developed 5.1 2.5 1.6 1.9 1.4

Weather 1.7 1.5 1.2 1.0 0.1

Public transportation 0.8 0.9 1.4 0.3 0.0

Other 4.8 1.9 3.1 3.3 3.6

Domestic Visitors Least-Liked Features

Table 5E-2

2006 2007 2008 2009 2010

Features % % % % %

Nothing disliked 74.0 74.0 76.4 80.7 79.7

Traffic 13.5 18.4 15.3 11.8 12.4

Prices 1.6 0.9 1.1 1.4 2.5


Weather 1.5 1.9 1.4 1.0 0.6Public transportation 0.7 1.3 2.2 0.4 0.0

Other 4.5 2.1 3.0 4.5 3.4

International Visitors Least-Liked Features

Table 5E-3

2006 2007 2008 2009 2010

Features % % % % %

Nothing disliked 67.2 78.1 82.7 83.4 87.7Traffic 14.6 12.9 8.3 8.1 7.0


Prices 3.5 2.0 1.6 1.0 0.6

Weather 2.1 1.0 0.9 0.7 0.5

Public transportation 0.8 0.3 0.4 0.1 0.0

Other 5.2 1.9 3.4 2.9 1.3

**Visitors may give more than one response

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F. Areas / Attractions Visited In Greater Miami and the BeachesThe Art Deco District / South Beach area was the top area visitors frequented when theytraveled to Miami, followed by the Beaches.

Total Visitors Area / Attractions Visited

Table 5F

2006 2007 2008 2009 2010

Area / Attract ion % % % % %

Art Deco District/South Beach 67.8 53.3 51.7 63.0 62.4

The Beaches 57.7 51.2 48.2 53.4 46.6

Coral Gables 19.6 24.1 24.0 29.6 30.5

Lincoln Road 36.0 27.6 26.6 26.3 28.0

Downtown Miami 17.6 24.1 28.9 27.8 26.5

Aventura Mall 33.4 24.9 18.9 24.1 23.3

CocoWalk/Mayfair/Coconut Grove 26.0 24.9 25.3 23.4 23.2

Bayside Marketplace 27.3 24.4 25.0 24.9 22.8

Little Havana 14.6 17.9 17.9 21.5 20.0

Nightclubs 17.9 16.4 16.9 18.8 19.9

Dolphin Mall 13.9 12.5 11.1 14.9 12.8

Dadeland Mall 14.1 11.8 10.1 11.2 11.2

Key Biscayne 11.7 7.5 8.0 6.3 7.3

Miami Seaquarium 7.2 8.5 8.4 7.4 6.9

Bal Harbour Shops 11.6 6.6 6.0 7.1 6.6

J ungle Island 3.4 3.8 5.2 5.1 5.5

Water Sports/Activities 2.7 2.9 4.7 8.3 5.0

International Mall 8.1 6.6 5.6 5.8 4.4

The Falls 5.4 3.5 3.7 3.9 2.4

Museums 4.1 1.9 1.3 1.5 2.4

Everglades National Park 4.7 3.7 2.9 2.3 2.2

Westland Mall 3.6 3.2 2.5 2.3 1.7

Mall of the Americas 4.8 2.3 1.4 1.5 1.4

Parks 7.0 0.8 0.8 1.1 1.4

One-day/Casino Cruise 2.8 3.0 3.3 2.9 0.8

*Areas are ranked by 2010 responses** Visitors may give more than one response

Source: Synovate

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VI. Visitor Profile

A. Age Characterist ics of Visi torsDuring the past five years the average age of visitors has grown from 41.3 in 2006 to 42.7 in2010.

Table 6A-1

2006 2007 2008 2009 2010Age

% % % % %

18 - 24 6.8 6.0 7.2 8.0 6.7

25 - 34 20.0 17.9 18.3 21.3 17.9

35 - 44 35.5 36.5 34.7 34.4 33.2

45 - 54 27.6 27.6 27.4 24.7 29.0

55 - 64 6.5 7.0 7.0 5.6 6.5

65 and over 3.5 4.8 5.3 6.0 6.7

Table 6A-2

Overnight Visitors to Greater Miami and the BeachesAge of Vis itor by Origin ,

2010

Table 6A-3

2006 2007 2008 2009 2010

Average Age (yrs)

Total 41.3 42.2 42.1 41.3 42.7

Domestic 40.9 41.9 42.0 40.9 42.2

International 41.9 42.7 42.2 41.7 43.3

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VII. Economic Impact of Overnight Visitors

A. Direct Economic Impact: Expenditures

Direct expenditures by overnight visitors to Greater Miami and the Beaches are estimatedfrom visitor-reported spending collected in the continuing monthly profile study. Visitors areasked for the average daily expenditures on lodging, food, transportation, entertainment and

shopping for their visitor party. Per party daily expenditures are divided by the number ofpeople per party to estimate per visitor daily expenditure. Per visitor daily expenditure ismultiplied by the average number of nights stayed to estimate average total expenditures pervisitor for the entire visit. Total average expenditures per visitor are projected against thetotal number of visitors to estimate the total direct expenditures of overnight visitors.

In 2010, visitors generated $18.8 billion in direct expenditures. If we used the industryaccepted multiplier of 1.5, however the direct and indirect impact of expenditures wouldexceed $28.2 billion to the economy of Greater Miami.

