The saying "dog days of summer" hasn't exactly held true for Florida Keys tourism this summer, according to tourism data released last week.

In fact, the Keys led all Florida destinations in hotel occupancy and average daily room rate for June and July, according to data from Smith Travel Research, an independent research company that specializes in the U.S. lodging industry.

"June and July really did exceed expectations this year because of the economic crisis. And we've had a very good start the first three weeks of August," said Harold Wheeler, director of the Monroe County Tourist Development Council.

The percent of Keys hotel rooms that were occupied in June and July was 73.7 percent and 79.4 percent, respectively -- the highest in the state.

By comparison, Orlando, which had the second-highest hotel occupancy, saw just 64.7 percent of its rooms full in June and 68.2 percent in July. The Florida Panhandle reported 62.9 percent of its rooms were full in June and 66.4 percent in July.

For the Keys, the hotel occupancy rate also shows an improvement over 2008, increasing 3.4 percent for June and 5.1 percent for July compared to a year ago. July also represented the third consecutive month the region led other Florida destinations in tourism performance indicators.

"The appeal of the Florida Keys for travelers continues to pay dividends for our economy, and given current economic challenges, we are very pleased with the numbers," Wheeler said. "Travelers continue to seek experiences and value for their vacation dollar, and it's clear that the Keys are fulfilling those expectations."

However, room rates have continued to fall in 2009, decreasing 11 percent in June to about $149 and 10.4 percent in July to about $153 compared to a year ago.

Miami was second in average daily room rate for June and July at $113.96 and $116.80, respectively. Fort Myers was third in rate for June at $112.12. The Florida Panhandle was third in rate for July at $115.30.

More is more

The better-than-expected numbers have been attributed to a combination of factors, including lower gas prices, the swine flu outbreak in Mexico earlier this year, a desire to travel closer to home, the sinking of the Vandenberg artificial reef, and a more significant summer advertising campaign from the tourism council.

The council increased its spring/summer marketing by $444,000 this year, allocating money for more instate advertising in Florida travel magazines, TV commercials and newspapers, Wheeler said. The largest increase in spending -- $170,000 -- was spent on an instate radio campaign in markets including Tampa and St. Petersburg, Orlando, Jacksonville, West Palm Beach, Miami and Fort Lauderdale.

Whatever the cause, some locals businesses -- most notably the attractions sector -- seem to be benefiting from the stronger-than-usual summer season.

George Fernandez, head of the Key West Butterfly & Nature Conservatory, said he saw double-digit increases in his visitor counts in June compared to the same month last year. July also saw significant increases, bringing in more people than in June of 2008, 2007, 2005 or 2004.

"And I'm very happy to report a double-digit increase in August, which is almost unheard of," said Fernandez, who also is president of the Key West Attractions Association. "I get a daily report and I am ecstatic. We are very pleased."

The conservatory's satellite store in Clinton Square Market also is having a banner summer, he said.

Fernandez, who frequently inquires where visitors are from, said he believes many are instate visitors traveling with their families. He's noticed large groups comprised of parents, grandparents and grandchildren traveling together. He said he's gotten similar feedback from other business owners.

Historic Tours of America, which operates nearly a dozen tourist attractions around town, said its year-to-date ridership on the Conch Tour Train and Old Town Trolley is up 11 percent, according to CEO Chris Belland.

Other attractions such as the Key West Aquarium and Harry S. Truman Little White House also are seeing increases in attendance this summer, he reported.

Belland said Key West is benefitting from more people traveling regionally, as is the case in some of the company's other markets, including Savannah, Ga., and St. Augustine, Fla.

Its retail stores adjacent to Mallory Square are experiencing a 4 percent increase, although its other retail operations have seen small decreases.

"We can see a reluctance in the retail market, even though we've benefitted from the swine flu and the fact that we've had a fairly mild spring and summer weather," Belland said.

No one is sure how long the good news will last, as September traditionally is known as the slowest month of the year. Many businesses close or reduce operations because of the lack of tourists.

"A great deal of September and October is weather-driven, too," Belland said. "Obviously we're expecting a drop-off."

The tourism council's Wheeler echoed those sentiments.

"With the exception of Labor Day weekend and Womenfest, we will probably be very slow through the rest of September and the first couple of weeks of October," he said.

amswary@keysnews.com