Greater Miami and the Beaches Sets Multiple Records for Travel and Tourism in 2010

MIAMI, March 4, 2011 /PRNewswire/ -- Greater Miami Convention & Visitors Bureau (GMCVB) President & CEO William D. Talbert, III, CDME announced today that overnight visitors to Greater Miami and the Beaches grew +5.6% to a record-breaking 12.6 million overnight visitors in 2010, fueled by a +6.6% increase to a record 6.1 million international visitors and an increase of +4.7% 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% increase over 2009.   New York led the domestic increase with +3.8% for a total of 1.7 million overnight visitors.

A record $18.8 billion in visitor expenditures were generated in 2010, an increase of +10.0% over the previous year.  Of the overall spending, a record $12.4 billion was international almost double the record $6.4 billion domestic spending.

"The strength of the Miami brand to attract a record number of overnight visitors who generated record-breaking expenditures helped our industry recover from the global recession more quickly than other destinations," says Steven Haas, Chairman of the GMCVB Board of Directors.  Greater Miami's leisure and hospitality industry employment grew to 102,900 jobs in 2010.  "As a primary source of employment for the community, we are thrilled to have increased jobs in 2010," states Haas.

"We are also extremely pleased that the industry and the Bureau's aggressive marketing efforts performed so well in 2010," says 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 multi-million 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."  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," says Haas.   "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% to 70.2% in 2010, and average daily room rate (ADR) rose +2.8%  reaching $144.13. 

A record 12.1 million hotel rooms were sold in 2010, representing a +10.9% increase over the previous year.  The destination also expanded its market share in 2010 by capturing an additional +3.3% 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% increase over 2009 CDT collections.

A record 18 million passengers were welcomed at the new Miami International Airport (MIA) in 2010, a +5.7% increase over 2009, which includes a record 8.6 million international passengers up +6.1% over 2009 and a record 9.4 million domestic passengers up +5.3% 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% 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 % over the previous year.  In addition, the port welcomed two new cruise passenger ships in 2010, the NCL Epic and Celebrity Eclipse.

"MIA and the Port of Miami are pillars of our Travel and Tourism industry currently making major enhancements to better serve our customers," says Talbert.

The Greater Miami Convention & Visitors Bureau (GMCVB) is an accredited not-for-profit sales and marketing organization whose mission is to

attract visitors to Greater Miami and the Beaches for leisure, business and conventions. For a vacation guide visit our website at www.MiamiAndBeaches.com or call 1-888-76-Miami (US/Canada only) or 305-447-7777. To reach the GMCVB offices dial 305-539-3000.  Meeting planners may call 1-800-933-8448 (US/Canada only) or 305-539-3071 or visit www.MiamiMeetings.com.

SOURCE Greater Miami Convention & Visitors Bureau