Orange County’s tourist-tax collections stay strong in February
Orange County’s tourist-tax revenues for February topped the month’s tally from a year ago. Collections for the month totaled about $34 million, up about 4.3% or $1.4 million from Feb. 2023. “Before leaping to conclusions, consider there were 29 days in February this year compared to 28 last year,” said Comptroller Phil Diamond, whose office tracks collections of the 6% surcharge tacked onto ... Orange County's tourist-tax revenues for February topped the previous year's tally of $34 million, up 4.3% or $1.4 million from 2023. This is attributed to increased attendance at the Orange County Convention Center and a surge in hotel room usage. The Tourist Development Tax (TDT) is a measure of the tourism industry's health. February's total builds on January's record-breaking $30 million collections. Despite a 2.7% drop in hotel occupancy in metro Orlando, the average daily room rate was $217.56, up about $2.17 from a year ago. Despite predictions of a drop in bed-tax collections, Comptroller Phil Diamond said the county will benefit from a spotlight ad linked to Taylor Swift's concert film.
Được phát hành : một tháng trước qua Stephen Hudak, Orlando Sentinel trong Travel
Orange County’s tourist-tax revenues for February topped the month’s tally from a year ago.
Collections for the month totaled about $34 million, up about 4.3% or $1.4 million from Feb. 2023.
“Before leaping to conclusions, consider there were 29 days in February this year compared to 28 last year,” said Comptroller Phil Diamond, whose office tracks collections of the 6% surcharge tacked onto the cost of a hotel room, a home-sharing rental or other short-term lodging. “But for the extra day, revenues would have been relatively flat.”
Revenues from the Tourist Development Tax (TDT) are considered a measure of the tourism industry’s health.
February’s total builds on January’s collections, which topped $30 million, the most ever for the month.
Citing insights by Visit Orlando, the TDT-funded marketing agency for Central Florida tourism, Diamond also credited the February boost on an attendance surge at the Orange County Convention Center, driven by the pop culture show MegaCon.
The four-day fan fest featured appearances by stars of the Back to the Future and Star Wars movies; comic book artists Frank Miller and Geoff Johns; and a panel discussion with “Thelma & Louise” stars Susan Sarandon and Geena Davis.
Hotel occupancy in metro Orlando dipped 2.7% from 82% in February 2023 to 79.8%.
But the average daily room rate was $217.56, up about $2.17 from a year ago.
Casandra Matej, president & CEO of visit Orlando, said Leap Day and a larger hotel inventory boosted TDT.
Through five months of fiscal year 2023-24, collections have totaled $153.6 million, down about $1.58 million or 1% off last year’s pace. But that’s better than expected.
On the heels of consecutive record years for TDT, Diamond forecast in August a drop of about 7.5% in bed-tax collections, which would net the county about $325 million in the 12-month fiscal year that will end Sept. 30.
He cited increasing competition from both national and global tourist destinations.
Collections so far have been about 12% ahead of the budgeted forecast, bringing in $16.1 million more than estimated.
“March figures will be important, whether up or down,” Diamond said, noting it’s typically TDT’s best month.
Collections of $38.9 million in March 2023 were the most ever for a single month.
March collections will likely be announced the first week of May.
Matej said Orlando hotels may see “a softening” in the coming months with bookings for the second quarter about 3% behind the same period last year. Advance airline ticket sales into Orlando also are pacing behind the same time in 2023.
But Visit Orlando hopes the region gets a bump from a spotlight ad linked to Taylor Swift’s concert film.
Visit Orlando is one of only 10 advertisers showcasing 30-second spots during the film, available on Disney+.
Matej said the ad campaign, running through April 21, is expected to reach 61 million impressions.
“With targeted alignment to our core family audience, this strategic opportunity taps into the Taylor Swift phenomenon and positions Orlando to drive summer travel demand,” Matej said.