The tables on the following pages display the data in terms of the direct expenditures per

party and per person in each of the categories, by domestic and international visitors. Thesedata are then projected to develop estimates of the total direct expenditures made byovernight visitors to Greater Miami and the Beaches during 2010 (J anuary-December).

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B. Visitor Expenditures

Table 7B-1

Overnight Visitors to Greater Miami and the BeachesAverage Daily Expendi tures

Total Visitors

2006 2007 2008 2009 2010 % Change2010 vs.2009

Type of Expenditure

Lodging $153.75 $145.81 $151.20 $141.50 $143.19 1.2%

Al l Meals $100.48 $91.91 $96.37 $98.17 $99.11 1.0%

Transportation $43.65 $33.69 $33.42 $29.65 $30.32 2.3%

Entertainment $82.34 $70.06 $60.85 $57.02 $57.86 1.5%

Shopping $157.22 $169.62 $143.51 $149.47 $155.62 4.1%

Total: Avg . Daily $ PerParty

$537.44 $511.09 $485.35 $475.81 $486.10 2.2%

Divided by: Avg. PartySize

2.19 2.09 1.98 1.91 1.87 -2.1%

Avg . Dail y $ Per Vis itor $245.41 $244.54 $245.13 $249.12 $259.95 4.3%

Multiplied by: Length ofStay (median # of

nights)5.74 5.85 5.75 5.75 5.74 -0.2%

Total: $/Person/Visit $1,408.63 $1,430.56 $1,409.48 $1,432.41 $1,492.09 4.2%

Multiplied byTotal Visito rs (000)

11,585.0 11,965.9 12,128.6 11,935.9 12,604.1 5.6%

Total Overnight VisitorExpenditures (In

Billions)$16,319.00 $17,117.90 $17,095.00 $17,097.10 $18,806.50 10.0%

Source: Synovate

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Table 7B-2

Expenditures by Type Total Visitors

2006 2007 2008 2009 2010

Type of Expenditure $ (Million) $ (Million) $ (Million) $ (Million) $ (Million)

% Change2010 vs.

2009

Lodging $4,668.5 $4,883.6 $5,325.6 $5,084.5 $5,539.8 9.0%

All Meals $3,051.0 $3,078.3 $3,394.3 $3,527.5 $3,834.4 8.7%

Local Transportation $1,325.4 $1,128.4 $1,177.1 $1,065.4 $1,173.0 10.1%

Entertainment $2,500.2 $2,346.5 $2,143.3 $2,048.9 $2,238.5 9.3%

Shopping $4,773.9 $5,681.1 $5,054.7 $5,370.8 $6,020.7 12.1%

Total Expenditures $16,319.00 $17,117.90 $17,095.00 $17,097.10 $18,806.5 10.0%

% % % % %Lodging 28.6 28.5 31.2 29.7 29.5

All Meals 18.7 18.0 19.9 20.6 20.4

Local Transportation 8.1 6.6 6.9 6.2 6.2

Entertainment 15.3 13.7 12.5 12.0 11.9

Shopping 29.3 33.2 29.6 31.4 32.0

Total Expenditures 100.0 100.0 100.0 100.0 100.0

Source: Synovate

Expenditures by Type, Total Visi tors, 2010

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Table 7B-3

Overnight Visitors to Greater Miami and the BeachesAverage Dai ly Expenditures

Domestic Visitors

2006 2007 2008 2009 2010

Type of Expenditure

% Change

2010vs. 2009

Lodging $152.40 $144.49 $150.50 $142.87 $143.36 0.3%

All Meals $96.42 $91.56 $96.58 $97.43 $97.91 0.5%

Transportation $40.53 $32.62 $37.20 $37.53 $37.76 0.6%

Entertainment $78.57 $71.69 $62.66 $58.09 $59.66 2.7%

Shopping $104.21 $97.34 $77.04 $68.39 $68.70 0.5%

Total: Avg Daily $ PerParty

$472.13 $437.70 $423.98 $404.31 $407.39 0.8%


2.05 2.03 1.96 1.94 1.85 -4.6%

Avg. Dail y $ Per Vis itor $230.31 $215.62 $216.32 $208.41 $220.21 5.7%

Multiplied by: Length ofStay (median # of n ights)

5.33 5.12 4.78 4.56 4.5 -1.3%

Total: $/Person/Visit $1,227.54 $1,103.95 $1,033.99 $950.34 $990.95 4.3%

Multiplied byTotal Visito rs (000)

6,262.8 6,473.0 6,341.4 6,251.5 6,544.0 4.7%

Total Overnight Visitor

Expenditures (In Billions) $7,687.80 $7,145.90 $6,556.90 $5,954.10 $6,484.70 8.9%

Source: Synovate

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Table 7B-5

Overnight Visitors to Greater Miami and the BeachesAverage Dai ly Expenditures

International Visitors

2006 2007 2008 2009 2010Type of Expenditure

% Change2010 vs.

