A Record Setting 2006 Tourism Continues as Collier County’s Largest Private Sector Industry

The Value of Tourism Visitors Spending in our Community Sales Revenue to Most Area Businesses Tax Revenue to Local Government –Helps Build Roads and Support Schools Year-Round Employment Opportunities- New Jobs Tax Savings to Collier County Residents More Shopping, Restaurants, Arts & Culture Some Visitors Eventually Become Residents Visitors Spending in our Community Sales Revenue to Most Area Businesses Tax Revenue to Local Government –Helps Build Roads and Support Schools Year-Round Employment Opportunities- New Jobs Tax Savings to Collier County Residents More Shopping, Restaurants, Arts & Culture Some Visitors Eventually Become Residents

2006 Tourism Report Another Record Year 1,401,711 VisitorsEVEN $744,349,458 Direct Visitor Expenditures+4.3% $1,109,825,041 Visitor Economic Impact+4.3% $13,836,171 Tourist Tax Revenue+3.8% 30,500 Tourism Industry Jobs (p)+2.3% $897,093,400 Tourism Industry Wages (p)+5.2% 1,401,711 VisitorsEVEN $744,349,458 Direct Visitor Expenditures+4.3% $1,109,825,041 Visitor Economic Impact+4.3% $13,836,171 Tourist Tax Revenue+3.8% 30,500 Tourism Industry Jobs (p)+2.3% $897,093,400 Tourism Industry Wages (p)+5.2%

Visitor Contributions $73,952,456 Sales & Gas Tax Revenue +3.5% $547 Tax Savings Per Collier HouseholdEven 68.4 % Hotel Occupancy+.6% $ Average Daily Hotel Rate+6.1% $73,952,456 Sales & Gas Tax Revenue +3.5% $547 Tax Savings Per Collier HouseholdEven 68.4 % Hotel Occupancy+.6% $ Average Daily Hotel Rate+6.1%

Florida560, Southeast109, Northeast239, Midwest245, Canada33, Europe138, Other73, Total1,401,711Even  % Visitor Origins 2006 Visitors

Purpose of Trip (%) Visitors FirstQuarterSecond Quarter QuarterThird Fourth ‘ 05 ‘ 06 ‘ 05 ‘ 06 ‘ 05 ‘ 06 ‘ 05 ‘ 06 Leisure Business Meetings

Favorite Visitor Activities Shopping Dining Relaxation Beach Pool Golf Shopping Dining Relaxation Beach Pool Golf

First Quarter 2007 More Good News

Occupancy First Quarter 2007 (January - March)

Average Daily Rate First Quarter 2007 (January - March)

Number of Visitors 2007 Estimates # of Visitors , ,180 % Change0.0%

Visitor Expenditures Q Expenditures ($) 2006 $274,617, $296,431,415 % Change+7.9%

Impacts of Tourism Q 1 07 Direct & Induced Total Economic Impact ($) 2006 $409,454, $441,979,240 Change+$7.9

Visitor Origins FirstQuarter Florida 26.1% 26.1%24.3% Southeast Northeast Midwest Canada Europe US Opp Mkts

Purpose of Trip 2007 Visitors FirstQuarter Leisure 70.3% 70.3%65.9% Business/Meetings

State of Florida Tourism Impacts Total Visitors84.6 Million Tourism Industry Jobs983,800 Tourism Wages$16.3 Billion Visitor Spending$53.9 Billion Sales Tax Revenue$3.2 Billion Total Visitors84.6 Million Tourism Industry Jobs983,800 Tourism Wages$16.3 Billion Visitor Spending$53.9 Billion Sales Tax Revenue$3.2 Billion

Visitor Industry in Collier 2002 vs Total Visitors + 300,000 Visitor Expenditures + $167 Million Visitor Economic Impact + $294 Million Tourism Industry Jobs + 4,600 Total Visitors + 300,000 Visitor Expenditures + $167 Million Visitor Economic Impact + $294 Million Tourism Industry Jobs + 4,600

Beaches & Inlets Beach Renourishment & Dune Restoration –Naples, Marco Island, County$ 23.5 Million –Dune Vegetation Planting$ 800,000 –Award from ASBPA Inlet Management –Clam Pass$ 450,000 –Wiggins Pass$ 120,000 –Caxambas Pass/S. Marco Beach$1,900,000 Beach Renourishment & Dune Restoration –Naples, Marco Island, County$ 23.5 Million –Dune Vegetation Planting$ 800,000 –Award from ASBPA Inlet Management –Clam Pass$ 450,000 –Wiggins Pass$ 120,000 –Caxambas Pass/S. Marco Beach$1,900,000

