THERE has been a surprise turnaround in Florida’s UK market performance, with figures released last week indicating that the total British arrivals for last year could now top 1.5m.
In line with a general drop in long-haul travel, marketing corporation Visit Florida had forecast that the UK market would be down on the previous 12 months.
However, the first three-quarters of last year actually showed an 8.4% increase in Britons travelling to the Sunshine State compared with the previous period.
The January-September performance totalled 1,204,400 arrivals compared with 1,111,200 and the year-end number is now confidently predicted to exceed 1.5m.
The statistics are sourced by the US Department of Commerce, which will release the official year-end total in June.
Visit Florida said the figures contradicted tour operator predictions that Florida business would be well down on the 1998 total of 1.431m, suggesting that more Britons were making independent travel arrangements to the state.
Britons now represent 27.1% of all overseas visitors to Florida, and 1999 is expected to surpass the record 6.2% growth of the previous year.
Based on a strong forward booking position reported by operators, Florida is confidently predicting a 1.7m UK total for this year.
Visit Florida director of marketing Europe Colin Brodie said: “We don’t believe the final quarter figures will have a significant negative impact on this amazing growth.”
However, Brodie warned that despite a surge in summer bookings, shoulder-season charter prices are still expected to be heavily discounted due to the flood of cheap scheduled airline seats on UK-Florida routes.
He said: “The scheduled carriers have been dropping their rates quite dramatically, especially now until Easter, and the market has become a moveable feast.
“There was a vast amount of scheduled capacity into both Orlando, Miami and Tampa last year which badly affected the charter carriers. This created a lot of discounting and I do not see that abating this year.”
Brodie added: “Florida has always been the dumping ground for charters, but with the increased competition from Mexican resorts, it may not be so easy to get rid of charter seats allocated to the Florida market.”
But he said: “The family market is as strong as ever and we are seeing a greater trend towards more pre-purchasing of holiday components, such as attractions tickets. Operators are also marketing more all-in family prices which make the package more attractive.
“There is also a greater focus on Florida’s new theme park attractions, with both Universal Studios and Orlando promoting heavily in the UK market.”
Visit Florida is staging a Superfam again for about 80 agents in June, while Brodie revealed that plans are in hand for a UK-based educational for up to 700 agents aboard one of Celebrity Cruises’ ships.
He said: “This will take place in early summer and will be a one-off session as part of our Training for the New Millennium programme. Details have not yet been finalised but it will last a day and a half and focus on destination training for counter staff.”
Brodie added:”The Superfam will start in Orlando where agents have three days to take in the sights. Then they will be split into groups of 10 to visit different parts of the state. We want them to see as much as possible of what Florida can offer. They then meet up again for a recap of the trip at the Space Coast in central Florida, which is only a 1hr drive from Orlando.”