2009

Lodging $155.96 $147.93 $150.40 $140.42 $141.01 0.4%

All Meals $106.56 $92.36 $100.91 $99.01 $99.25 0.2%

Transportation $48.35 $35.11 $30.51 $20.87 $18.87 -9.6%

Entertainment $88.00 $67.86 $61.69 $55.82 $50.06 -10.3%

Shopping $236.91 $265.51 $230.60 $242.63 $242.53 0.0%

Total: Avg Daily $ Per

Party$635.78 $608.77 $574.12 $558.75 $551.72 -1.3%


2.40 2.16 2.01 1.99 1.91 -4.0%

Avg . Daily $ Per Vis itor $264.91 $281.84 $285.63 $280.78 $288.86 2.9%

Multiplied by: Length ofStay (median # of

nights)6.46 6.95 6.5 6.99 7.1 1.6%

Total: $/Person/Visit $1,711.31 $1,958.77 $1,856.61 $1,962.64 $2,050.90 4.5%

Multiplied byTotal Visitors (000)

5,322.2 5,492.9 5,787.2 5,684.4 6,060.1 6.6%

Total Overnight VisitorExpenditures (In

Billions)$9,107.90 $10,759.30 $10,744.60 $11,156.50 $12,428.60 11.4%

Source: Synovate

.

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SECTION TWO:

Hotel Industry Recap

Source:

Smith Travel Research

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2010 HOTEL INDUSTRY RECAP

2010 will be known as the year of demand recovery, according to Smith TravelResearch (STR) CEO Mark Lomanno. For most industry markets and segments, thenumber of people purchasing hotel rooms approached and in some cases exceeded

pre-recession levels, says Lomanno. However, for myriad reasons, including but notlimited to historically low occupancies, late booking patterns and the sluggish return ofgroup business, room rate acceleration did not follow the influx of guests. We look tosee this change dramatically in 2011, especially during the second half of the year.

The U.S. hotel industry ended 2010 with mostly positive performance results, accordingto data compiled by STR.

In 2010, hotels in Greater Miami and the Beaches finished the year with an averageoccupancy rate of 70.2%, an increase of +7.9% over 2009, compared to the nationalincrease of +5.9%. Hotels in Greater Miami and the Beaches have an average daily

room rate (ADR) of $144.13, an increase of +2.8% over 2009, compared to the nationaldecline in ADR of -0.1%. The increase in occupancy and average daily room rateresulted in revenue per available room (RevPAR) of $101.19, a +10.9% boost inGreater Miami and the Beaches, exceeding the national average of +5.5%.

The U.S. lodging industry in 2010 was buoyed by a +7.7% expansion in the demand forhotel rooms across the country according to STR. However, Greater Miami and theBeaches sold a record 12.1 million room nights, representing +10.9% more rooms soldin 2010 than the previous year. The area also continued to grow in the number ofavailable rooms, reaching a total of 47,117 rooms, an increase of +1.4% compared tototal rooms available in December 2009.

In 2010, Greater Miami and the Beaches ranked among the top four in all three majorcategories (Occupancy, ADR and RevPar) when compared against the Top 25 USHotel Markets by STR. Additionally, in 2010 Greater Miami and the Beaches improvedits ranking from the previous year in two of the three major categories. Greater Miamiwas the top performing Florida market among the Top 25 US Hotel destinations aslisted by STR.

Greater Miami and the Beaches:

#3Average Daily Room Rate (up from #4 in 2009)

#4 Revenue Per Available Room (up from #5 in 2009)

#4 Occupancy (same as in 2009)

Looking to 2011, Occupancy for Greater Miami and the Beaches is forecast to rise+2.3%, while average daily room rates are projected to increase + 2.2%. RevPAR isexpected to grow +4.6%.

