Domestic Leisure Visitor Profile, 2010


Report Summary

  • Orlando hosted 47.8 million domestic visitors (person-trips) in 2010, an increase of 10.3% over 2009. Eight out of ten (80%) traveled for leisure purposes (38.3 million), with the remaining 20% visiting for business purposes (9.5 million).
  • Orlando's share of domestic leisure travel to Florida in 2010 was 28%.
  • Total 2010 domestic leisure travel volume was up 12.6% from 2009. Leisure travel to Orlando by Florida residents increased 13.7% to 20.0 million visitors. Non-Florida resident leisure travel increased 11.3% to 18.2 million visitors.
  • Domestic leisure overnight travel to Orlando increased 12.6% to 25.8 million in 2010. Average length of stay among domestic overnight leisure visitors increased from 4.3 nights in 2009 to 4.4 nights in 2010. Overnight leisure visitors from Florida stayed an average of 2.3 nights, while non-Florida overnight leisure visitors averaged 5.5 nights.
  • Nearly two-thirds (63%) of domestic leisure visitors came to Orlando for a vacation. This group included 42% who came for a general vacation and 21% who visited Orlando for a getaway weekend.
  • Visiting a theme/amusement park was the most popular activity among domestic leisure visitors (56%). Other popular activities included dining (51%), general entertainment (42%) and shopping (39%).
  • The majority (59%) of domestic leisure visitors stayed in hotels/motels. A smaller percentage stayed in homes, apartments or condos (19%), timeshare (14%) and other types of accommodations (8%).
  • Domestic leisure visitors spent an average of $609 per person per trip, or $1,677 per party per trip.
  • Overall, 70% of domestic leisure visitors drove and 23% flew to Orlando in 2010. The remaining 7% used some other type of transportation such as train or bus. The overwhelming majority of Florida residents (93%) drove to Orlando, compared to 44% of non-Florida residents. Half (49%) of non-Florida residents traveled by air.
  • In 2010, the average party size was 2.8 persons. Thirty-five percent (35%) of domestic leisure travel parties included children, down from 44% in 2009.
  • The average age of Orlando's domestic leisure adult visitors was 43.5 years. The average household income increased to $89,315 in 2010 from $83,616 in 2009.

Source: D.K. Shifflet & Associates

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