Florida Tourism by the NumbersUpdated as of January 14, 2016

Florida Tourism by the Numbers(Calendar Year 2014)

98.5 million visitors in 2014 – up 4.6%

Domestic visitors accounted for 84.4% of total overnight visitation by non-residents

Domestic visitation grew 5.6%

International visitation accounted for 15.6% of total overnight visitation

International visitation fell 0.3%, with Overseas up 1.1% and Canadian visitation down 4.1%

Florida Tourism by the Numbers(Calendar Year 2014 Indicators)

$82.0 B in travel spending - up 7.7%

$4.9 B in sales tax collections - up 7.7%• 23% of all sales tax generated from travel spending in 2014

1,145,800 Floridians employed - up 4.4%

Hotel average daily rate in 2014 - up 5.7%

Hotel occupancy in 2014 - up 4.4%

Florida Tourism by the Numbers(Year-to-Date 2015 Indicators)

$66.7B in travel spending YTD September* - up 8.5%

$4.0B in sales tax collections YTD September* - up 8.5%• 23% of all sales tax generated from travel spending in YTD September* 2015

1,197,900 Floridians employed YTD November* - up 4.7%• Tourism related employment grew 68 straight months as of November* 2015

Hotel average daily rate YTD November - up 5.9%

Hotel occupancy YTD November - up 3.4%

*preliminary, subject to change

Florida TourismVisitor Indicators

Florida Visitation: CY 2011 – CY 2014(in millions)

2011 2012 2013 2014

Canada down 4.1%

Overseas up 1.1%

Domestic up 5.6%

94.1M91.5M87.3M

98.5M

Total visitation up 4.6%

Top Origin States of Florida Domestic Visitors(Calendar Year 2014)

%

%

Top Origin States of Domestic Air VisitorsAir visitors accounted for 43.7% of Florida’s domestic visitors in 2014

Top Origin States of Domestic Auto VisitorsAuto visitors accounted for 56.3% of Florida’s domestic visitors in 2014

%

%

International Visitation: CY 2011 – CY 2014(in millions)

9.3M10.4M 11.2M 11.3M

3.3M 3.6M

4.2M 4.0M

2011 2012 2013 2014

Canada Overseas

Note: To derive the most valid estimate possible, VISIT FLORIDA's estimates information and processes are updated annually; therefore, the estimates shown have been revised from those previously released.

12.6M13.9M

15.4M 15.3M

International Visitors by Region: 2014

South America27%

Europe27%

Canada26%

Asia/Oceania8%Caribbean

4%

Central America4%

Mexico 3%

Africa/Middle East2%

Top Origin Countries for Visitation: 2014

1 Canada 4.0 million -4%2 U.K. 1.6 million 8%3 Brazil 1.6 million -10%4 Argentina 724,000 -11%5 Colombia 594,000 47%6 Venezuela 490,000 -22%7 Germany 448,000 6%8 Mexico 430,000 4%9 Australia 320,000 1%

10 France 313,000 4%

Florida TourismEconomic Indicators

Travel Spending: CY 2013 – September 2015*(in millions)

$3,500

$4,500

$5,500

$6,500

$7,500

$8,500

$9,500

Jan Feb Mar Apr May Jun Jul Aug Sep* Oct Nov Dec

201520142013

*preliminary subject to revision

Travel Spending in September 2015* up 11.6% andTravel Spending for YTD September 2015* up 8.5%

11.5% 9.0% 8.8% 7.5% 7.7% 5.6% 10.5% 4.8% 11.6%

Sales Tax Generated by Travel Spending: CY 2013 – September 2015*(in millions)

$200

$250

$300

$350

$400

$450

$500

$550

Jan Feb Mar Apr May Jun Jul Aug Sep* Oct Nov Dec

201520142013

*preliminary subject to revision

Sales Tax Generated by Travel Spending in September 2015* up 11.6%

21% of all Sales Tax Generated in September 2015* is by Travel Spending

11.5% 9.0% 8.8% 7.5% 7.7% 5.6% 10.5% 4.8% 11.6%

1,057,700

1,097,000

1,145,800 1,143,800

1,197,900

2012 2013 2014 Jan-Nov '14 Jan-Nov '15*

Note: year-over-year figures are an average of the individual monthly data.*preliminary subject to revision**consecutive growth in tourism related employment began April, 2010

+3.7%

+4.4% +4.7%

Tourism Related Employment in Florida

Tourism related employment shows growth, year-over-year, for the 68th straight month.**

Hotel Monthly Average Daily Rate Trends: CY 2013 – November 2015

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2013 $126.80 $136.55 $146.14 $124.79 $113.29 $109.54 $110.19 $102.10 $95.81 $108.34 $110.98 $125.032014 $131.43 $144.46 $150.36 $136.40 $118.28 $113.73 $114.76 $107.33 $100.19 $114.74 $116.11 $133.282015 $140.36 $156.44 $162.17 $143.37 $123.92 $118.40 $122.77 $110.33 $105.52 $119.35 $122.64

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

Source: STR, Inc.***A running 28 day trend ending December 12th indicates an ADR of $125.92, an increase of 6.8%.

YTD November 2015 ADR up 5.9% from

YTD November 2014

Hotel Monthly Occupancy Trends: CY 2013 - November 2015

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2013 65.5% 75.0% 81.8% 69.8% 65.2% 68.7% 69.6% 63.2% 54.2% 61.8% 63.0% 63.1%2014 67.9% 78.1% 82.0% 73.9% 69.5% 70.2% 72.5% 67.0% 57.4% 66.7% 64.7% 66.5%2015 71.9% 81.0% 83.7% 76.9% 70.7% 72.2% 76.1% 66.9% 61.1% 68.4% 67.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Source: STR, Inc.

YTD November 2015Occupancy up 3.4% from

YTD November 2014

***A running 28 day trend ending December 12th indicates Florida occupancy at 66.5%, an increase of 3.6%.