Visitor Data Dictionary. December 2016 DRAFT

Transcription

1 Visitor Data Dictionary December 2016 DRAFT

2 Contents Executive Summary... 1 Chapter 1: Introduction... 5 Chapter 2: AirSage Description... 7 Dataset Acquisition... 7 Definitions Custom Data Collection... 9 Geographic Scale of Data... 9 Dataset Attributes... 9 Special Notes Streetlytics Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 3: American Express Description Dataset Acquisition Definitions Business Insights Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 4: Amtrak Description Dataset Acquisition Definitions Florida Economic Impact Brochure Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 5: Application Program Interface Description Dataset Acquisition Definitions i

3 5.2 API Sources Geographic Scale of Data Data Sources Available Special Notes Overall Source Evaluation Benefits Limitations Chapter 6: Bureau of Economic Analysis Description Dataset Acquisition Definitions Travel and Tourism Satellite Accounts Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 7: Bureau of Economic and Business Research Description Dataset Acquisition Definitions Taxable Sales Tourism & Recreation Geographic Scale of Data Dataset Attributes Special Notes Total Visitors Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 8: Bureau of Transportation Statistics Description Dataset Acquisition Definitions The Airline Origin and Destination Survey (DB1B) Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 9: Business Research and Economic Advisors Description Dataset Acquisition ii

4 Definitions The Global Economic Contribution of Cruise Tourism Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 10: Cruise Lines International Association Description Dataset Acquisition Definitions Contribution of the International Cruise Industry to the United States Economy in Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 11: Cvent Description Dataset Acquisition Definitions List of Conventions and Visitor Bureaus Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 12: Destination Analysts Description Dataset Acquisition Definitions The State of the American Traveler Geographic Scale of Data Dataset Attributes Special Notes The State of the International Traveler Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 13: Economic Data Description iii

5 13.2 United States Bureau of Economic Analysis Dataset Acquisition Geographic Scale of Data Dataset Attributes Special Notes Dataset Evaluation United States Bureau of Labor Statistics Dataset Acquisition Geographic Scale of Data Dataset Attributes Special Notes Dataset Evaluation Chapter 14: Florida Association of Destination Marketing Organizations Description Dataset Acquisition Definitions Tourism Marketing Today Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 15: Florida Chamber of Commerce Description Dataset Acquisition Definitions A Strategic Look at Florida s Medical Tourism Opportunities Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 16: Florida Department of Business and Professional Regulation - Division of Hotels and Restaurants Description Data Acquisition Definitions HR400A-SUM Public Food Service and Lodging License and Unit Summary by County Geographic Scale of Data Dataset Attributes Special Notes Overview of Statistical Data for Public Food Service and Lodging Geographic Scale of Data Dataset Attributes Special Notes iv

6 16.4 Overall Source Evaluation Benefits Limitations Chapter 17: Florida Department of Revenue Description Dataset Acquisition Definitions Department of Revenue Tax Parcel Geographic Scale of Data Dataset Attributes Special Notes Discretionary and Transient Rental County Tax Rates Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 18: Florida Department of Transportation Office of Freight, Logistics, and Passenger Operations Description Dataset Acquisition Definitions Florida s Cruise Industry: A Statewide Perspective Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 19: Florida Ports Council Description Dataset Acquisition Definitions Cruise Activity Data Geographic Scale of Data Dataset Attributes Special Notes Statistics Library Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 20: Florida Sports Foundation Description v

7 Dataset Acquisition Definitions Florida Sports Economic Impact Report Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 21: Florida TaxWatch Description Dataset Acquisition Definitions Economic Commentary-Florida is the World s Port of Call Geographic Scale of Data Dataset Attributes Special Notes Investing in Tourism Geographic Scale of Data Dataset Attributes Special Notes Making Room for 100 Million Visitors Geographic Scale of Data Dataset Attributes Special Notes Medical Tourism in Florida Geographic Scale of Data Dataset Attributes Special Notes Unpacking the Benefits of Florida Tourism Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 22: Greater Orlando Aviation Authority Description Dataset Acquisition Definitions Orlando International Airport Survey March Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations vi

8 Chapter 23: Infogroup Description Dataset Acquisition Definitions United States Business Geographic Scale of Data Dataset Attributes Special Notes United States Resident/Household Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 24: Land Use Maps Description Dataset Acquisition Definitions Land Use Maps by County Geographic Scale of Data Data Sources Available Special Notes Overall Source Evaluation Benefits Limitations Chapter 25: Marine Traffic Description Dataset Acquisition Definitions Automatic Identification System Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 26: National Marine Sanctuaries Description Dataset Acquisition Definitions Linking the Economy and Environment of the Florida Keys Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits vii

9 Limitations Chapter 27: National Travel and Tourism Office Description Dataset Acquisition Definitions Survey of International Air travelers Geographic Scale of Data Dataset Attributes Special Notes United States Travel and Tourism Statistics (Inbound) Geographic Scale of Data Dataset Attributes Special Notes Visitor Arrivals Program (I-94 Data) Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 28: Office of Economic and Demographic Research Description Dataset Acquisition Definitions Local Government Financial Information Handbook Geographic Scale of Data Dataset Attributes Special Notes Return on Investment for Visit Florida Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 29: Official Airline Guide Description Dataset Acquisition Definitions Traffic Analyzer Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations viii

10 Chapter 30: Smith Travel Research Description Dataset Acquisition Definitions Hotel Industry Statistics Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 31: Southeast Florida Transportation Council Description Dataset Acquisition Definitions Regional Travel Survey Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 32: Statistics Canada Description Dataset Acquisition Definitions Air Passenger Origin and Destinations, Canada-USA Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 33: StreetLight Data Description Dataset Acquisition Definitions Mall Shopper Mobility Report Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 34: Themed Entertainment Association and AECOM Description ix

11 Dataset Acquisition Definitions Global Attractions Report Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 35: United States Census Bureau Description Dataset Acquisition Definitions Longitudinal Employer-Household Dynamics Geographic Scale of Data Dataset Attributes Special Notes OnTheMap Where are the Jobs? Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 36: United States Department of Transportation Federal Highway Administration Description Dataset Acquisition Definitions National Household Travel Survey User s Guide Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 37: United States Travel Association Description Dataset Acquisition Definitions Travel Price Index Geographic Scale of Data Dataset Attributes Special Notes Travel Trends Index Geographic Scale of Data Dataset Attributes Special Notes United States Travel Barometer x

12 Geographic Scale of Data Dataset Attributes Special Notes United States Travel Outlook Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 38: VISA Description Dataset Acquisition Definitions VisaVue Travel Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 39: Visit Florida Description Dataset Acquisition Definitions Census Data Updates Geographic Scale of Data Dataset Attributes Special Notes Domestic Air Visitors to Florida Geographic Scale of Data Dataset Attributes Special Notes Domestic Auto Visitors to Florida Geographic Scale of Data Dataset Attributes Special Notes Domestic Visitors to Florida Geographic Scale of Data Dataset Attributes Special Notes Estimates of Visitors to Florida Geographic Scale of Data Dataset Attributes Special Notes Profile of Domestic Visitors by Florida Vacation Region Geographic Scale of Data Dataset Attributes Special Notes xi

13 39.8 Profile of Domestic Visitors to Florida Traveling for Business Geographic Scale of Data Dataset Attributes Special Notes Profile of Domestic Visitors to Florida Traveling for Leisure Geographic Scale of Data Dataset Attributes Special Notes Profile of International Visitors to Florida Geographic Scale of Data Dataset Attributes Special Notes Tourism Impacts on the Florida Economy Geographic Scale of Data Dataset Attributes Special Notes Tourism Indicators Geographic Scale of Data Dataset Attributes Special Notes Travel Patterns of Florida Residents Geographic Scale of Data Dataset Attributes Special Notes Visit Florida Marketing Plan Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 40: Visit Orlando Description Data Acquisition Definitions Market Indicators with Updated Summary Geographic Scale of Data Dataset Attributes Special Notes Regions Map Geographic Scale of Data Dataset Attributes Special Notes Overall Source Evaluation Benefits Limitations Chapter 41: Conclusion xii

14 Abbreviations & Acronyms Abbreviation ADR AIS Amex API ATS BEA BEBR BLS BTS CLIA CPI CTI CVB DMA DMO DOR DOT ED EDR ESA FADMO FDBPR FDOT FHWA FLP FLU FPC FSTED Description Average Daily Rate Automatic Identification System American Express Application Program Interface American Travel Survey The United States Bureau of Economic Analysis The Bureau of Economic and Business Research The United States Bureau of Labor Statistics The Bureau of Transportation Statistics Cruise Lines International Association Consumer Price Index Current Travel Index Convention and Visitor Bureau Designated Market Area Destination Marketing Organization The Florida Department of Revenue Department of Transportation Emergency Department The Office of Economic and Demographic Research Economic and Statistics Administration The Florida Association of Destination Marketing Organizations The Florida Department of Business and Professional Regulation Florida Department of Transportation Federal Highway Administration The Office of Freight, Logistics and Passenger Operations Future Land Use Florida Ports Council Florida Seaport Transportation and Economic Department xiii

15 Abbreviation GDP GDS GOAA GR IMO IPW ITS LAUS LEHD LED LTI MCC MIDT MPO MSA NHTS NPTS NTTO OAG OCCC OIA PMT POV QCEW QWI RevPAR SEFTC STR Study TEA Description Gross Domestic Product Global Distribution System Greater Orlando Aviation Authority General Revenue International Maritime Organization International Pow Wow Intelligent Transportation Systems Labor Area Unemployment Statistics Longitudinal Employer-Household Dynamics Local Employment Dynamics Leading Travel Index Merchant Category Code Marketing Information Data Tapes Metropolitan Planning Organization Metropolitan Statistical Area National Household Travel Survey Nationwide Personal Transportation Surveys The National Travel and Tourism Office Official Airline Guide Orange County Convention Center Orlando International Airport Person Miles of Travel Privately Owned Vehicle Quarterly Census of Employment Quarterly Workforce Indicator Revenue Per Available Rooms Southeast Florida Transportation Council Smith Travel Research Refers to the Central Florida Visitor Study Themed Entertainment Association xiv

16 Abbreviation TPI TTI TTRA TTSA VMT WiSE UCF UNWTO USD Description Travel Price Index Travel Trends Index Travel and Tourism Research Association Travel and Tourism Satellite Accounts Vehicle Miles of Travel Wireless Signal Extraction University of Central Florida World Tourism Organization for the United Nations United States Dollars xv

17 Executive Summary In 2015, over million tourists (out-of-state and international) visited Florida. An additional 25 million Floridians traveled within the state, and approximately 66 million tourists (in-state, outof-state, and international) visited Central Florida, which includes District Five and Polk County. Florida s Governor has set the visitor goal even higher for 2016 and looks forward to welcoming 115 million visitors to the state. With the growing visitor trends and the associated positive impacts on the economy, it is critical that we continue to invest in the transportation infrastructure necessary to meet the mobility needs of tourists, local residents, and businesses. Florida is a world-class tourist destination with extensive tourism infrastructure developed around its natural and man-made attractions. The key to providing the most efficient transportation infrastructure lies in understanding visitor travel patterns and needs. This understanding is relevant to a variety of policy considerations and has implications on facility planning, design, and operations. Tourism levels may influence policies on funding transportation infrastructure and aligning service investments in an innovative, efficient, and timely manner. The goal of the Central Florida Visitor Study Update (Study) is to fully understand visitor travel within the region and recommend ways to best prepare for expected growth. The Study will provide insights into the economic and transportation opportunities for Central Florida. The purpose of this Data Dictionary is to identify and inventory available visitor data sources and examine how they can be best utilized for planning, modeling, and informed decision making. Information on visitor trends, characteristics, seasonality, travel origins and destinations, and more, are available from various sources. While the uses of these datasets are quite diverse, they are predominantly used to provide services and information for travel planning to visitors across the globe. The information is also used to brand, market, and sell Florida as an international premier leisure, convention and business destination and to generate positive economic impacts. The information for each of the datasets in this Data Dictionary includes a description of the data source, dataset attributes, geographic scale of the data, data acquisition methods, and any special notes related to the data. All of these items are summarized in Table i - Visitor Data Summary Matrix. The information presented in this Data Dictionary will be utilized by the Study to develop transportation and economic models. The Study will provide decision-makers with the information and tools needed to develop transportation infrastructure to support Florida residents and visitors while maximizing the return on investment. 1

18 Table i - Visitor Data Summary Matrix Data Source Data Set Key Attributes Geographic Scale of Data AirSage Custom Data Collection Streetlytics Trip Matrix, Methodology, Defined Districts for the Study Trip Matrix, Volume & Traffic Flows, Demographic Information, Trip Purpose American Express Business Insights Transaction data of consumers and businesses Amtrak API Bureau of Economic Analysis (BEA) Florida Economic Impact Brochure Google API HERE API Route information, Employment, Ridership Growth, Earnings, Effect on Tourism and Boarder Economy Provides the types users can use in place searches and place additions, a list of types users can use in place autocomplete requests Offers geocoding, reverse geocoding and landmark geocoding services At the county level, with a focus on Central Florida varies At the global level, with a focus at transaction locations At the state level, with a focus on Amtrak locations Temporal Resolution N/A Varies as per Need N/A Month or Annual Update/Release Dates Constantly Updated N/A N/A Cost Specific data must be purchased Contact Information businessinsightseurope@aexp.com Monthly or Annually Free to the general public varies N/A N/A varies Contact Page varies N/A N/A varies Contact Page MapQuest API Answers questions about locations and places varies N/A N/A varies Contact Helps members and enterprise partners travel organized by Traxo API consolidating and structuring trip information from hundreds varies N/A N/A varies api-support@traxo.com of travel suppliers Tripit API Integrates and organizes travel information from many different sources varies N/A N/A varies Support Page Travel and Tourism Satellite Accounts The Composition of Tourism Demand, Data Availability, Tourism Value Added and Employment At the national level Quarter or Annual Specific studies must be purchased sales@airsage.com Annually Free to the general public travelandtourism@bea.gov Bureau of Economic and Business Research (BEBR) Taxable Sales - Tourism & Recreation Spending by Tourists by Chart, Table, and Graph At the MSA level Month Monthly Total Visitors Total Visitors by Graph and Table At the state level Annual Annually Free to the general public Main Office: Survey Center: Bureau of Transportation Statistics (BTS) The Airline Origin and Destination Survey Air Carrier Financial Reports, Statistics, Summary Data At the global level, with a focus at airport locations Quarter Quarterly Free to the general public Business Research and Economic Advisors (BREA) The Global Economic Contribution of Cruise Tourism Cruise Economic Contribution, International Demand for Cruises, Total Global Economic Contribution of the Cruise Sector At the global level, with a focus at cruise port locations Annual N/A Free to the general public Cruise Lines International Association (CLIA) Contribution of the International Cruise Industry to the United States Economy Contributions of the International Cruise Industry to the U.S. Economy, Contributions of the International Cruise At the international level, with a focus on Industry to the Individual State Economies, Contributions of Florida the International Cruise Industry to the Florida Economy Annual Annually Free to the general public info@cruising.org Cvent List of Conventions and Visitor Bureau Name, City, Metro Area and CVB At the convention location Time of Event Destination Analysts Economic Data The State of the American Traveler The State of the International Traveler Bureau of Economic Analysis (BEA) Intent to Travel and Spend, Resources and Services, Differences between Generations Intent to Travel, Priority of International Travel Spending, Quiz data Employment, Final Demand Output, Earnings, Value- Added Multiplier by Industry Based on Event Dates At the state level and the national level Quarter Biannually At the state level and the national level Annual Annually Bureau of Economic Analysis (BEA) RIMS II Multiplier State level and the Metropolitan Area level Annual Annually Bureau of Labor Statistics Unemployment Rate Free to the general public Complimentary summary Specific information not contained in summary and previous datasets can be provided upon request Complimentary summary Complete report-$5,000 Previous datasets-$2,500 Contact Page At the state level, with a focus on MSAs Quarter Quarterly Free to the general public travelandtourism@bea.gov State level, Metropolitan Statistical Area level, Small Labor Market Area level, city level Industry - $75 Region - $275 info@destinationanalysts.com Contact Page Month Monthly Free to the general public Contact Page Florida Association of Destination Marketing Organizations (FADMO) Florida Chamber of Commerce Bureau of Labor Statistics Tourism Marketing Today A Strategic Look at Florida's Medical Tourism Opportunities Employment, Wages Quick Trips, Awards, Partners Factors Influencing Decisions for Medical Travel, Florida Inbound and Domestic Patients At the state level, MSA level, Small Labor Market Area level, and the city level At the state level, with a focus on various areas in the state Annual Annually Free to the general public Contact Page Month Monthly Data must be acquired through membership At the national level, state level, and city level N/A N/A Free to the general public info@flchamber.com 2

19 Table i - Visitor Data Summary Matrix Data Source Data Set Key Attributes Geographic Scale of Data Florida Department of Business and Professional Regulation (FDBPR) Florida Department of Revenue (DOR) HR400A-SUM Public Food Service and Lodging License and Unit Summary by County Overview of Statistical Data for Public Food Service and Lodging DOR Tax Parcel Discretionary and Transient Rental County Tax Rates Number of accounts and seats/units with licensing in the food service, number of accounts and seats/units with licensing in the lodging service. Food Service Licenses and Seats, Lodging Licenses and Rental Units Aerial Photography, Tax Information Discretionary Tax Rate, Transient Rental Tax Rate, Sales Tax Rate for Living/Sleeping Accommodations At the city level, with a focus on food service and lodging locations At the state level, with a focus on the seven (7) defined districts At the state level, with a focus at the county level Temporal Resolution Update/Release Dates Cost Annual Annually Free to the general public Annual Annually Free to the general public Annual Biannually Free to the general public At the county level Annual Annually Free to the general public Contact Information dhr.info@myfloridalicense.com DORPTO@dor.state.fl.us Florida Department of Transportation Office of Freight, Logistics, and Passenger Operations (FLP) Florida's Cruise Industry: A Statewide Perspective Factors Driving Cruise Positioning Decisions, Existing Cruise Ports and Infrastructure, Cruise Industry Economic Output At the State level, with a focus at Port locations N/A N/A Free to FDOT Florida Ports Council Cruise Activity Data Statistics Florida Sports Foundation Florida Sports Economic Impact Report Passengers for each Port, Accomplishments for each Port, Trade Partners, Goals and Objectives for each Port Revenue Cruise Passengers by Seaport State Impacts, Visitor Impacts, Sports Economic Contributions by Activity A the state level, with a focus at the Port locations A the state level, with a focus at the Port locations At the state level N/A N/A Month Monthly Free to the general public Annual Annually Free to the general public Complementary Summary. Report can be requested from the Florida Sports Foundation info@flaports.org info@flasports.com Economic Commentary - Florida is the World's Port of Call Florida's Cruise Ports, Direct Cruise Industry Expenditures, Businesses that Benefit from Cruise Activity in Florida At the state level N/A Monthly Free to the general public Investing in Tourism Direct Tourism Employees vs. Visitors, Jobs per Florida Sectors, Major Event Attendance in Florida Florida's Historical and Forecasted Visitors, Florida's Most Congested Corridors, Projected Revenue Cruise Passengers At the state level with a focus on international visitors N/A N/A Free to the general public Making Room for 100 Million Visitors At the state level N/A N/A Free to the general public Florida TaxWatch Medical Tourism in Florida Domestic Medical Travelers in Florida, Inbound Medical Travelers in Florida, the Top States with the most number of tourists that travel to Florida for Domestic services At the state level N/A N/A Free to the general public Greater Orlando Aviation Authority (GOAA) Unpacking the Benefits of Florida Tourism Orlando International Airport Survey - March 2014 Annual Florida Visitors, Visitors and Tourism Industry Employees, Seasonality of Tourism Employment Trip Purpose, Demographics of Passengers, Rental Cars At the state level, with a focus at the county level At the local level, and areas surrounding the Orlando International Airport N/A N/A Free to the general public Annual Typically Updated Biannually Free to FDOT Infogroup United States Business United States Resident/Household Primary Address, City Name, Estimated Location Sales Volume, Actual Location Employment Size Occupancy Count, Household Member Count, Primary Address At the national level Annual Annually At the national level Annual Annually The data is proprietary and a licensing agreement is required The data is proprietary and a licensing agreement is required contentfeedback@infogroup.com Land Use Maps Land Use Map per County in District Five Future Land Use Map At the county level N/A N/A Free to the general public Varies per County. See Chapter 24 Marine Traffic National Marine Sanctuaries National Travel and Tourism Office (NTTO) Office of Economic and Demographic Research (EDR) Automatic Identification System (AIS) Linking the Economy and the Environment of the Florida Keys Survey of International Travelers United States Travel and Tourism Statistics (Inbound) Ships Name, Arrival and Departure Data, Ports Near Me, Type of Vessels Visitation Estimates, Activity Estimates, Economic Contribution to the Area Destination Information, Trip Planning Information, Demographic Information Travel and Tourism Output, Prices, and Employment, Top States, Cities, and Regions Visited, International Visitor Spending At the global level At the local level, focused on the Florida Keys area At the national level N/A Data Recorded Monthly Free to the general public Help Request Page N/A N/A Free to the general public floridakeys@noaa.gov Quarter or Annual At the national level Month Monthly Visitor Arrivals Program (I-94 Data) Mode of Transportation, Port of Entry, Age of Travel At the global level Month Monthly Local Government Financial Information Handbook 2015 Return on Investment for Visit Florida Every Three Years Data acquisition costs can be found on page 120 Data acquisition costs can be found on page 120 Data acquisition costs can be found on page 120 Reports all taxes related to tourism available to be levied At the county or city level Annual Annually Free to the general public Visit Florida Actual Spending and Funding Source, Direct Tourism Advertising Funding by Source At the state level Annual Every Three Years Free to the general public ntto@trade.gov edrcoordinator@leg.state.fl.us 3

20 Table i - Visitor Data Summary Matrix Data Source Data Set Key Attributes Geographic Scale of Data Temporal Resolution Update/Release Dates Cost Contact Information Official Airline Guide (OAG) Traffic Analyzer Origin and Destination Report, Connections Report At the national level Annual Varies Reports must be purchased contactus@oag.com Smith Travel Research (STR) Hotel Industry Statistics Census Database, Destination Reports Southeast Florida Transportation Council (SEFTC) Regional Travel Survey Statistics Canada Air Passenger Origin and Destinations, Canada-USA Duration of and Mode Used to Travel, Residents Occupation, School Attendance Total Outbound and Inbound Passengers, Detailed Transborder Journeys StreetLight Data Mall Shopper Mobility Report Regional Shopper Data, Local Shopper Data TEA AECOM Global Attractions Report Top Amusement/Theme Parks, Top Museums At the national level, with a focus at hotel locations Annual Varies Data must be acquired through a licensing agreement. For cost information contact STR info@str.com At the Southeast Florida Regional level Daily N/A Survey must be purchased seftcsurvey@srbi.com At the global level, with a focus on Canada and United States interaction At the national level, with a focus at shopping mall locations At the global level, with a focus at theme park locations Quarter or Annual Annual Annually Varies Free to the general public Complimentary Summary Data must be acquired through a licensing agreement Annual Annually Free to the general public Provides web-based analyses about the workforce and Quarter or Annually or Longitudinal Employer-Household Dynamics At the national level Free to the general public United States Census Bureau employment in the nation Annual Quarterly OnTheMap - Where are the Jobs? Jobs based on Income and Sectors At the national level Annual Annually Free to the general public STATCAN.infostatsinfostats.STATCAN@canada.ca Contact Webpage info@teaconnect.org CES.OnTheMap.Feedback@census.gov United States Department of Transportation Federal Highway Administration (FHWA) National Household Travel Survey User's Guide Household Characteristics, Vehicle Characteristics, Trip Characteristics At the national level Daily N/A Free to the general public United States Travel Association VISA Travel Price Index Reports the unadjusted taxes for recreation services, food and beverage, and transportation At the national level Month Monthly Travel Trends Index Overall Travel Volume, CTI, LTI At the national level Month Monthly United States Travel Barometer Travel Outlook At the regional level Month Monthly United States Travel Outlook Personal Income, Travel Outlook At the regional level Month Monthly VisaVue Travel International Spending, Trend Patterns and Data, Domestic Spending At the global level, with a focus at transaction locations Varies Within 45 days of Month's End Complimentary Summary Data must be acquired through membership Complimentary Summary Data must be acquired through membership Complimentary Summary Data must be acquired through membership Complimentary Summary Data must be acquired through membership Data acquisition costs can be found on page 172 VisaVueTravel@visa.com Census Data Population of the United States, Florida, Florida Counties, Demographic Profile At the state level Annual Annually Free to Marketing Partners Domestic Air Visitors to Florida Trip Purpose, Seasonality, Activities, Length of Stay At the state level Annual Annually Free to Marketing Partners Domestic Auto Visitors to Florida Trip Purpose, Seasonality, Activities, Length of Stay At the state level Annual Annually Free to Marketing Partners Domestic Visitors to Florida Trip Purpose, Seasonality, Activities, Length of Stay At the state level Annual Annually Free to Marketing Partners Estimates of Visitors to Florida Historical Trend, Seasonality, Estimates by Quarter At the state level Annual Annually Free to Marketing Partners Profile of Domestic Visitors by Florida Vacation Region Top Activities, Average Expenditures, Length of Stay At the state level Annual Annually Free to Marketing Partners Visit Florida Profile of Domestic Visitors to Florida Traveling for Business Travel Party Size, Length of Stay, Activities, Seasonality At the state level Annual Annually Free to Marketing Partners research@visitflorida.org Profile of Domestic Visitors to Florida Traveling for Leisure Travel Party Size, Length of Stay, Activities, Seasonality At the state level Annual Annually Free to Marketing Partners Profile of International Visitors to Florida Length of Stay, Household Income, Expenditures At the state level Annual Annually Free to Marketing Partners Tourism Impacts on the Florida Economy Total Taxable Sales, Travel-related Employment At the state level Annual Annually Free to Marketing Partners Tourism Indicators Occupancy Rates, Average Daily Rates At the state level Annual Annually Free to Marketing Partners Travel Patterns of Florida Residents Percentage of Pleasure Trips, Travel Patterns, Household Income At the state level Annual Annually Free to Marketing Partners Visit Florida Marketing Plan Visitor Volumes, Marketing Strategies At the state level Annual Annually Free to Marketing Partners Visit Orlando Marketing Indicators with Updated Summary Conventions, Tourist Development Tax At the greater Orlando level Annual Quarterly Free to the general public Regions Map Orlando Regions, Roadways At the greater Orlando level N/A N/A Free to the general public

21 Chapter 1: Introduction The purpose of this Data Dictionary is to identify and inventory available visitor data sources and examine how they can be used for planning and decision-making. The characteristics, advantages and limitations of each dataset will be examined to develop a framework that can provide all necessary information for the Study. Each of the datasets in this Data Dictionary is presented in detail, following the organizational structure described below: Source information organized by Chapter o o o Description of data source Description of the process to acquire and utilize the dataset, including cost, if applicable Definitions or assumptions used by the source to develop the dataset Dataset information o o Each Dataset is organized as a Section within each Data Source Chapter. Each Dataset Section is organized in the following manner: Data title and description A brief summary of the dataset contents Description of the geographic scale of the data Dataset attributes Descriptions of each of the data fields within the dataset Descriptions of any special notes from the analysis Overall Source Evaluation o o Evaluation of potential benefits of utilizing the dataset(s) for the Study Evaluation of potential limitations of utilizing the dataset(s) for the Study 5

22 (Intentionally Blank) 6

23 Chapter 2: AirSage 2.1 Description AirSage is a wireless information and data provider that has developed an approach to gather data about population mobility throughout a region. AirSage analyzes anonymous location and movement of mobile devices, which is derived from wireless signaling data, to provide new insights into travel over time and in response to special events or disruptions to the roadway network. AirSage receives real-time signaling transaction data from two wireless carriers and archives this data. Using patented and proprietary analysis technologies on this archive of data, AirSage has developed and deployed a secure data collection and reporting network with over 100 million mobile sensors that provide unique visibility into where groups of people were, where they are likely to be, and how they move from one area to another. Dataset Acquisition The source provides general information about the methodology and technology free of charge that can be obtained from their website. To obtain actual data or more information on a Market Activity Study and specific pricing, contact a member of the sales team at sales@airsage.com. The dataset can be used freely inside an organization after purchase, but the data cannot be redistributed commercially or otherwise sold without written consent from AirSage. General information about the Volusia County Transit Connector Study can be obtained from the FDOT website. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 2.1 AirSage Definitions Term HH or WW trips Outbound Commuter Inbound Commuter Home (H) Work (W) As defined by this data source. Home to home or work to work trips indicate the subscriber has left the origin and made a short trip, but the destination location is not exactly captured (ex. jogging in the neighborhood). The subscriber has a home location in the study area but work location outside the region. The subscriber has a home location in the external area of the study region, but the work location is in one of the internal zones. (Only relevant when an external analysis is performed). The home location is inferred from where the mobile device spends most of its nights over the month. The work location is inferred from where the mobile device spends most of its weekdays over the month. 7

