PETER CRANIS: Economic Impact of Tourism on Brevard in 2023 Was $4.6 Billion, Visitor Spending $2.95 Billion

industry supports 46,000 direct and indirect jobs with wages of nearly $1.5 billion

**PETER CRANIS:** We recently completed a Visitor and Economic Impact Study with 2,500 visitors being interviewed. This is the most comprehensive study we have done since COVID and it revealed some very interesting data. First of all, the overall economic impact of tourism on the County was calculated at $4.6 billion with visitor spending at $2.95 billion. Overnight visitors accounted for nearly 3 million room nights in 2023 including hotel/motel and vacation rental.

BREVARD COUNTY, FLORIDA – We recently completed a Visitor and Economic Impact Study with 2,500 visitors being interviewed. This is the most comprehensive study we have done since COVID and it revealed some very interesting data.

First of all, the overall economic impact of tourism on the County was calculated at $4.6 billion with visitor spending at $2.95 billion. Overnight visitors accounted for nearly 3 million room nights in 2023 including hotel/motel and vacation rental.

The report also shows the industry supports nearly 46,000 direct and indirect jobs with wages of nearly $1.5 billion.

In terms of trip planning 63% of visitors saw something from the Space Coast Office of Tourism prior to coming – whether it was our website, social media, or other advertising/promotions we have done.

In terms of origin of visitors, 37% come from within Florida, 17% from the Southeast, 12% from the Northeast, 17% from the Midwest, 12% from the West, and 5% are from international markets, mostly Canada, UK and Germany. The split between flying here or driving is 54%/46%.

Visitors stay here 4.5 nights on average and are in travel parties of 3.1 people, 47% having children in their party. On average, each travel party spends $2,762 which is $197 per person per day, or $891 per trip.

In terms of accommodations, 36% stay in hotel motel, 28% with friends and family, and 26% in vacation rental. They stay in Cocoa Beach/Cape Canaveral (33%), Melbourne (14%), Titusville (12%), Melbourne Beach/South Beaches (10%), and Palm Bay (9%).

While here they engage in beach activities (68%), go shopping (61%) and sightseeing (48%), watch a rocket launch (41%), do some kind of outdoor activity (40%), go to Kennedy Space Center (29%), take an overnight cruise (25%), or participate in watersports (22%). Other things they do include going to a museum, the zoo, fishing, golf, play in a sporting event, or a business activity.

They enjoy being here and 93% said they would return here, 79% said within the next 12 months. Of those that took an overnight cruise, 91% stayed here overnight either before or after the cruise and 27% said they stayed both before and after. There are a lot more data points we collected, but these are the highlights. We will share more in future stories.

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– Peter Cranis, Space Coast Office of Tourism Executive Director

**PETER CRANIS:** Recently we received an economic impact report from Visit Florida on the numbers regarding tourism in Brevard County for 2022 (there is about a one year lag in collecting this data at the state and local level).

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