International Visitors to Orlando

Orlando's Top International Origin Markets
  2009 2010 % change
Overseas 2,399,000 2,715,000 13.2%
Europe 1,386,000 1,462,000 5.5%
Western Europe 1,339,000 1,422,000 6.2%
   U.K.
 831,000 839,000 1.0%
Other Overseas
 1,013,000 1,253,000 23.7%
Canada 865,000 960,000 11.0%
Total International 3,264,000 3,675,000 12.6%

Source: U.S. Dept. of Commerce, Office of Travel & Tourism Industries

Overseas Visitor Profile, 2010


Report Summary

  • Total international visitation to Orlando in 2010 was 3,675,000, a 12.6% increase compared to the 3,264,000 international visitors in 2009.
  • Total overseas visitors (excluding Canada and Mexico) to Orlando was 2,715,000 in 2010. Orlando's market share of overseas visitors to the U.S. increased from 10.1% in 2009 to 10.4% in 2010.
  • Of Orlando's 2010 overseas visitors, 22.9% were first-time visitors to the United States, down from 24.2% in 2009.
  • The main purpose for visiting Orlando for the large majority of overseas visitors remains to be for leisure/recreation/holiday (84.6%). Top activities among overseas visitors included shopping (89.9%), visiting amusement/theme parks (86.1%), and dining (82.8%).
  • About a quarter of overseas visitors (24.8%) reported that they used a package on their trip to Orlando. Of those who did purchase a package, the most common packages included air and lodging (17.2%) or air and rental car (16.9%).
  • On average, overseas travelers made their trip decision 4.6 months prior to their visit (up from 4.4 in 2009) and they made their airline reservations 3.6 months in advance, unchanged from 2009.
  • Personal computers (48.6%) remained the top source of information for planning a trip in 2010, up from 47.9% in 2009 and 46.0% in 2008. Other trip information sources included Travel Agencies (41.5%), airlines (23.9%), friends and relatives (19.9%), travel guides (7.8%), state/city travel office (6.7%), and tour companies (6.1%).
  • The average length of stay among overseas visitors was 9.0 nights in Orlando, up slightly from 8.7 nights in 2009. Overseas visitors spent an average of 17.0 nights in the U.S. in total, down from 17.7 nights in 2009.
  • Other U.S. destinations visited by Orlando's 2010 overseas visitors included Miami (32.4%), New York City (17.9%), Tampa/St. Petersburg (6.4%), and Florida Keys (5.8%).
  • In 2010, overseas visitors spent approximately $997 per person per trip in Orlando, significantly more than $852 per person in 2009. Total overseas visitor spending in Orlando during 2010 was an estimated $2.71 billion, up from $2.04 billion in 2009.
  • The average age of adult overseas visitors to Orlando was 39.8. The majority of travel parties to Orlando were adults only (70.9%), while 29.1% traveled with children. Overall, the average party size was 2.3. The average household income was $90,500.

Note: Overseas visitation does not include Mexico or Canada.
Source: U.S. Department of Commerce, Office of Travel & Tourism Industries

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