24 Table 2.1 AirSage Definitions Term Home-Work Point Other (O) Point-of-Interest (POI) Weekday (WD) Weekend (WE) Residents Resident Worker Home Worker Penetration Rates Device Quality Short Term Visitor Long Term Visitor End Point Transient Point Unknown Point Night Location Day Location As defined by this data source. If the home location and work location region are the same, the point will be assigned Home-Work Point. Classified as neither home (H) nor work (W). Point of interest within the study area. Defined as Monday through Friday. Defined as Saturdays and Sundays. The subscriber has a home location within the study area. The subscriber lives and works within the study area. The subscriber s day and night time clusters are the same and are within the study area. The ratio of number of resident devices observed by AirSage in a given census tract to the 2010 census population. Refers to the number of daily sightings observed for each device. A visitor that is in the study area for less than 2 days. A visitor in the study area for 2-14 days. If a location is not the Home or Work point and its duration is over 300 seconds, the point will be assigned an End Point. If a sighted location has a duration of 300 seconds or less and has additional precedent or subsequent locations within 30 minutes, the point is classified as a Transient Point. If a sighted location has a duration of 300 seconds or less and there are no other sightings, the point is classified as an Unknown Point. Determined if a device is at the same location for a significant number of days each month. This is dynamically calculated but will generally be more than 10 days between the hours of 9 pm and 7 am. Determined where a device is seen in the same location for a significant number of days between the hours of 9 am and 5 pm. 8

25 2.2 Custom Data Collection AirSage s WiSE (Wireless Signal Extraction) technology extracts data from wireless carrier networks, as generated by devices in the normal course of operation. Mobile devices frequently communicate with the network through control channel messages. The frequency and nature of the signaling data varies based on the network equipment used to provide cellular services to the area. This technology encrypts the data to be anonymous and performs multiple stages of analysis to monitor the location and movement of the mobile devices, both in real-time and historically. The core functional components are listed below. Device Location Processing: Generates time-stamped locations for each mobile device, utilizing the network signaling data generated each time a mobile device interacts with the mobile network. In addition, the processing also takes into account many aspects of the wireless network and characteristics of the physical world to create a Processed Sighting. Activity Pattern Analysis: All of the Device Locations for a device are over the course of four to six weeks and are run through a series of pattern recognition and statistical clustering algorithms to determine trip patterns and primary activity locations for a device. These patterns and locations are used to classify trip purpose. Activity Point Generation: Each Device Location is then combined with other recent sightings and known activity locations to further refine the location, determine if the device is moving or stationary, and calculate additional attributes to create individual Activity Points. Geographic Scale of Data The data can be obtained at different scales depending on the objectives. The most common data scale is TAZ or Census geography level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 2.2 Custom Data Collection Dataset Attributes (AirSage) Attribute AirSage Methodology Document Trip Matrix Districts Description To describe the methodology used by AirSage to gather data and to calculate and categorize trips to produce trip matrices. Reports the origin zone, destination zone, start date, end date, time of day, aggregation, purpose, residence class, and count. Study defined areas to serve as references for travel origins and destinations. Special Notes This dataset does not include information regarding international visitors. 9

26 2.3 Streetlytics Streetlytics offers private and public sectors the chance to take advantage of location data and decades of analytics software development to push forward their lines of business into the age of location information. Streetlytics provides information that is extremely useful for industries such as state, regional and local governments, insurance companies, real estate firms, banking and financial institutions. Streetlytics gives extensive insights into traffic volumes, origins and destinations, speed and driver demographics for any road segment or location in the United States. Geographic Scale of Data The dataset provides information across the nation. Data can be narrowed down to regional, state and local levels. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identifies any special notes regarding the data, if applicable. Table 2.3 Streetlytics Dataset Attributes (AirSage) Attribute Volume & Traffic Flow Direction Maps Demographic Maps Money Maps Trip Purpose Maps Traffic Flow Quality Maps Trip Pattern Maps Description View daily, morning, evening and off-peak traffic by direction and maps of morning and evening primary direction of flow. Household income, household size, and age of head of household for drivers on a particular street. Merge daily traffic volume with average household income. Detail the percentage of drivers commuting to work and school and the number of local and non-local trips for the day. Average travel conditions for the whole day and details for morning, evening, and off-peak hours. Show origin-destination trip patterns on an average day. Special Notes Information is collected through mobile devices (phone, tablet, PDA, etc.). The information is covered from a national standpoint. Information can be used for modeling, forecasting and messaging based on understanding the location, movement and flow of people throughout the day. 10

27 2.4 Overall Source Evaluation Benefits AirSage has the widest coverage and highest-quality population movement data to develop creative, cost-effective solutions for people and communities. AirSage secured formal agreements with wireless carriers to implement Intelligent Transportation Systems (ITS) applications based upon non-customer specific aggregated data. The technology used by AirSage is beneficial to transportation professionals looking to capture more detailed population movement data. AirSage technology could be used by the Study to develop insights into where and when visitors and Florida residents travel throughout the state. Limitations Although this data source is great for transportation planning, there are some limitations. The information provided from AirSage does not specify the origin of the visitors, whether they are domestic or in-state visitors. Also, if seasonal residents ( snowbirds ) are staying in the study area longer than 14 days, they will be classified as actual residents within that study area. In addition, there is no carrier data available on international devices. All data is USA based including Hawaii but excluding Alaska. 11

28 (Intentionally Blank) 12

29 Chapter 3: American Express 3.1 Description The American Express Company, known as Amex, is an American multinational financial services corporation headquartered in New York City. Founded in 1850, this company is best known for its credit card, charge card, and traveler s check businesses. American Express aims to make it easier, safer, and more rewarding for consumers and businesses to purchase the things they need and for merchants to sell their goods and services. As an engine of commerce, this company provides innovative payment, travel and expense management solutions for individuals and businesses of all sizes. American Express aims to provide products, services, benefits, and rewards that deliver more value, focusing on managing the business as efficiently as possible to continually improve the quality of service and invest in growth. Dataset Acquisition General information about American Express Business Insights is located online. This dataset contains proprietary information. For custom insight and recommendations or any media related inquiries, contact businessinsightseurope@aexp.com. Definitions Terms and variables used to develop the reports by the source are defined below. Table 3.1 American Express Definitions Term Basic Cardmember Merchant Merchant Agreement As defined by this data source. The person who applied for the Account has asked Amex to issue one or more Cards which is only available for enrolled Cardmembers only. A business or organization which accepts the Credit Card. A written agreement between a merchant and Amex containing their respective rights, duties, and warranties with respect to acceptance of the Card and matters related to the Card activity. 13

30 3.2 Business Insights American Express Business Insights is a global information, analytics and consulting organization that combines real behavioral information based on actual aggregated purchasing data with sophisticated analytics to reveal unique insights about customers, competitive set and marketplace. Business Insights offers a unique view of customer behavior, market activity, and industry trends. This sector of Amex values and protects the privacy of their customers. The projects consist of aggregated information that is not specific to individual Cardmembers or Merchants, and do not contain any personally identifiable information. Geographic Scale of Data This dataset provides information about American Express customers at the global level with specific information at the transaction location. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 3.2 Business Insights Dataset Attributes (American Express) Attribute Transaction data of consumers and businesses Description This information is aggregated from approximately 90 million cards in over 125 countries. Special Notes The data only represents American Express users, not all credit card users. This information is protected for the privacy of consumers. o Only information regarding location and type of transaction is revealed. 14

31 3.3 Overall Source Evaluation Benefits The data provided can be useful to understand the economic impacts of visitors at different locations within the Central Florida area. This type of intelligence is powerful in today s environment because it is based upon real behaviors and actions. Limitations Business Insights provides a wealth of information, however it comes at a cost and is proprietary information. The data available is also available for American Express customers only, and not all credit card users are captured within this dataset. This could create a potential bias for studying visitor spending patterns and preferences. 15

32 (Intentionally Blank) 16

33 Chapter 4: Amtrak 4.1 Description The National Railroad Passenger Corporation, Amtrak, is a corporation striving to deliver a high quality, safe, on-time rail passenger service that exceeds customer expectations. This corporation is engaged in interstate commerce, supports the development of state and local economies, and connects small town America to the national economy. In key markets such as the Northeast Corridor, Amtrak bolsters the productivity of the United States business sector, supports the longterm economic growth of the region and enhances the global competitiveness of the United States. Dataset Acquisition The datasets are free to the general public and can be obtained online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 4.1 Amtrak Definitions Term Ridership Acela (Acela Express) Value Added Local Riders Rail Passenger Miles As defined by this data source. Number of riders that are using Amtrak over the study period. An hourly service downtown to downtown during peak morning and afternoon rush hours between New York, Washington DC, Baltimore, Philadelphia and other intermediate cities, as well as many convenient round-trips between New York and Boston. Enhancement a company or business gives its product or service before providing it to customers (value of the final outputs from Amtrak minus the value of the inputs such as raw materials). Defined as riders that boarded or alighted an Amtrak train in the state (of Florida). May include out of state passengers transferring trains in the state. Determined by multiplying the total number of passengers by the total number of miles traveled. 17

34 4.2 Florida Economic Impact Brochure The Amtrak State Economic Impact Brochures were established to show the benefit that Amtrak brings to state economies where the train operates. Recognizing these economic benefits, and the fact that Amtrak improves the quality of life in the communities that it serves, 18 states have partnered with Amtrak to use their own resources to fund service or increase frequencies on 30 routes in their states. In key corridor markets such as the Northeast Corridor and other commuter markets, Amtrak bolsters the productivity of the business sector, supporting the long-term competitiveness of this multi-state region. Geographic Scale of Data This dataset reports information for Florida with specific information at the origin and destination locations of the Amtrak stops. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 4.2 Florida Economic Impact Brochure Dataset Attributes (Amtrak) Attribute State Snapshot Routes Employment Supported by Amtrak Earnings Supported by Amtrak Value Added Supported by Amtrak in Florida Population and Amtrak Ridership Growth Description Reports the following information: Number of Amtrak stations in the State of Florida and where they are located The number of local riders Amtrak Florida local revenue Number of rail passenger miles Lists and shows the Amtrak routes in Florida and the associated stops along the routes. Reports the number of employees supported by Amtrak in Florida. Reports the earnings supported by Amtrak in Florida. Reports the value added supported by Amtrak in Florida. Reports the population and Amtrak ridership growth from 2009 to 2015 by percentage. 18

35 Table 4.2 Florida Economic Impact Brochure Dataset Attributes (Amtrak) Attribute Amtrak s Effect on Tourism and Broader Economy Travel Mode Preference if Amtrak Unavailable Income Distribution of Amtrak Travelers in Florida Description Reports the following information: Emission reductions from traveling by Amtrak trains vs. car Cost savings from the lower risk of traveling by train vs. car Tourist spending generated from Amtrak passengers Number of tourists that utilize Amtrak services Percent of total riders that are tourists Federal taxes generated in Florida from tourist spending Local taxes generated for Florida from tourist spending Reports the percentage of surveyed passengers that indicated they: Would drive if Amtrak unavailable Would fly if Amtrak unavailable Would use the bus if Amtrak unavailable Would not travel if Amtrak unavailable Reports the percentage of income distribution of Amtrak travelers in Florida by the following categories: < $25,000 $25,000 - $49,900 $50,000 - $74,900 $75,000 - $99,900 $100,000 - $149,900 $150,000+ Special Notes Amtrak service profiles for other states in the United States are available. This dataset does not include information regarding: o o Non-Amtrak riders. The sample size of the survey. 19

36 4.3 Overall Source Evaluation Benefits Amtrak information provides a unique view of rail passenger travel characteristics within the State of Florida. The wide range of information, from commuting passengers to the identification of visitor travel, may be used to identify multi-modal visitor travel corridors. Limitations While passenger trip information is anonymously collected, the passenger ridership values are limited to the Amtrak corridors. There is currently no information regarding where visitors travel after disembarking the train. 20

37 Chapter 5: Application Program Interface 5.1 Description Application programming interface (API) is a set of routines, protocols, and tools for building software applications. An API specifies how software components should interact and APIs are used when programming graphical user interface components. A good API makes it easier to develop a program by providing all the building blocks, which are then put together by the programmer. An API may be a web-based system, operating system database system, computer hardware, or software library. An API specification can take many forms, but often include specifications for routines, data structures, object classes, variables, or remote calls. Dataset Acquisition API information can be acquired from multiple sources, and each has its own method to acquire data. Links to each of the API sources are available in Table 5.2. Definitions Terms and variables used to develop the reports by the source are defined below. Table 5.1 Application Program Interface Definitions Term Application Applications Software Routine Protocols Program As defined by this data source. Any program, or group of programs, that is designed for the end user. Includes database programs, word processors, web browsers, and spreadsheets. A section of program that performs a particular task. Synonymous with procedure, function, and subroutine. An agreed-upon format for transmitting data between two decided devices. Determines the type of error checking to be used, how the sending device will indicate that it has finished sending a message, or how the receiving device will indicate that it has received a message. An organized list of instructions that, when executed, causes the computer to behave in a predetermined manner. 21

38 5.2 API Sources Application Program Interfaces (APIs) are available from multiple sources. Each source is described below, and a hyperlink to each respective website is provided in Table 5.2. Geographic Scale of Data The geographic scale of the data will vary based on the data requirements of the Study. Data Sources Available The data sources in this section provide descriptions of the APIs available, and identify any special notes regarding the data, if applicable. Table 5.2 API Data Sources Source Google API HERE API MapQuest API Traxo API Description Reports the supported values for the types of property in the Google Places API. List 1 provides the types users can use in place searches and place additions. List 2 provides a list of additional types that may be returned in the place search results. List 3 provides a list of types users can use in place autocomplete requests. HERE uses a geocoding API which is a web API that offers geocoding, reverse geocoding and landmark geocoding services. Geocoding matches an address to its correct location on the map. Applications submit addresses or a search string containing partial address information. The result is either a single record exactly matching the input, or a set of records ranked by relevance when the input is ambiguous or the input cannot be found on the map in the requested data. Reverse geocoding retrieves a street address or administrative area information corresponding to a given geo-coordinate. Landmark geocoding is a combination of geocoding, landmark search, and reverse geocoding. It supports search for airports, well known landmarks or landmarks classified as nationally important. The result is a list of ranked locations including street addresses, administrative areas, or landmarks. Provides a simple interface for performing spatial searches on hosted and remote data. It is used within the Search API to answer questions about locations and places. The Search API supports major search functions and includes the ability to search data hosted by MapQuest as well as remote data that is passed in with the search request. Traxo helps members and enterprise partners travel; organized by consolidating and structuring trip information from hundreds of travel suppliers. The Traxo API is a rich JSON interface to valuable future travel plans and historical itinerary data for each member. Ideal for mobile applications on any platform, the Traxo API is also a key component for partners performing tasks from expense reporting to marketing and from airport and airline operations to traveler support services. 22

39 Table 5.2 API Data Sources Source Tripit API Description Tripit is an open platform for integration and organization of travel information from many different sources. The API allows third parties to easily interface with this platform. Special Notes Each API is derived from a different source and/or company. Data availability will vary across the sources. 23

40 5.3 Overall Source Evaluation Benefits In addition to calling APIs from across a network, application developers can develop APIs offered by the local system or device upon which their application is running. Applications can discover a smartphone s current location by calling the API associated with the phone s GPS receiver. This can allow planners to track visitors and residents in the area to better understand their travel patterns in a specific area of interest. Additionally, certain APIs can locate airports, amusement parks, car rentals in the area, and other tourist destinations which can benefit the Study. Limitations The data is proprietary and there is a cost associated with obtaining data from the API sources. Data availability and information will also vary based on the API data source selected for the Study. 24

41 Chapter 6: Bureau of Economic Analysis 6.1 Description Housed in the United States Department of Commerce, the Bureau of Economic Analysis (BEA) is one of the world s leading statistical agencies. Having credit for producing the nation s most closely watched economic indicators, including GDP, Personal Income, Corporate Profits and Trade in Goods and Services, the BEA s mission is to promote a better understanding of the United States economy by providing the timeliest, relevant and accurate economic accounts data in an objective and cost effective manner. This is implemented through collecting data, conducting research and analysis, developing and implementing estimation methodologies, and distributing data. The agency prepares national, regional, industry, and international accounts that present essential information on such key issues as economic growth, regional economic development, inter-industry relationships, and the nation s position in the world economy. Dataset Acquisition The dataset is free to the general public and can be accessed on their webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 6.1 Bureau of Economic Analysis Definitions Term Domestic Tourism Inbound Tourism Internal Tourism National Tourism Outbound Tourism Tourism Commodities As defined by this data source. Travel-related expenditures by United States residents traveling within the United States. It comprises travel by resident households, business travel, and travel by government employees. Travel-related expenditures by non-residents traveling with the United States and expenditures by nonresidents on international transportation purchased from United States providers. These expenditures exclude expenditures for travel to study in the United States and for medical reasons. The sum of domestic tourism expenditures and inbound tourism expenditures (net of all international transportation expenditures). The sum of domestic tourism demand and outbound tourism demand (including all international transportation expenditures). Travel-related expenditures by United States residents traveling abroad and expenditures by United States residents on international transportation purchased from foreign providers. Goods and services that are typically purchased by visitors, such as airline passenger transportation, hotel accommodations, and meals. 25

42 Table 6.1 Bureau of Economic Analysis Definitions Term Tourism Employment Tourism Output Usual Environment Visitor As defined by this data source. Total tourism-related employment consists of direct tourism employment plus indirect tourism employment. Direct tourism employment comprises all jobs where the workers are engaged in the production of direct tourism output (for example, hotel staff and airline pilots), and indirect tourism employment comprises all jobs where the workers are engaged in the production of indirect tourism output (for example workers producing hotel toiletries and delivering fuel to airlines). Total tourism-related output consists of direct tourism output and indirect tourism output. Direct tourism output comprises all domestically produced goods and services purchased by travelers (for example, traveler accommodations and passenger air transportation), and indirect tourism output comprises all output required to support the production of direct tourism output (for example, toiletries for hotel guests and fuel for airplanes). The area of normal, everyday activities within miles of home. A person who travels outside of his or her usual environment for less than a year or who stays overnight in a hotel or motel. The visitor may travel for pleasure or business (private sector or government). Visitors exclude travelers who expect to be compensated at location of their visit (such as migrant workers, persons traveling to new assignments, and diplomatic and military personnel traveling to and from their duty stations and their home countries). 26

43 6.2 Travel and Tourism Satellite Accounts Developed by the BEA, the Travel and Tourism Satellite Accounts were created to more accurately measure the contribution of travel and tourism to the economy. Travel and Tourism Satellite Accounts (TTSAs) describe a comprehensive image of travel and tourism activity and its role in the United States economy. The accounts present the approximate revenue generated by travel and tourism, the outputs and the employment generated by travel and tourist related industries. These accounts also offer estimations on expenditures made by visitors on 24 types of goods and services categories. Geographic Scale of Data The dataset provides information from the United States only. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 6.2 Travel and Tourism Satellite Accounts Dataset Attributes (BEA) Attribute The Composition of Tourism Demand Data Availability Tourism Value Added and Employment Description The travel and tourism accounts include estimates of the composition of tourism demand by type of visitor. Detailed annual statistics on travel and tourism activity for 2013 are presented in eight tables at the end of the article. A sector s value added measures its contribution to gross domestic product (GDP). Direct tourism employment includes jobs that involve producing goods and services that are sold directly to visitors. Special Notes Information is updated annually. The data coverage ranges from 1998 to Quarterly estimates are made for the sales of goods and services to travelers. 27

44 6.3 Overall Source Evaluation Benefits The data source provides determinant variables that could help with the tourism demand model development and application. Some of these variables include revenue generated and employment contribution due to travel and tourism. This allows planners to analyze visitor behavior and maximize local economic resources to prepare for future tourism. Also planning for future tourism, knowing where tourists are spending their money can help local economies, specifically Central Florida, market appropriately to increase annual visitation. Limitations The Travel and Tourism Satellite Accounts provide data at the national level. There is no information breakdown at a more defined level. Data most beneficial to this Study would be data obtained for the Central Florida region, including Orlando and its surrounding areas in FDOT District Five. 28

45 Chapter 7: Bureau of Economic and Business Research 7.1 Description The Bureau of Economic and Business Research (BEBR) serves as a user-friendly and simple data source that contains a great deal of information about the economy of the State of Florida. BEBR publishes visitor reports that are presented through graphs and tables. The reports provide an overview of the amount of visitors that Florida has hosted over the years and the effects of the visitors on the Florida economy. BEBR collects, analyzes, and generates economic and demographic data on Florida and local areas, and distributes this information and research to inform public policy and business decision making. BEBR also conducts economic and demographic research that will inform public policy and business decision making. Dataset Acquisition The dataset is free and open to the general public and can be obtained from the Bureau of Economic and Business Research website. This link provides direct access to the datasets (labeled online as Taxable Sales Tourism & Recreation and Total Annual Visitors ). Definitions Terms and variables used to develop the dataset by the source are defined below. Table 7.1 Bureau of Economic and Business Research Definitions Term Visitor Metropolitan Statistical Area (MSA) Tourism & Recreation Spending As defined by this data source. Nonresident visitors to Florida which include domestic (United States citizen but not a Florida resident), Overseas, and Canadian visitors. According to the United States Census Bureau, an MSA is a city of at least 50,000 population; or a Census Bureau-defined urbanized area of at least 50,000 with a total metropolitan population of at least 100,000 (75,000 in New England). Category of taxable sales that includes all spending at/on: Hotels and motels Admissions Bar and restaurant sales Sporting goods Liquor stores Rentals Photo and art stores Jewelry Stores Gift shops 29

46 7.2 Taxable Sales Tourism & Recreation The Profile of Taxable Sales for Tourism & Recreation reports the monthly spending of visitors by individual Metropolitan Statistical Areas (MSAs), as reported to the Florida Department of Revenue. Geographic Scale of Data This dataset provides information for each MSA. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 7.2 Spending by Tourists in Florida Dataset Attributes (BEBR) Attribute Spending Line Graph Spending Table Spending Chart Description Broadly displays the increase in the amount of spending by visitors in each MSA. Specifically displays the monthly spending by visitors in each MSA. Displays the spending amounts gathered for the months in The amounts have been reported for the following areas: United States o Ocala Florida o Orlando-Kissimmeeo Cape Coral-Fort Myers Sanford o Deltona-Daytona Beach- Ormond Beach o Palm Bay-Melbourne- Titusville o Fort Walton Beach- Crestview-Destin o Panama City-Lynn Haven- Panama City Beach o Ft. Lauderdale-Pompano Beach.-Deerfield Beach o Pensacola-Ferry Pass- Brent o Gainesville o Port St. Lucie o Jacksonville o Punta Gorda o Lakeland-Winter Haven o Tallahassee o Miami-Miami Beach- Kendall o Tampa-St. Petersburg- Clearwater o Naples-Marco Island o Vero Beach o North Port-Bradenton- Sarasota o West Palm Beach-Boca Raton-Boynton Beach Special Notes This dataset is updated monthly. This dataset contains historical data dating back to This dataset does not include information regarding the information for the different visitor types (ex. international, domestic, etc.). 30

47 7.3 Total Visitors The Profile of Total Visitors to Florida is based on the total annual visitors to the State of Florida over the years. This information is presented in the form of a line graph and detailed in a separate table. Geographic Scale of Data This dataset provides information for Florida. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 7.3 Total Visitors Dataset Attributes (BEBR) Attribute Total Visitors Line Graph Total Visitors Table Description Broadly displays the change in the volume of visitors over a 24 year period. Gives specific visitor volumes per year for the past 24 years. Special Notes This dataset is updated annually. This dataset contains historical data dating back to This dataset does not include information regarding: o Specific categories of the visitors, such as domestic, overseas, etc. 31

48 7.4 Overall Source Evaluation Benefits The BEBR datasets provide a holistic way to view statistics regarding tourism, including the amount of tourism there has been and the amount of money that has been spent by tourists. The data presented by BEBR could be used by the Study to simulate growth trends for the number of visitors entering the state as well as identify future changes in spending by visitors within the state. Limitations While the data that is presented by BEBR could be useful, it is limited in regard to its definition of visitor. The terms of tourist and visitor are not specifically defined, and there is not a breakdown of information stating whether the collected information includes domestic visitors, international visitors, Florida resident visitors, or some combination of these three. 32

49 Chapter 8: Bureau of Transportation Statistics 8.1 Description The Bureau of Transportation Statistics (BTS) was established as a statistical agency in 1992 to administer data collection, analysis, and reporting and to ensure the most cost-effective use of transportation-monitoring resources. This statistical agency works to create, manage, and share transportation statistical knowledge with public and private transportation communities and the Nation. BTS brings a greater degree of coordination, comparability, and quality standards to transportation data, and facilitates in the closing of important data gaps. The main purpose of BTS work is to not only help advance Department of Transportation (DOT) strategic goals but aim to anticipate future needs and policy issues. Dataset Acquisition The datasets are free to the general public and can be obtained from the Database Information webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 8.1 Bureau of Transportation Statistics Definitions Term Coupon Marketing Carrier Operating Carrier Reporting Carrier Codeshare Market Trip Break As defined by this data source. A piece of paper or series of papers indicating the itinerary of a passenger. An airline ticket includes an auditor s coupon, flight coupons, and a passenger ticket. An air carrier that issued a flight reservation or ticket under a codeshare agreement. An air carrier engaged directly in the operation of aircraft in passenger air transportation. The carrier that submitted data to the Office of Airline Information for a given passenger segment. An arrangement whereby a marketing carrier s code is used to identify a flight operated by another carrier. The marketing carrier may make reservations and issue tickets for the operating carrier s flights. A Market in DB1B data is created by a trip break. Points in the itinerary at which a passenger is assumed to have stopped for a reason other than changing planes. 33

50 8.2 The Airline Origin and Destination Survey (DB1B) The Airline Origin and Destination Survey (DB1B) is a 10 percent sample of airline tickets from reporting carriers collected by the Office of Airline Information of the BTS. Information provided within this dataset includes origin, destination, and other itinerary details of passengers transported. This survey is used to determine air traffic patterns, air carrier market shares and passenger flows. Geographic Scale of Data The dataset reports information at the global level with specific information at the origin/destination level of the airport locations. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 8.2 Airline Origin and Destination Survey Dataset Attributes (BTS) Attribute DB1B Coupon DB1B Market DB1B Ticket Air Carrier Financial Reports Air Carrier Summary Data Large Air Carrier Statistics Description Provides coupon-specific information for each domestic itinerary of the Origin and Destination Survey, such as the operating carrier, origin and destination airports, number of passengers, fare class, coupon type, trip break indicator, and distance. Directional market characteristics of each domestic itinerary of the Origin and Destination Survey, such as the reporting carrier, origin and destination airport, prorated market fare, number of market coupons, market miles flown, and carrier change indicators. Summary characteristics of each domestic itinerary on the Origin and Destination Survey, including the reporting carrier, itinerary fare, number of passengers, originating airport, round-trip indicator, and miles flown. The tables within this data attribute provide financial statements from air carriers that regard information including but not limited to: annual employee statistics by labor category, monthly interim operations report of air carrier employment, annual inventory of airframe and aircraft engines, and operating expense statements. Tables providing information regarding traffic data and capacity statistics by aircraft type, service class, and airport activity statistics. The tables within this data attribute provide information regarding domestic and international data reported by US air carriers. Special Notes This dataset is updated quarterly. Historical data is available dating back to

51 8.3 Overall Source Evaluation Benefits The survey data provided by the BTS can be used for tourist arrival estimation and model development to further identify visitors travel patterns. Information within this dataset includes origin, destination, and other itinerary details of passengers transported which can be useful for understanding visitor behavior. Limitations Although this data source provides meaningful information which is helpful to determine visitor travel patterns, the survey only reports 10% of airline tickets from reporting carriers. 35

52 (Intentionally Blank) 36

53 Chapter 9: Business Research and Economic Advisors 9.1 Description The Business Research and Economic Advisors (BREA) provides market and economic impact analyses to a diverse set of clients throughout the travel, leisure, transportation and related sectors. BREA's principals have more than 20 years of experience in research and consulting with a wide range of international product and service companies, including consumer products, leisure, retailing, gaming, business services, telecommunications, and utility and financial services. Typical consulting assignments provide critical analysis and insight into market dynamics, product demand, economic trends, consumer behavior and public policy. Dataset Acquisition The datasets is free to the general public and can be obtained online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 9.1 Business Research and Economic Advisors Definitions Term Economic Impact Studies Europe* Rest of the World* As defined by this data source. Studies that are done for industries and regions throughout North America dealing with possible impacts on the cruise industry. Includes Russia and Central and Eastern European counties outside of the EU-27. Largely estimated and adjusted from 2009 to take account of dynamic growth in the southern hemisphere. 37