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GREATERMIAMICONVENTIONANDVISITORSBUREAU

2010 %Change

Rank City 2010 2009 2010vs2009

1. NewYork 80.9% 77.0% 5.0%

2. OahuIsland 78.2% 72.3% 8.1%

3. SanFrancisco 75.2% 71.2% 5.7%

4. Miami 70.2% 65.1% +7.9%

5. Boston 68.7% 62.2% 10.4%

6. Anaheim 68.1% 63.6% 7.1%

7. LosAngeles 68.0% 64.0% 6.4%

8. Washington 67.0% 64.6% 3.8%

9. SanDiego 66.7% 62.9% 6.1%

10. Seattle 65.7% 61.4% 7.0%11. NewOrleans 64.7% 57.4% 12.7%

12. Philadelphia 64.2% 61.2% 5.0%

13. Orlando 63.2% 59.5% 6.3%

14. Denver 62.9% 57.5% 9.3%

15. Chicago 61.8% 56.3% 9.8%

16. Minneapolis 61.0% 55.7% 9.4%

Florida 59.1% 55.6% 6.3%

17. Nashville 58.2% 54.4% 6.9%

UnitedStates 57.6% 54.5% 5.7%

18. Atlanta 57.5% 52.5% 9.7%19. St.Louis 57.0% 54.4% 4.9%

20. Phoenix 55.8% 52.1% 7.2%

21. Tampa 55.3% 52.1% 6.1%

22. Houston 55.1% 55.2% 0.3%

23. Dallas 54.6% 51.0% 6.9%

24. Detroit 54.3% 47.5% 14.2%

25. Norfolk 53.3% 52.8% 0.9%

Source:SmithTravelResearch

TOP25HOTELMARKETS

OCCUPANCY

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2010 %Change

Rank City 2010 2009 2010vs2009

1. NewYork $232.29 $216.07 7.5%

2. OahuIsland $149.67 $150.06 0.3%

3. Miami $144.13 $140.22 +2.8%

4. Washington $143.39 $145.22 1.3%

5. Boston $141.48 $138.12 2.4%

6. SanFrancisco $135.97 $133.41 1.9%

7. SanDiego $121.93 $124.98 2.4%

8. LosAngeles $116.20 $114.62 1.4%

9. NewOrleans $115.87 $113.80 1.8%

10. Chicago $112.67 $113.39

0.6%11. Seattle $110.30 $112.81 2.2%

12. Anaheim $108.46 $109.11 0.6%

13. Philadelphia $108.12 $111.17 2.7%

Florida $104.06 $105.74 1.6%

14. Phoenix $100.94 $106.41 5.1%

UnitedStates $98.08 $98.17 0.1%

15. Denver $94.23 $93.20 1.1%

16. Orlando $91.95 $93.34 1.5%

17. Tampa $91.43 $98.55 7.2%

18. Minneapolis $90.88 $91.25

0.4%19. Houston $88.57 $92.14 3.9%

20. Nashville $86.64 $90.32 4.1%

21. Norfolk $85.78 $86.60 0.9%

22. Dallas $83.88 $86.24 2.7%

23. Atlanta $82.86 $83.50 0.8%

24. St.Louis $81.11 $81.82 0.9%

25. Detroit $74.49 $78.59 5.2%


TOP25HOTELMARKETS

AVERAGEDAILYROOMRATE

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2010 %Change

Rank City 2010 2009 2010vs2009

1. NewYork $187.93 $166.44 12.9%

2. OahuIsland $117.02 $108.50 7.9%

3. SanFrancisco $102.31 $95.02 7.7%

4. Miami $101.19 $91.28 +10.9%

5. Boston $97.19 $85.97 13.1%

6. Washington $96.12 $93.76 2.5%

7. SanDiego $81.36 $78.59 3.5%

8. LosAngeles $79.06 $73.30 7.9%

9. NewOrleans $74.92 $65.32 14.7%

10. Anaheim $73.84 $69.35 6.5%11. Seattle $72.47 $69.30 4.6%

12. Chicago $69.66 $63.82 9.1%

13. Philadelphia $69.47 $68.00 2.1%

Florida $61.53 $58.83 4.6%

14. Denver $59.25 $53.59 10.5%

15. Orlando $58.15 $55.53 4.7%

UnitedStates $56.47 $53.50 5.5%

16. Phoenix $56.34 $55.42 1.7%

17. Minneapolis $55.39 $50.86 8.9%

18. Tampa $50.56 $51.35

1.5%19. Nashville $50.41 $49.17 2.5%

20. Houston $48.78 $50.90 4.2%

21. Atlanta $47.66 $43.80 8.8%

22. St.Louis $46.26 $44.48 4.0%

23. Dallas $45.77 $44.02 4.0%

24. Norfolk $45.69 $45.70 0.0%

25. Detroit $40.44 $37.37 8.2%


TOP25HOTELMARKETS

REVENUEPERAVAILABLEROOM

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SECTION THREE:

Tourist-Related Taxes in

Miami-Dade County

Collected by:

MiamiDade County

Miami Beach

Bal Harbour

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Summary of Tourist-Related Taxes: 2010

Collected by: Miami-Dade County

Hotel Taxes

Convention Development Tax (CDT): 3% Tax on hotel rooms in Miami-Dade County exclusiveof Bal Harbour and Surfside.

2010 2009 %CHANGE

$47,766,198 $40,945,683 16.7%

Tourist Development Tax (TDT): 2% Tax on hotel rooms in Miami-Dade County exclusive of

Bal Harbour, Miami Beach and Surfside.

2010 2009 %CHANGE

$16,525,555 $14,387,586 14.9%Professional Sports Facility Tax (PST): 1% Tax on hotel rooms in Miami-Dade Countyexclusive of Bal Harbour, Miami Beach and Surfside.

2010 2009 %CHANGE

$8,262,778 $7,193,793 14.9%

Food & Beverage Taxes

Hotel Food & Beverage Tax: 2% Tax on food and beverages sold in hotels in Miami-DadeCounty exclusive of Bal Harbour , Miami Beach and Surfside.

2010 2009 %CHANGE

$5,247,221 $4,651,431 12.8%

Restaurant Food & Beverage Tax: 1% Tax on food and beverages sold in restaurants not inhotels in Miami-Dade County, with full liquor license and gross annual sales of $400,000 andabove, exclusive of Bal Harbour, Miami Beach and Surfside.

2010 2009 %CHANGE

$15,787,982 $14,959,891 5.5%

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Collected by: City of Miami Beach

The City of Miami Beach collects a 3% resort tax on hotel rooms independently from Miami-

Dade County, as well as a 2% Food & Beverage Tax on food and beverages sold in all Miami

Beach restaurants.

2010 2009 %CHANGE

$35,836,072 $31,571,052 13.5%

Collected by: Village of Bal Harbour

The Village of Bal Harbour collects a 4% resort tax on hotel rooms independently from Miami-

Dade County, as well as a 2% Food & Beverage Tax on food and beverages sold in all Bal

Harbour restaurants.

