Tuesday, February 2, 2010

Tourism data for 2009 shows the Florida Keys were the only market in the state of Florida to show an increase in occupancy rates over the previous year. In numbers released by Smith Travel, the Keys increased slightly from 68 percent to 70 percent average occupancy.

This small boost in occupancy is welcome news in a rough travel market where competing destinations in the Sunshine State had more trouble filling hotel rooms. Occupancy fell three points, to 63 percent, in Broward County; five points to, 61 percent, in Orlando; and six points, to 65 percent, in Miami-Dade County, according to a summary of Smith Travel Research data.

The Keys also were the only Florida hotel market to have fewer rooms available in 2009 -- down 1.8 percent. With fewer rooms to fill, occupancy goes up. The Keys saw occupancy rates grow in the spring and summer, as discounted rooms drew travelers to the island chain.

"I think it proves the Keys' appeal to Floridians," said Andy Newman, spokesman for the Monroe County Tourist Development Council.

Another positive indicator: Cruise ship passengers in 2009 -- totalling 860,000 visitors -- were up 16.3 percent over 2008, though still considerably below the numbers seen from 2002 through 2005, when an average of 1 million per year disembarked for a visit in Key West. The number of port calls also was up slightly over 2008, but below numbers seen in previous years.

Key West International Airport provides another positive economic indicator, with the number of visitors arriving by air increasing for the first time in three years. The addition of Air Tran to the airport's commercial carriers is expected to further boost the numbers this year.

Resort tax collections got off to a slow start in 2009, but as the summer travel market took hold, collections increased, ending the year on a positive note.

But among all these positive economic indicators in the Keys, there is one troubling dark cloud -- unemployment. Non-seasonally adjusted unemployment ended 2009 at almost 100 percent above 2007 and 2008 levels, and almost three times the average for the decade. Without improvements in the county's employment rate, the Keys risk losing much of the work force the tourism industry -- and the tangential industries that support tourism -- need to serve the 4 million or so tourists who visit the Keys each year.

As with the nation as a whole, there are indications that Monroe County is doing better but it is too soon to declare victory. Nonetheless, we are optimistic 2010 will bring the Keys another step closer to the vibrant economy and full employment this county of islands has enjoyed in past decades.

-- The Citizen