54 9.2 The Global Economic Contribution of Cruise Tourism The Global Economic Contribution of Cruise Tourism is presented to provide estimates of the contribution of the cruise industry to the global economy in Data on passengers by source and destination market, as well as the global deployment of the global cruise fleet were obtained from sources published by the Cruise Lines International Association (CLIA). Research reports on passenger and crew expenditures and the economic impact of the industry in specific national and regional markets were assembled and reviewed. Geographic Scale of Data The dataset reports information at the global level with specific information at the origin/destination level of the Cruise Line locations. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 9.2 The Global Economic Contribution of Cruise Tourism Dataset Attributes (BREA) Attribute Total Global Economic Contribution of the Cruise Sector International Demand for Cruises Global Deployment of Capacity Global Distribution of Cruise Passengers by Source Market Distribution of Cruise Passengers from North America Distribution of Cruise Passengers Sourced from Europe Description Reports the following information for 2013: Passenger and crew onshore visits Total direct expenditures Total output contribution Total income contribution Total employment contribution Reports the international demand for cruise ships from 2003 to 2013 by region, including North America, Europe, and the rest of the world. Reports the global deployment of capacity from 2003 to 2013 by region, including Caribbean, Other North America, North America, Northern Europe, Mediterranean, Europe, North American and Europe, and the rest of the world. Reports the global distribution of cruise passengers by source market in 2013, including North America, Europe, and the rest of the world. Reports the distribution of cruise passengers sourced from North America in 2013, including Canada, United States, and the rest of North America. Reports the distribution of cruise passengers sourced from Europe in 2013, including Spain, Switzerland, Austria, Netherlands, Norway, United Kingdom (includes Ireland), Germany, Italy, France, and the rest of Europe. 38

55 Table 9.2 The Global Economic Contribution of Cruise Tourism Dataset Attributes (BREA) Attribute Distribution of Cruise Passengers Sourced from the Rest of the World Direct Cruise Sector Expenditures Global Passenger and Crew Spending by Category Direct Cruise Sector Economic Contribution Indirect and Induced Cruise Sector Economic Impact Total Cruise Sector Economic Contribution Description Reports the distribution of cruise passenger sources from the rest of the world in 2013, including Singapore, Australia, Brazil, China, South Africa, Argentina, Japan, and Others. Reports the direct cruise sector expenditures for global and regional markets, including United States, the rest of North America, Europe, Australia, and the rest of the world, by category: Home Port Passengers Transit Passengers Passenger Total Crew Cruise Lines Total Reports the global passenger and crew spending by category in 2013: Visit days Accommodations Travel to home port Food and beverages Tours and local transit Retail and other Average spend per visit Total Reports the direct cruise sector economic contribution for global and regional markets in 2013, including United States, the rest of North America, Europe (EU+3), Australia, and the rest of the world by: Output Income Employment Reports the indirect and induced cruise sector economic contribution for global and regional markets in 2013, including United States, the rest of North America, Europe (EU+3), Australia, and the rest of the world by: Output Income Employment Reports the total cruise sector economic contribution for global and regional markets in 2013, including United States, the rest of North America, Europe (EU+3), Australia, and the rest of the world by: Output Income Employment Special Notes There are multiple studies performed by BREA focusing on cruise line data. 39

56 9.3 Overall Source Evaluation Benefits This data source provides useful information to the Study. The data can be used to obtain information about the markets that are affected by cruise lines in the Central Florida region. Also knowing the peak period of cruise passengers can help transportation planners in Central Florida market and plan for increased visitation to the area. Additionally, knowing the revenue generated from passengers and tourist spending within the cruise industry can help analyze the contribution the cruise industry has on the local economy. Limitations Although this data source provides useful information, obtaining the report was difficult. The BREA website only discusses the brief efforts of developing economic impact studies for industries and regions throughout North America. Additionally, the geographical coverage of the dataset is extremely broad, providing information at the national level. Only a few statistics are reported for Florida and the Central Florida region, specifically Port Canaveral. 40

57 Chapter 10: Cruise Lines International Association 10.1 Description Cruise Lines International Association (CLIA) is the world s largest cruise industry trade association that helps its members by serving to advocate, educate, and promote for the common interests of the cruising community. CLIA also supports policies and practices that foster a safe, secure, and healthy cruise ship environment, as well as promote the value, desirability, and affordability of the cruise vacation experience. Dataset Acquisition Access to all the research conducted by CLIA is located on their Research Center webpage which is free to the general public. The full Economic Impact Analysis report is free to the general public and located on this webpage. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 10.1 Cruise Lines International Association Definitions Term Passengers sourced from the United States Passenger embarkations from United States ports Resident cruise passengers As defined by this data source. United States residents embarking on a cruise from a port within the United States. Cruise passengers embarking on a cruise from a port within the United States. Residents within the state of interest embarking on a cruise from a port within that state (ex. Florida resident embarking on a cruise from Port Canaveral). 41

58 10.2 Contribution of the International Cruise Industry to the United States Economy in 2014 The 2014 Economic Impact Study for the International Cruise Industry in the United States was published in late 2015 and reports: United States passenger boarding and embarking Spending generated by the cruise industry Direct economic impacts in the United States in 2014 Indirect and induced economic impacts in the United States in 2014 Contribution to the United States economy by state (Florida, California, Texas, New York, Alaska, Washington, Georgia, Illinois, Massachusetts, New Jersey, Remaining States) Geographic Scale of Data This report provides information about the cruise industry at the international level, while providing an in-depth look at the Florida cruise industry at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 10.2 Contribution of the International Cruise Industry to the US Economy in 2014 Dataset Attributes (CLIA) Attribute Contributions of the International Cruise Industry to the United States Economy Contributions of the International Cruise Industry to Individual State Economies Description Reports the primary economic indicators of the cruise industry historically, from 2011 through 2014 for: Passengers Industry spending Wages & taxes paid by cruise lines Direct economic impacts Total economic impacts Reports the primary economic indicators of the cruise industry historically, from 2011 through 2014 for: United States embarkations by port (top ten, followed by all other ports ) Direct economic impacts Total employment 42

59 Table 10.2 Contribution of the International Cruise Industry to the US Economy in 2014 Dataset Attributes (CLIA) Attribute Contributions of the International Cruise Industry to the Florida Economy Description Reports the primary economic indicators of the cruise industry Passenger embarkations Resident cruise passengers Total passenger and crew visits Direct expenditures Total employment impact Total wage impact Special Notes This dataset is updated annually. This dataset provides access to the 2013 Economic Impact Study free on the Cruise Lines International Association website. This dataset does not include information regarding: o o Spending patterns for the different types of cruise passengers (ex. international, domestic, or in-state resident). Seasonality of cruise passenger arrivals. 43

60 10.3 Overall Source Evaluation Benefits The CLIA Contribution of the International Cruise Industry to the United States economy in 2014 report provides detailed information about the economic impacts of the cruise industry at both national and state levels, including: passenger embarkations, passenger and crew expenditures in the United States, employment supported by the industry, direct economic impacts, indirect economic impacts, and reduced economic impacts. This information could be utilized by the Study to develop attraction rates for visitors at Florida ports and estimate the number of visitors to travel within the area. Limitations This report does not provide information regarding the spending or travel patterns (seasonality of arrival, overnight stays at the home port, etc.) of the different types of visitors (ex. international, domestic, Florida resident), but provides an overall view of cruise passengers within the state. Also, the statewide economic comparisons predominantly showcase the importance of Florida in the cruise industry through market share comparisons. 44

61 Chapter 11: Cvent 11.1 Description Cvent is a leading event management technology company that offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, marketing and web surveys. Cvent provides hoteliers with an integrated platform, enabling properties to increase group business demand through targeted advertising and improve conversion through proprietary demand management and business intelligence solutions. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. Dataset Acquisition Data available for each individual city/metro area can be found on the Convention and Visitors Bureau Directory webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 11.1 Cvent Definitions Term CVB DMO As defined by this data source. Convention and Visitor Bureau, a not-for-profit organization primarily funded by their local government, usually through a portion of hotel occupancy taxes. Their mission is to promote the long-term development and marketing of a destination, focusing on convention sales, tourism marketing, and services in order to increase the number of visitors. Destination Marketing Organization, a not-for-profit organization primarily funded by their local government, usually through a portion of hotel occupancy taxes. Their mission is to promote the long-term development and marketing of a destination, focusing on convention sales, tourism marketing, and services in order to increase the number of visitors. 45

62 11.2 List of Conventions and Visitor Bureaus Cvent is a supplier network assisting meeting/event planners with all the essentials they may need when it comes to planning a meeting, event or convention. Meeting and event planners have the ability to search a database that has more than 200,000 venues worldwide. This includes a list of hotels, restaurants, and special events venues for free. The website also gives the user the option of selecting a region and searching for venues by location. After selecting a location you can request a proposal at no cost to the user. Lastly, users can also compare proposals on their website. Geographic Scale of Data The dataset provides information for the State of Florida with specific information geared towards cities and metro areas throughout the state. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 11.2 List of Conventions and Visitor Bureau Dataset Attributes (Cvent) Attribute Name of CVB or DMO City Metro Area Description Allows users to view the list of active convention and visitor bureaus and destination marketing organizations in the State of Florida in alphabetical order. Allows user to view the city in which the convention center is located. Allows users to view the metro area in which the convention center is located. Special Notes The website is updated frequently throughout the year. 46

63 11.3 Overall Source Evaluation Benefits This data source provides overall information regarding convention and visitor data within the State of Florida, at the city, county, and metropolitan levels. The dataset provides direct access to local CVBs and DMOs, giving readers a quick glance at the area s tourism market. This can be useful to the Study by allowing planners to see the locations in the area in which business meetings and conventions can be held. The Convention and Visitors Bureau Directory also provides the prices, nearby destinations, and major airports for visitors to use to maximize their stay while traveling for business. This is useful information for the Study to know what information is being promoted for the Central Florida area. Also, knowing the price information for each location can be useful to estimate visitor spending when there is a convention being hosted at one of the conventions listed on the site in the region. Limitations Although this data source is useful to the Study, it comes with some limitations. The information presented by Cvent does not maintain historical records of events hosted throughout the year, nor does the dataset show future conventions being hosted in the area. 47

64 (Intentionally Blank) 48

65 Chapter 12: Destination Analysts 12.1 Description Destination Analysts is a tourism research and marketing company. This company is an incorporation of travel industry experts with extensive, hands-on experience working with some of the world s greatest tourism brands and Destination Marketing Organizations (DMOs). Destination Analyst serves every type of DMO and specializes in: Visitor Profiles Economic Impact Analysis Return on Investment Studies Destination Brand Research Dataset Acquisition A summary of highlights from the latest findings of The State of the American Traveler is available in PDF format for free online. The complimentary summary of the International Traveler Study is available in PDF format for free online. Direct links to both reports are provided in each dataset s section, respectively. The complete report for the International Traveler Study containing details for all questions in the survey can be purchased for $5,000 USD. The full report with details for all questions in the survey and custom analysis of destination-specific questions can be purchased for $7,500 USD. The multi-year subscription discount price (minimum of two years) costs $6,500 a year. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 12.1 Destination Analysts Definitions Term As defined by this data source. Baby Boomer The generation born between the early 1940s and the early 1960s. Generation X Millennial International Traveler American Traveler Destination Marketing Organizations (DMOs) The generation born after the Baby Boomers. Most demographers and commentators use birth dates ranging from the early 1960s to the early 1980s. The generation following Generation X. Most researchers and commentators use birth years ranging from the early 1980s and the early 2000s. A traveler whose origin is outside of the United States. A traveler whose origin is in the United States. Organizations charged with representing a specific destination and helping the long-term development of communities through a travel and tourism strategy. 49

66 12.2 The State of the American Traveler Destination Analysts bi-annual survey offers an in-depth look at American leisure travelers. This American travel research delves into the behaviors and perceptions of American travelers, including leisure travel sentiment, travel expectations, travel planning resources and top United States destinations of interest. Geographic Scale of Data This dataset provides information about American leisure travel for Florida and the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 12.2 The State of the American Traveler Dataset Attributes (Destination Analysts) Attribute Intent to Travel Intent to Spend Reasons for Cutting Back on Leisure Travel Gasoline Prices and Leisure Travel Questionnaire Resources and Services Official DMO Resource Usage Description Reports the percentage of Americans intent to travel more, less, or the same amount for leisure in the upcoming year. Reports the percentage of Americans intent to spend more, less, or the same amount for leisure travel in the upcoming year. Reports the percentage of reasons for cutting back on leisure travel. Top four reasons include: Gas too expensive Personal financial Airfare too expensive Safety concerns Reports the trend of gasoline prices and leisure travel over a five year period. Reports the percentage of what Americans are most likely to do during travel given the overall economic climate, including: Look for travel discounts or bargains Travel closer to home to save money Visit generally less expensive destinations Reduce the number of leisure trips I will take Take at least one staycation rather than traveling Reports the percentage of the types of internet technologies or services used to help plan American leisure trips. Reports the percentage of Americans that have used the official website of a destination s local Visitors or Convention Bureau (or Chamber of Commerce) or state or national government travel office to help plan any travel. 50

67 Table 12.2 The State of the American Traveler Dataset Attributes (Destination Analysts) Attribute Resources and Services Resources Use in Trip Planning The Millennial Generation vs. the Baby Boomer Description Reports the percentage of Americans that have used resources from an official city, state, or regional Visitor Information Center. Reports the top 10 resources used in planning a leisure trip, and the percentage of which age groups used that source, including: Millennials Generation X Baby Boomers Reports the differences in traveling between Millennials and Baby Boomers. Special Notes This dataset was updated bi-annually, but beginning in 2016 will be updated quarterly. This dataset provides a library of past editions, from 2006 to 2013, that is available upon request. This dataset does not include information regarding: o o United States citizens traveling for business. Florida resident travelers. 51

68 12.3 The State of the International Traveler Destination Analysts annual study offers an in-depth look at internationally oriented leisure travelers in the top 12 United States feeder markets. This international travel research delves into the behaviors and perceptions of international travelers, including how international travelers can be reached and influenced, the media they consume, the types of experiences, lodging and dining they desire in the United States, anticipated spending in the United States, and more. Geographic Scale of Data This dataset provides information about international travelers within Florida and the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 12.3 The State of the International Traveler Dataset Attributes (Destination Analysts) Attribute Intent to Travel Priority of International Travel Spending The State of the International Traveler Quiz Description Reports the percentage of 13 country s intent to travel in the upcoming year. Reports the percentage of 13 country s opinion on whether international travel spending is a high or extremely high priority. Asks a variety of questions based on foreign visitors opinions about travel to and within the United States. Special Notes This dataset is updated annually. This dataset provides reports for 2014 and 2015 at a cost of $2,500 each. This dataset does not include information regarding: o o o International visitors traveling for business. Domestic visitors. Florida resident travelers. 52

69 12.4 Overall Source Evaluation Benefits The complimentary sections of these reports were useful in summarizing the intent of international and American travel, the intent of spending by international and American travelers, reasons why Americans are cutting back on leisure travel, etc. With more information contained in the completed reports, the information can benefit the Study by providing insights into visitor s desired experiences in the United States, expected United States spending, lodging, shopping, and entertainment preferences by international visitors, and their travel planning behaviors. Limitations Although the complimentary reports provided by Destination Analysts are helpful and provide useful information, the full reports contain much more detailed information that could be helpful to the Study. 53

70 (Intentionally Blank) 54

71 Chapter 13: Economic Data 13.1 Description This section highlights the key economic data that will be required for economic and revenue analyses of tourism activity in Florida. These key economic data include: Regional output, earnings, and employment in the tourism industry Regional economic impact multipliers Regional unemployment rates Regional tax data Much of these data will be gathered from the following three sources: The United States Bureau of Economic Analysis (BEA) The United States Bureau of Labor Statistics (BLS) The Office of Economic and Demographic Research (EDR) in partnership with the Department of Revenue s (DOR) Office of Tax Research More details on the economic data are included in the following sections. 55

72 13.2 United States Bureau of Economic Analysis The Bureau of Economic Analysis (BEA) is a United States Government agency under the Department of Commerce. BEA collects and analyzes economic data, and reports this data to the public to help inform government, businesses and researchers on the performance of the United States economy. BEA offers various datasets that could be used in an economic analysis of tourism in Florida. In particular, BEA reports Gross Domestic Product (GDP), employee compensation, employment, and economic multipliers. The economic multipliers provided by BEA are called Regional Input- Output Modeling System ( RIMS II ) multipliers. These multipliers estimate the effects of local demand shocks on gross output, earnings, value added, and employment. RIMS II multipliers are disaggregated by industry and vary by region. Dataset Acquisition Regional data on GDP, compensation and employment can be downloaded directly from the BEA website. RIMS II multipliers can be purchased from BEA for $275 per Region and $75 per Industry. Multipliers are provided for all industries in the model for the region that is ordered. The region must contain one or more contiguous counties. Multipliers are provided for all 50 states and the District of Columbia for the industry that is ordered. More pricing information can be found online. Geographic Scale of Data This dataset provides information for Florida with specific information for metropolitan areas. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 13.1 US Bureau of Economic Analysis Dataset Attributes (Economic Data) Attribute GDP (Gross Domestic Product) Compensation Description Reports the GDP by industry for each metropolitan area in Florida for the years Industries most relevant to tourism will be included in the Tool, such as: Accommodation and food services; Arts, entertainment, and recreation; and Other transportation and support activities. Reports employee compensation by industry for each county in Florida for the years Industries are the same as those reported for GDP. 56

73 Table 13.1 US Bureau of Economic Analysis Dataset Attributes (Economic Data) Attribute Employment RIMS II Multiplier: Final demand output multiplier, by industry RIMS II Multiplier: Final demand earnings multiplier, by industry RIMS II Multiplier: Final demand valueadded multiplier, by industry RIMS II Multiplier: Final demand employment multiplier, by industry Description Reports total full-time and part-time employment by industry for each county in Florida for the years Industries are the same as those reported for GDP. Reports the total dollar change in output that occurs in all industries for each additional dollar of output delivered to final demand by the industry selected. Industries most relevant to tourism spending will be included in the Tool, such as: Other transportation and support activities Food services and drinking places Amusements, gambling and recreation Performing arts, spectator sports, museums, zoos, and parks Reports the total dollar change in earnings of households employed by all industries for each additional dollar of output delivered to final demand by the industry selected. Industries are the same as those reported for the output multiplier. Reports the total dollar change in value added that occurs in all industries for each additional dollar of output delivered to final demand by the industry selected. Industries are the same as those reported for the output multiplier. Reports the total change in number of jobs that occurs in all industries for each additional 1 million dollars of output delivered to final demand by the industry selected. Industries are the same as those reported for the output multiplier. Special Notes This dataset is updated quarterly. This dataset does not include information regarding: o Information at the county level. 57

74 Dataset Evaluation Benefits BEA provides economic data at the regional level, which allows for a more detailed economic analysis. Additionally, several years of historical data are provided thus facilitating impact analyses for several years of tourism spending. Limitations While regional data is provided, the regional unit is not always consistent across the data series. For instance, GDP is reported at the level of metropolitan areas, while compensation and employment are provided at the county-level. Also, data is provided for the same industry breakdown across data series, but the industries are grouped at a high-level, unlike BLS which reports data for specific NAICS sub-industries. This may lead to over-estimating the GDP, compensation, and employment attributable to the tourism industry. Finally, RIMS II multipliers must be purchased, which may add costs to the Study. 58

75 13.3 United States Bureau of Labor Statistics The Bureau of Labor Statistics (BLS) is a United States government agency under the Department of Labor. The agency collects, analyzes, and disseminates economic data to the public to help inform government, businesses, and researchers on the status of the United States labor market. Much of the data available on BLS can be useful for an economic analysis of tourism. In particular, BLS reports regional unemployment rates, employment, and wages. Dataset Acquisition Data on regional unemployment rates are available as part of BLS s local area unemployment statistics (LAUS) data. The data are available online. BLS also does a quarterly census of employment and wages which can be accessed online. Geographic Scale of Data This dataset provides information related to census regions and divisions for Florida, Metropolitan Statistical Areas, Small Labor Market Areas level, and at the city level (population over 25,000). Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 13.2 US Bureau of Labor Statistics Dataset Attributes (Economic Data) Attribute Unemployment Rate Employment Wages Description Reports the labor force data by county, not seasonally adjusted, 12- month averages (October 2014 November 2015). Includes total labor force, employed, unemployed, and unemployment rate. Reports the annual average employment by county and by industry for The first two quarters of 2015 data are also available. Industries most relevant to tourism spending will be included in the Tool, such as: Traveler accommodation (NAICS 7211); Food services and drinking places (NAICS 722); Rooming and boarding houses (NAICS 7213); and Amusement and theme parks (NAICS 71311). Reports the annual average wages per employee by county and by industry for The first two quarters of 2015 data are also available. Industries are the same as those reported for employment. 59

76 Special Notes This dataset is updated annually. This dataset contains previous datasets dating back to Dataset Evaluation Benefits BLS provides county-level data for specific NAICS sub-industries, thus allowing a more precise and detailed economic analysis of tourism in Florida. Industries are defined consistently across different data series. Limitations While detailed information is provided on employment and wages, BLS does not report regional GDP. Also, the years of historical data appears limited only three full years of employment and wages can be easily retrieved via the BLS standard online data extraction form. 60

77 Chapter 14: Florida Association of Destination Marketing Organizations 14.1 Description The Florida Association of Destination Marketing Organizations (FADMO) serves as the single unifying voice for all of Florida s destination marketing organizations, providing insight and direction as we enter a new millennium marked by an increasingly competitive tourism marketplace. Organized in 1996, FADMO strives to increase the overall effectiveness of Florida destination marketing organization efforts. Its stated mission is to provide cooperative action to enhance and encourage the growth of Florida s convention and visitors industry through promoting tourism industry education, enhancing professionalism, facilitating the cooperative exchange of information between Florida DMOs, developing an awareness of legislative issues and unifying the state s DMO industry through public relations. Dataset Acquisition A membership is required with FADMO in order to access many site sections. To register for a membership, visit their login page. Definitions Terms and variables used to develop the reports by the source are defined below. Table 14.1 Florida Association of Destination Marketing Organizations Definitions Term Industry relations Destination Marketing Organization (DMO) As defined by this data source. Statewide coalitions within the tourism industry. A DMO is defined as: An umbrella organization that solicits and services all types of travelers An information clearinghouse, convention management consultant and promotional body for the community A coordinating entity that brings together the interests of local government, trade and civic associations, and individual travel suppliers to build outside visitor traffic to an area Foremost, a tourism economic development agent that assists in increasing an area s income and employment and enhancing the quality of life for its residents 61

78 14.2 Tourism Marketing Today Tourist promotion activities by FADMO help attract 10.5 million visitors to Florida, generating $89.1 billion in spending and approximately 1,200,000 jobs. These activities are made possible by Tourist Development Taxes provided by the Florida Statutes Section FADMO s newsletter, Tourism Marketing Today, keeps users informed of the latest trends and happenings in the tourism community. Each monthly news article discusses information relative to that time period. For example, November s issue discusses the outcomes of Hurricane Matthew and how these locations throughout Florida are surviving and re-developing. Geographic Scale of Data The dataset reports information at different locations throughout Florida. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 14.2 Resources and Ecosystems Sustainability, Tourist Opportunities, and Revived Economies of the Gulf Coast States Act of 2012 Dataset Attributes (FADMO) Attribute Quick Trips LIVE from Awards Partners Description Reports top destinations for people to travel when stopping in Florida for a quick visit. Reports special events that are happening in the specific location. Reports awards won and in which DMO the award was received. Lists the partners that make the FADMO s industry and legislative representation possible. These partners include but not limited to: Trip Advisor, Meredith Travel Marketing, Connect, Interfuse, and AAA. Special Notes This dataset is updated monthly. Historical data available. This dataset does not include information regarding: o o Tourist statistics. The demographic of visitors to the area. 62

79 14.3 Overall Source Evaluation Benefits FADMO is a constantly updated, reliable source for promoting tourism in Florida, and specific regions throughout the state. Although a membership is required to obtain certain data, the agency offers free datasets. The free tourism marketing newsletters can provide useful information to the Study by identifying the future events that will occur in the state. These monthly reports can help planners prepare for an increase in visitation while marketing for other events that may occur within the same time frame as the event reported through FADMO. Additionally, learning about past events that happened in the Central Florida area can help transportation planners develop transportation systems for the upcoming years. Limitations Although FADMO promotes county tourism news and helps promote Florida through marketing strategies, the website is unclear about the resources available through the membership. Limited information is available and can only be obtained through the FADMO membership. Additionally, some aspects of the site seem to promote and market popular regions in the state, rather than reporting visitor statistics. 63

80 (Intentionally Blank) 64

81 Chapter 15: Florida Chamber of Commerce 15.1 Description The Florida Chamber of Commerce is an organization devoted to the advocacy of private businesses in the State of Florida. The organization provides Florida Chamber Foundation s Medical Tourism Town Hall Meetings to discuss the opportunities for expanding the medical tourism industry in Florida. Dataset Acquisition The dataset is free to the general public and can be obtained from the Florida Chamber of Commerce website. This web-link provides access to the dataset s webpage. A direct link to the dataset s PDF report is provided in the following section. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 15.1 Florida Chamber of Commerce Definitions Term Medical Tourism Traveling or Inbound Patient Inbound Patients Inbound Patients (Florida TaxWatch) Traveling Patient Services Outbound Patients (Florida TaxWatch) Emergency Department (ED) As defined by this data source. The seeking of medical services outside the patient s locale of residence for reasons of cost, access, quality, or convenience. Someone who travels outside of his/her healthcare environment in search of medical treatments or health and wellness services. For the purpose of the dataset, domestic and international patients are referred as inbound patients, unless otherwise noted. Some tables in the dataset are based on Florida TaxWatch studies which define this term as non- United States patients that travel into the United States for medical services. For the purpose of the Study, services include voluntary services outside of local care for quality medical services and do not include emergency evacuation or trauma care. Some tables in the dataset are based on Florida TaxWatch studies which define this term as United States patients who travel outside of the United States to seek medical services. A medical treatment facility specializing in emergency medicine, the acute care of patients who are present without prior appointment; either by their own means or by that of an ambulance. 65

82 15.2 A Strategic Look at Florida s Medical Tourism Opportunities Demographics, technology and the globalization of medicine are conspiring to give rise to more medical tourism and Florida is well positioned to capitalize on this trend. In addition to robust healthcare options and opportunities for heath and wellness, Florida s natural and world-class hospitality lends itself to health and hospitality. This dataset is intended to provide a strategic look and assessment of the opportunity in Florida. Geographic Scale of Data This dataset reports information for the State of Florida. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 15.2 A Strategic Look at Florida s Medical Tourism Opportunities Dataset Attributes (Florida Chamber of Commerce) Attribute Five Trends Fueling Growth of Medical Tourism Medical Tourism Statistic Factors of Competitive Excellence Keys to Successful Expansion of Medical Tourism Key SWOT Items Description Reports the top five trends fueling growth of medical tourism which are: growing global wealth, globalization of medicine, unique medical advances, aging global population, and Millennials seeking care. Reports the percentage of medical travelers staying in destination countries for more than 11 nights. Reports the five factors of competitive excellence Florida should leverage to maximize branding and marketing investments. Reports the keys to successful expansion of medical tourism. Reports the key Strengths, Weakness, Opportunities, and Threats (SWOT) to impact Florida s medical tourism capacity. Special Notes This dataset does not include information regarding: o Medical tourists to the Central Florida area 66

83 15.3 Overall Source Evaluation Benefits This dataset provides detailed information about the multiple facets of the medical tourism industry. Specifically for Florida, this dataset includes market penetration strategies and an evaluation of the current competitiveness of the Florida market. This dataset can target the travel and visitation pattern of who is coming to Florida or Orlando specifically for medical purposes. These tourism levels have a significant influence on the transportation infrastructure. With the resources provided in this report, it could potentially be used to enhance the traffic simulation by identifying new attractions in the state. Limitations Although this dataset provides useful information, there are some limitations. The dataset lacks current statistics about the tourism industry. Some information that would be useful include: how many visitors came to the Central Florida area for medial purposes only, how many nights are these visitors staying in the area, and where these visitors are originating from. 67

84 (Intentionally Blank) 68

85 Chapter 16: Florida Department of Business and Professional Regulation - Division of Hotels and Restaurants 16.1 Description The Florida Department of Business and Professional Regulation (FDBPR) is the agency in charge of licensing and regulating businesses and professionals in the State of Florida. The Division of Hotels and Restaurants licenses, inspects, and regulates public lodging and food service establishments in the State of Florida. This division strives to protect the health and safety of the public by providing the industry with quality and fair regulation. Data Acquisition The datasets are free to the general public and can be obtained from the Florida Department of Business and Professional Regulation website, in section Historical Reports by Fiscal Year. The files are located under the heading Count of Active Licenses and Seats/Units by Type and Florida County. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 16.1 Florida Department of Business and Professional Regulation Definitions Term District 1 District 2 District 3 District 4 District 5 District 6 District 7 As defined by this data source. Includes the following Florida counties: Dade, Monroe. Includes the following Florida counties: Broward, Martin, and Palm Beach. Includes the following Florida counties: Citrus, Hernando, Hillsborough, Pasco, Pinellas, Polk, and Sumter. Includes the following Florida counties: Brevard, Indian River, Lake, Orange, Osceola, St. Lucie, Seminole, and Volusia. Includes the following Florida counties: Alachua, Baker, Bradford, Clay, Columbia, Dixie, Duval, Flagler, Gilchrist, Hamilton, Lafayette, Levy, Marion, Nassau, Putnam, St. Johns, Suwannee, and Union. Includes the following Florida counties: Bay, Calhoun, Escambia, Franklin, Gadsden, Gulf, Holmes, Jackson, Jefferson, Leon, Liberty, Madison, Okaloosa, Santa Rosa, Taylor, Wakulla, Walton, and Washington. Includes the following Florida counties: Charlotte, Collier, Desoto, Glades, Hardee, Hendry, Highlands, Lee, Manatee, Okeechobee, and Sarasota. 69