2010 2009 %CHANGE

$1,837,349 $1,779,047 3.3%

TOURISTRELATEDTAXESRECAP

2009 2010

Miami DadeCounty

HotelTax 2010 2009 %CHANGE

ConventionDevelopmentTax:3% $47,766,198 $40,945,683 16.7%TouristDevelopmentTax:2% $16,525,555 $14,387,586 14.9%

ProfessionalSportFacilityTax:1% $8,262,778 $7,193,793 14.9%Food&BeverageTax 2010 2009 %CHANGE

HotelFoodandBeverageTax:2% $5,247,221 $4,651,431 12.8%RestaurantFoodandBeverageTax:1% $15,787,982 $14,959,891 5.5%

MiamiDadeCountyCollections $93,589,734 $82,138,384 13.9%

MiamiBeach

HotelandRestaurantTax 2010 2009 %CHANGE

HotelRoomTax:3%/FoodandBeverageTax:2% $35,836,072 $31,571,052 13.5%BalHarbour

HotelandRestaurantTax 2010 2009 %CHANGE

HotelRoomTax:4%/FoodandBeverageTax:2% $1,837,349 $1,779,047 3.3%TOTALTOURISMRELATEDTAXES $130,959,131 $115,020,703 +13.9%

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SECTION FOUR:

Leisure and Hospitality

Employment

Collected by:

Florida Agency

For

Workforce Innovation

34


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% CHANGE

-0.6%

+2.9%

+3.5%

106,200

10.8%

MIAMI-DADE COUNTY JOBS

Total Non-Agricultural

Employment

Total Leisure and Hospitality

Employment

Total Leisure and Hospitality

Employment as % of Total

Employment

986,500

103,200

10.5%

2009 2010

980,600

LeisureandHospitalityEmployment

MiamiDadeCounty2010

Leisure/Hospitality

Employment

11%

Non Leisure/

Hospitality

Employment

89%

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% CHANGE

2006 2007 2008 2009 2010 2010 V. 2009

JANUARY 99.8 102.4 105.5 103.2 103.6 0.4%

FEBRUARY 101.7 104.6 107.3 103.6 105.3 1.6%

MARCH 103.2 106.3 108.4 104.3 106.9 2.5%

APRIL 101.8 105.1 107.1 105.0 107.6 2.5%

MAY 101.7 105.4 106.6 103.6 106.5 2.8%

JUNE 101.6 104.2 105.4 103.3 106.3 2.9%

JULY 99.2 101.6 102.0 101.1 104.5 3.4%

AUGUST 100.2 102.8 102.7 101.8 105.7 3.8%

SEPTEMBER 100.3 103.7 102.5 102.1 105.2 3.0%

OCTOBER 100.4 103.9 103.1 104.0 106.8 2.7%

NOVEMBER 103.0 106.9 105.6 101.9 108.0 6.0%

DECEMBER 104.0 107.8 106.3 104.3 108.3 3.8%

Average 101.4 104.6 105.2 103.2 106.2 + 2.9%

Source: Florida Agency for Workforce Innovation

MIAMI - DADE EMPLOYMENT TRENDS (000)

LeisureandHospitalityEmployment

MiamiDade

96.0

98.0

100.0

102.0

104.0

106.0

108.0

110.0

JANU

ARY

FEBR

UARY

MAR

CHAP

RIL

MAY

JUNE

JULY

AUGU

ST

SEPTEM

BER

OCTO

BER

NOVE

MBER

DECEMBER

2009 2010

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ADDENDUM:

Dashboard of Key Visitor IndustryIndicators

Prepared by:

GMCVB Research Division

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DASHBOARD OF KEY VISITOR INDUSTRY INDICATORS 2010

J an-10 Feb-10 Mar-10 Apr-10 May-10 J un-10 J ul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Calendar YTD

2010 748,405 607,807 716,148 695,420 668,638 685,652 853,229 833,697 604,471 672,277 691,612 775,539 8,552,895

2009 735,982 592,380 661,523 680,311 602,566 641,254 797,753 792,000 567,882 626,594 639,096 720,134 8,057,475

% Change 1.7% 2.6% 8.3% 2.2% 11.0% 6.9% 7.0% 5.3% 6.4% 7.3% 8.2% 7.7% 6.1%


2010 767,042 718,481 862,302 772,499 807,960 790,406 825,751 767,281 661,009 773,328 793,352 892,663 9,432,074

2009 739,510 704,536 791,775 777,350 774,600 761,026 806,292 744,319 610,251 698,131 724,693 828,930 8,961,413

% Change 3.7% 2.0% 8.9% -0.6% 4.3% 3.9% 2.4% 3.1% 8.3% 10.8% 9.5% 7.7% 5.3%


2010 1,515,447 1,326,288 1,578,450 1,467,919 1,476,598 1,476,058 1,678,980 1,600,978 1,265,480 1,445,605 1,484,964 1,668,202 17,984,969

2009 1,475,492 1,296,916 1,453,298 1,457,661 1,377,166 1,402,280 1,604,045 1,536,319 1,178,133 1,324,725 1,363,789 1,549,064 17,018,888

% Change 2.7% 2.3% 8.6% 0.7% 7.2% 5.3% 4.7% 4.2% 7.4% 9.1% 8.9% 7.7% 5.7%

Source: Miami - Dade Aviation

MIAMI AIRPORT INTERNATIONAL ARRIVALS

500,000

750,000

1,000,000

1,250,000

J an-10 Feb-10 Mar-10 Apr-10 May-10 J un-10 J ul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10

