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Collier Tourism Up 3.3% in 2010 and 3.3% for Q1 2011
May 11, 2011

State of the Industry Report Precedes Annual Paradise Coast Tourism Star Awards

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Media Contact:

JoNell Modys, Cell: 239-938-6062, jonellmodys@colliergov.net

Jack Wert, 239-252-2402, jackwert@colliergov.net

Marco Island, Fla. (May 11, 2011) – The Naples, Marco Island, Everglades Convention and Visitors Bureau today released its annual State of the Industry Report during National Tourism Week. Tourism executive director Jack Wert announced that 2010 visitation rose 3.3% over 2009, and that first quarter 2011 tourism visitation is up 3.3% over the same period in 2010, a very positive sign for Collier County's number one industry employing 29,000 people. The report presentation was immediately followed by the annual Paradise Coast Tourism Star Awards, honoring the top tourism employees in Collier County.

"This year's event theme is The Stars of Our Success," said Jack Wert, executive director for the Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB). "This past year was a tough one for Florida travel and tourism with the negative impacts from the economy and misperceptions about the Gulf oil spill. With this event we are able to report on the state of our industry, and then recognize those top performing employees that worked hard to make our destination such a memorable and welcoming place for people to come and find some much needed relaxation and quality time."

Wert reviewed the bureau's aggressive marketing communications efforts following the 2010 Gulf oil spill, which caused a lot of misperception problems that kept people from visiting the Florida Gulf Coast, as well as the 2011 Winter marketing campaign and the upcoming 2011 Spring/Summer marketing campaign.

Numbers for 2010 show that 1,383,500 visitors stayed in paid accommodations, an increase of 3.3% over 2009, and they created a total economic impact of $1.16 billion. Those visitors paid $74.6 million in sales and gasoline taxes. Analysis by Research Data Services shows that Collier County residents saved $631 in taxes they otherwise would have paid if amenities such as beach renourishment and the Collier County Museums were not paid for with the Tourist Development Tax, collected from visitors staying in hotels and short term vacation accommodations, and a return on investment of $20.65 from tourism spending for every dollar invested in destination marketing and promotion.

Data for the first quarter of 2011 shows that visitors responded favorably to new peak season marketing efforts initiated in January. Visitation was up by 3.3% over first quarter 2010, with the Northeast and Midwest feeder markets up by 9.1% and 5.9% respectively.

Wert revealed plans for a Spring/Summer 2011 marketing campaign that focuses on value and the area’s best deals. He predicted a better second half in 2011 for business in Collier County.

The Naples, Marco Island, Everglades Convention and Visitors Bureau is the official tourism marketing agency for Collier County, Florida, funded entirely by the Collier County tourist development tax. Tourist development taxes pay for beach renourishment and coastal programs, museums, special grants and local tourism industry marketing and promotion. The CVB provides information, assistance and free visitors guides for consumers, travel agents, tour operators, the travel press and meeting planners online at www.ParadiseCoast.com or by calling 1-800-688-3600. The CVB’s local phone number is 239-252-2384.
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