Sales Efforts 2006 vs # Trade Shows Attended 22Even # RFP’s Distributed –Definite Bookings 42+8 –Room Nights 12,817+9,422 Room Sales $2,044,480+ $1.5 M # Trade Shows Attended 22Even # RFP’s Distributed –Definite Bookings 42+8 –Room Nights 12,817+9,422 Room Sales $2,044,480+ $1.5 M

Public Relations Efforts PR Space vs. Ad Equivalency $ 20 Million Journalist Inquiries 515 Journalist Visits 80 Major Media Missions 5 Prominent publicity in The New York Times, Conde Nast Traveler & Men’s Journal along with thousands of articles in newspapers & trade magazines PR Space vs. Ad Equivalency $ 20 Million Journalist Inquiries 515 Journalist Visits 80 Major Media Missions 5 Prominent publicity in The New York Times, Conde Nast Traveler & Men’s Journal along with thousands of articles in newspapers & trade magazines

Film Commission 114 Total Projects Wrapped –30 Print –24 Television Commercials –11 Segments/Series –16 Documentary/Educational 114 Total Projects Wrapped –30 Print –24 Television Commercials –11 Segments/Series –16 Documentary/Educational

Sports Marketing Ralph Pryor, Sports Coordinator N. Collier Regional Park Opened 11/4/06 –Senior Softball Winter Nationals –Launched Collier Sports Council and Other Area Facilities - FGCU Intern Ralph Pryor, Sports Coordinator N. Collier Regional Park Opened 11/4/06 –Senior Softball Winter Nationals –Launched Collier Sports Council and Other Area Facilities - FGCU Intern

Visitor Guide & Web Site Statistics Total User Sessions 622, % Total Page Views3,369, % Visitor Guides Distributed 120,073+21% Passport to Paradise (4 Lang.) 60,000 New Total User Sessions 622, % Total Page Views3,369, % Visitor Guides Distributed 120,073+21% Passport to Paradise (4 Lang.) 60,000 New

Southwest FL International 7,643,217 Passengers New Service –Air Canada (Toronto) –Air Tran (KC) –LTU (3-Dusseldorf/2-Munich –Frontier (Denver Daily) –Midwest Air (KC Year-round) –West Jet (Toronto non-stop) 7,643,217 Passengers New Service –Air Canada (Toronto) –Air Tran (KC) –LTU (3-Dusseldorf/2-Munich –Frontier (Denver Daily) –Midwest Air (KC Year-round) –West Jet (Toronto non-stop) Top Feeder Markets –New York 902,000 –Chicago 648,100 –Boston484,600 –Detroit412,500 –Minneapolis302,100 –Philadelphia260,700 –Cleveland202,100 –Indianapolis195,700 –Atlanta175,700

International Representation Europe- Luxury Resorts Marketing –Natasa Manic, Juliana Moehl UK, Ireland, Scandinavia- OMMAC, Ltd –Oonagh McCullagh Europe- Luxury Resorts Marketing –Natasa Manic, Juliana Moehl UK, Ireland, Scandinavia- OMMAC, Ltd –Oonagh McCullagh

Awards HSMAI - 1 AdvertisingAward 06 HSMAI – 2 PR Awards 05, 3 PR Awards 06 Telly Award 07 – ASBPA Top Restored Beaches Award – one of seven in the nation and the only one in Florida HSMAI - 1 AdvertisingAward 06 HSMAI – 2 PR Awards 05, 3 PR Awards 06 Telly Award 07 – ASBPA Top Restored Beaches Award – one of seven in the nation and the only one in Florida

CVB Marketing Partners Paradise Advertising & Marketing, Inc. The Klages Group Research Phase V Smith Travel Research VISIT FLORIDA Southwest FL International Airport (RSW) Chambers of Commerce - Visitor Centers Paradise Advertising & Marketing, Inc. The Klages Group Research Phase V Smith Travel Research VISIT FLORIDA Southwest FL International Airport (RSW) Chambers of Commerce - Visitor Centers

CVB STAFF Debi DeBenedetto, Sales & Marketing JoNell Modys, PR & Communications Maggie McCarty, Film Commissioner Kelly Green, Administrative Asst. Niccole Haschak, Sales Assistant Angela Bryant, PR Assistant Ralph Pryor, Sports Coordinator Jack Wert, Executive Director Debi DeBenedetto, Sales & Marketing JoNell Modys, PR & Communications Maggie McCarty, Film Commissioner Kelly Green, Administrative Asst. Niccole Haschak, Sales Assistant Angela Bryant, PR Assistant Ralph Pryor, Sports Coordinator Jack Wert, Executive Director