2010 2009Source: Miami International Airport

MIAMI AIRPORT DOMESTIC ARRIVALS

500,000

750,000

1,000,000



MIAMI AIRPORT TOTAL ARRIVALS

1,150,000

1,400,000

1,650,000

1,900,000



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2010 157,546 130,699 158,899 159,610 123,675 121,439 163,105 168,831 108,485 117,071 141,914 174,262 1,725,536

2009 148,066 118,106 144,514 136,355 104,075 108,480 149,569 154,428 81,173 83,717 109,504 147,055 1,485,042

% Change 6.4% 10.7% 10.0% 17.1% 18.8% 11.9% 9.1% 9.3% 33.6% 39.8% 29.6% 18.5% 16.2%


2010 811,129 756,555 934,270 797,152 788,610 728,499 816,620 767,813 614,906 746,168 815,411 917,051 9,494,184

2009 787,129 757,028 849,071 797,264 725,945 723,605 790,428 742,508 571,755 701,825 756,881 853,442 9,056,881

% Change 3.0% -0.1% 10.0% 0.0% 8.6% 0.7% 3.3% 3.4% 7.5% 6.3% 7.7% 7.5% 4.8%


2010 968,675 887,254 1,093,169 956,762 912,285 849,938 979,725 936,644 723,391 863,239 957,325 1,091,313 11,219,720

2009 935,195 875,134 993,585 933,619 830,020 832,085 939,997 896,936 652,928 785,542 866,385 1,000,497 10,541,923

% Change 3.6% 1.4% 10.0% 2.5% 9.9% 2.1% 4.2% 4.4% 10.8% 9.9% 10.5% 9.1% 6.4%

FORT LAUDERDALE AIRPORT INTERNATIONAL ARRIVALS

0

50,000

100,000

150,000

200,000


2010 2009Source: Broward Aviation

FORT LAUDERDALE AIRPORT DOMESTIC ARRIVALS

400,000

600,000

800,000

1,000,000

1,200,000



FORT LAUDERDALE AIRPORT TOTAL ARRIVALS

500,000

700,000

900,000

1,100,000

1,300,000



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2010 74.6% 78.6% 81.1% 72.7% 67.3% 63.8% 67.9% 66.0% 59.3% 68.2% 72.3% 70.9% 70.2%

2009 67.4% 72.6% 73.4% 69.0% 63.9% 58.9% 64.1% 62.9% 52.9% 62.3% 66.6% 67.6% 65.1%

% Change 10.7% 8.3% 10.5% 5.4% 5.3% 8.3% 5.9% 4.9% 12.1% 9.5% 8.6% 4.9% 7.9%


2010 $166.28 $201.63 $180.76 $152.16 $134.34 $118.87 $118.33 $111.11 $109.17 $127.03 $133.60 $160.64 $144.13

2009 $176.58 $179.89 $171.11 $154.84 $135.12 $113.91 $116.25 $110.04 $105.69 $121.65 $126.88 $156.00 $140.22

% Change -5.8% 12.1% 5.6% -1.7% -0.6% 4.4% 1.8% 1.0% 3.3% 4.4% 5.3% 3.0% 2.8%


2010 $124.15 $158.56 $146.92 $110.56 $90.30 $75.84 $80.30 $73.36 $64.71 $86.59 $96.54 $113.93 $101.19

2009 $119.22 $130.60 $125.93 $106.66 $86.39 $67.13 $74.49 $69.18 $55.89 $75.80 $84.45 $105.47 $91.28

% Change 4.1% 21.4% 16.7% 3.7% 4.5% 13.0% 7.8% 6.0% 15.8% 14.2% 14.3% 8.0% 10.9%

GREATER MIAMI OCCUPANCY

20%

40%

60%

80%

100%


2010 2009Source : Smith Travel Research

GREATER MIAMI ROOM RATE

$50

$100

$150

$200

$250


2010 2009Source: Smith Travel Research

GREATER MIAMI REV PAR

$40.00

$80.00

$120.00

$160.00

$200.00


2010 2009Source: Smith Travel Research

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2010 47,105 47,119 47,163 47,033 47,053 47,099 46,931 46,931 46,922 47,272 47,422 47,357 47,117

2009 44,600 45,066 45,537 45,512 45,652 45,724 46,007 46,050 46,202 46,158 46,780 46,702 45,833

% change 5.6% 4.6% 3.6% 3.3% 3.1% 3.0% 2.0% 1.9% 1.6% 2.4% 1.4% 1.4% 2.8%


2010 1,090,697 1,036,713 1,188,376 1,025,248 980,532 901,466 987,196 960,495 834,381 998,916 1,027,984 1,041,207 12,073,211

2009 935,606 918,130 1,035,712 941,384 903,019 808,428 913,907 897,469 732,994 891,565 934,108 978,864 10,891,186

% change 16.6% 12.9% 14.7% 8.9% 8.6% 11.5% 8.0% 7.0% 13.8% 12.0% 10.0% 6.4% 10.9%


2010 3.14% 3.14% 3.85% 2.88% 3.24% 2.85% 3.41% 3.25% 2.90% 3.14% 3.73% 4.11% 3.30%

2009 3.05% 3.07% 3.73% 2.93% 3.30% 2.82% 3.37% 3.30% 2.70% 3.01% 3.75% 4.13% 3.26%