86 16.2 HR400A-SUM Public Food Service and Lodging License and Unit Summary by County The HR400A-SUM Public Food Service and Lodging License and Unit summary, by County, provides a historical collection of the number of: Food Service Licenses and Seat/Unit Summaries Lodging Licenses and Rental Unit Summaries Most/Least Food Licenses Most/Least Food Seats/Units Most/Least Lodging Licenses Most/Least Lodging Rental Units Geographic Scale of Data The dataset provides information about Orlando s food service and lodging license at the county level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table HR400A-SUM Public Food Service and Lodging License and Unit Summary by County Dataset Attributes (FDBPR) Attribute Food Service Lodging Description Reports the number of accounts and seats/units with licensing in the following categories: Seating Non-Seating Catering Mobile Food Dispensing Vehicle Reports the number of accounts and seats/units with licensing in the following categories: Hotel Motel Transient Apartment Nontransient Apartment Bed and Breakfast Vacation Rental-Condo Single Vacation Rental-Dwelling Single Vacation Rental-Dwelling Collective 70

87 Table HR400A-SUM Public Food Service and Lodging License and Unit Summary by County Dataset Attributes (FDBPR) Attribute Summary Description Reports the counties in Florida by the following information: Most food licenses Least food licenses Most food seats/units Least food seats/units Most lodging licenses Least lodging licenses Most lodging rental units Least lodging rental units Special Notes This dataset is updated annually. This dataset does not include information: o Compiled at the district level. 71

88 16.3 Overview of Statistical Data for Public Food Service and Lodging The dataset has been compiled to report historical data between 2003 and 2015 and was summarized to create the following visual graphic representations: Number of Food Service Licenses in Florida Number of Lodging Licenses in Florida Number of Food Service Licenses in Florida by Region Number of Lodging Licenses in Florida by Region Licensed Food Service s Seating Capacity in Florida Licensed Lodging s Unit Capacity in Florida Licensed Food Service s Seating Capacity by Florida Region Licensed Lodging s Unit Capacity by Florida Region Geographic Scale of Data This dataset provides information on a state-wide level and a regional level using the seven (7) defined districts in the State of Florida. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 16.3 Overview of Statistical Data for Public Food Service and Lodging Dataset Attributes (FDBPR) Attribute Food Service Licenses Food Service Seats Lodging Licenses Lodging Rental Units Description Reports the number of active food service licenses for various restaurant types Reports the number of seats available at food service establishments Reports the number of active lodging licenses various accommodations Reports the number of rental units available at lodging facilities Special Notes This dataset is updated annually. No record of previous datasets. For more information contact the Florida Department of Business and Professional Regulation. This dataset does not include information regarding license breakdowns by county. 72

89 16.4 Overall Source Evaluation Benefits The Florida Department of Business and Professional Regulation statistical data provides detailed information about the number of licenses that relate to the tourism business. The information can be utilized by this Study to simulate the amount of food and lodging services catering to the tourism industry in Florida or can be used to predict tourism increases/decreases on a district level based on the availability of these services. Limitations This dataset does not include information regarding license breakdowns by county. 73

90 (Intentionally Blank) 74

91 Chapter 17: Florida Department of Revenue 17.1 Description The Florida Department of Revenue (DOR) is an agency that is accessible and responsive to citizens, provides fair and efficient tax and child support administration, and achieves the highest levels of voluntary compliance. The General Tax Administration Program of the Florida Department of Revenue administers over 30 taxes and fees which pay for state and local government services for Floridians. Dataset Acquisition The dataset is free to the general public and can be obtained from the Florida Department of Revenue website. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 17.1 Florida Department of Revenue Definitions Term Discretionary Sales Surtax As defined by this data source. This tax, also called a county tax, is imposed by most Florida counties and applies to most transactions subject to sales tax. This tax is in addition to Florida s general sales tax. Sales Tax Rate for Taxable Transactions The total tax applied to transactions which includes Florida s general sales tax plus the discretionary tax rate specific to each county. Transient Rental Tax Rate Sales Tax Rate for Living/Sleep Accommodations Use Tax The tax that is collected on transient or short-term rentals. Sales tax on rental charges or room rates paid for the right to use or occupy living or sleeping accommodations in Florida. This includes Florida s general sales tax plus the discretionary tax rate plus the transient rental tax rate specific to each county. Use tax is due on the use or consumption of taxable goods or services when sales tax was not paid at the time of purchase. 75

92 17.2 Department of Revenue Tax Parcel This dataset includes parcel boundaries and associated tax information from the Florida Department of Revenue s tax database. The primary reason for parcel maps and data is tax assessment. A market value is assigned by the Property s Appraiser s office to every individual property once per year based on recent sales of properties that are similar. Property taxes for each parcel are then charged based on market value, exemptions, and millage rates defined by local governments. Geographic Scale of Data This dataset provides information at the state level with specific information at the county level and regarding each parcel. However, the data is collected on a county level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 17.2 Department of Revenue Tax Parcel Dataset Attributes (DOR) Attribute Aerial Photography 2016 Edit Guide for GIS Data Data Downloads Cadastral Map Map Resources Description The Department coordinates the capture and distribution of orthoimagery of approximately one third of the state each year according to the provisions of Ch , F.S. Describes the review of county GIS data by the Department to ensure compliance with state requirements for cadastral mapping. Allows users to download the information on a county level regarding taxes. A comprehensive register of the real estate or real property's metes-andbounds of a country. Such surveys often require detailed investigation of the history of land use, legal accounts, and other documents. Gives users options on how they can use maps to gain information. Special Notes This report only gives data gathered from the counties in the State of Florida. This dataset is updated bi-annually. 76

93 17.3 Discretionary and Transient Rental County Tax Rates This dataset reports the discretionary and transient rental county tax rates in the State of Florida. Geographic Scale of Data The dataset provides information about taxes distributed at the county level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table 17.3 Discretionary and Transient Rental County Tax Rates Dataset Attributes (DOR) Attribute Discretionary Tax Rate Transient Rental Tax Rate Sales Tax Rate for Living/Sleeping Accommodations Description Reports the county s rate, start date, expiration date surtax, and total transient rental rate in all of the counties in the State of Florida. Reports the county s rate, start date, surtax, and total transient rental rate in all of the counties in the State of Florida. Reports the sales tax rate for living and sleeping accommodations in all of the counties in the State of Florida. Special Notes This dataset is updated annually. No record of previous datasets. For more information contact the Florida Department of Revenue. This dataset does not include information regarding: o Other taxable sales related to tourism. 77

94 17.4 Overall Source Evaluation Benefits The General Tax Administration Program of the Florida DOR provides information on the discretionary and transient rental tax rates available in all of the counties in the State of Florida. This data can be used to analyze how counties are levying taxes and funding tourism projects. Limitations This data source does not provide information about all of the possible taxable sales related to tourism that counties can levy. The data being collected is also quite discrete due to the specialized needs of each county and different appraisals. Also, there is a lack of adequate segmentation in land use designations of parcel properties. 78

95 Chapter 18: Florida Department of Transportation Office of Freight, Logistics, and Passenger Operations 18.1 Description The Office of Freight, Logistics and Passenger Operations (FLP) of FDOT acts as a tool to better connect, develop, and implement the freight planning process through coordination of government-owned and privately-owned resources in creating multimodal connections to transform Florida s economy in becoming a global hub for trade logistics, and export-oriented manufacturing. The report titled Florida s Cruise Industry: A Statewide Perspective provides an overview of the cruise industry in Florida, with high-level summaries of the characteristics of the seven main deep-water ports and their scheduled expansions. Dataset Acquisition The dataset is free to FDOT for use in this Study, and can be found online at the seacip webpage. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 18.1 FDOT Freight, Logistics, and Passenger Operations Definitions Term Revenue Passenger Bed Days Port of Call Port of Origin As defined by this data source. Total of ship embarkations and debarkations; for example, a ship sailing to and from a port with 4,000 passengers aboard would be recorded as having a passenger count of 8,000. Number of days that all on-board beds were occupied during the calendar year; for example, a single passenger on a 7-day cruise represents one passenger carrying and seven (7) passenger bed days. Planned travel location that is not the port of origin. Original port where the trip began and the only port where passengers can embark or debark. 79

96 18.2 Florida s Cruise Industry: A Statewide Perspective The Florida s Cruise Industry: A Statewide Perspective report showcases the following visitor and transportation information: Cruise industry markets Existing Cruise Ports and Economic impacts of Seasonal trends and legal Infrastructure Florida s cruise industry restrictions o Port Canaveral o Cruise passengers Factors driving cruise o Port Everglades o Cruise lines positioning decisions o Port of Jacksonville o Cruise ports o Port infrastructure o Port of Key West Florida s future o Airline/Airlift o PortMiami opportunities capabilities o Port of Palm Beach o Infrastructure o Home port is a o Port Tampa Bay investments destination unto itself Cruise Lines o Proximity to other Florida ports utilization o Tourism-related investments ports of call Florida cruise port o Regulatory and policy o Local regulations competitors issues o Key trends and growth expectations Geographic Scale of Data This report provides information about the cruise industry at the state level, while providing some insight into the global cruise industry and seven local ports (Port Canaveral, Port Everglades, Port of Jacksonville, Port of Key West, PortMiami, Port of Palm Beach, and Port of Tampa). Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 18.2 Florida s Cruise Industry: A Statewide Perspective Dataset Attributes (FLP) Attribute Factors Driving Cruise Positioning Decisions Existing Cruise Ports and Infrastructure Description Reports information regarding the key areas that determine where cruise ships will be positioned: port infrastructure availability, airline/airlift capabilities, home port can be marketed as a destination, proximity to ports of call, local regulations, and industry growth expectations. Reports information regarding port operations (cargo and/or cruise operations), size, channel depths, number of cruise terminals, scheduled improvements, and parking facilities (if data available) for the seven deep-water ports in Florida (Tampa, Miami, Everglades, Canaveral, Jacksonville, Key West, and Palm Beach). 80

97 Table 18.2 Florida s Cruise Industry: A Statewide Perspective Dataset Attributes (FLP) Attribute Home Port Utilization Port of Call Utilization Cruise Industry Economic Output Description Reports statistics for the ports of origin (Key West is a port of call) regarding: Total ships Ship passenger capacity Length of ship Total passenger count of all ships Reports the number of cruise lines that use PortMiami, Port of Key West, and Port Canaveral as ports of call. Reports historical and anticipated economic impacts for the cruise industry regarding: Annual passengers Annual growth rate Direct GSP (in thousands) Indirect/induced GSP (in thousands) Total GSP Direct employment Indirect/induced employment Total employment Special Notes No indication for how frequently this dataset is updated. No record of previous datasets. This dataset does not include information regarding: o o Cruise passenger visitor classification (international, domestic, Florida resident). Seasonality information does not provide specific passenger counts, but discusses seasonal trends for the Alaska, Florida, and Hawaii cruise markets. 81

98 18.3 Overall Source Evaluation Benefits The Florida s Cruise Industry: A Statewide Perspective report provides detailed information about the Florida cruise industry. Of particular interest are the annual passenger counts and planned port expansions. The information can be utilized by this Study to simulate the total visitor attraction rate (sum of international, domestic, and Florida resident travelers) to several of the major ports in the state for cruises, and develop a projection for future visitor travel to the port for cruises. Limitations While this report provides an overview of cruise industry data, the report does not provide detailed information regarding the types of visitors to participate in cruises at each port (international, domestic, or Florida resident travelers). Nor does the report provide information about the mode of transportation that passengers utilize to arrive at or depart their cruising destination. 82

99 Chapter 19: Florida Ports Council 19.1 Description The Florida Ports Council (FPC) is a Florida nonprofit corporation that serves as the professional association of Florida s 15 public seaports and their management. The FPC is governed by a Board of Directors comprised of the 15 port directors with staff supported located in Tallahassee. The FPC provides advocacy, leadership, and information on seaport-related issues before the legislative and executive branches of the state and federal government. The FPC provides administrative support services on matters related to the Florida Seaport Transportation and Economic Development (FSTED) Council and Program. Dataset Acquisition Data is free to the general public and available on the FPC website. A link to each dataset is provided within each Section. Definitions Terms and variables used to develop the reports by the source are defined below. Table 19.1 Florida Ports Council Definitions Term Homeport Port of Call Dredge Revenue Cruise Passenger Container TEU Waterborne Cargo Types As defined by this data source. The location that cruise ships begin and end their voyages. A location at which cruise ships will dock, but does not represent the beginning or end of a voyage. Widening and deepening of a waterway. A method of counting cruise passengers without counting the ship s crew members. Twenty-foot Equivalent Unit (TEU) used to measure the capacity of a container ship. Cargo types shipped by sea, including: dry bulk, liquid bulk, break-bulk (all non-containerized general cargo), and container cargo. 83

100 19.2 Cruise Activity Data FPC calculates two monthly indicators which are used to evaluate the cruise industry at four primary seaport locations (PortMiami, Port Everglades, Port Canaveral, and Port Tampa Bay). The first is the total number of cruise passengers through Florida s major seaports. The second indicator depicts the total number of cruise passengers at Florida s seaports which includes people on both one-day and multi-day cruises, embarkations and disembarkations. Geographic Scale of Data The dataset provides information for Florida with specific information for select port locations. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 19.2 Cruise Activity Data Dataset Attributes (FPC) Attribute List of Ports Number of Passengers Current or Planned Investments (for each Port) Goals and Objectives (for each Port) Accomplishments Hinterland Trade Partners Description Port Canaveral, Port Everglades, Port of Fernandina, Port of Fort Pierce, Jaxport, Port of Key West, Port Manatee, PortMiami, Port of Palm Beach, Port Panama City, Port of Pensacola, Port of Port St. Joe, Port of St. Petersburg, and Port Tampa Bay. Reports the number of passengers at each Port. Reports the Port s current and planned investments. Reports the Port s goals and objectives for the short and long term future. Reports each Port s accomplishments for the past year. Reports the Port s service area. Reports the Port s main trade partners. Special Notes This dataset is updated monthly. Historical data is available dating back to This data does not include information regarding: o o The origin of the Port passengers. The mode of transportation the Port passengers used to get to the Port. 84

101 19.3 Statistics Library A link on the FPC Resources webpage leads viewers to a Statistics Library which contains a plethora of information which is descried in the Dataset Attributes Table below. Geographic Scale of Data The dataset provides information for Florida at specific port locations. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 19.3 Statistics Dataset Attributes (FPC) Attribute Revenue Cruise Passengers Revenue Cruise Passengers by Seaport Florida Waterborne Cargo Florida Waterborne Cargo by Seaport Description Reports passengers in millions for the Florida Seaports and reports whether passengers stayed for one day, multiple days, and the total days. Information was gathered from individual seaports and placed in a summary format. Reports the passengers in millions, past year comparisons (2013/2014) and projected passenger totals (2019/2020) for the following individual ports: Canaveral Everglades Jacksonville Key West Miami Palm Beach Pensacola Tampa Total Reports the Waterborne import, export, and domestic tonnage percentages for the Florida seaports. Information was gathered from individual seaports and placed in a summary format. Reports the Waterborne imports and exports for the following individual ports: Canaveral Palm Beach Everglades Panama City Fernandina Pensacola Jacksonville Tampa Manatee Miscellaneous Miami Total Special Notes The statistical information provided on the website is updated annually. Historical data is provided for previous years dating back to

102 19.4 Overall Source Evaluation Benefits The Florida Ports Council collects information regarding cruise passenger trips and cargo shipments at the primary seaports in Florida. This data assist with identifying annual passengers to the major ports in the Central Florida area and is beneficial to understanding visitor behavior and peak travel time for cruise ships. Limitations Although major port information is useful, it would be beneficial to have all of the ports in Florida s data to better understand travel behavior. The datasets also do not provide information regarding the origin of passengers and the mode of transportation they used to arrive at the Port. 86

103 Chapter 20: Florida Sports Foundation 20.1 Description The Florida Sports Foundation is a non-profit corporation, serving as the Sports Industry Development Division of Enterprise Florida, Inc. The Florida Sports Foundation is Florida s leading resource for Sport Tourism research and facts and assists in attracting major sporting events to the state. The Florida Sports Foundation assists Florida s communities with securing, hosting, and retaining Sporting events and sports related business that generate significant economic impact. The Florida Sports Foundation publishes a yearly report that shows the annual Florida sport tourism statistics and the economic impacts from these sports and various sports teams throughout the state. Dataset Acquisition The dataset is described on the Enterprise Florida website and can be requested from the Florida Sports Foundation. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 20.1 Florida Sports Foundation Definitions Term Visitor As defined by this data source. Non-Florida residents, which includes domestic and international visitors to Florida. 87

104 20.2 Florida Sports Economic Impact Report This dataset details the number of visitors to travel to Florida for sports, either as spectators or participants, and the resulting economic impacts on the state. The report showcases this information by the following sports categories: Amateur Sports Professional Sports Teams College Sports Fishing, Hunting, and Wildlife Golf Sports Apparel Spending Parks and Recreation Pari-Mutuel Sports Horse Ownership Professional Motorsports Geographic Scale of Data This dataset provides information about number of tourists and local residents that have contributed to the money generated by Florida sports at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 20.2 Florida Sports Economic Impact Report Dataset Attributes (Florida Sports Foundation) Attribute State Impacts Description Reports the overall impacts of sports on the State of Florida, including the number of jobs sustained by the industry and the economic impacts of the following sports categories: Park and recreation Amateur sports Professional Sports College Sports Professional Motorsports Fishing, Hunting, and Wildlife Viewing Golf Pari-Mutuel Horse Ownership Retail Sales 88

105 Table 20.2 Florida Sports Economic Impact Report Dataset Attributes (Florida Sports Foundation) Attribute Visitor Impacts Sports Economic Contributions by Activity Description Reports the total economic outputs and direct impacts of sports tourism in Florida. This section also reports the number of visitors to arrive in Florida for the following sports and activities: Recreation Professional Sports Professional Motorsports College Sports Golf Amateur Sports These sections report the economic impacts (economic output, jobs supported, income generated, and gross state product) of sports/activity categories: Amateur Sports Professional Sports Teams College Sports Fishing, Hunting, and Wildlife Golf Sports Apparel Spending Parks and Recreation Pari-Mutuel Sports Horse Ownership Professional Motorsports Special Notes No indication of how frequently this dataset is updated. The previous study was conducted in 2005 and can be obtained upon request. This dataset does not include information regarding: o Specific categories of the visitors, such as Domestic, Overseas, and Canadian Visitors. 89

106 20.3 Overall Source Evaluation Benefits The Florida Sports Economic Impact 2014 provides detailed information about the sports industries and their economic impacts on the State of Florida. The information from this report can be used by this Study to enhance the economic analysis of sports attractions from visitors. It could also be used to identify locations where tourists would travel, based on the sports/recreational activities present in the area. Limitations The Florida Sports Economic Impact 2014 doesn t go into specifics about the different types of visitors (e.g. international, domestic, or Florida resident). 90

107 Chapter 21: Florida TaxWatch 21.1 Description Florida TaxWatch is an independent, nonpartisan, nonprofit taxpayer research institute, and has served as a government watchdog for more than one third of a century. Florida TaxWatch works to improve the productivity and accountability of Florida government. Its research recommends productivity enhancements and explains the statewide impact of fiscal and economic policies and practices on citizens and businesses. The mission of Florida TaxWatch is to provide the citizens of Florida and public officials with high quality, independent research and analysis of issues related to state and local government taxation, expenditures, policies, and programs. Dataset Acquisition The datasets are free to the general public and can be obtained from the Florida TaxWatch website. This web-link provides access to all the datasets provided by Florida TaxWatch. A direct link to the dataset s PDF report is provided in each dataset s respective section. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 21.1 Florida TaxWatch Definitions Term Medical Tourism Outbound Medical Tourism Inbound Medical Tourism Intrabound/Domestic Medical Tourism Overseas Visitor Category Domestic Visitor International Visitor As defined by this data source. The seeking of medical services outside the patient s locale of residence for reasons of cost, access, quality, or convenience. United States patients travel outside of the United States to seek medical services. Non-United States patients travel into the United States for medical services. United States residents traveling within the country to obtain medical services. Typically references travel within the United States from one state to another state. Includes all international visitors not coming from Canada. Visitor to Florida whose travel origin was within the United States, but does not include Florida Resident Travel within the State of Florida. Visitor to Florida whose travel origin was outside of the United States, and does not include Domestic Visitors nor Florida Resident Travel within the State of Florida. 91

108 21.2 Economic Commentary-Florida is the World s Port of Call Florida TaxWatch publications provide economic data supporting the observation that tourism is an important economic engine providing power to the state economy. One segment of the tourism sector, the cruise industry, is uniquely suited to take advantage of Florida s natural attributes. Geographic Scale of Data This dataset provides information about visitors at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 21.2 Economic Commentary Florida is the World s Port of Call Dataset Attributes (Florida TaxWatch) Attribute Florida s Cruise Ports Direct Cruise Industry Expenditures in Top Five States Affecting Businesses Description Reports Florida s, and the world s, top three most-visited cruise ports/terminals: PortMiami Port Everglades Port Canaveral Reports the direct cruise industry expenditures in the year 2013: Top 5 states Remaining 45 states o Florida United States total o California o Texas o New York o Alaska Reports the businesses that benefit more from cruise activity in Florida Airlines Restaurants Hotels Travel agencies Special Notes This dataset was released April, 2015 and is updated monthly. Other Economic Commentary reports published by Florida TaxWatch can be obtained from the Florida TaxWatch library, and search by using the filters option for economic commentary. This dataset does not include information regarding: o The travel origins of cruise visitors. 92

109 21.3 Investing in Tourism The Investing in Tourism report is an analysis performed by the Florida TaxWatch that looks at the impact of investing more in Florida s tourism industry. The economic modeling calculated in this report estimates the economic impact of reaching the next major milestone of 100 million annual visitors, including estimates of how many jobs will be created and the overall personal income for Floridians. Geographic Scale of Data This dataset provides information about visitors in Florida, with additional comparisons of information at the national level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 21.3 Investing in Tourism Dataset Attributes (Florida TaxWatch) Attribute Major Event Attendance United States and Florida Coincident Indices Florida Tourism Jobs vs. Jobs in other Florida Industries Correlations between Florida Economic Sectors to the Florida and US Economies Monthly Non-Seasonally Adjusted Tourism Jobs Florida Seasonal Jobs vs. other 49 States Direct Tourism Employees vs. Visitors Description Reports the major event attendance in Florida for: Bike Week in Daytona The South Beach Food and Wine Festival Art Basel The Ultra Music Festival Reports the relationship of the United States and Florida s growth rate from 1983 to Reports the number of jobs related to Florida tourism vs. the number of jobs in other Florida industries from 2006 to Reports the correlations between Florida Economic Sectors to the Florida and United States Economies from Jan to November 2012 Tourism Heath Care and Retail Trade Insurance Wholesale Construction Manufacturing Transportation and Finance and Insurance Utilities Reports monthly tourism jobs from 2007 to 2011 and compares Florida to an average of the other 49 states. Reports the difference in Florida jobs compared to the average of the other 49 states as a percentage from 2005 through Reports the relationship between direct tourism industry employees and Florida visitors from 2002 to

110 Table 21.3 Investing in Tourism Dataset Attributes (Florida TaxWatch) Attribute Visitors per Florida Employee Job Numbers for Florida Economic Sectors Percentage Change in Florida Jobs by Economic Sectors Private, Non-Farm Jobs by Industry Description Reports the relationship between visitors to persons directly employed in Florida by tourism. Reports the number of jobs before, during, and since the end of the US Recession by Economic Sectors: Tourism Heath Care and Retail Trade Insurance Wholesale Construction Manufacturing Transportation and Finance and Insurance Utilities Reports the percent change in Florida jobs during the US Recession (Dec 07-June 09) by Economic Sectors: Tourism Heath Care and Retail Trade Insurance Wholesale Construction Manufacturing Transportation and Finance and Insurance Utilities Reports the number of private, non-farm jobs by industry: Direct Impact: o Accommodation and Food Services o Arts, Entertainment, and Recreation Indirect & Induced: o Retail Trade o Administrative and Waste Management Services o Construction o Transportation and Warehousing o Other Services, except Public Administration o Health Care and Social Assistance o Professional, Scientific, and Technical Services o Real Estate and Rental and Leasing o Finance and Insurance o Wholesale Trade o Other Special Notes This dataset was released January, Similar reports are provided for free on the Florida TaxWatch Website dating back to This dataset does not include information regarding: o o Top tourism cities/counties in the State of Florida. Where the majority of Florida tourism is located. 94

111 21.4 Making Room for 100 Million Visitors This dataset is an analysis of Florida s transportation infrastructure and its relationship to Florida s vital tourism industry. This report details the potential strain that economic growth and tourismrelated growth will exert on Florida s infrastructure, including at seaports, airports, and on the State s roads. This analysis also found several issues that potentially affect the experience of visitors and the quality of life of Florida residents, including: congestion on main roads; long wait times at immigration (passport control) checkpoints in international terminals; and connectivity issues around cruise terminals. Geographic Scale of Data This dataset provides information about visitors at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table 21.4 Making Room for 100 Million Visitors Dataset Attributes (Florida TaxWatch) Attribute Florida Historical & Forecasted Visitors Median and Maximum Time to Clear Passport Control per Airport Florida s Most Congested Corridors Description Reports the annual number of visitors from 2009 to 2014 and forecasted annual visitors for 2015 and Reports the hourly data from February 15, 2014 to February 14, 2015 including median wait time and maximum wait time at the following airports: Fort Lauderdale-Hollywood Miami International Orlando International Orlando Sanford Palm Beach International Tampa International Reports the most congested corridors to the least congested corridors in Miami (4), Orlando (1), and Tampa (1) and reports the following information: The congested roads on the corridor From/To locations of the congestion The amount of miles of congestion Free Flow Travel Time (min) Worst Day/Hour Travel Time (min) 95

112 Table 21.4 Making Room for 100 Million Visitors Dataset Attributes (Florida TaxWatch) Attribute Projected Revenue Cruise Passengers and Trade Tonnage by Seaport Description Reports the annual number of cruise passengers and cargo in FY and reports the projected number of cruise passengers, cargo, and growth in FY for the following cruise terminals: Canaveral Everglades Jacksonville Key West Miami Palm Beach Tampa Special Notes This dataset was released April, Similar reports are provided for free on the Florida TaxWatch website dating back to This dataset does not include information regarding: o o The origin of visitors via planes. Florida resident travelers. 96

113 21.5 Medical Tourism in Florida This report analyzes the importance of Medical Tourism within the state. Florida TaxWatch supports a statewide effort to market and increase inbound and domestic medical tourism in Florida and highlight the healthcare offerings of the state. Already a capital of global tourism, Florida has an opportunity to bring more tourists and revenue to the State. According to this report, these increases can be made by investing in medical tourism, which finds that patients visiting Florida from around the world for planned medical procedures could have a significant impact on the state economy. Geographic Scale of Data This dataset provides information about visitors at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table 21.5 Medical Tourism in Florida Dataset Attributes (Florida TaxWatch) Attribute Domestic Medical Travelers in Florida Inbound Medical Travelers in Florida Top States Description Reports the annual domestic medical travelers from 2010 to 2013, reports the total averages of patients/visits and charges from , and reports the top nine states by number of tourists In-Patient Total In-Patient Charges Ambulatory Total Ambulatory Charges Total Emergency Department (ED) Visits Total ED Visit Charges Total Reports the annual inbound medical travelers from 2010 to 2013, reports the total averages of patients/visits and charges from , and reports the top countries by number of tourists In-Patient Total In-Patient Charges Ambulatory Total Ambulatory Charges Total ED Visits Total ED Visit Charges Total Reports the consistent top states from 2010 to 2013 with the most number of tourists that travel to Florida for Domestic services for each of the following categories: In-Patient Ambulatory ED 97

114 Table 21.5 Medical Tourism in Florida Dataset Attributes (Florida TaxWatch) Attribute Top Countries Description Reports the consistent top countries from 2010 to 2013 with the most number of tourists that travel to Florida for Inbound medical services for each of the following categories: In-Patient Ambulatory ED Special Notes This dataset was released in October, No historical data provided. This report is the first dataset related to Medical Tourism that Florida TaxWatch provided. This dataset does not include information regarding: o In-state Medical Tourism (Florida residents traveling across cities/counties for medical services). 98

115 21.6 Unpacking the Benefits of Florida Tourism This dataset analyzes Florida tourism to determine the number of jobs created by recent increases in visitors to Florida. This report also projects the number of tourists that Florida can expect in the coming years. Geographic Scale of Data This dataset provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding annual average employment and total annual wages at the county level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table 21.6 Unpacking the Benefits of Florida Tourism Dataset Attributes (Florida TaxWatch) Attribute Private to Public Dollar Ratio Description Reports the recent history of total dollars received by Visit Florida compared to private-sector investments for the following fiscal years: FY FY FY FY FY FY FY Annual Florida Visitors Reports the annual visitors to Florida from 2002 to Visitors and Tourism Industry Employees Percentage Change in Visitors and Tourism Industry Employees Florida Tourism Employment TaxWatch Forecast of Florida Visitors Seasonality of Tourism Employment (Peak to Trough) Reports the number of tourism employees in millions to the number of tourists in millions (time period not specified). Reports the percent change in visitors and tourism industry employees (time period not specified). Reports the number of Florida tourism employment from January 2012 to December Reports the annual number of visitors to Florida from 2012 to 2013 and forecasts the annual number of visitors from 2014 to Reports the percentage of Florida seasonal tourism employment compared to the rest of the United States for the following time frames:

