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Agenda 09/23/2008 Item #16F 6Item # 16F6 September 23, 2008 Page 1 of 9 EXECUTIVE SUMMARY Review of Quarterly report on the tourism industry in Collier County OBJECTIVE: Review of quarterly report on activities in the Collier County Tourism industry. CONSIDERATIONS: Tourism is Collier County's largest private sector industry and employs over 31,000 residents with an annual payroll of nearly $900 million. The Tourism Department administers the Tourist Development Council (TDC) and markets the area as the Paradise Coast through the Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB). This organization was designated as the official tourism promotion agency for Collier County in January 2002 by the Board of County Commissioners (BCC). The BCC has requested periodic updates of the tourism promotion efforts of the CVB. The attached presentation outlines the activities of the CVB and the tourism department since the last update in April, 2008 and encompasses results for January through July 2008. Highlights of the results to date indicate an increase in total visitors of 3.1% and an increase in visitor expenditures of 8.4 %. Tourist Tax revenue for calendar year 2008 is up 4.2% over 2007 through July collections. Our monthly tourism research indicates that our visitors were very satisfied with their stay in Collier County and nearly 95% will recommend our destination to friends and relatives. International arrivals top the list of increased visitation. Canada is +33.8% and Europe including UK and Germany is +66.1% over 2007. Our economic emergency marketing initiatives are clearly working well to take advantage of the favorable exchange rates. Our research further indicates that beach activities are # 1 with our visitors, followed by dining and relaxing — all leading attributes of our destination. As a reminder, our annual Conversion Study indicates that every dollar invested in advertising and promotion of Collier County as a tourist destination results in $20.87 in direct visitor spending. FISCAL IMPACT: There is no fiscal impact related to this report. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. RECOMMENDATION: Staff requests the County Commission review the quarterly report on tourism activities in Collier County. No further action is required. '� PREPARED BY: Jack Wert, Tourism Director Item # 16F6 September 23, 2008 Page 2 of 9 Item # 16F6 September 23, 2008 Page 3 of 9 Review of Quarterly report on the tourism industry in Collier County. Prepared By: Department Date Tourism 9/8/2008 10:58:09 AM Approved By: Department Approval Date County Manager's Office Approved 9/11/2008 6:23 PM ATTACHMENTS: Name: Description: Type: 0 r 2 88CCReoort doc Quarterly Tourism Report Executive Summary Executive Summary ❑ July Final OBTodi 03 Tourism Statistics Backup Material L) z Lu Q:, > ■ C, w @ j:} « /!• w 0a « 3«§ O » §; _ C', \/� w @ w ■ � ■ £ � � � 2 2 > $ ■ ! 0 g 7 \ } \ s k 0 2` E /! g - ) - \ 0 0 . ® , : $ / / ± 7 / § 3 "a C) e to el \ CU \ ./ g=`_ ` ED co . J 0 2 2 \ \ w \ \ ■ N fAqw4kk § Of 4 w C z \ \ 2 L ) ■ t z 0 m � 2 � � 2 \ 7 00 O N a r� 0 H ti Q v No � N �x O � N 1� �3 5 . ' � C ^o N v.� e �vro C v b. CA ]G u u � hLJ u m .U. s+ C . Y. m U x ' N U N u V L v O Op oGU i cJ by F •-• O ." 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