% change 3.0% 2.3% 3.2% -1.7% -1.8% 1.1% 1.2% -1.5% 7.4% 4.3% -0.5% -0.5% 1.2%

GREATER MIAMI LODGING ROOM INVENTORY

30,000

35,000

40,000

45,000

50,000


2010 2009Source:SmithTravelResearch

GREATER MIAMI HOTEL ROOMS SOLD SHARE OF TOP 25 MARKETS

2.50%

3.00%

3.50%

4.00%

4.50%


2010 2009Source:SmithTravelResearch

GREATER MIAMI HOTEL ROOMS SOLD

0

350,000

700,000

1,050,000

1,400,000


2010 2009


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2010 563,400 472,200 559,100 504,000 463,360 477,590 513,600 535,700 406,700 485,700 493,300 585,450 6,060,100

2009 553,300 461,300 514,800 495,100 425,100 441,800 480,400 509,000 380,200 447,800 448,400 527,200 5,684,400

% change 1.8% 2.4% 8.6% 1.8% 9.0% 8.1% 6.9% 5.2% 7.0% 8.5% 10.0% 11.0% 6.6%


2010 577,100 558,800 672,300 539,500 500,723 537,075 497,500 492,500 444,100 536,800 543,000 644,602 6,544,000

2009 555,600 548,200 616,600 542,400 481,464 525,000 486,200 477,400 408,500 496,000 507,600 606,600 6,251,564

% change 3.9% 1.9% 9.0% -0.5% 4.0% 2.3% 2.3% 3.2% 8.7% 8.2% 7.0% 6.3% 4.7%


2010 1,140,500 1,031,000 1,231,400 1,043,500 964,083 1,014,665 1,011,100 1,028,200 850,800 1,022,500 1,036,300 1,230,052 12,604,100

2009 1,108,900 1,009,500 1,131,400 1,037,500 906,564 966,800 966,600 986,400 788,700 943,800 956,000 1,133,800 11,935,964

% change 2.8% 2.1% 8.8% 0.6% 6.3% 5.0% 4.6% 4.2% 7.9% 8.3% 8.4% 8.5% 5.6%

GREATER MIAMI DOMESTIC VISITORS

300,000

400,000

500,000

600,000

700,000


2010 2009Source: Synovate Research

GREATER MIAMI INTERNATIONAL VISITORS

200,000

400,000

600,000

800,000



GREATER MIAMI TOTAL VISITORS

700,000

850,000

1,000,000

1,150,000

1,300,000



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2010 $4,782 $5,866 $5,767 $4,080 $3,810 $2,921 $3,283 $2,859 $2,655 $3,122 $3,816 $4,803 $47,765

2009 $4,386 $4,360 $4,735 $3,814 $3,247 $2,470 $2,936 $2,664 $2,222 $2,789 $3,264 $4,059 $40,945

% Change 9.0% 34.5% 21.8% 7.0% 17.3% 18.3% 11.8% 7.3% 19.5% 11.9% 16.9% 18.3% 16.7%


2010 $1,695.0 $2,033.8 $1,947.3 $1,386.1 $1,268.0 $1,047.3 $1,080.0 $972.1 $959.3 $1,103.8 $1,305.9 $1,727.1 $16,525.6

2009 $1,618.0 $1,551.0 $1,648.5 $1,288.6 $1,115.0 $897.0 $955.7 $891.4 $812.7 $999.0 $1,255.1 $1,356.3 $14,388.3

% Change 4.8% 31.1% 18.1% 7.6% 13.7% 16.8% 13.0% 9.1% 18.0% 10.5% 4.1% 27.3% 14.9%


2010 $538.3 $570.3 $523.4 $473.3 $473.7 $350.6 $341.9 $267.5 $313.4 $422.4 $409.9 $562.6 $5,247.3

2009 $487.0 $424.6 $489.3 $438.3 $416.6 $332.8 $274.9 $280.8 $268.8 $341.6 $469.7 $427.0 $4,651.4

% Change 10.5% 34.3% 7.0% 8.0% 13.7% 5.3% 24.4% -4.7% 16.6% 23.6% -12.7% 31.8% 12.8%

MIAMI-DADE COUNTY CONVENTION DEVELOPMENT TAX (000)

$0

$1,500

$3,000

$4,500

$6,000

$7,500


2010 2009

CDT Tax is a 3% tax on hotel room rate collected in all hotels exclusive of Bal Harbor and Surfside. This revenue is for building and maintaining public facilities.

Source: Miami-Dade Tourist Tax Collectors

MIAMI-DADE RESORT TAX (000)

$0

$500

$1,000

$1,500

$2,000

$2,500


2010 2009

Miami-Dade Resort Tax is a 2% tax on hotel room rate, excluding Bal Harbour, Miami Beach and Surfside properties. This money funds the GMCVB and TDC.


MIAMI-DADE 2% FOOD & BEVERAGE TAX (000)

$200

$400

$600


2010 2009

Miami-Dade 2% F& B Tax is charged on food and beverages purchased in hotels excluding Bal Harbor, Miami Beach and Surfside.