116 Table 21.6 Unpacking the Benefits of Florida Tourism Dataset Attributes (Florida TaxWatch) Attribute 2013 Annual Average Employment and Wages Estimated Job Creation by Category from Visitor Increases Description Reports the 2013 annual average employment and total annual wages by county in Florida. Reports the estimated number of jobs created from visitor increases by category: Direct Tourism Industry Employment o Accommodation and Food Services o Arts, Entertainment, and Recreation Indirect/Induced Industry Employment o Retail Trade o Administrative and Waste Management Services o Construction o Transportation and Warehousing o Other Services, except Public Administration o Health Care and Social Assistance o Professional, Scientific, and Technical Services o Real Estate and Rental and Leasing o Finance and Insurance o Wholesale Trade o Other Special Notes This dataset was released August, Similar reports are provided for free on the Florida TaxWatch website dating back to This dataset does not include information regarding: o Economic impacts per type of visitor to Florida (ex. international, domestic, or Florida resident traveler). 100

117 21.7 Overall Source Evaluation Benefits Florida TaxWatch provides information regarding Florida s ports, medical tourism, and the benefits to investing in Florida s tourism. This data source also looks at the correlation between the major airports, cruise ports, and road capacity. The data from Florida TaxWatch could be used to form a historical view of the economic impacts of Florida tourism on the State s economy. Limitations While the data provided within this source is useful to the Study, some of the datasets are outdated. Information provided by Florida TaxWatch use data from 2013 and earlier. 101

118 (Intentionally Blank) 102

119 Chapter 22: Greater Orlando Aviation Authority 22.1 Description The Greater Orlando Aviation Authority (GOAA) is the governmental entity that operates Orlando International Airport and Orlando Executive Airport. The Orlando International Airport Survey Results for March 2014 report the air passenger s experience traveling through the Orlando International Airport. The study is performed twice a year, in early spring and early fall. The series of survey reports provides historical context to identify trends in airline passengers experiences while traveling through the Orlando International Airport. Phoenix Travel, Leisure and Entertainment s Travel Research Group collected and analyzed the survey data results for the GOAA. Dataset Acquisition The dataset was free to the Florida Department of Transportation (FDOT) for use in this Study, and was provided for use by GOAA. Definitions Terms and variables used to develop the report by the source are defined below. Table 22.1 Greater Orlando Aviation Authority Definitions Term Passenger Visitor Visitor and Originating Passenger As defined by this data source. An individual that is traveling through the Orlando International Airport. Air passenger arriving at Orlando International Airport with their trip origin outside of the State of Florida. Air passengers beginning their trip at the Orlando International Airport. 103

120 22.2 Orlando International Airport Survey March 2014 The March 2014 Passenger Survey Results report showcases the following visitor and transportation information: Airline Passenger Demographics Passengers o Respondents by United States Census Region o United States Residents by State and Territory Trip Characteristics o Primary Purpose of Trip o Final Destination Airport Counts o Travel Party Size Arrival at Airport o Mode of Arrival at Airport o Way Finding at Airport Historical Trends Facilities Geographic Scale of Data Security Shopping Phase of Trip Visitors Only o Orlando Stay o Customs and Immigration Wait Times o Baggage Claim Area Rental Cars o Pickup o Reservation o Rental Car Counter o Rental Car Return Business vs. Leisure Travelers United States Residents vs. International Travelers Visitors and Originating o o o o o o o o o Local Area Arriving From Method of Arrival at Orlando International Airport Hotel Arrived From Parking Transport to Terminal Time Parking Usage Parking Experience Choosing Where to Park Satisfaction with Parking This report provides information about visitors at the local level nearby the Orlando International Airport. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 22.2 Orlando International Airport Survey March 2014 Dataset Attributes (GOAA) Attribute Primary Purpose of Trip Number of People Flying in Party Shopping Description Reports the percentage of travelers that travel for leisure, visit friends/family, business, or a combination of the three. Reports the demographics of passengers traveling with party members of specified age ranges. Reports the percentage of passengers that visited shops, restaurants, or newsstands and their overall experience utilizing these services. 104

121 Table 22.2 Orlando International Airport Survey March 2014 Dataset Attributes (GOAA) Attribute Visitors Only Rental Cars Visitors and Originating Passengers Business vs. Leisure Travelers United States Residents vs. International Residents Description Reports the percentage of visitors to fly directly to Orlando International Airport, the length of their stay and lodging accommodations utilized. Reports the percentage of passengers that rented a car, the rental agency, and reservation types. Reports the percentage of visitors and originating passengers (combined total) arriving from identified local areas, method of arrival at Orlando International Airport, and the hotel arrived from (if reported). Compares the experiences of business travelers and leisure travelers at the Orlando International Airport. Compares the experiences of United States resident travelers and international resident travelers at the Orlando International Airport. Special Notes This dataset was typically updated on a bi-annual basis, with the last study in March The surveys are tentatively scheduled to restart in Previous datasets can be obtained upon request from GOAA. This dataset does not include information regarding: o Seasonal residents ( snowbirds ). Survey respondents were randomly selected departing passengers intercepted in gate hold areas by a trained interviewer, following a consistent sampling plan. Airlines were sampled to reflect known flight percentages at the Orlando International Airport (OIA). The sample size of 514 allowed for a 95% confidence level with a +/- 4.3% margin of error. Statistical significance varies with sample size and proportion (i.e., individual airside statistics reported may be outside of the general margin of error reported above). Surveys were self-administered via an ipad using the touch screen interface. 105

122 22.3 Overall Source Evaluation Benefits The Orlando International Airport March 2014 Passenger Survey dataset provides detailed information about the air passenger experience at the Orlando International Airport. The information can be utilized by this Study to identify the travel patterns of air passengers, including: regions that were visited, passenger lodging accommodations in the local area, travel party size, leisure and business air traveler comparisons, United States resident and international resident traveler comparisons, and rental car statistics. Limitations While this dataset provides an in-depth view of air traveler patterns and profiles in the local Orlando area, this dataset does not provide information about travel destinations in the extended Orlando area. The rental car data does not provide information about the number of vehicles that are rented from the airport facilities, but only indicates a descriptive statistic from the survey sample. 106

123 Chapter 23: Infogroup 23.1 Description Infogroup is a big data, analytics and marketing services provider that delivers best in class datadriven customer centric technology solutions. The data and software-as-a-service offerings help clients of all sizes, from small companies to FORTUNE 100 enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel enterprise that is enhanced by access to their proprietary data on 245 million individuals and 25 million businesses, which is distributed real-time to our clients. Dataset Acquisition Sample data is available upon request, however the data is proprietary and a licensing agreement is required for acquisition. Definitions Terms and variables used to develop the reports by the source are defined below. Table 23.1 InfoGroup Definitions Term Adult Children As defined by this data source. Person 18 years of age or older. Person less than 18 years of age. 107

124 23.2 United States Business United States Business information provided by Infogroup identifies many attributes of businesses in the United States. Table 23.2 provides information of high interest to transportation professionals that is reported by Infogroup. Geographic Scale of Data This dataset contains data at the establishment level across the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 23.2 United States Business Dataset Attributes (Infogroup) Attribute Primary Address Primary City Name Primary ZIP Code Primary ZIP Code/ZIP+4 Actual Location Employment Size Estimated Location Sales Volume Actual Corporate Sales Volume Industry Specific Code Industry Specific Description Business Status Code Public/Private Indicator Growing/Shrinking Indicator Description Reports the PO Box Number of the business if one is available. Where there is no postal address, a location is shown if one is available. Reports the city name identifying the town or municipality. Reports the USPS 5-digit ZIP code assigned to the business address. Reports the 9-digit ZIP code used for delivery for the USPS. Reports the number of employees who work at this location of the business. A modeled figure derived from employment size and other factors to indicate the sales volume of the business. Reports the total sales volume of a company compiled from annual reports and other sources. This alpha code is a sub-classification of specific SICs such as number of beds in a hospital. This field is related to the selected SIC only. The description for the primary SIC Code. The code denoting whether business is a headquarter, branch, or a subsidiary headquarter. Indicator of a publicly or privately traded business. The growing business flag is provided by comparing employment sizes gathered over several cycles of telephone verification. Special Notes The dataset is updated annually. 108

125 23.3 United States Resident/Household United States Resident/Household information provided by Infogroup identifies many attributes of residents and households in the United States. Table 23.3 provides information of high interest for transportation professionals that is reported by Infogroup. Geographic Scale of Data This dataset contains data at the establishment level across the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 23.3 United States Resident/Household Dataset Attributes (Infogroup) Attribute Street Name City State ZIP Code ZIP Four Length of Residence Location Type Occupancy Count Household Member Count Member of Adults Description Reports the official street assigned by a local government authority. Other components such as directional or designators (suffixes) are excluded. Reports the Post Office or Prestige City name where possible. Reports the postal service standard abbreviation identifying a state name, United States territory or Armed Forces ZIP Code designation. All post offices are assigned at least one unique zip code, with the larger post offices assigned multiple ZIP Codes. First three digits identify the delivery area of the sectional center facility or major city post office. The last two digits further define a delivery area. The last four digits of the ZIP+4 Code. ZIP Codes are sub-divided into sectors (1 st two digits of add-on) and sectors are sub-divided into segments (last two digits). Indicates how long household has appeared on file at the addressed stated. Set of codes used to identify the kind of physical location or structure associated with the address. Represents actual number of deliverable Households (or range) identified at this physical location (street address) within the database. It is recalculated at the address level during each update. Reports the number of individuals in household (adults and children combined). Reports the number of adults in household with a non blank name and not identified as a child. Determined to be over 18 years of age. This will include household members without a date of birth. 109

126 Table 23.3 United States Resident/Household Dataset Attributes (Infogroup) Attribute Number of Children Actual Income Percentage Owner Occupied Market Area Description Reports the number of household members determined to be children (under 18 years of age). Reports the estimated household income which is a prediction of HH income, the result of pre-selecting and then applying one of five regression formulas using a combination of numerous Consumer Database and census 2000 variables. The raw income prediction is subject to a series of final adjustments and is stored as a multiple of Reports the percentage of occupied housing units that are owner occupied. Designated Market Area. Special Notes The dataset is updated annually. 110

127 23.4 Overall Source Evaluation Benefits Infogroup provides information about business and household establishments across the United States. This is helpful to the Study by knowing information about local businesses and residents in the Central Florida area in order to determine their travel needs. Limitations Although the information available is useful to the Study, it doesn t give information on tourists traveling to the Central Florida region. 111

128 (Intentionally Blank) 112

129 Chapter 24: Land Use Maps 24.1 Description Land use maps reflect the land resources and types of land use in the national economy. Land use maps are sometimes subdivided into land resource, land in service, and agricultural land use maps. Land use forecasting undertakes to project the distribution and intensity of trip generating activities in the urban area. In practice, land use models are demand-driven, using as inputs the aggregate information on growth produced by an aggregate economic forecasting activity. Land use estimates are inputs to the transportation planning process. Dataset Acquisition Each county s land use map can be obtained from each county s website and/or Comprehensive Plan. A link to each county s map is located in Table Definitions Terms and variables used to develop the reports by the source are defined below. Table 24.1 Land Use Maps Definitions Term Comprehensive Plan Land Use Land Use Planning As defined by this data source. Dictates public policy in terms of transportation, utilities, land use, recreation, and housing. Typically encompass large geographical areas, a broad range of topics, and cover a long-term horizon. The management and modification of natural environment or wilderness into build environments such as settlements and semi-natural habitats such as arable fields, pastures, and managed woods. General term used for a branch of urban planning encompassing various disciplines which seek to order and regulate land use in an efficient and ethical way, thus preventing land use conflicts. 113

130 24.2 Land Use Maps by County Each county s Comprehensive Plan includes a Future Land Use (FLU) map with FLU designations for all property within the county. These designations limit what people can do with the land. The designations can usually be modified through the Comprehensive Plan Amendment process. Geographic Scale of Data The datasets report information at the county level. Data Sources Available The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 24.2 Land Use Map Data Sources Source Description Brevard County Flagler County Lake County Florida Marion County Orange County Osceola County (1A) Osceola County (1B) Polk County Zoning and Future Land Use Map. Disclaimer and Terms of Use must be read before accessing Interactive Map Future Land Use Map Future Land Use Map Future Land Use Map Comprehensive Plan Future Land Use Map Comprehensive Plan Future Land Use Map. Land Use Map by Townships. Seminole County See pages 9 and 16 for Existing and Future Land Use Maps. Sumter County 2035 Future Land Use Map from the Comprehensive Plan Exhibits. Volusia County See pages 32 and 33 from Appendix 1 of the Comprehensive Plan. Special Notes Future and proposed land use maps are available. 114

131 24.3 Overall Source Evaluation Benefits Future land use maps from local governments provide valuable land use information. Limitations While land use maps provide good property use information, they do not provide any information on the visitors. 115

132 (Intentionally Blank) 116

133 Chapter 25: Marine Traffic 25.1 Description Marine Traffic provides the most comprehensive maritime database to more than six (6) million users monthly. Approximately 800 million vessel positions along with 18 million vessel and port related events are recorded monthly. Marine Traffic details over 650 thousand marine assets available. Dataset Acquisition A complimentary summary of the dataset can be found on this webpage and a live view of Automatic Identification System (AIS) equipped ships can be found online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 25.1 Marine Traffic Definitions Term IMO AIS Transponder Class A As defined by this data source. The United Nations specialized agency with responsibility for the safety and security of shipping and the prevention of marine pollution by ships. Transmits data on position, speed, vessel name, dimensions, and voyage details. 117

134 25.2 Automatic Identification System The Automatic Identification System (AIS) is a civilian information system which makes it possible to exchange data between ship and land based stations. The system has been introduced by the International Maritime Organization (IMO) which is an anti-collision system for vessels at sea and AIS vessel tracking system of marine traffic. The system is also well suitable for monitoring the ship traffic in coastal areas. A ship equipped with AIS transponder transmits information discussed in the dataset attributes table below. The AIS information for real time vessel position is then transmitted via radio communication to other ships equipped with AIS as well as land based AIS stations. Geographic Scale of Data This dataset provides information about vessels across the World. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 25.2 Automatic Identification System Dataset Attributes (Marine Traffic) Attribute Ships Name Position Course Speed Type of Vessel Ports Near Me Arrivals and Departures Estimated Arrivals Color Coded Map Description Reports the ships name. Reports the position of the vessel. Reports the course of the vessels travel. Reports the speed at which the vessel is traveling. Reports the type of vessel that is traveling. Shows the ports near the user s current location. Port details and photos included. Allows users to enter Port or Ship Name to the arrival and departure data. Reports the recent and estimated times of arrival about any vessel to any port. Identifies whether the vessel is a tanker, passenger vessel, cargo vessel, yacht, etc. Clicking on a tag displays information about the vessel and its current destination. Special Notes Data is recorded monthly. Historical AIS positions and port call data are available for purchase. 118

135 25.3 Overall Source Evaluation Benefits This dataset makes it possible for users to identify vessels and ship locations. It also allows users to determine the destination of these vessels. This can be useful to the Study by determining the amount of marine traffic at Central Florida Ports for the cruise and cargo industries Limitations Only ships that have incorporated an AIS Transponder onboard are able to transmit data. Also, the information about each ship s course is limited to protect the safety of the passengers and crew (i.e. does not report the number of passengers/crew members aboard nor cargo types). While the live view of data is free to the public, historical information about maritime traffic is proprietary and must be purchased for use by the Study. 119

136 (Intentionally Blank) 120

137 Chapter 26: National Marine Sanctuaries 26.1 Description The National Oceanic and Atmospheric Administration Office of National Marine Sanctuaries serves as the trustee for a network of underwater parks encompassing more than 170,000 square miles of marine and Great Lake waters from Washington State to the Florida Keys. The network includes a system of 13 national marine sanctuaries and national monuments. The system works with diverse partners and stakeholders to promote responsible, sustainable, activities that drive coastal economies. The Office of National Marine Sanctuaries also leads the National Marine Protected Areas Center, the nation s hub for building innovative partnerships and tools to protect our special ocean. Dataset Acquisition A summary of the dataset is provided online and the actual dataset is free to the general public available online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 26.1 National Marine Sanctuaries Definitions Term Visitor Recreation Activity As defined by this data source. A non-resident of Monroe County traveling for recreation within the Florida Keys/Florida Bay Area (participated in at least one defined recreation activity). Activities within the following categories: diving, fishing, viewing wildlife / nature study, boating, other land-based activities, special aggregations, type of boat fishing, type of boat diving, and type of boat use. 121

138 26.2 Linking the Economy and Environment of the Florida Keys Linking the Economy and Environment of the Florida Keys is a 12-year replication of a similar study that was completed in The study was designed to estimate the market and nonmarket economic values of recreation/tourism uses of the marine resources of the Florida Keys/Florida Bay ecosystem. The study provides a practical demonstration of how market and nonmarket economic values of an ecosystem can be considered an integral component of the economy of a region when formulating sustainable development objectives and policies, and foster cooperative management processes. The updated study builds on successes of previous efforts and adds new information. Geographic Scale of Data This dataset reports information specifically for the Florida Keys and Florida Bay areas, with data attributes from all over the globe depending on visitor origin. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 26.2 Linking the Economy and Environment of the Florida Keys Dataset Attributes (National Marine Sanctuaries) Attribute Visitation Estimates Activity Estimates Importance-Satisfaction Ratings Economic Contribution Description Reports the estimated number of visitors by season (Winter or Summer) and by access: Auto Air Cruise Ship Ferry Reports the estimated number of residents and visitors that participated in a recreation activity by region/district of the Florida Keys. Reports the importance-satisfaction ratings that were obtained for 25 natural resource attributes, facilities and services in Florida Keys both to residents and visitors. Services as indicators for the economic value of recreation-tourism and are interpreted through connection to a conceptual model linking the economy and environment. Reports the spending profiles by both residents and visitors to provide the basis for developing estimates of total spending and the associated economic contribution as measured by total output/sales, income and employment generated in the local Monroe County/Florida Keys economy. 122

139 Table 26.2 Linking the Economy and Environment of the Florida Keys Dataset Attributes (National Marine Sanctuaries) Attribute Nonmarket Economic Values Socioeconomic/demographic Profiles Environmental Concern/Behavior Index Description Reports the net economic use value received by residents and visitors that use the national resources and environment of the Florida Keys while undertaking recreation-tourist activities. Used in estimating the benefits of investments in protecting or restoring the natural resources/environment and when suing for damages from a responsible party. Reports the age, gender, race/ethnicity, education level, household income, and place of permanent residency of visitors and residents. Reports the annual visits and length of visits (measured in number of days or nights) for visitors. This has been used by many researchers to predict environmental behaviors and to predict participation in different recreation activities. Special Notes The study is available online free to the general public. This report is the second updated version. No estimate of when the next one will be conducted. Does not include information regarding: o Locations besides the Florida Keys and Florida Bay. 123

140 26.3 Overall Source Evaluation Benefits The study provided by the National Marine Sanctuaries can provide beneficial attributes helpful to Central Florida transportation planners and this Study. Chapter 1 of the dataset provides the sampling methodologies and estimation methods used for the report. The methodology and estimation methods can be used to analyze tourist trip share for different modes and demographics for this particular major tourist destination. Limitations The data recorded is specific to a case study that was conducted in 2008, and would be more useful if it was conducted recently or frequently (i.e. data collection every few years). Also, the data reported is specific to the Florida Keys and Florida Bay, outside of the Central Florida area. 124

141 Chapter 27: National Travel and Tourism Office 27.1 Description The National Travel and Tourism Office (NTTO) creates a positive climate for growth in travel and tourism by reducing institutional barriers to tourism, administers joint marketing efforts, provides official travel and tourism statistics, and coordinates efforts across federal agencies through the Tourism Policy Council. The Office works to enhance the international competitiveness of the United States travel and tourism industry and increase its exports, thereby creating United States employment and economic growth. This effort is done through management of the travel and tourism statistical system for assessing the economic contribution of the industry and providing the sole source for characteristic statistics on international travel to and from the United States. Dataset Acquisition Some of the datasets are free to the general public and can be found on their Market Research webpage. The I-94 visitor arrival data is $690 (annual) to $1,150 (monthly) for printed 2015 reports and from $1,220 (annual) to $2,020 (monthly) for 2015 excel reports. For full prices and publications available for purchase, visit this webpage. For general information about the International Visitor Arrivals Program, visit their webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 27.1 National Travel and Tourism Office Definitions Term Travel Spending Educational and Healthrelated Spending Traveler As defined by this data source. Accounts cover purchases of goods and services by United States persons traveling abroad and by foreign travelers in the United States for business or personal reasons. These goods and services include food, lodging, recreation, gifts, entertainment, local transportation in the country of travel, and other items incidental to a foreign visit. All expenditures for educational and health-related purposes (such as tuition, room and board paid for or provided by educational institutions, hospital charges, treatments, physicians fees) made by students and medical patients, along with all expenditures by border, seasonal, and other short-term workers. In 2014, the I-94 program data reflected better conformity with UNWTO s one-plus night definition as a traveler. 125

142 27.2 Survey of International Air travelers As part of the United States Department of Commerce, International Trade Administration, NTTO is mandated to develop, collect, and report on the necessary statistical and market research on international travel to facilitate and guide planning in the public and private sectors. The survey program was initiated in the early 1980 s and has been providing continuous international air statistics to airports, airlines, government agencies and private organizations. Since 1985, CIC Research has contracted with NTTO to manage one of NTTO s main research programs, the Survey of International Air Travelers. The Survey of International Air Travelers is an on-going research program which gathers statistical data about air passenger travelers in the United States-Overseas and United States- Mexican markets. The survey data provides information on passenger trip planning, travel patterns, demographics and spending for two separate populations, non United States residents traveling to the United States and United States residents traveling from the United States. Geographic Scale of Data This dataset captures information across the globe due to the array of international travelers, with specific information about the United States due to these travelers destinations within the country. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 27.2 Survey of International Air Travelers Dataset Attributes (NTTO) Attribute Destination/Gateway Information Trip Planning Information Description Reports the passengers following information: States Major cities Attractions Countries Port of Entry Leisure activities participated in Nights away from home Number of states Type of transportation used while on the trip Reports the passengers following information: Purpose of trip Type of airline ticket (Coach, First Class, etc.) Advanced trip decision (Yes/No) Method of booking trip Information sources used Information regarding vacation package and how many days prior the visitors purchased the package 126

143 Table 27.2 Survey of International Air Travelers Dataset Attributes (NTTO) Attribute Ratings Information Demographic Information Description Reports the passengers following information: Factors involved in choosing the airline General impression of the airline Recommendation rating for this airline for next trip Customs & Border Protection Service ratings Baggage delivery time rating Reports the passengers following information: Residence and citizenship of traveler United States zip codes Country of birth Gender Age Occupation Income Type and size of travel party Debit card use for payment of expenses Use of credit card Special Notes This survey is conducted on a monthly basis. Historical data available since January The survey is self-administered by the passengers who volunteer to take it. The last questionnaire was modified in This dataset does not include information regarding: o o International air travelers traveling to and from Canada. Mode of transportation used to get to the airport. 127

144 27.3 United States Travel and Tourism Statistics (Inbound) The NTTO provides links to a plethora of statistical information that reports international visitation to the United States as well as United States outbound travel data. Geographic Scale of Data This dataset captures information across the globe due to the array of international travelers, with specific information about the United States due to these travelers destinations within the country. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 27.3 United States Travel and Tourism Statistics (Inbound) Dataset Attributes (NTTO) Attribute Top 10 International Markets International Visitor Spending in the United States International Visitation to the United States International Travel Forecast Travel and Tourism Output, Prices, and Employment Top States, Cities, and Regions Visited Description Reports the top 10 international markets in 2015 by visitation and spending. Reports the monthly spending by Exports and Imports in the United States and reports the type of spending: Travel Educational and health-related purposes Reports the following information: Comparison of business vs. pleasure travel for overseas nonresident arrivals to the United States Top airports for overseas non-resident arrivals to the United States Monthly arrivals to the United States Arrivals by world region of residence Trend line using historical data NTTO issues a semi-annual forecast of tourism arrivals to coincide with two important annual travel conferences: The Discover America International Pow Wow (IPW) in Spring The Travel Outlook Forum in October Reports the percent change in Real Tourism Output by category: Passenger air transportation Traveler accommodations Recreation, entertainment, and shopping Reports the 2015 top overseas visitors to select U.S States and Territories, the 2015 top 25 overseas visitors to select United States cities, and the 2015 top 10 overseas visitors to select United States census regions. 128

145 Table 27.3 United States Travel and Tourism Statistics (Inbound) Dataset Attributes (NTTO) Attribute Country of Origin Profiles List of Countries for Origin Profiles Region of Origin Profiles List of Regions for Origin Profiles Market Profile of Overseas Visitors Description Reports the following information about each country (listed below): Visitor arrival trends Spending trends (exports) Information sources used for trip planning Main purpose of trip All purposes of trip Activity participation while in the United States Transportation used in the United States United States destinations visited Argentina, Australia, Belgium, Brazil, Canada, Chile, Denmark, China, Colombia, Ecuador, France, Germany, India, Ireland, Italy, Japan, Mexico, Netherlands, New Zealand, Panama, Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, and United Kingdom. Reports the following information about each country (listed below): Visitor arrival trends Spending trends (exports) Information sources used for trip planning Main purpose of trip All purposes of trip Activity participation while in the United States Transportation used in the United States United States destinations visited Overseas, Africa, Asia, Caribbean, Central America, Europe, Middle East, Nordic, Oceania, and South America. Reports the following information: Residence of travelers and the number of arrivals Traveler characteristics including but not limited to travel party size, purpose of trip, travel companions, average length of stay, etc. Special Notes Historical data is available. This dataset does not include information regarding: o Domestic visitor information. 129

146 27.4 Visitor Arrivals Program (I-94 Data) The International Visitor Arrivals Program provides the United States government and the public with the official monthly and annual overseas visitor arrivals to the United States. The NTTO manages the program in cooperation with the Department of Homeland Security, Customs and Boarder Protection. Data are reported in a monthly publication Summary of International Travel to the United States which highlights overseas visitor arrivals by country of residence, ports of entry, mode of transportation, type of visa, and more. Subscribers include airlines, airports, United States destinations (state and city), major attractions, federal and state governments and consultants. Canadian and Mexican arrival data are sourced from Statistics Canada and Banco de Mexico. Geographic Scale of Data This dataset captures information across the globe due to the array of international travelers, with specific information about the United States due to these travelers destinations within the country. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 27.4 Visitor Arrivals Program (I-94 Data) Dataset Attributes (NTTO) Attribute Age of Traveler Port of Entry Visa Month and Year-to-Date (YTD) of Arrivals Mode of Transportation Description Reports the age of the traveler by seven (7) age groupings, the mean age, and the median age. Reports the United States port of entry including all modes and air only. Reports the type of visa obtained by the traveler including business, pleasure, and/or student. Reports the month and YTD of arrivals for visitors arriving to the United States. Reports the mode of transportation the visitor used to travel to the United States including air, land and/or sea. Special Notes Historical data exists since

147 27.5 Overall Source Evaluation Benefits The NTTO Survey provides historical data dating back to 1983 which can be useful to analyze specific visitor segments, passenger trip planning, and can also determine travel patters of international visitors within the United States. By reviewing the raw survey data (original survey forms), planners can isolate information relative to the Central Florida area based on responses. Limitations While the datasets provide useful information, there are some limitations. The survey was last updated in 2012, and some questions may soon be out-of-date. Also, new types of information other than what was originally surveyed may be needed for planners, policy makers, and decision makers now. 131

148 (Intentionally Blank) 132

149 Chapter 28: Office of Economic and Demographic Research 28.1 Description The Office of Economic and Demographic Research (EDR) is a research arm of the Florida Legislature principally concerned with forecasting economic and social trends that affect policy making, revenues, and appropriations. EDR provides objective information to committee staffs and members of the Legislature in support of the policy making process. EDR publishes all of the official economic, demographic, revenue, and agency workload forecasts that are developed by Consensus Estimating Conferences and makes them available to the Legislature, state agencies, universities, research organizations, and the general public. Dataset Acquisition The datasets are free to the general public and can be obtained from the Office of Economic and Demographic Research website. A direct link to each dataset s report document (in PDF format) is provided in each dataset s respective section. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 28.1 Office of Economic and Demographic Research Definitions Term Tourism and Recreation Taxable Sales Category Population Real Disposable Personal Income Real Gross Domestic Product Real Output State Payments in the Window As defined by this data source. Includes hotels and motels, bar and restaurant sales, liquor stores, photo and art stores, gift shops, admissions, sporting goods, rentals and jewelry stores. Reflects first of year estimates of people, includes survivors from the previous year, births, special populations, and three types of migrants (economic, international, and retired). Total after-tax income received by persons; it is the income available to persons for spending or saving. A measurement of the state s output; it is the sum of value added from all industries in the state. GDP by state is the state counterpart to the Nation s gross domestic product. Consists of sales, or receipts, and other operating income, plus commodity taxes and changes in inventories. Represents the amount of state payments made to program by fiscal year. 133

