Greater Miami CVB Reports Tourism Records for 2010
Greater Miami CVB Reports Tourism Records for 2010
Greater Miami Convention and Visitors Bureau (GMCVB) President and CEO William D. Talbert III, CDME, announced that overnight visitors to Greater Miami and the Beaches grew by 5.6 percent to a record-breaking 12.6 million overnight visitors in 2010, fueled by a 6.6 percent increase to a record 6.1 million international visitors and an increase of 4.7 percent to a record 6.5 million domestic visitors.
Latin America continued to be the leading source of international visitors, accounting for over 4 million overnight visitors in 2010, an 8 percent increase over 2009. New York led the domestic increase with 3.8 percent for a total of 1.7 million overnight visitors. A record $18.8 billion in visitor expenditures were generated in 2010, an increase of 10 percent over the previous year.
Of the overall spending, a record $12.4 billion was international -- almost double the record $6.4 billion domestic spending. “We are also extremely pleased that the industry and the bureau’s aggressive marketing efforts performed so well in 2010,” said Talbert. This past year, the GMCVB launched an expanded “Express Yourself” marketing campaign with a comprehensive multi-media scope and range, in addition to adding new international representation.
“We are also pleased with the continued commitment and support of our partners on the multimillion-dollar global marketing campaign, ‘Miami: Where Worlds Meet,’ which continued to position Miami as a premier global destination for business, meetings and vacations in 2010,” Talbert said. The campaign was developed in partnership with American Airlines, Miami-Dade County, The Beacon Council, the Downtown Development Authority and others.
The BP oil spill in the Gulf of Mexico presented an unexpected challenge to Greater Miami and the Beaches in 2010. In order to counter-act misperceptions and salvage summer visitation, the GMCVB applied for and received a $1.25 million grant from the State of Florida to supplement bureau marketing efforts, particularly in international feeder markets. “The bureau’s expansion of the popular summer and shoulder season marketing promotions in 2010 such as Miami Museum Month, Miami Spice, Miami Spa and Miami Attractions Month drew more visitors and residents than ever,” said Steve Haas, chairman of the GMCVB. “These promotions have been at the core of the GMCVB efforts that established year-round tourism for the destination.” The GMCVB added to the menu of these popular promotions in November by launching the first Miami Live Music Month with the “Rock the Bus Tour” to raise awareness of Greater Miami’s flourishing live music scene.
A record 2.9 million overnight visitors were welcomed to Greater Miami in the summer of 2010. Record-breaking attendance at major citywide conventions held in Greater Miami such as the American Academy of Dermatology; American College of Allergy, Asthma and Immunology; and the Society of Critical Care Medicine also contributed to Miami’s record numbers in 2010. In addition, annual and high-profile events, including the NFL Pro Bowl in January and Super Bowl XLIV in February, played a key role in boosting the destination to record levels in 2010.
Among the top 25 hotel markets in the U.S., Greater Miami and the Beaches’ hotel room occupancy increased 7.9 percent to 70.2 percent in 2010, and average daily room rate (ADR) rose 2.8 percent, reaching $144.13. A record 12.1 million hotel rooms were sold in 2010, representing a 10.9 percent increase over the previous year. The destination also expanded its market share in 2010 by capturing an additional 3.3 percent of all hotel room nights booked in the top 25 domestic destinations. These sales generated a record $47.8 million in Convention Development Tax (CDT), a 16.7 percent increase over 2009 CDT collections.
A record 18 million passengers were welcomed at the new Miami International Airport (MIA) in 2010, a 5.7 percent increase over 2009, which includes a record 8.6 million international passengers, up 6.1 percent over 2009, and a record 9.4 million domestic passengers, up 5.3 percent over 2009. New air service to MIA in 2010 from 18 markets was led by American Airlines with new air service from 10 domestic and international markets. With 98 percent of overnight visitors to Greater Miami and the Beaches arriving by air in 2010, Miami International Airport is vital to the success and growth of the travel and tourism industry.
A record 4.3 million cruise passengers were welcomed at the Port of Miami in 2010, an increase of 9.3 percent over the previous year. In addition, the port welcomed two new cruise passenger ships in 2010, the NCL Epic and Celebrity Eclipse.