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2010 $3,259.1 $3,877.2 $4,069.6 $3,357.4 $2,897.4 $2,393.1 $2,565.8 $2,317.0 $2,054.1 $2,637.8 $2,817.8 $3,589.7 $35,836.0

2009 $3,136.1 $2,941.2 $3,650.2 $2,980.7 $2,673.6 $2,025.3 $2,313.9 $2,255.1 $1,761.9 $2,168.4 $2,312.8 $3,351.9 $31,571.1

% Change 3.9% 31.8% 11.5% 12.6% 8.4% 18.2% 10.9% 2.7% 16.6% 21.6% 21.8% 7.1% 13.5%


2010 $171.7 $173.1 $175.8 $164.0 $146.8 $127.8 $157.3 $137.7 $121.7 $146.8 $158.7 $156.1 $1,837.3

2009 $181.3 $167.4 $162.4 $166.9 $122.0 $119.2 $143.7 $129.5 $118.9 $131.0 $155.0 $181.8 $1,779.0

% Change -5.3% 3.4% 8.2% -1.7% 20.3% 7.2% 9.4% 6.4% 2.3% 12.0% 2.4% -14.1% 3.3%


2010 100.6 102.1 102.8 103.1 102.6 103.3 102.2 101.7 102.1 103.4 104.9 105.4 102.9

2009 103.2 103.6 104.3 104.7 103.3 103.0 101.1 101.3 101.2 100.7 101.9 104.3 102.7

% Change -2.5% -1.4% -1.4% -1.5% -0.7% 0.3% 1.1% 0.4% 0.9% 2.7% 2.9% 1.1% 0.1%

MIAMI-DADE LEISURE & HOSPITALITY EMPLOYMENT (000)

100.0

102.0

104.0

106.0


2010 2009Source: Florida Dept. of Labor

MIAMI BEACH RESORT TAX (000)

includes F&B Tax

$1,000

$2,000

$3,000

$4,000

$5,000


2010 2009

Miami Beach Resort Tax is a 3% tax charged on hotel room rates and 2% tax charged on food and beverages in restaurants and hotels in Miami Beach.

Source: Miami Beach Finance Dept.

BAL HARBOUR RESORT TAX (000)includes F&B Tax

$100.0

$120.0

$140.0

$160.0

$180.0

$200.0


2010 2009Source: Bal Harbour Finance Dept.

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2010 508,712 408,865 408,930 374,732 358,566 250,139 311,150 315,865 249,874 346,513 397,529 403,129 4,334,004

2009 421,629 397,848 444,288 406,255 253,368 283,911 282,529 278,008 239,737 268,838 343,834 345,558 3,965,803

% Change 20.7% 2.8% -8.0% -7.8% 41.5% -11.9% 10.1% 13.6% 4.2% 28.9% 15.6% 16.7% 9.3%


2010 486,505 398,815 427,832 363,092 231,232 188,856 235,192 213,245 161,067 244,321 401,609 500,907 3,852,673

2009 494,505 408,686 444,885 311,186 121,230 109,352 131,033 139,203 75,104 192,465 330,768 407,751 3,166,168

% Change -1.6% -2.4% -3.8% 16.7% 90.7% 72.7% 79.5% 53.2% 114.5% 26.9% 21.4% 22.8% 21.7%


2010 1.61 1.52 1.52 1.46 1.45 1.49 1.56 1.54 1.57 1.60 1.56 1.56 1.54

2009 1.42 1.44 1.43 1.48 1.61 1.65 1.61 1.63 1.60 1.65 1.54 1.62 1.56

% change 13.4% 5.6% 6.3% -1.4% -9.9% -9.7% -3.1% -5.5% -1.8% -3.0% 1.3% -3.6% -1.3%

PORT OF MIAMI PASSENGERS

200,000

400,000

600,000


2010 2009Source: Port of Miami

BRITISH POUND TO AMERICAN DOLLAR

1.30

1.50

1.70

1.90

2.10


2010 2009Source: Yahoo Finance

PORT EVERGLADES PASSENGERS

0

100,000

200,000

300,000

400,000

500,000


2010 2009Source: Port Everglades

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2010 1.40 1.36 1.35 1.21 1.23 1.22 1.30 1.27 1.36 1.39 1.30 1.34 1.31

2009 1.45 1.28 1.33 1.33 1.41 1.40 1.41 1.43 1.46 1.48 1.49 1.43 1.41

% change -3.4% 6.3% 1.5% -9.0% -12.8% -12.9% -7.8% -11.2% -6.8% -6.1% -12.8% -6.3% -6.9%


2010 0.94 0.95 0.98 0.97 0.95 0.94 0.97 0.94 0.97 0.98 0.97 1.00 0.96

2009 0.80 0.80 0.79 0.84 0.91 0.86 0.92 0.91 0.94 0.93 0.95 0.96 0.88

% change 17.5% 18.8% 24.1% 15.5% 4.4% 9.3% 5.4% 3.3% 3.2% 5.4% 2.1% 3.9% 8.9%


2010 0.54 0.55 0.56 0.55 0.55 0.56 0.57 0.57 0.59 0.59 0.58 0.60 0.57

2009 0.42 0.43 0.43 0.46 0.51 0.51 0.53 0.53 0.57 0.57 0.57 0.57 0.51

% change 28.6% 27.9% 30.2% 19.6% 7.8% 9.8% 7.5% 7.5% 3.5% 3.4% 1.8% 5.3% 11.6%

EURO TO AMERICAN DOLLAR

1.20

1.30

1.40

1.50

1.60



BRAZILIAN REAL TO AMERICAN DOLLAR

0.40

0.50

0.60

0.70



CANADIAN DOLLAR TO AMERICAN DOLLAR

0.70

0.80

0.90

1.00

1.10



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Documents

Miami 2010 economic impact of tourism