150 28.2 Local Government Financial Information Handbook The Local Government Financial Information Handbook is a reference for many of the revenue sources available to local governments and contains items useful for local governments budgeting purposes. This publication serves as a guide to understanding constitutional and statutory provisions pertaining to these revenue sources. This dataset includes county and municipal revenue estimates calculated by the Florida Department of Revenue s Office of Tax Research. Geographic Scale of Data This dataset provides resources available to local governments-taxes that can be levied at the county/city level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 28.2 Local Government Financial Information Handbook Dataset Attributes (EDR) Attribute History of local option tourist tax levies Taxable sales reported by transient rental facilities Convention Development Taxes Consolidated County Convention Development Tax Special District Convention Development Tax, Special Convention Development Tax, and Subcounty Convention Development Tax Local Option Food and Beverage Taxes Description Lists the effective data that each Florida county imposed one of the Tourist Development Taxes or the Tourist Impact Tax. Also includes the tax rate. Reports total taxable sales for transient rental facilities by county from 2004 to Reports the summary, general law amendments, authorization to levy, administrative procedures, reporting requirements, distribution of proceeds, attorney general opinions, tax rates and current year s revenues, and additional details of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, general law amendments, authorization to levy, counties eligible to levy, administrative procedures, reporting requirements, distribution of proceeds, authorized uses of proceeds, and attorney general opinions of the tax. 134

151 Table 28.2 Local Government Financial Information Handbook Dataset Attributes (EDR) Attribute Municipal Resort Tax Tourist Development Taxes 2015 Local Option Tourist/Food and Beverage/Tax Rates in Florida s Counties Local Option Tourist Tax Levies in Florida Counties 1 or 2 Percent Tax Additional 1 Percent Tax Professional Sports Franchise Facility Tax High Tourism Impact Tax Additional Professional Sports Franchise Facility Tax Tourist Impact Tax Description Reports the summary, general law amendments, authorization to levy, municipalities eligible to levy, administrative procedures, distribution of proceeds, authorized uses of proceeds, attorney general opinions, and prior year s revenues of the tax. Reports the summary, general law amendments, authorization to levy, administrative procedures, reporting requirements, distribution of proceeds, automatic expiration on retirement of bonds, attorney general opinions, tax rates, taxable sales, and estimates of realized and unrealized revenues, and additional information of the tax. Reports the tourist development taxes, convention development taxes, and local option/food and beverage taxes by county of the tax. Reports the tourist development and tourist impact tax levies and the convention development tax levies by county of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, counties eligible to levy, and authorized uses of proceeds of the tax. Reports the summary, general law amendments, authorization to levy, areas eligible to levy, administrative procedures, reporting requirements, distribution of proceeds, authorized uses of proceeds, and attorney general opinions of the tax. Special Notes This dataset is updated annually. Past editions of the handbook are available online. This dataset only includes information applicable to counties within the State of Florida. 135

152 28.3 Return on Investment for Visit Florida The purpose of this dataset is to focus on tangible financial gains or losses to state revenues and is ultimately conditioned by the State s tax policy. This analysis develops a return on investment for Visit Florida and evaluates the key factors that affected this return. This dataset showcases the following information: Visit Florida Actual Spending by Category and Funding Source Estimated General Revenue (GR) Collections from Sales Tax Direct Tourism Advertising Funding by Funding Source by Fiscal Year Total Tourism Advertising Funding Percent by Funding Source Number of Visitors by Calendar Estimated Spending for Leisure Visitors by Calendar Year Visit Florida Influencer Study Results Visit Florida Breakout by Influencer Type Marketing Related Visitors Visitors and Spending Attributable to Visit Florida s Public Marketing Spending Features of Florida that Attract Tourists Total Tourism Spending Attributable to Visit Florida s Public Marketing Spending by Year Statewide Economic Model Impact of Visit Florida Geographic Scale of Data This dataset provides information about the return on investment for Visit Florida at the state level. 136

153 Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 28.3 Return on Investment for Visit Florida Dataset Attributes (EDR) Attribute Visit Florida Actual Spending by Category and Funding Source FY Estimated GR Collections from Sales Tax Direct Tourism Advertising Funding by Funding Source by Fiscal Year Total Tourism Advertising Funding Percent by Funding Source Number of Visitors by Calendar Estimated Spending for Leisure Visitors by Calendar Year Description Reports the actual spending by category and funding source: Marketing Expenses o Marketing o Advertising/Internet/Direct Marketing/Brand o Research o Promotions o Public Relations o New Project Development o Meeting and Events Visitor Services (Welcome Centers) Industry Relations and Sale Expenses General and Administrative Expenses Reports the estimated general revenue collections from sales tax(dollars and percentage) in FY by the following categories: Households Business Tourists Reports the direct tourism advertising funding by funding source and by FY between 2010 and 2013: Local Public Local Private Visit Florida Public Visit Florida Private Theme Parks Reports the total tourism advertising funding percentage by funding source for FY through FY : Local Public Local Private Visit Florida Public Visit Florida Private Theme Parks Reports the number of annual visitors from 2010 to 2013: Domestic Visitors International Visitors Reports the estimated spending for leisure visitors from 2010 to 2013: Domestic Visitors International Visitors 137

154 Table 28.3 Return on Investment for Visit Florida Dataset Attributes (EDR) Attribute Visit Florida Influencer Study Results Visit Florida Breakout by Influencer Type Marketing Related Visitors Visitors and Spending Attributable to Visit Florida s Public Marketing Spending Description Reports the percentage of Visit Florida influencers from 2010 to 2013: Direct Influencers: o Visit Florida website o Visit Florida o Official Florida Welcome Center magazine/newspaper advertising, not for a o Visit Florida publications specific destination o Visit Florida Social Media o Visit Florida radio advertising, not for a o Visit Florida radio, TV, specific destination online, magazine/newspaper ad, not destination specific o A sweepstakes/contest by Visit Florida heard or seen on radio, TV, or online o Visit Florida TV advertising not for a specific destination Other influencers: o A previous trip to Florida o Travel agents o Family and friends to visit o o General social media Special events or o o o o Any advertising for a specific FL theme park Information from the internet other than Visit Florida Business trip extended into a vacation Brochures obtained at consumer trade shows Reports the visitor breakout by influencer type: Non-marketing related visitors Marketing related visitors Reports the marketing related visitors from 2010 to 2013: Visit Florida Public Funding All other marketing o festivals in Florida Vacation in Florida was in connection with a cruise using Florida ports Reports the visitors and spending attributable to Visit Florida s Public Marketing Spending: Total Visitors o Domestic visitors o International visitors Total Spending o Domestic spending o International spending 138

155 Table 28.3 Return on Investment for Visit Florida Dataset Attributes (EDR) Attribute Features of Florida that Attract Tourists Total Tourism Spending Attributable to Visit Florida s Public Marketing Spending by Year Statewide Economic Model Impact of Visit Florida Description EDR percentage analysis of self-conducted survey results of Florida s features attracting tourists: Beaches Sports Theme Park Festivals Retail/Dining/Nightlife Parks/Natural Site Outdoor Recreation Historical Significance Access to International Film Induced Tourism Ports or Airports Reports the total tourism spending attributable to Visit Florida s public marketing spending from 2010 to 2013: Total Visitors o Domestic visitors o International visitors Total Spending o Domestic spending o International spending Reports the statewide economic model impact of Visit Florida from 2010 to 2013: State payments in the Real gross domestic window product Total net state revenues Consumption by Return-on-investment by households and year government Return-on-investment for Real output the 3 year period Total Employment Personal income Population Real disposable personal income Special Notes This dataset is updated on a three-year schedule. This dataset, released January 2015, is the first dataset from the Office of Economic and Demographic Research to provide an analysis on Visit Florida s ROI. This dataset does not include information regarding: o o o o Issues of overall effectiveness or social benefit. Identified definition of visitor (assumed the same definition as Visit Florida). Florida resident travel. Seasonal residents ( snowbirds ). 139

156 28.4 Overall Source Evaluation Benefits EDR provides forecasting for economic and social trends that affect policy making, revenues, and appropriations. The EDR also provides information regarding taxable sales in the State of Florida and revenue sources available to local governments. This information can be used by the Study to simulate taxable sales collections by county, and identify the uses/applications of the collected funds. Limitations The estimated distributions presented in the Local Government Financial Information Handbook do not represent the actual disbursements that each local government will ultimately receive since economic conditions are subject to future change. 140

157 Chapter 29: Official Airline Guide 29.1 Description Official Airline Guide (OAG) is an air travel intelligence company that provides accurate, timely and actionable digital information and applications to the world s airlines, airports, government agencies and travel-related service companies. Being the world s largest network of air travel data, OAG plays an integral part in helping power a wide variety of industry solutions. They are able to connect customers to the traveler by providing a full life-cycle of products. OAG is a tool that tells the entire story of travel, from scheduling and planning, to flight status and day of travel updates to post journey analysis and on-time performance. Dataset Acquisition The data used for this guide is not free to the public; however there is an option for a free trail period. For more information, visit their customer webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 29.1 Official Airline Guide Definitions Term OAG Schedule OAG Analytics OAG Flightview As defined by this data source. The definitive airline schedules database which delivers solutions to help airlines and airports and related services drive growth and performance. Analytics suite helps monitor airline frequency and capacity trends, identify new routes and services, understand passenger traffic flows and evaluate airline connection performance. Using the most comprehensive flight status database in the world, it provides accurate timely and real time flight status information through flight data feeds and APIs, websites, historical flight status reports and digital displays to ensure you and your travelers have the most relevant day of travel information available. 141

158 29.2 Traffic Analyzer Due to a partnership with Travel Port and OAG, Traffic Analyzer was created. Utilizing passenger booking information from Travel Port Illuminate allows users to gain detailed insight into areas. The product is geared towards airports, tourist boards and financial institutions. The Traffic Analyzer data includes Marketing Information Data Tapes (MIDTs) passenger traffic based on global distribution system (GDS) bookings, unadjusted bookings, adjust bookings to represent true total market figure and average fare data from travel port issued tickets. Geographic Scale of Data The dataset provides information from across the United States, with a narrow focus on shopping malls within the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 29.2 Traffic Analyzer Dataset Attributes (OAG) Attribute Origin and Destination Report Mix Report Connections Report Top X Reports Power Table Description Bookings and average fares on a given origin-destination route with up to two (2) connections. Bookings and average fares for flights on a given non-stop origin destination route, broken down by traffic type: local, behind, bridge and beyond. Bookings and average fares by cabin for flights on a given origindestination route through a specified connecting airport. Top carriers, top departure/arrival airports, top hub airport and top point of sale based on various criteria (bookings, cabin types, total revenue, average fares). Fully-customized reports of passenger booking and schedules data. Special Notes Information is updated at various times. Historical data available dating back to This dataset does not include information regarding: o Other transportation modes besides airport travel data. 142

159 29.3 Overall Source Evaluation Benefits The data can be used for tourism demand and destination choice modeling, calculating the size of the passenger market between airports, countries and regions, and the development of comparative analyses against competing airports. It can also be used for forecasting passenger traffic for existing or potential services, as well as monitoring revenue performance and profitability of routes. Limitations Although the data offers a great deal of benefits, there are some limitations as well. One being that the data is only collected at airports and it may miss a large group of travelers that use alternative modes of transportation. 143

160 (Intentionally Blank) 144

161 Chapter 30: Smith Travel Research 30.1 Description As the leading global provider of competitive benchmarking, information services and research to the hotel industry, Smith Travel Research (STR) empowers the hotel industry. Using data reporting allows hoteliers and interested third parties to make decisions by providing them with performance data. By using its products and services, STR attracts investment capital to the sector by bringing transparency to market trends. Dataset Acquisition This data is not available to the general public. For data acquisition, STR contact information is provided on their webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 30.1 Smith Travel Research Definitions Term Hoteliers Third Parties RevPAR As defined by this data source. A person who owns or manages a hotel. An individual or entity that is involved in a transaction but is not one of the principals and has a lesser interest. Revenue per Available Room (RevPAR) is the total guest room revenue divided by the total number of available rooms. Affected by the amount of unoccupied available rooms. 145

162 30.2 Hotel Industry Statistics STR provides numerous types of data on hotel industry. STR collects types of data that covers hotel survey, destination reports, and a plethora of others. These reports assist with providing information services and research regarding the hotel industry. Geographic Scale of Data The dataset provides information about hotels within North America and outside of the country; however users can acquire detailed data at a specific location of interest. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 30.2 Regional Travel Study 2016 Dataset Attributes (STR) Attribute Star Program Census Database Hotel Survey Destination Reports Description Includes occupancy rate and property s performance. It provides profile of 161,000 hotels globally which represents over 15 million rooms. It provides information like room count, open date, chain affiliation, meeting space square footage, address, phone, and chain scale, restaurant indicator, meeting space, high/low rates and owner/management company. A complimentary survey conducted which includes 18 months of historical occupancy average daily rate (ADR), RevPAR data. Destination Reports provide hotel performance data on your chosen segments to effectively track selected destinations worldwide; it also provides occupancy ADR, RevPAR total room supply, demand and room revenue. Special Notes Information is updated regularly, but the actual update times are not published. Hotel Census Database is limited. 146

163 30.3 Overall Source Evaluation Benefits The data source offers socio-economic data for the hotel industry, which can be used for model development and application. Another benefit this data source offers is it can be used to model travel demand by reviewing hotel occupancy rates. Limitations The data provides insight in the hotel industry, but does not provide detailed information about the travel characteristics of visitors. These travel characteristics could include use of a hoteloperated shuttle to travel between destinations, trip purpose, or trip activities in the area. 147

164 (Intentionally Blank) 148

165 Chapter 31: Southeast Florida Transportation Council 31.1 Description The Southeast Florida Transportation Council (SEFTC) is a formal partnership of Miami-Dade, Broward, and Palm Beach Metropolitan Planning Organizations (MPOs) within the United States Census designated Miami Urbanized Area. SEFTC serves as a forum for policy coordination and undertakes regional planning efforts for all transportation modes including: Regional long range transportation plans covering the tri- county region Regional project prioritization and selection processes Regional transit and freight systems Regional public involvement Dataset Acquisition A summary of the Regional Travel Survey can be found on this webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 31.1 Southeast Florida Transportation Council Definitions Term Travel Activities Florida Southeast Region As defined by this data source. Travel is moving from one place to another. What you do while in a place. Palm Beach County, Broward County, and Miami-Dade County. 149

166 Figure 1: Southeast Florida Area Map 150

167 31.2 Regional Travel Survey The SEFTC 2016 Regional Travel Survey consists of a select number of households throughout Palm Beach, Broward and Miami-Dade Counties being randomly contacted by mail to engage in the Regional Travel Survey. The 2016 Regional Travel Survey is being conducted in order to understand how we travel to work, school and other locations on a daily basis. The purpose of SEFTC 2016 Regional Travel Survey is to ensure citizens input to assist with improving roads, increasing public transportation options, shorten commuting times and providing safer sidewalks and bicycle lanes. The data gained from the survey is used for developing sound transportation policy and helping to ensure a strong factual foundation for transportation investment decisions that will directly benefit citizens. Geographic Scale of Data This survey provides information on the Southeast Region of Florida. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 31.2 Regional Travel Study 2016 Dataset Attributes (SEFTC) Attribute Mode Used to Travel Duration of Travel Travel Distance Reason for Activities Residents Occupation School Attendance Description The surveyor asked residents what mode of transportation they used to travel in order to understand daily travel characteristics. The surveyor asked residents how long they traveled in order to understand daily travel characteristics. The surveyor asked residents how far their travel destination was in order to understand daily travel characteristics. The surveyor asked residents to list activities that caused them to drive. This information allows transportation planners to better understand the reasons behind trips that people living in the region make. One of the primary reasons for travel is to commute to and from work. Knowing how people employed in different occupations travel will help planners prepare when a new business or school opens in our region. Understanding how families travel to school, planners can improve school bus routes, bicycle lanes and roads around our schools. Special Notes The survey is currently being conducted and ends in the spring of This dataset does not include information regarding visitors outside of the Southeast Region 151

168 31.3 Overall Source Evaluation Benefits The 2016 Regional Travel Survey will engage public participation and it will help SEFTC transportation engineers and planners to improve roads, reduce traffic congestion and provide safer sidewalks and bicycle lanes. Central Florida planners can learn from this dataset and benefit the Study for the same reasons listed. The region can plan to improve the roadway infrastructure and reduce traffic congestion by understanding the travel patterns of Central Florida residents and visitors. Limitations While this survey has great information for the Study, the survey has a few limitations. One limitation is that the survey is only concerned about visitors and residents in the Southeast Region of Florida. There is no information provided regarding travel routines nor are spending habits of visitors in the region collected. The survey is also conducted in winter, which can skew results. Seasonal residents, also known as snow birds, travel during winter and have vacation homes, popularly in the Southeast Region of Florida. 152

169 Chapter 32: Statistics Canada 32.1 Description Statistics Canada produces statistics that help Canadians better understand their country its population, resources, economy, society and culture. In addition to conducting a Census every five years, there are about 350 active surveys on virtually all aspects of Canadian life. In Canada, providing statistics is a federal responsibility. As Canada s central statistical office, Statistics Canada is legislated to serve its function for the whole of Canada and each of the provinces and territories. Objective statistical information is vital to an open and democratic society. It provides a solid foundation for informed decisions by elected representatives, businesses, unions and nonprofit organizations, as well as individual Canadians. Dataset Acquisition A summary of the dataset is provided online and the actual dataset is free to the general public online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 32.1 Statistics Canada Definitions Term Carrier Participating Carrier Participating Carrier (Canadian) Participating Carrier (American) Level I Level II As defined by this data source. Any scheduled air carrier, Canadian or foreign, that appears on a coupon stage in a ticket itinerary, including helicopter and taxi carriers. An air carrier that is governed by the survey data collection and reporting instructions and which is required to file Air Passenger Origin and Destination reports with the Aviation Statistics Center. A Canadian air carrier classified in reporting level I or II that, in each of the two calendar years immediately preceding the report year, transported 600,000 revenue passengers or more on scheduled flights. A certified American air carrier which provides scheduled passenger flights using aircraft with maximum passenger capacities of more than 60 seats. This includes every Canadian air carrier that, in the calendar year immediately preceding the report year, transported at least 2 million revenue passengers or at least 400 thousand tonnes of cargo. This includes every Canadian air carrier that, in the calendar year immediately preceding the reporting year, transported at least 100 thousand, but fewer than 2 million revenue passengers, or at least 50 thousand but less than 400 thousand tonnes of cargo. 153

170 Table 32.1 Statistics Canada Definitions Term Reporting Carrier Coupon Itinerary Lifted flight coupon (or electronic equivalent) Revenue Passenger Transborder As defined by this data source. The air carrier in a given itinerary, which has identified the reportable flight coupon and recorded the itinerary for inclusion in the data submission to the Air Passenger Origin and Destination Survey. One part of a ticket which authorizes travel on one segment of the journey represented by the ticket. All points in the passenger journey, beginning with the origin, followed by the routing, and ending with the destination. A passenger ticket coupon, valid for travel on a single flight that has been either removed by the transporting airline at the time of passenger boarding or surrendered by the passenger in exchange for a boarding pass. The electronic equivalent would be any evidence of passenger travel on a flight that is part of a ticket itinerary. A person receiving air transportation from an air carrier for which remuneration of 25 percent or more of the regular economy fare is received by the air carrier. Journeys which begin in Canada and terminate in the United States or vice versa. 154

171 32.2 Air Passenger Origin and Destinations, Canada-USA The Air Passenger Origin and Destination Canada/United States survey provides estimates of the number of passengers traveling on scheduled commercial flights between Canada and the United States by directional origin and destination. The data are used by Transport Canada and the Canadian Transportation Planning Agency for evaluating competition in the industry, developing policies for the exchange of air services with foreign countries, for airport planning and market research. The information is used by individual carriers for evaluating market trends, measuring their own growth and planning new services, as well as by Statistics Canada as input to the Provincial accounts. Canada and the United States also exchange air passenger origin and destination data quarterly through a formal statistical exchange agreement. Geographic Scale of Data The dataset reports information for Canada and the United States airports, with specific information pertaining to the air passengers. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 32.2 Air Passenger Origin and Destinations Dataset Attributes (Statistics Canada) Attribute Total Outbound plus Inbound Passengers Detailed Presentation of Transborder Journeys Description Reports the following information by city: Total outbound plus inbound passengers Total outbound plus inbound passengers by traffic volumes Total outbound plus inbound passengers by city-pair Total outbound plus inbound passengers by traffic volumes and city-pair This information is reported in alphabetical order by city pair, total outbound and inbound passengers Special Notes Statistics are primarily focused on travel patterns/preferences of Canadian citizens. Does not include information regarding: o Visitors to the United States that are not from Canada. 155

172 32.3 Overall Source Evaluation Benefits This data source provides useful information to the Study. Obtaining data pertaining to international visitors and their profiles is beneficial to analyze visitor behavior and trends. Additionally, Canada is one of the top international groups to visit Florida and the Central Florida region. Planners can use the data provided from the data source to maximize communications and marketing strategies to increase visitation volume. Limitations Data collection is performed through surveys, but information about the survey respondents is not provided. It was documented that the survey estimates have a sampling error of 12.6 percent for estimates of 1,000 total inbound and outbound passengers, 4.1 percent for estimates of 10,000 total inbound and outbound passengers, and 1.4% for estimates of 100,000 inbound and outbound passengers. 156

173 Chapter 33: StreetLight Data 33.1 Description StreetLight Data brings real-world travel patterns to light and provide insights into mobility behavior. StreetLight Data aims to transform urban planning, transportation infrastructure design, business, and research with the power of data. StreetLight Data provides communities the information to design their own public spaces and transportation systems that are more efficient, effective, sustainable, and safe. Dataset Acquisition To obtain information from StreetLight Data, a licensing agreement is needed as well as acknowledgement of the proprietary data. The dataset is available online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 33.1 StreetLight Data Definitions Term Benchmarks Neighborhood Shopper Regional Shopper Workplace-Centric Shopper Income Swing As defined by this data source. A standard or point of reference against which things may be compared or assessed. A shopper within three (3) miles of the property. A shopper 25 miles outside the property. A shopper within three (3) miles of his/her workplace. Reports shoppers who live within three (3) miles of the property. 157

174 33.2 Mall Shopper Mobility Report StreetLight Data created an annual Mall Shopper Mobility Report to illustrate patterns corresponding with shoppers to 5,369 major malls and shopping centers across the United States. Using data derived from over 70 billion data records from mobile devices, detailed maps, and more, they were able to develop key patterns. Having a standardized set of core Metrics for almost all the identified retail properties in the United States, StreetLight data has created scores that quickly and intuitively convey important patterns associated with individual locations and regions. They have also developed national benchmarks and benchmarks for every state. This allows for region-to-region comparison and it also allows for comparisons between individual properties and regional standards. Geographic Scale of Data This dataset reports information regarding malls around the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 33.2 Mall Shopper Mobility Report Dataset Attributes (StreetLight Data) Attribute Neighborhood Shopper Score Regional Shopper Score Workplace-Centered Shopper Score Income Swing Score Top 10 Scores United States Data Description A score, ranging from 0 to 100, that indicates how strong the presence is of local shoppers (shoppers who live within 3 miles) for this property. A property with a Neighborhood Shopper Score of 100 is highly dominated by local shoppers. A property with a Neighborhood Shopper score of 0 has a low percentage of local shoppers. A score, ranging from 0 to 100, that indicates how strong the presence is of regional shoppers (shoppers who live more than 25 miles away) for this property. A property with a Regional Shopper Score of 100 is highly dominated by regional shoppers. A score, ranging from 0 to 100, that indicates how strong the presence is of shoppers who work very nearby (within 3 miles) is for this property. A property with a Workplace-Centered Shopper Score of 100 is highly dominated by shoppers who work nearby. A score, ranging from -50 to 50, that indicates how much more or less wealthy the shoppers to the property are compared to local residents (residents living within 3 miles). A positive score indicates shoppers are wealthier. Reports the malls with the 10 highest values for each Score. Reports and shows on a map the four (4) different scores for each state in the United States with a color code to indicate the shopper activity. 158

175 Table 33.2 Mall Shopper Mobility Report Dataset Attributes (StreetLight Data) Attribute Highest and Lowest Neighborhood and Regional Shopper Score by State Highest and Lowest Workplace-Centric Shopper and Income Swing Score by State Description Reports the malls with the highest and lowest neighborhood and regional shopper score in each state. Reports the malls with the highest and lowest workplace-centric shopper and income swing score in each state. Special Notes Mall Shopper Mobility Report is produced annually. A high score on any of the criteria detailed above does not indicate a property is better, but rather indicates a different set of characteristics. Future editions of this dataset will include more important trends, exploring how patterns at certain locations change over time (holiday season activity) and shopping behaviors associated with out-of-town shoppers. Does not include data about the holiday shopping season. 159

176 33.3 Overall Source Evaluation Benefits The StreetLight Data Report provides data that can be used for model development and validation. Tourist trips can measure different modes and demographics for distinct tourist generators. Information gathered from this report on visitors daily shopping tour patterns can be used for daily simulation. Limitations The StreetLight Data Report does not elaborate on the quality of the data. Some concerns are that there are issues regarding the sample size of the raw data collected. This report also highlights the highest and lowest scores for malls but does not provide the score for each specific mall. To benefit this Study, it would be useful to know the scores for the Florida Mall, Millennia Mall, and other shopping centers in the Central Florida area. 160

177 Chapter 34: Themed Entertainment Association and AECOM 34.1 Description AECOM is a technical services firm positioned to design, build, finance, and operate infrastructure assets around the world for public and private sector clients. The Themed Entertainment Association (TEA) is an international non-profit association representing the world s leading creators, developers, designers and producers of compelling places and experiences. The Global Attractions report is a collaborative project between AECOM and TEA. Dataset Acquisition The dataset is free to the general public and is available on the AECOM website. Definitions Terms and variables used to develop the dataset by the source are defined below. Table 34.1 Themed Entertainment Association and AECOM Definitions Term Water Park Theme Park/Water Park As defined by this data source. For the purpose of the Theme Index, a water park must have a minimum of three water slides/flumes, a wave pool, retail and food areas, and at least two of the following other elements: tube rides; free-form pool; lazy river; and kids water play area. In Asia and America, the water parks are defined as outdoor facilities. For a park to be considered, it must be gated, entry ticket required, and the park generally must be focused on the visitors experience. 161

178 34.2 Global Attractions Report The Global Attractions and Attendance Report, located online and free to the general public, is the ninth annual collaboration between TEA and AECOM. The 2014 Theme and Museum Index Report identifies the top theme parks and waterparks and the top museums around the world and reflects their performance for the calendar year. Global attraction data are broken down by geographic region, by chain and by type of venue. The report is the definitive annual attendance study for the themed entertainment and museum industries, making it a valuable business reference and resource for the visitor attractions industry. Geographic Scale of Data This dataset provides information specific to the location of the theme parks, but compares the top ranking theme parks at different geographic scales, as indicated in the dataset attributes. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 34.2 Global Attractions Report Dataset Attributes (TEA & AECOM) Attribute Top 10 Theme Park Groups Worldwide Top 25 Amusement/Theme Parks Worldwide Top 20 Water Parks Worldwide Top 20 Museums Worldwide Top 20 Amusement/Theme Parks North America Top 20 Water Parks in North America Top 20 Museums North America Description Reports the top 10 theme park groups worldwide and the attendance rates in Reports the top 25 amusement theme parks worldwide and the attendance rates in Reports the top 20 water parks worldwide and the attendance rates in Reports the top 20 museums worldwide, attendance rates in 2014 and indicated if the admission rate is free or has a fee. Reports the top 20 amusement/theme parks in North America and the attendance rates in Reports the top 20 water parks in North America and the attendance rate in Reports the top 20 museums in North America and the attendance rates in

179 Special Notes This report is updated annually. Previous annual reports, from 2009 until 2014, and can be accessed for free on the AECOM website. AECOM reported the possibility of over-reported numbers and the associated issues. This dataset does not include information regarding: o o o Whether the figures are official data or AECOM estimates. The profit of these attraction places reported in the dataset. No statement indicating direct correlation between attendance rate and revenue profit. The origin of the visitors to the theme parks. Whether the visitors are international, domestic, or in-state residents. 163

180 34.3 Overall Source Evaluation Benefits The annual Global Attractions Report is useful in analyzing the top attractions at the national level and at a global level. This information can be useful to track the theme park and waterpark competition on a national level and international level. Limitations While the dataset provides detailed information about visitor attendance at the identified attractions, the attendance rate is a general annual number. Nor does the dataset provide specific information about the type of visitors going to these attractions reported in the dataset. It was also indicated that some industry operators over-reported their annual attendance numbers. 164

