STRONG VISITATION GROWTH AND NEW INSIGHTS INTO VISITOR DEMOGRAPHICS REVEALED IN PALM BEACH COUNTY
THE PALM BEACHES, Fla. (August 26, 2013) - The Palm Beach County Convention and Visitors Bureau (CVB) has released key findings from its recent Palm Beach County TravelsAmerica Visitor Profile Report, which revealed a total of 5.47 million people visited Palm Beach County in 2012, a remarkable 12 percent increase from 2011. This latest visitation figure exceeds the County's 2007 pre-recession total of 5.38 million and puts the destination on pace to exceed its all-time peak in 2005.
"The Visitor Profile Report gives a true reflection of The Palm Beaches as a premier destination for travelers, both domestic and international," said Jorge Pesquera, Palm Beach County Convention and Visitors Bureau's President and CEO. "Its results validate the impact of 42 consecutive months of increasing Revenue per Available Room (RevPAR) and provide us valuable insights to refine our successful strategies to attract more business and leisure travelers."
"The results of the Visitor Profile Report highlight the success of the Tourist Development Council agencies - the Convention and Visitors Bureau, Sports Commission, Cultural Council, and Film and Television Commission - in promoting The Palm Beaches," said Glenn Jergensen, Executive Director of Tourist Development Council. "With nearly 5.5 million visitors contributing more than $5 billion to the local economy in 2012, travel and tourism continue to play a critical role in Palm Beach County's economic development."
The County welcomed more than one million visitors from its top feeder market, New York, bringing visitation from the tri-state metro area to 21 percent of total visitors. Additionally, the study confirmed that Florida continues to provide Palm Beach County with more visitors than any other state.
The visitor profile revealed that Palm Beach County's visitors are more affluent and mature than the average Florida visitor. Both income and average age have increased over 2011, with "Affluent Mature" visitors making up 32 percent of the total. Conversely, the so-called "Young & Free" demographic category, ages 18-34 with no children, showed significant strength at 19 percent of visitors; ahead of the state by six percentage points and reaffirming Palm Beach County's appeal to a broader audience.
The study also concluded that 46 percent of visitors from outside Florida used online resources as one tool to plan and book their trip to the County, while 55 percent of all visitors utilized traditional methods such as travel agencies. In terms of Palm Beach County's out-of-state visitors, 12 percent claim to have used the CVB's website, confirming the critical role of PalmBeachFL.com in the County's marketing toolkit.
The Palm Beach County Convention and Visitors Bureau is the official destination marketing organization for Palm Beach County, Fla. Tourism is among Palm Beach County's major industries generating a total annual economic impact of more than $5 billion in the local economy, producing $28 million dollars in bed-tax revenue and lodging sales of approximately $572 million.
Carli Brinkman / cbrinkman@PalmBeachFL.com / 561-233-3030
Brittany Schnorr / bschnorr@PalmBeachFL.com / 561-233-3017
Website Media Center: www.PalmBeachFL.com/media