181 Chapter 35: United States Census Bureau 35.1 Description United States Census Bureau is part of the United States Department of Commerce and is overseen by the Economics and Statistics Administration (ESA). The Census Bureau s mission is to serve as the leading source of quality data about the nation s people and economy. Census researchers engage in challenging and rewarding work in a wide variety of fields with the goal of improving the quality and efficiency of Census Bureau censuses, surveys, and data products. Dataset Acquisition A summary of the dataset can be obtained online. Within the dataset are data attributes with their own webpage. Click on the data attribute for access to their webpage. Definitions Terms and variables used to develop the reports by the source are defined below. Table 35.1 United States Census Bureau Definitions Term Job-to-Job Flows Census Census Block Income As defined by this data source. The tracking of workers as they move in and out of industries A complete enumeration, usually of a population, but also of businesses and commercial establishments, housing, farms, governments, etc. A statistical area bounded by visible features, such as streets, roads, streams, and railroad tracks, and by nonvisible boundaries, such as selected property lines and city, township, school districts, and county boundaries. A block is the smallest geographic unit for which the Census Bureau tabulates decennial census data. Received on a regular basis before payments for personal income taxes, social security, union dues, Medicare deductions, etc. Includes wages, salary, commissions, bonuses, and tips. 165

182 35.2 Longitudinal Employer-Household Dynamics The Longitudinal Employer-Household Dynamics (LEHD) program is part of the Center for Economic Studies at the United States Census Bureau. The LEHD program produces new cost effective public-use information combining federal, state and Census Bureau data on employers and employees under the Local Employment Dynamics (LED) Partnership. The LED Partnership works to fill critical data gaps and provide indicators needed by state and local authorities. Under the LED Partnership, states agree to share Unemployment Insurance Earnings data and the Quarterly Census of Employment and Wages (QCEW) data with the Census Bureau. The LEHD program combines these with additional censuses and surveys to create statistics on employment, earnings and job flows at detailed levels of geography and industry and for different demographic groups. In addition, the LEHD program uses these data to create partially synthetic data on workers' residential patterns. Geographic Scale of Data The dataset reports information at the national level with information of the amount of jobs that are in different locations in the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 35.2 Longitudinal Employer-Household Dynamics Dataset Attributes (United States Census Bureau) Attribute QWI Explorer (Select QWI Explorer on the left side of the website) OnTheMap OnTheMap for Emergency Management LED Extraction Tool Description A new, web-based analysis tool that enables the comprehensive access to full depth and breadth of the Quarterly Workforce Indicators dataset, through charts, maps, and interactive tables. Users can compare, rank, and aggregate QWIs across time, geography and/or firm and worker characteristics. Maps, charts, and reports on demographic characteristics and commute patterns of workers/jobs covering 50 states plus the District of Columbia. Shows potential impact on jobs/workers and population for hurricanes, tropical storms, fires, floods, snow, and freezing rain probability and disaster declaration areas (real-time geographic data) Easy access to raw data extracts from the QWI dataset through a simple query-building interface. Special Notes The QWI Explorer and LED Extraction Tool are updated quarterly. The OnTheMap Tools are updated annually. Historical data is available. 166

183 35.3 OnTheMap Where are the Jobs? OnTheMap is a huge data attribute that contains information about the types of jobs offered in a particular area. This visualization plots one dot for every job in the United States, according to the Census Bureau's LEHD data. The LEHD data is based on state unemployment insurance records, and tabulates the count of jobs by census block. Here, jobs are colored by type, allowing us to see how different industries and sectors exhibit different spatial patterns--some clustering in downtowns, others spreading across city and suburbs alike. Geographic Scale of Data The dataset reports information at the national level with information of the amount of jobs that are in different locations in the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 35.3 OnTheMap - Where are the Jobs? Dataset Attributes (United States Census Bureau) Attribute Sectors Income Description Reports the employment in America by sector in 2014, where one dot represents one job. The visualization map is color coded: Red=Manufacturing and Logistics Blue=Professional Services Green=Healthcare, Education, and Government Yellow=Retail, Hospitality, and Other Services Reports the employment in America by income in 2014, where one dot represents one job. The visualization map is color coded: Yellow=$1,250/Month or Less Tan=$1,251 $3,333/Month Purple=Over $3,333/Month Special Notes This data is based on state unemployment insurance records, and tabulates the count of jobs by census block. This dataset does not include information regarding: o The origin or the workers where these commuters are traveling from. 167

184 35.4 Overall Source Evaluation Benefits This data source provides useful information to the Study to identify high-traffic corridors by the number of jobs in the area. The dataset allows users to see how different industries and sectors exhibit different spatial patterns some clustering in downtowns, others spreading across city and suburbs alike. Limitations Although the data source provides useful information, there are some limitations. The data reported doesn t provide specific number outputs to see the amount of workers going to a selected area. The data is also stationary, without providing information about employees commutes. 168

185 Chapter 36: United States Department of Transportation Federal Highway Administration 36.1 Description The Federal Highway Administration (FHWA) is a major agency of the United States Department of Transportation. FHWA is charged with the broad responsibility of ensuring that America s roads and highways continue to be the safest and most technologically up to date. Although state, local, and tribal governments own most of the nation s highways, the FHWA provides financial and technical support to them for constructing, improving and preserving America s highway system. The Florida Division of the FHWA does not build or repair roads in the state, but rather provides funding for qualifying state and local highway and other related transportation projects. Dataset Acquisition The data is collected through surveys and is free to the general public. There is a fee for special add on data. The 2001 NHTS User Guide is available online. Definitions Terms and variables used to develop the reports by the source are defined below. Table 36.1 USDOT Federal Highway Administration Definitions Term Person Trip Person Miles of Travel (PMT) Vehicle Trips Vehicle Miles of Travel (VMT) Travel Day Trip Travel Period Trip 24-Hour Travel Day As defined by this data source. A trip by one person in any mode of transportation. Each record in the Travel Day and Travel Period files in the NHTS dataset represents one person trip. The number of miles traveled by each person on a trip. A trip by a single privately operated vehicle (POV) regardless of the number of persons in the vehicle. One vehicle mile of travel is the movement of one privately operated vehicle for one mile, regardless of the number of people in the vehicle. Defined as any time the respondent went from one address to another by private motor vehicle, public transportation, bicycle, walking, or other means. Defined as a trip where the farthest destination is at least 50 miles from home. The ongoing portion of this trip can take place at any time, but the return must be within the four-week travel period. Starts at 4:00 am of the day assigned and continues until 3:59 am the following day. 169

186 36.2 National Household Travel Survey User s Guide The National Household Travel Survey (NHTS) is the primary source of information about how people travel throughout the Nation. The United States DOT collects this information for Congress, national, state and local policymakers and transportation planners to study daily travel patterns in the United States. NHTS survey data are collected from a sample of United States households and expanded to provide national estimates of trips and miles by travel mode, trip purpose and a host of household attributes. Combined with historical data from 1969 through 1995, the 2001 NHTS survey data provide a rich source of detailed information on personal travel patterns over time. The 2001 NHTS User s Guide provides detail for the 2001 NHTS which contains information to assist transportation planners and policy makers who need comprehensive data on travel and transportation patterns in the United States. This guide includes descriptions of procedures and methods that were used for the 2001 NHTS data. Geographic Scale of Data The dataset provides information at the national level, containing information across the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 36.2 National Household Travel Survey User s Guide Dataset Attributes (US DOT FHWA) Attribute Household Characteristics Household Data Individual Characteristics Vehicle Characteristics Vehicle Data Trip Characteristics Description Includes people who think of the sampled household as their primary place of residence; it also includes persons who usually stay in the household but were temporarily away on business, vacation, or in a hospital. Does not include people just visiting, such as a college student who normally has been living away at school. Reports the relationship of household members, education level, income, housing characteristics, and other demographic information. A civilian, non-institutionalized population of the United States. Each household vehicle owned, leased or available for regular use by household members in households that completed the household interview. Reports the year, make, model, and estimates of annual miles traveled. Reports one-way trips taken during a designated 24-hour period including the time the trip began and ended, length of the trip, mode of transportation, and purpose of the trip. 170

187 Table 36.2 National Household Travel Survey User s Guide Dataset Attributes (US DOT FHWA) Attribute Commuter Characteristics Description Reports the typical number of transit, walk and bike trips made over a period longer than the 24-hour travel day. Special Notes The long distance component of the survey was excluded from 2009 National Household Survey. The data is gathered at a national level, rather than the state or county level. NHTS available from 1969, 1977, 1983, 1990, and

188 36.3 Overall Source Evaluation Benefits The National Household Travel Survey (2001) includes data for long distance trips (50 miles and above) which can be used to develop a robust discrete choice model to understand trip share of tourist trips. NHTS data can also be used for quantifying travel behavior, analyzing changes in travel characteristics over time, relating travel behavior to the demographics of the traveler, and studying the relationship of demographics and travel over time. Limitations The sample bias, sampling errors and reporting issues are some of the concerns which are prevalent in any nation-wide survey. This survey only incudes data for trips data. Therefore, the data for current modeling has to be explored. Also, the survey does not include information on costs of travel, specific travel routes or types of roads used, how travel of the sampled household changes over time, and the reason for selecting a specific mode of travel over another mode. 172

189 Chapter 37: United States Travel Association 37.1 Description The United States Travel Association is the national, non-profit organization representing all components of the travel industry that generates $2.1 trillion in economic output and supports 15.1 million American jobs. As the united voice of the industry, the United States Travel Association prioritizes high-impact issues that matter most to their collective membership. This association advocates for policies that will advance and elevate the travel industry on the national level, engaging with members with the tools, research and resources needed to influence change at the state and local levels. More information about the United States Travel Association can be found on their webpage. Dataset Acquisition A summary of the datasets are available on their website. Definitions Terms and variables used to develop the reports by the source are defined below. Table 37.1 United States Travel Association Definitions Term Current Travel Index (CTI) Leading Travel Index (LTI) nsight STR ADARA As defined by this data source. The Oxford/US Travel CTI measures the direction and pace of travel volume to and within the United States on a monthly basis compared to the same month in the prior year. The index is comprised of a weighting of hotel room demand and air passenger enplanements that represents the overall volume of travelers each month. A score above 50 indicates expansion. A score below 50 indicates decline. The Oxford/US Travel LTI Forecasts the future direction and pace of person-trips over the coming three to six months. In an indicator of the future direction and pace of travel volume to and within the United States over the coming three and six months compared to the same period in the prior year. A score above 50 indicates expansion. A score below 50 indicates decline. Combines the world s largest view of consumer shopping data with predictive marketing and revenue management solutions to deliver more guests to their hotels and visitors to their destinations. The leading global provider of competitive benchmarking, information services and research to the hotel industry. The leader in leveraging global transactional, non-personally identifiable, travel data from direct relationships with over 90+ travel brands and identifying trends that can help companies impact future business decisions. ADARA contributes historical and future, search and booking data to provide travel demand used in the compilation of the LTI. 173

190 Table 37.1 United States Travel Association Definitions Term Far West Region (6) Southwest Region (4) Mideast Region (5) New England Region (6) Great Lakes Region (5) Plains Region (7) Rocky Mountain Region (5) Southeast Region Personal Income Disposable Personal Income Personal Consumption Expenditures As defined by this data source. This region includes the following states: Washington, Oregon, California, Nevada, Alaska, and Hawaii. This region includes the following states: Texas, Oklahoma, New Mexico, and Arizona. This region includes the following states: New York, Pennsylvania, New Jersey, Maryland, and Delaware. This region includes the following states: Maine, Vermont, New Hampshire, Massachusetts, Connecticut, and Rhode Island. This region includes the following states: Wisconsin, Illinois, Ohio, Michigan, and Indiana. This region includes the following states: North Dakota, South Dakota, Minnesota, Iowa, Nebraska, Kansas, and Missouri. This region includes the following states: Montana, Idaho, Wyoming, Colorado, and Utah. This region includes the following states: Florida, Georgia, Alabama, Mississippi, Louisiana, North Carolina, South Carolina, Tennessee, Virginia, West Virginia, Arkansas, and Kentucky. The income received by, or on behalf of all persons from all sources: from participation as laborers in production, from owning a home or business, from the ownership of financial assets, and from government and business in the form of transfers. It includes income from domestic sources as well as the rest of the world. It does not include realized or unrealized capital gains or losses. The income available to persons for spending or saving. It is equal to personal income less personal current taxes. The value of the goods and services purchased by, or on the behalf of, persons who reside in the United States. 174

191 Figure 2: United States Travel Association Region Map 175

192 37.2 Travel Price Index The Travel Price Index (TPI) measures the one-month change in the cost of travel away from home in the United States on a seasonally adjusted basis and the 12-month change of the cost of travel away from home in the United States on a seasonally unadjusted bias. The TPI is based on the United States Department of Labor price data collected for the monthly Consumer Price Index (CPI). Geographic Scale of Data This dataset reports information for the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 37.2 Travel Price Index Dataset Attributes (United States Travel Association) Attribute Recreation Services Food and Beverage Transportation Description Reports the unadjusted indexes, percent change unadjusted and seasonally adjusted change from preceding months. Reports the unadjusted indexes, percent change unadjusted and seasonally adjusted change from preceding months on alcohol way from home and food away from home. Reports the unadjusted indexes, percent change unadjusted and seasonally adjusted change from preceding months on airline fees, intracity public transportation, motor fuel, and other intercity transportation. Special Notes The TPI is released monthly. Historical data is available dating back to 2007 for members. 176

193 37.3 Travel Trends Index The Travel Trends Index (TTI) measures the direction and pace of travel volume to and within the United States. The TTI contains the Current Travel Index (CTI) and the Leading Travel Index (LTI) both of which include subcomponents (domestic, international, leisure, and business). The United States Travel Association works closely with Oxford Economics to produce the index using data from trusted resources, including ADARA, Airlines for America, Airlines Reporting Corporation, nsight and STR. Geographic Scale of Data This dataset reports information for the United States. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 37.3 Travel Trends Index 2016 Dataset Attributes (United States Travel Association) Attribute Overall Travel Volume CTI (Current Travel Index) LTI (Leading Travel Index) Description Reports person trips to or within United States involving a hotel stay or air travel. Reports the value for the total market, international market, domestic market, business market, and leisure market. Reports the value for the total market, international market, domestic market, business market, and leisure market. Special Notes This dataset is updated monthly. Historical TTI data can be accessed through the monthly subscription of United States Travel s Interactive Travel Analytics. 177

194 37.4 United States Travel Barometer The United States Barometer tracks, on a high frequency basis, how the travel industry is performing, trending and what the near-term outlook for travel to the United States in the next few months look like. Both domestic and international data are included at a national and regional level to determine trends and changes in travel interest to the United States. On average, the travel lodging search occurs 90 days in advance of the actual trip. Geographic Scale of Data This dataset reports information for the United States with specific information at the different region levels which are: Rocky Mountain, Far West, Southwest, Plains, Great Lakes, Southeast, New England, and Mideast. All regions are defined in Section Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 37.4 United States Travel Barometer Dataset Attributes (United States Travel Association) Attribute Travel Outlook Description Reports the forecasted percentages of tourism travel within the United States by region including: Southeast, Mideast, New England, Rocky Mountain, Plains, Far West, Great Lakes, and Southwest (areas defined in Section 37.1). Special Notes Released regularly to members both on a monthly and ad hoc basis. Available only to members. 178

195 37.5 United States Travel Outlook United States Travel releases a highly informative newsletter focusing on industry trends, the current state of the economy, related forecasts and how this impacts travel. The United States Travel dashboard provides a visual display of travel indicators and performance of travel sectors through charts and tables. Geographic Scale of Data This dataset reports information for the United States with specific information at the different region levels which are: Rocky Mountain, Far West, Southwest, Plains, Great Lakes, Southeast, New England, and Mideast. All regions are defined in Section Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 37.5 United States Travel Outlook Dataset Attributes (United States Travel Association) Attribute Personal Income and its Disposition Travel Outlook Description Reports the personal income, wages and salaries, supplements to wages and salaries from January to August Describes the United States Travel Outlook on the following topics: Labor Consumer Confidence Consumer Spending Exports State of Business Travel Trends Index Special Notes This dataset summarizes the statistics reported within the TPI and TTI datasets. 179

196 37.6 Overall Source Evaluation Benefits The data source provides great summary information pertaining to travel and tourism within the United States. Some datasets provide information at smaller scale, containing information at the regional levels. If the data source attributes are obtained for purchase, these datasets would be very beneficial to the Study. Travel outlook on consumer spending and the labor force can help maximize the tourism industry in the area, and working to increase figures for the upcoming years. Also, knowing the forecasted percentages of travelers to each region in the state can help Central Florida planners prepare for the increase in visitation through improving local infrastructure. Limitations Although the datasets and research provided by the United States Travel and Tourism contains useful information, raw data is only available to members. The cost of being a member is unknown at this time, but can be obtained through their contact information. 180

197 Chapter 38: VISA 38.1 Description VISA is a global payment technology company that works to enable consumers, businesses, banks and governments to use digital currency. The company uses its products, know-how and philanthropy to bring about positive change. Helping improve the lives and economies around the world is a corporate responsibility for Visa. Visa connects consumers, businesses, banks and governments in more than 200 countries and territories world wide. Dataset Acquisition Domestic Tourism Reports: Standalone State or CVB reports are $26,000 and Bundled State or CVB reports are $20,500. Data provided within these reports are explained in the table below. Definitions Terms and variables used to develop the reports by the source are defined below. Table 38.1 VISA Definitions Term Transactions Consumers Businesses Financial Institution Standalone State or CVB Domestic Report* Bundled State or CVB Domestic Report* Expat As defined by this data source. An exchange or interaction between people. A person who purchases goods and services for personal use. The practice of making one s living by engaging in commerce. A company engaged in the business of dealing with monetary transactions, such as deposits, loans, investments and currency exchange. Includes up to five defined areas as part of core purchase, new summary dashboard report, period-over-period trend data, and monthly reporting segmentation. 20% discount from standalone purchase, includes up to five defined domestic areas. A person temporarily or permanently residing, as an immigrant, in a county other than that of their citizenship. The word comes from the Latin terms ex ( out of ) and patria ( country, fatherland ). 181

198 38.2 VisaVue Travel VisaVue Travel was created at the request of a Travel and Tourism Research Association (TTRA) committee to address key data needed for better international visitor count and visitor spending information. VisaVue Travel has been providing this unique data to the United States tourism industry for over five years. VisaVue Travel continues to provide information for more than 85 billion transactions, 14,700 financial institutions, 2.1 billion cards, 29 million merchants outlets, 2 million ATMs and $4.2 trillion in payments volume. Destination Marketing Organizations have a choice of two distinct reporting packages. Each month, Visa analyzes the spending pattern of card issued in the United States to determine a cardholder s primary spending ZIP code. These ZIP codes are then compiled into MSAs for use in Domestic Tourism Reports. Geographic Scale of Data The dataset provides information by a DMO s self-defined marketing area. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 38.2 Visa Vue Dataset Attributes (VISA) Attribute International Visitors International Spending Enhanced Report Empirical Data Travel Patterns Trend Data Domestic Spending Description Reports the number of international visitors by originating country into a DMO s self-defined marketing area. Reports the spending by international visitors by originating country into a DMO s self-defined marketing area. Includes the two data attributes above, along with a track spending by market segment or merchant category code (MCC). Verified transaction data from VisaNet includes all Visa credit, debit, prepaid, commercial and small business transactions. Also includes cash transactions processed through Visa s PLUS ATM Network. Travel patterns for both tourists and business travelers are monitored and reported separately. Reports real domestic United States visitor traffic volume metrics to every United States state, city and region. Reports domestic United States traveler spending by origination MSA. 182

199 Special Notes Visa s proprietary algorithms filter out spending by long-term residents such as students, corporate expats, and second home owners. Reports produced quarterly or yearly, typically within 45 days of month s end and published via secure . Domestic reports contain monthly and annual data. The information coverage is from 2009 to present day. This dataset does not include information regarding: o o Online transactions. Visitors with a non-valid ZIP code. 183

200 38.3 Overall Source Evaluation Benefits Information gained from this data source can assist with the development of international tourism demand modeling. Understanding economic impacts of tourists at different locations can be gained through this data source. This data can also be combined with similar credit companies data to get a holistic view of traveler spending. Limitations This data source comes with some limitations. Transactions made face to face are the only ones considered, excluding other transactions such as those via internet, mobile devices and tellers. Also, the data only includes Visa card transactions, and is proprietary in nature with a high acquisition cost. 184

201 Chapter 39: Visit Florida 39.1 Description Visit Florida is the official tourism marketing corporation for the State of Florida. Visit Florida publishes an annual Visitor Study report that serves as an in-depth, user-friendly tool providing a comprehensive overview of visitors to the State. The report provides historical context of data to identify trends in Florida tourism alongside detailed charts and graphics to emphasize key metrics. Visit Florida also publishes detailed information regarding specific visitor profiles under various scenarios, providing an in-depth look at visitor travel in the State by purpose, season, trip origin, and many other metrics. Dataset Acquisition The datasets are free to all Marketing Partners with the Visit Florida Organization, but are not accessible to the general public. Marketing Partner log-in credentials must be used online in order to access the reports. Visit Florida retains the proprietary rights (copyright) to the information presented in the datasets, and must be appropriately credited and cited when utilizing their information. Definitions Terms and variables used to develop the reports by the source are defined below. Table 39.1 VisitFlorida Definitions Term Visitor Domestic Visitor Domestic Air Visitor Domestic Auto Visitor International Visitor Seasonal Residents ( snowbirds ) Overseas Traveler As defined by this data source. Individual to stay overnight in Florida. Visitor to Florida whose travel origin was within the United States, but does not include Florida Resident Travel within the State of Florida. Visitor to Florida whose travel origin was within the United States and arrived in Florida via air travel, but does not include Florida Resident Travel within the State of Florida. Visitor to Florida whose travel origin was within the United States and arrived in Florida by automobile, but does not include Florida Resident Travel within the State of Florida. Visitor to Florida whose travel origin was outside of the United States, and does not include Domestic Visitors nor Florida Resident Travel within the State of Florida. Individuals who retain Florida residency by owning a home, but only live within the state for a portion of the year.. Visitor to Florida whose travel origin was outside of North America. 185

202 Table 39.1 VisitFlorida Definitions Term Northwest Region North Central Region Northeast Region Central East Region Central Region Central West Region Southwest Region Southeast Region Designated Market Area Tourism/Recreation Taxable Sales Total Taxable Sales Metropolitan Statistical Area (MSA) Rental Car Surcharge As defined by this data source. Escambia, Santa Rosa, Okaloosa, Walton, Holmes, Washington, Jackson, Bay, Calhoun, Gulf, Liberty, and Franklin Counties in Florida. Gadsden, Leon, Wakulla, Jefferson, Madison, Taylor, Hamilton, Suwannee, Lafayette, Dixie, Columbia, Union, Bradford, Gilchrist, Alachua, and Levy Counties in Florida. Nassau, Baker, Duval, Clay, Putnam, St. Johns, and Flagler Counties in Florida. Volusia, Brevard, Indian River, Okeechobee, St. Lucie, and Martin Counties in Florida. Marion, Sumter, Lake, Seminole, Orange, Osceola, Polk, Hardee, and Highlands Counties in Florida. Citrus, Hernando, Pasco, Pinellas, and Hillsborough Counties in Florida. Manatee, Sarasota, De Soto, Charlotte, Glades, Lee, Hendry, and Collier Counties in Florida. Broward, Monroe, Miami-Dade, and Palm Beach Counties in Florida. A geographic region where the population receives the same television and radio station broadcast signals. The portion of total taxable sales in Florida most influenced by tourism, which includes spending by visitors and residents, is defined as the following categories: Restaurants/Lunchrooms Taverns, Nightclubs Hotels, Apartments, etc. Cigar Stands, Tobacco Supplies Photographers, Photo Supplies Gift, Card, Novelty Shops News Stands Admissions Holiday Season Vendors Rental of Tangible Property Parking Lots, Boat Dockings The total amount of taxable sales in the State of Florida, which includes spending by visitors and residents. According to the United States Census Bureau, an MSA is a city of at least 50,000 population; or a Census Bureau-defined urbanized area of at least 50,000 with a total metropolitan population of at least 100,000 (75,000 in New England). The rental car surcharge is $2 USD per day for the first thirty days of a rental or lease of a vehicle. The Tourism Promotion Trust Fund receives 15.75% of the net amount distributed, that is, collections less administrative fees less General Revenue service charges. 186

203 Table 39.1 VisitFlorida Definitions Term Tourist Development Tax Pleasure Trip As defined by this data source. Counties may levy a tourist development tax or bed tax as a percent of the total charge (county rates vary) for the lease or rental of living accommodations in any hotel, apartment hotel, motel, resort motel, apartment, apartment motel, rooming house, recreational vehicle park, mobile home park, or condominium for a term of six months or less. Defined on an individual basis excluding trips that involved only visiting friends or relatives and did not include any sightseeing. 187

204 Figure 3: Visit Florida Region Map 188

205 39.2 Census Data Updates The Census Data Updates is one section of the Annual Visitor Study. This dataset showcases the following information: Population of the 50 states Population of all Florida counties Demographic profile estimates by category for Florida and the United States Geographic Scale of Data This dataset provides information at the state and county level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.2 Census Data Updates Dataset Attributes (Visit Florida) Attribute Population of the United States Population of Florida by County Demographic Profile for Florida and the United States Description Reports the population of all 50 states. Reports the population of all the counties in the State of Florida. Reports the following information for the State of Florida and the United States: Population estimates and o household income percent change o gender Florida population projections o age by: o martial status o single race classification o educational attainment o Hispanic or Latino by o household size origin o households by types Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset includes: o Information based on data taken from the United States Census Bureau,

206 39.3 Domestic Air Visitors to Florida The Profile of Domestic Air Visitors to Florida is based on the Annual Visitor Study. This report showcases the following information about domestic air visitors to Florida: Travel Characteristics Visitor Profile Visitor Characteristics o Primary Purpose of Travel o Average Expenditures per o Trip Planning Time Frame o Transportation Type Person per Day o Trip Planning o Seasonality of Arrival o Average Resources Used o Florida Destination Regions Expenditures by Category o Age of Adult Travelers o Top Origin States o Travel Party Size o Household Income o Top Origin Designated Market o Paid vs. Non-Paid Accommodations o Visitor Generation Distribution Areas (DMAs) o Hotel Levels o Visitor Lifestage o Length of Stay Distribution o Reservation Type for Accommodations o Primary Visitor Activities Geographic Scale of Data This report provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding visitor destinations in the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.3 Domestic Air Visitors to Florida Dataset Attributes (Visit Florida) Attribute Primary Purpose of Trip Seasonality Florida Destination Regions Description Reports a percentage of the total domestic air visitors to travel for business or leisure travel Reports a percentage of the total domestic air visitors to arrive during each season: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) Reports a percentage of the total domestic air visitors to arrive in each of the eight Florida regions: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast. 190

207 Table 39.3 Domestic Air Visitors to Florida Dataset Attributes (Visit Florida) Attribute Primary Activities Average Expenditures per Person per Day Top Origin States Top Origin Designated Market Areas (DMAs) Length of Stay Description Reports a percentage of domestic air visitors who participated in various activities throughout the state. Domestic Air Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. Reports the average expenditures in USD of domestic air visitors per person per day of their trip. Reports the percentage of the total domestic air visitors that arrived in Florida from 12 US States. Only the top 12 states with the largest percentage of domestic visitors arriving are reported. Reports the percentage of the total domestic air visitors that arrived in Florida from 10 US DMAs. Only the top 10 DMAs with the largest percentage of domestic visitors arriving are reported. Reports the percentage of the total domestic air visitors that stayed overnight for: 1-3 nights 4-7 nights 8 or more nights Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o o International visitors to Florida. Florida resident visitors. Domestic visitors to Florida by auto. Seasonal Residents ( snowbirds ). 191

208 39.4 Domestic Auto Visitors to Florida The Profile of Domestic Auto Visitors to Florida is based on the Annual Visitor Study. This report showcases the following information about domestic auto visitors to Florida: Travel Characteristics Visitor Profile Visitor Characteristics o Primary Purpose of Travel o Average Expenditures per o Trip Planning Time Frame o Transportation Type Person per Day o Trip Planning o Seasonality of Arrival o Average Resources Used o Florida Destination Regions Expenditures by Category o Age of Adult Travelers o Top Origin States o Travel Party Size o Household Income o Top Origin Designated Market o Paid vs. Non-Paid Accommodations o Visitor Generation Distribution Areas (DMAs) o Hotel Levels o Visitor Lifestage o Length of Stay Distribution o Reservation Type for Accommodations o Primary Visitor Activities Geographic Scale of Data This report provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding visitor destinations in the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.4 Domestic Auto Visitors to Florida Dataset Attributes (Visit Florida) Attribute Primary Purpose of Trip Seasonality Florida Destination Regions Description Reports a percentage of the total domestic auto visitors to travel for business or leisure travel. Reports a percentage of the total domestic auto visitors to arrive during each season: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) Reports a percentage of the total domestic auto visitors to arrive in each of the eight Florida regions: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast. 192

209 Table 39.4 Domestic Auto Visitors to Florida Dataset Attributes (Visit Florida) Attribute Primary Activities Average Expenditure per Person per Day Top Origin States Top Origin Designated Market Areas (DMAs) Length of Stay Description Reports a percentage of domestic auto visitors who participated in various activities throughout the state. Domestic Auto Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. Reports the average expenditures in USD of domestic auto visitors per person per day of their trip, and provides averages of spending purposes. Reports the percentage of the total domestic auto visitors that arrived in Florida from 12 US States. Only the top 12 states with the largest percentage of domestic auto visitors arriving are reported. Reports the percentage of the total domestic auto visitors that arrived in Florida from 10 US DMAs. Only the top 10 DMAs with the largest percentage of domestic auto visitors arriving are reported. Reports the percentage of the total domestic auto visitors that stayed overnight for: 1-3nights 4-7 nights 8 or more nights Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o o International visitors to Florida. Florida resident visitors. Domestic visitors to Florida by air. Seasonal residents ( snowbirds ). 193

210 39.5 Domestic Visitors to Florida The Profile of Domestic Visitors to Florida is based on the Annual Visitor Study. This report showcases the following information about domestic visitors to Florida: Travel Characteristics Visitor Profile Visitor Characteristics o Primary Purpose of Travel o Average Expenditures per o Trip Planning Time Frame o Transportation Type Person per Day o Trip Planning o Seasonality of Arrival o Average Resources Used o Florida Destination Regions Expenditures by Category o Age of Adult Travelers o Top Origin States o Travel Party Size o Household Income o Top Origin Designated Market o Paid vs. Non-Paid Accommodations o Visitor Generation Distribution Areas (DMAs) o Hotel Levels o Visitor Lifestage o Length of Stay Distribution o Reservation Type for Accommodations o Primary Visitor Activities Geographic Scale of Data This report provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding visitor destinations in the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.5 Domestic Visitors to Florida Dataset Attributes(Visit Florida) Attribute Primary Purpose of Trip Transportation Type Seasonality Description Reports the percentage of the total domestic visitors to travel for business or leisure travel. Reports a percentage of the total domestic visitors to arrive by air or nonair (ground) transportation. Reports a percentage of the total domestic visitors to arrive during each season: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) 194

211 Table 39.5 Domestic Visitors to Florida Dataset Attributes(Visit Florida) Attribute Florida Destination Regions Primary Activities Average Expenditures per Person per Day Top Origin States Top Origin Designated Market Areas (DMAs) Length of Stay Description Reports a percentage of the total domestic visitors to arrive in each of the eight Florida regions: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast. Reports a percentage of domestic visitors who participated in various activities throughout the state. Domestic Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. Reports the average expenditures in USD of domestic visitors per person per day of their trip, and provides averages of spending purposes. Reports the percentage of the total domestic visitors that arrived in Florida from 15 US States. Only the top 15 states with the largest percentage of domestic visitors arriving are reported. Reports the percentage of the total domestic visitors that arrived in Florida from 15 US DMAs. Only the top 15 DMAs with the largest percentage of domestic visitors arriving are reported. Reports the percentage of the total domestic visitors that stayed overnight for: 1-3 nights 4-7 nights 8 or more nights Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o International visitors to Florida. Florida resident visitors. Seasonal residents ( snowbirds ). 195

212 39.6 Estimates of Visitors to Florida The Profile of Estimates of Visitors to Florida is one section of the Annual Visitor Study. This dataset showcases the following information about visitors to Florida: Historical Trends in Florida Visitation Estimates of Visitors to Florida by Quarter Total Visitors to Florida Relative Share of Air and Non-Air Seasonality of Visitors to Florida Enplanement Comparison at 17 Major Florida Airports Monthly Enplanements at Participating Florida Airports Geographic Scale of Data This dataset provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding visitors to and from Florida s 17 Major airports as defined. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.6 Estimates of Visitors to Florida Dataset Attributes (Visit Florida) Attribute Historical Trends in Florida Visitation Estimates of Visitors to Florida by Quarter Total Visitors to Florida Relative Share of Air and Non-Air Seasonality of Visitors to Florida Description Reports the historical trends of Florida visitation in millions Reports the estimates of visitors to Florida by quarter and categorizes the visitors traveling by air and non-air modes by the following: Domestic Overseas Canadian Reports the historical percentage of air and non-air visitors to Florida Reports the historical percentages of the total visitors to arrive during each of the following periods: Jan-Mar Apr-Jun Jul-Sept Oct-Dec 196

213 Table 39.6 Estimates of Visitors to Florida Dataset Attributes (Visit Florida) Attribute Enplanement Comparison at 17 Major Florida Airports Monthly Enplanements at Participating Florida Airports Description Reports historical enplanement numbers for each of the following Florida airports: Daytona Fort Lauderdale Fort Myers Jacksonville Key West Melbourne Miami Okaloosa Orlando International Orlando Sanford Palm Beach Panama City Pensacola Sarasota St. Petersburg-Clearwater Tallahassee Tampa *Includes separate totals for visitors and Florida residents Reports historical enplanement numbers by month including Florida residents and visitors Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o Florida resident visitors (besides the enplanement comparison at 17 major Florida airports attribute). Differences between inbound and outbound travelers. 197

214 39.7 Profile of Domestic Visitors by Florida Vacation Region The Profile of Domestic Visitors by Florida Vacation Region is one section of the Annual Visitor Study. This dataset showcases the following information about the eight (8) defined Florida Vacation Regions: Share of Visitors by Region Regional Vacation Profiles Age of Adult Traveler Household Income Top Origin States Type of Transportation Accommodations Geographic Scale of Data Seasonality Purpose of Trip Average Expenditures Per Person Per Day Length of Stay Travel Party Composition Top Activities This dataset provides information about visitors at the regional level, with the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.7 Profile of Domestic Visitors by Florida Vacation Region Dataset Attributes (Visit Florida) Attribute Florida s Eight Vacation Regions Top Activities (for each of the eight regions) Average Expenditures per Person per Day (for each of the eight regions) Length of Stay (for each of the eight regions) Description Defines the eight vacation regions in the State of Florida and reports the percentage of domestic visitors to each of the following regions: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast Reports the percentage of domestic visitors who participated in various activities throughout the state. Domestic Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. Reports the average expenditures in USD of domestic visitors per person per day of their trip. Reports the percentage of the total domestic visitors that stayed for the following time periods: 1-3 nights 4-7 nights 8 or more nights Average Median 198

215 Table 39.7 Profile of Domestic Visitors by Florida Vacation Region Dataset Attributes (Visit Florida) Attribute Primary Purpose of Trip (for each of the eight regions) Seasonality (for each of the eight regions) Top Origin States (for each of the eight regions) Household Income (for each of the eight regions) Transportation Type (for each of the eight regions) Description Reports the percentage of domestic visitors to travel for leisure or business purposes. Leisure travels including Vacation/Getaway Weekend, Visit Friends/Relatives or other leisure. Business Travels including Convention/Group Meetings or other business. Reports the percentage of domestic visitors to arrive during each of the following seasons: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) Reports the percentage of the total domestic visitors that arrived in Florida from five US States. Only the top five states with the largest percentage of domestic visitors arriving are reported. Reports the percentage of domestic visitors taking trips to Florida with varying household annual incomes: Under $50,000 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 and over Average household income Reports the percentage of the total domestic visitors to arrive by air or non-air (ground) transportation. Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o International visitors to Florida. Florida resident travel. Seasonal residents ( snowbirds ). 199

216 39.8 Profile of Domestic Visitors to Florida Traveling for Business The Profile of Domestic Visitors to Florida Traveling for Business is one section of the Annual Visitor Study. This dataset showcases the following information about these domestic visitors traveling to Florida: Top Destination Regions Travel Party Size Primary Purpose of Trips Seasonality Primary Activities Average Expenditures Per Person Per Day Geographic Scale of Data Average Expenditures by Category Length of Stay Reservation Type for Accommodations Paid vs. Non-Paid Accommodations Age of Adult Traveler Household Income of Traveler This dataset provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.8 Profile of Domestic Visitors to Florida Traveling for Leisure Dataset Attributes (VisitFlorida) Attribute Top Destination Regions in Florida for Business Visitors Travel Party Size Primary Activities Description Reports the percentage of domestic business visitors to arrive in each of the eight Florida regions: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast Reports the percentage of domestic business visitors by party size: Couples One adult Families Three or more adults Two males or two females Average party size Reports the percentage of domestic business visitors who participated in various activities throughout the state. Domestic Business Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. 200

217 Table 39.8 Profile of Domestic Visitors to Florida Traveling for Leisure Dataset Attributes (VisitFlorida) Attribute Primary Purpose of Business Trips Average Expenditures per Person per Day Length of Stay Seasonality of Business Trips Household Income of Traveler Description Reports the percentage of domestic business visitors who traveled to Florida by the following top three purposes: Conventions Seminars/Trainings Transient Business Other Reports the average expenditures in USD of domestic business visitors per person per day of their trip. Reports the percentage of the total domestic leisure visitors that stayed overnight for: 1-3 nights Average 4-7 nights Median 8 or more nights Reports the percentage of domestic business visitors to arrive during each season: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) Reports a percentage of the total domestic travelers taking pleasure trips to Florida with varying household annual incomes: Under $35,000 $100,000 - $149,999 $35,000 - $49,999 $150,000 - $199,000 $50,000 - $74,999 $200,000 and over $75,000 - $99,999 Average household income Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o o International visitors to Florida. Florida Residents traveling for business in Florida. Domestic travelers for leisure purposes. Seasonal residents ( snowbirds ). 201

218 39.9 Profile of Domestic Visitors to Florida Traveling for Leisure The Profile of Domestic Visitors to Florida Traveling for Leisure is one section of the Annual Visitor Study. This dataset showcases the following information about these domestic visitors traveling to Florida: Top Destination Regions Travel Party Size Primary Activities of Domestic Leisure Visitors to Florida Average Expenditures Per Person Per Day Average Expenditures by Category Paid vs. Non-Paid Accommodations Length of Stay Geographic Scale of Data Reservation Type for Accommodations Primary Purpose of Trip Seasonality Top Origin States for Leisure Travelers Age of Adult Traveler Household Income of Traveler Generation of Domestic Leisure Visitors Life stage of Domestic Leisure Visitors This dataset provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding the eight (8) defined Florida regions. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 39.9 Profile of Domestic Visitors to Florida Traveling for Leisure Dataset Attributes (Visit Florida) Attribute Top Destination Regions in Florida for Domestic Leisure Visitors Primary Activities Average Expenditures per Person per Day Paid vs. Non-Paid Accommodations Description Reports the historical percentages of domestic leisure visitors to the top eight destination regions in Florida: Northwest, North Central, Northeast, Central East, Central, Central West, Southwest, and Southeast Reports the percentage of domestic leisure visitors who participated in various activities throughout the state. Domestic Leisure Visitors were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their stay in Florida. Reports the average expenditures in USD of domestic leisure visitors per person per day of their trip between. Reports the percentage of paid vs. non paid accommodations made by domestic leisure visitors 202

219 Table 39.9 Profile of Domestic Visitors to Florida Traveling for Leisure Dataset Attributes (Visit Florida) Attribute Length of Stay Primary Purpose of Trip Seasonality Top Origin States Household Income Description Reports the percentage of the total domestic leisure visitors that stayed overnight for: 1-3 nights 4-7 nights 8 or more nights Average Median Reports a percentage of domestic leisure visitors to travel for general vacation, to visit friends/relatives, a getaway weekend, a special event, or other. Reports a percentage of the total domestic leisure visitors to arrive during each season: Winter (Dec, Jan, Feb) Spring (Mar, Apr, May) Summer (Jun, Jul, Aug) Fall (Sept, Oct, Nov) Reports the percentage of the total domestic leisure visitors that arrived in Florida from 16 US States. Only the top 16 states with the largest percentage of domestic leisure visitors arriving are reported. Reports a percentage of the total domestic travelers taking pleasure trips to Florida with varying household annual incomes: Under $35,000 $100,000 - $149,999 $35,000 - $49,999 $150,000 - $199,000 $50,000 - $74,999 $200,000 and over $75,000 - $99,999 Average household income Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o o International visitors to Florida. Florida Resident travelers. Domestic visitors to Florida traveling for business. Seasonal residents ( snowbirds ). 203

220 39.10 Profile of International Visitors to Florida The Profile of International Visitors to Florida is based on the Annual Visitor Study. This report showcases the following information about international visitors to Florida: Top Countries for International Visitation to Florida Top World Regions for International Visitation to Florida Top Countries for International Spending in Florida Top World Regions for International Spending in Florida Top Countries for International Visitation to Five Florida Regions Top Countries for International Spending to Five Florida Regions International Visitor Profiles o Overseas Visitor Profile o South American Visitor Profile o Brazilian Visitor Profile o British Visitor Profile o German Visitor Profile o French Visitor Profile o Scandinavian Visitor Profile o Central American Visitor Profile o Mexican Visitor Profile o Caribbean Visitor Profile o Australian Visitor Profile Geographic Scale of Data This report provides information about visitors at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields that are provided for each of the identified visitor profiles in the Description section. Any special notes regarding this report are also identified. Table Profile of International Visitors to Florida Dataset Attributes (Visit Florida) Attribute Household Income Length of Stay Description Reports a percentage of the international visitors to travel to Florida with varying household annual incomes: Under $20,000 $20,000 - $59,999 $60,000 - $99,999 $100,000 - $159,999 $160,000 and over Average Household Income Reports the average number of nights that an international visitor will stay in Florida. 204

221 Table Profile of International Visitors to Florida Dataset Attributes (Visit Florida) Attribute Florida Region Share Expenditures in United States Main Trip Purpose Accommodations Top Activities Description Reports a percentage of the international visitors to travel to each of the Florida regions. Overseas visitors could report multiple destinations in this category. Southeast Central-Central East Central West-Southwest Northeast-Northwest Reports the average amount of spending for different travel parties (listed below) in US Dollars (USD), including airport expenses: Per Travel Party/Trip Per Visitor/Trip Per Visitor/Day Reports the percentage of the international visitors to travel to Florida for various travel purposes: Vacation/Holiday Visit Friends/Relatives Business Conference/Convention/Trade Show Other Reports the percentage of the international visitors accommodations selections within the State of Florida: Hotel/Motel Private Home Other Reports the percentage of the total international that engaged in these primary activities while visiting Florida (overseas visitors could report multiple responses). Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o Florida resident visitors. Domestic visitors to Florida. Seasonal residents ( snowbirds ). 205

222 39.11 Tourism Impacts on the Florida Economy The Tourism Impacts on the Florida Economy report is based on the Annual Visitor Study. This report showcases the following information about visitors to Florida: Total Taxable Sales and Tourism/Recreation Taxable Sales Tourism/Recreation Taxable Sales by Category Tourism/Recreation Taxable Sales in Florida by Metropolitan Statistical Area (MSA) Direct Travel-Related Employment in Florida Florida Rental Car Surcharge Tax Collections Tourist Development Tax Collections by County Tourist Development Tax Collections by Month Consumer Confidence and Unemployment Rates Geographic Scale of Data This report provides information about visitors at the state level, while providing some information for MSAs which divide Florida into 23 areas. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table Tourism Impacts on the Florida Economy Dataset Attributes (Visit Florida) Attribute Total Taxable Sales Tourism/Recreation Taxable Sales Tourism/Recreation Taxable Sales by Category Description Reports the total amount of taxable sales per quarter of the year, and breaks down the quarters with monthly totals. Reports the portion of total taxable sales for tourism/recreation per quarter of the year, and breaks down the quarters with monthly totals. Reports the portion of tourism/recreation taxable sales for each of the twelve categories that comprise tourism/recreation taxable sales. Restaurants/Lunchrooms Taverns, Nightclubs Hotels, Apartments, Houses, etc. Cigar Stands, Tobacco Supplies Photographers, Photo Supplies Gift, Card, Novelty Shops News Stands Admissions Holiday Season Vendors Rental of Tangible Property Parking Lots, Boat Dockings 206

223 Table Tourism Impacts on the Florida Economy Dataset Attributes (Visit Florida) Attribute Travel-Related Employment Tourism/Recreation Taxable Sales by MSA Description Reports the total number of people employed in travel-related positions, and compares the total with the total of non-agricultural employment in the state. Total Travel-Related Employment o Food Services and Drinking Places o Arts, Entertainment, and Recreation o Accommodations o Air Transportation o Travel Arrangement and Reservations Total Non-Agricultural Employment Reports the annual tourism/recreation taxable sales for 23 areas of Florida in millions of dollars (USD): Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o o o Tourist taxable sales information for each classification of visitor (international, domestic, or Florida resident). Travel-related employment statistics for each County. Rental car surcharge collections by County. Seasonal residents ( snowbirds ). 207

224 39.12 Tourism Indicators The Tourism Indicators report is based on the Annual Visitor Study. This report showcases the following information about visitors to Florida: Monthly Visitation to Florida Welcome Centers Occupancy Rates at Florida Hotels/Motels (Yearly Average) Occupancy Rates at Florida Hotels/Motels (Monthly Average) Average Daily Rates at Florida Hotels/Motels Florida Hotel/Motel Average Daily Rate by Month Hotel/Motel Facilities in Florida by County Geographic Scale of Data This report provides information about visitors at the state level, while providing insight into hotel/motel facilities within each Florida county. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table Tourism Indicators Dataset Attributes (Visit Florida) Attribute Visitation to Florida Welcome Centers Occupancy Rates at Florida Hotels/Motels Description Reports the total number of visitors to enter the Florida Welcome Centers (a combined attendance from all four welcome centers) by month. Hotel/Motel occupancy rates are reported for: United States State of Florida o Daytona Beach o Florida Central o Florida Keys o Florida Panhandle o Fort Lauderdale o Fort Myers o Jacksonville o Melbourne-Titusville o Miami-Hialeah o Orlando o Sarasota-Bradenton o Tampa-St. Petersburg o West Palm Beach-Boca Raton 208

225 Table Tourism Indicators Dataset Attributes (Visit Florida) Attribute Average Daily Rates at Florida Hotels/Motels Hotel/Motel Properties in Florida by County Hotel/Motel Rooms in Florida by County Description Average Daily Room Rates are reported for: United States State of Florida o Daytona Beach o Florida Central o Florida Keys o Florida Panhandle o Fort Lauderdale o Fort Myers o Jacksonville o Melbourne-Titusville o Miami-Hialeah o Orlando o Sarasota-Bradenton o Tampa-St. Petersburg o West Palm Beach-Boca Raton Reports the number of hotel/motel properties located in the State of Florida by County. Reports the number of hotel/motel rooms (rental units) located in the State of Florida by County. Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o Breakdown of visitors at the welcome centers by visitor types (ex. international visitors, domestic visitors, Florida resident visitors). 209

226 39.13 Travel Patterns of Florida Residents The Travel Patterns of Florida Residents is one section of the Annual Visitor Study. This dataset showcases the following information about Florida resident travelers: Amount of Floridians Top Origin Areas Taking Pleasure Trips Trip Insights Pleasure Travel Patterns of Floridians Resident Pleasure Trips by Quarter Floridians In-State Pleasure Trips by Quarter Share of Floridian Pleasure Trips by Quarter Competitive Insights o o o o o o Expenditure Transportation Party Composition Length of Stay Accommodation Type Primary Activities o Top Florida Destination Geographic Scale of Data Profile of Florida Residents Taking Pleasure Trips In-State and Out-of-State Pleasure Trips Profile of Florida Residents Taking Pleasure Trips Out-of- State Visitor Insights Trip Insights Competitive Insights Age of Adult Traveler Household Income This dataset provides information about visitors at the state level, with a slightly more detailed breakdown of information regarding visitor destinations in the ten (10) defined origin areas and destinations. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table Travel Patterns of Florida Residents Dataset Attributes (Visit Florida) Attribute Percentage of Floridians Taking Pleasure Trips Percentage of Pleasure Trips In-State and Outof-State Pleasure Travel Patterns of Floridians Resident Pleasure Trips by Quarter Description Reports the historical percentages of Floridians taking pleasure trips. Reports the historical percentages of pleasure trips in-state and out-ofstate by Florida residents. Reports the historical numbers of in-state and out-of-state pleasure trips traveled by Floridians. Reports the estimated number of residents taking pleasure trips by quarter, and the estimated number of residents taking trips in-state. 210

227 Table Travel Patterns of Florida Residents Dataset Attributes (Visit Florida) Attribute Household Income Top Origin Areas Length of Stay Primary Activities Description Reports a percentage of the total Florida residents taking pleasure trips in-state and out-of-state with varying household annual incomes: Under $50,000 $50,000-$74,999 $75,000-$99,000 $100,000 and over Average household income Reports a percentage of the total top ten areas of origin of the Florida residents taking pleasure trips in-state and out-of-state. Reports the percentage of the total Florida residents taking pleasure trips in-state and out-of-state who stayed overnight for: 1 Night 2 Nights 3 Nights 4-7 Nights 8+ Nights Average length of stay Reports a percentage of Florida residents who participated in various activities throughout the state. Florida residents were allowed multiple responses to this free-response (open-ended) question, as they would have participated in multiple activities during their pleasure vacation in Florida. Special Notes This dataset is updated annually. This dataset provides access to historical data for Marketing Partners. Information for previous studies is only available upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o Domestic or international visitors to Florida. The type of transportation Florida residents are taking for pleasure trips. 211

228 39.14 Visit Florida Marketing Plan The Visit Florida Marketing Plan leverages Visit Florida resources through cooperative marketing programs that create and add value for Partners within and outside the Florida tourism industry. In order to ensure that Visit Florida is maximizing the impact of its marketing resources, the organization has adopted a set of Marketing Principles that drive all strategic thinking: Create Value and Add Value Co-op is Critical Clarity Comes First Something for Everyone Quality vs. Quantity If its Worth Doing, Its Worth Doing Right Content is Core Innovation Best in-class Partners This strategic marketing plan is the road map that guides all Visit Florida sales and marketing efforts and it is updated each year. Geographic Scale of Data This dataset provides information at the state level. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table Visit Florida Marketing Plan Dataset Attributes (Visit Florida) Attribute Prior Year Information Description Reports information previously reported in other Visit Florida datasets including, but not limited to: Visitor volume to Florida over the past decade (domestic, international, and total) Hotel Occupancy and ADR Comparison of United States and Florida travelers by lifestage Household income Visitor spending Visitor volume trends Top origin destinations for visitor spending Top origin destinations for visitor volume 212

229 Table Visit Florida Marketing Plan Dataset Attributes (Visit Florida) Attribute Domestic Visitor Volume In-State Visitors International Visitor Volume International Trade and Events Calendar Annual Marketing Strategies Departmental Tactics Description Visit Florida approaches its domestic audience in four ways: where potential visitors live and travel from; how they travel to Florida; what the purpose of their trip is; and what is known about them demographically. Visit Florida approaches in-state audiences in three ways: as promoters of Florida s tourism assets; as hosts to visiting friends and relatives; and as resident travelers. Visit Florida approaches its international consumer markets based on their potential to deliver visitor volume in the near and longer time frame. Reports the international trade and event dates and locations occurring. Reports the annual marketing strategies including, but not limited to: Increase the value of the Visit Florida digital platform to Partners Develop a global social influencer platform Maintain domestic year-round in-market presence Reports the departmental tactics for the year regarding: Advertising Communications Industry relations International Meetings Promotions Visitor services Special Notes This dataset is updated annually. This dataset provides previous Marketing Plans and can be obtained upon request from Visit Florida by Marketing Partners. This dataset does not include information regarding: o o Seasonal residents ( snowbirds ). Tourism at the county levels or top tourism cities in Florida. 213

230 39.15 Overall Source Evaluation Benefits The Visit Florida annual Visitor Study provides detailed information about the travel patterns and preferences of domestic, international, and Florida resident visitors. The information can be utilized by this Study to simulate the: Annual number of visitors to arrive in Florida Seasonality of arrival Mode of arrival Destination regions Number of hotel/motel facilities available Spending profiles Visitor characteristics Travel party size Group type Primary activities Taxable sales Tourism/recreation taxable sales Rental car surcharges Tourist development tax collections Limitations While this data provides an in-depth view of visitor information along with their travel patterns and preferences, this report does not provide significant information regarding the travel of seasonal residents ( snowbirds ). Seasonal residents are individuals who retain Florida residency by owning a home, but only live within the State for a portion of the year. Also, most of the information presented provides an overview of statewide information but, with very few exceptions, does not provide information for counties or cities within Florida. 214

231 Chapter 40: Visit Orlando 40.1 Description Visit Orlando is the official tourism marketing association for the City of Orlando. Visit Orlando publishes up-to-date market information and insights into Orlando s tourism industry. The purpose of Visit Orlando is to brand, market, and sell the area globally as a premier leisure, convention and business destination to generate positive economic impact. Data Acquisition The datasets are free to the general public and can be obtained from Visit Orlando s research webpage. On this webpage, click with the links labeled Orlando Market Indicators and Orlando Research Data FAQ to access the data. Definitions Terms and variables used to develop the reports by the source are defined below. Table 40.1 VisitOrlando Definitions Term Airline Passenger Orlando North Orlando Central Orlando South International Drive Lake Buena Vista Kissimmee West Kissimmee East Designated Market Area Metro Orlando Overseas As defined by this data source. Individuals flying through the Orlando International, Sanford International, or Port Canaveral Airport. Altamonte Springs, Sanford, Winter Park. Downtown, from West Orlando (Winter Garden, Ocoee) to East Orlando (UCF) along State Road 50 (Colonial Drive). South Orange Blossom Trail, Airport. Universal Studios south to Sea World. All LBV hotels, and some but not all Walt Disney owned and operated resorts/hotel properties (Swan & Dolphin, Hilton Bonnet Creak and Waldorf-Astoria). South of Disney along I-4 and the western portion of US 192 (zip code 34747). All other zip codes in Osceola County, including the eastern portion of US 192 Kissimmee and St. Cloud. Geographic area defined as a group of counties that make up a particular television market. The region of Orange, Seminole and Osceola counties; including the City of Orlando. Information consisting of all countries other than the United States, Canada and Mexico. 215

232 Figure 4: Visit Orlando Area Map 216

233 40.2 Market Indicators with Updated Summary The Market Indicators with Updated Summary is part of the published Market and Research Insights about tourism in the Greater Orlando area. Information is grouped by seven (7) defined regions of Orlando and the Greater Orlando area. These regions are depicted in Visit Orlando s dataset: Visit Orlando Regions Map. This dataset showcases the following information about the tourism industry in Orlando: Orlando Hotel Indicators o Occupancy o Average Daily Rate Airline Passengers Tourist Development Tax Economic Indicators Conventions (Orange County Convention Center) Geographic Scale of Data The dataset provides information about Orlando market indicators at the city level, with a slightly more detailed breakdown of seven (7) defined regions of Orlando and the greater area. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify any special notes regarding the data, if applicable. Table 40.2 Market Indicators with Updated Summary Dataset Attributes (Visit Orlando) Attribute Orlando Hotel Indicators Passengers Tourist Development Tax Economic Indicators Conventions Description Reports the Orlando area hotel occupancy rates and average daily rates. Reports the number of airline passengers to fly through the Orlando International, Sanford International, or Port Canaveral Airports. Reports the amount of tourist development taxes collected for Orange County and Osceola County. Reports the consumer confidence, consumer price index, unemployment rate, and currency exchange rate. Reports the number of conventions/tradeshows and other events at the OCCC in addition to the total number of attendees at these events. Special Notes This dataset is updated quarterly (four times per year). This dataset does not include information regarding: o Seasonal tourism market indicators. 217

234 40.3 Regions Map Map of Orlando and the Greater Orlando area, split into seven (7) different regions. Major roadways and tourist destinations are depicted on the map. This dataset provides the following information about the area: Roadways Orlando Regions Geographic Scale of Data This dataset provides information about major roadways at the city level, with a slightly more detailed breakdown of seven (7) defined regions of Orlando and the Greater Orlando area. Dataset Attributes The dataset attributes in this section provide descriptions of individual data fields, and identify special notes regarding the data, if applicable. Table 40.3 Regions Map Dataset Attributes (Visit Orlando) Attribute Roadways Orlando Regions Description Reports the type of roads in Orlando and its surrounding areas: Toll Road U.S. Highway Interstate County Road State Road Reports the areas on the map: Orlando North Orlando Central International Drive Orlando South Lake Buena Vista Kissimmee East Kissimmee West Special Notes This dataset does not include information regarding: o o Minor roadways in the regions. All attraction destinations for tourism. 218

235 40.4 Overall Source Evaluation Benefits Visit Orlando offers important information regarding tourism directly in the City of Orlando. The data could be used by this Study to simulate the number of visitors present at any given time in the Orlando area. Limitations Visit Orlando does not provide information about the type of visitors in the city (ex. international, domestic, Florida resident) and the purpose of these travelers visits (leisure, business). Also, the information provided by Visit Orlando is very specific to certain areas of Orange and Osceola Counties and does not include information about conventions or events held outside of the OCCC. 219

236 (Intentionally Blank) 220

237 Chapter 41: Conclusion The impacts of tourism on the Florida transportation system and the state s economy are growing at an unprecedented rate. The importance of this sector to Florida s economic growth makes it critical that we utilize the most current information in our transportation planning and decisionmaking processes. The Central Florida Visitor Study Update intends to fully understand visitor travel in the region, and this Data Dictionary identifies and inventories the existing data available for accomplishing this goal. The next step of the Study will be to assemble and analyze the data to understand tourism travel patterns in Central Florida by generating a Data Framework Report. The Data Framework Report will document the datasets utilized in the Study to create visitor trip tables that will be incorporated into the regional travel demand model. Additionally, a visitor economic and revenue analysis tool will also be created to assess the future transportation strategies needed to support the growth of this critical economic sector. 221

238 (Intentionally Blank) 222

239 John Zielinski FDOT District Five SIS Administrator 133 S. Semoran Boulevard Orlando, Florida (407)