A r i z o n a To u r i s m S t a t i s t i c a l R e p o r t 2 0 0 4 2004 ArIzona Statistical Arizona Report Office 1110 W. Washington St, Suite 155 Phoenix, AZ 85007 of Tourism Arizona Statistical Report is a publication of the Research and Strategic Planning Division of the Arizona Office of Tourism Janet Napolitano, Governor, State of Arizona p.602.364.3700 Margie Emmermann, Director f.602.364.3701 AnnDee Johnson, Director, Research and Strategic Planning Audra Beyer, Research Manager www.azot.com The Arizona Office of Tourism (AOT) is an equal employment opportunity agency. If you need this publication in an alternative format, please contact the ADA Coordinator at the AOT, (602) 364-3718 for more information. research@azot.gov Total Overnight Visitor Profile — 2004 Total Number of Domestic Visitors 27.8 million Average Length of Stay 3.7 days Average Travel Party Size 2.1 People Average Annual Household Income $72,700 Average Age of Head of Household 46 Daily Expenses Per Person $105.61 Total Spending Per Person $390.76 Direct Spending $13.07 billion Information in this report was provided by: 1. Arizona Department of Economic Security 2. Arizona Department of Commerce 3. Arizona Department of Revenue 4. Arizona State Parks 5. D.K. Shifflet and Associates, Ltd. 6. National Park Service 7. Smith Travel Research 8. U.S. Department of Commerce, Tourism Industries Cover Photographer Provided by: AOT, courtesy of Flagstaff Convention and Visitors Bureau 2 www.azot.com 2004 ArIzona Statistical Report Table of Contents Arizona Quick Facts 4 Introduction 5 Arizona Lodging Performance 6 County Lodging Performance 7 Arizona Tourism Related Tax Revenues 8 Arizona Airport Passenger Traffic 9 Arizona State Parks Visitation 10 Arizona National Parks Visitation 12 Domestic Overnight Visitor Profiles 14 Resident Visitor Profile 17 Non-Resident Visitor Profile 19 Business Visitor Profile 21 Leisure Visitor Profile 23 Resident Leisure Visitor Profile 25 Non-Resident Leisure Visitor Profile 27 Arizona International Visitor Profiles 3 29 Total Overseas 30 To Phoenix 32 To Tucson 34 To Grand Canyon 36 From Japan 38 From Germany 40 From United Kingdom 42 From Mexico Air 44 From France 46 From Australia 48 From Canada 50 www.azot.com 2004 ArIzona Statistical Report Arizona Quick Facts State Slogan: “The Grand Canyon State” State Population: 2004 State Motto: Ditat Deus, God Enriches Population By County State Bird: The Cactus Wren State Tree: The Palo Verde Tree State Flower: The Saguaro Cactus Bloom State Gemstone: Turquoise Area: 113,956 square miles, the sixth-largest state in the U.S. 5,833,685 Apache 71,320 Cochise 130,220 Coconino 129,570 Gila 54,060 Graham 36,020 Greenlee 8,350 La Paz 21,135 Maricopa 3,524,175 Mohave 180,210 Navajo 107,420 Pima 931,210 Pinal 219,780 Santa Cruz 41,985 Yavapai 196,760 Yuma 181,470 Source: Arizona Department of Economic Security Top Tourist Attractions 2004 Attendance Top Natural Tourist Attractions 2004 Attendance 1. Bank One Ballpark 2,781,934 1. Grand Canyon National Park 4,672,911 2. Tempe Town Lake 2,250,000 2. Saguaro National Park 3,601,775 3. London Bridge 2,000,000 3. South Mountain Park 2,500,000 4. America West Arena 1,265,543 4. Glen Canyon National Rec. Area** 1,861,773 5.The Phoenix Zoo 1,240,000 5. Lake Mead National Rec. Area 1,717,975 6. Arizona State University Sun Devil Stadium 749,632 6. Canyon de Chelly 936,007 7. WestWorld of Scottsdale 669,890 7. Montezuma Castle Nat. Monument 656,409 8. Rawhide Western Town & Steakhouse 610,000 8. Lake Pleasant Regional Park 589,937 9. Tombstone 600,000 9. Petrified Forest Nat. Park 580,000 10. Arizona-Sonora Desert Museum 470,000 10. Lake Havasu State Park 384,928 **Visitation count reflects visitors who accessed the park on the AZ side by car 4 www.azot.com Source: Arizona Office of Tourism 2004 ArIzona Statistical Report Introduction The Arizona Tourism Statistical Report 2004 is a comprehensive, concise and readily usable statistical reference source on the Arizona tourism industry. The specific purposes of the report are to develop and disseminate tourism-related statistics that provide a broad overview of the Arizona’s tourism industry over time, and to provide information on both domestic and international visitors to the state and their travel behaviors. The report includes fast facts about Arizona, an overview of the tourism industry, including historical visitation and direct spending trends, an analysis of key industry sectors such as hotel/motel and state and national parks, and profiles of visitors to Arizona. The focus of the report is on Arizona’s domestic overnight visitors. Tourism is defined as any trip from home that includes an overnight stay or a day trip which is 50 or more miles one way from home that is not part of the normal routine. Although every effort has been The Westin La Paloma Resort, Tucson, AZ made to make this report as comprehensive as possible by touching “...purpose of the on many topics, it is not exhaustive. report is to develop and This report can serve as a starting point and guide to more detailed collections disseminate tourismof data. The most current data are related statistics that available on the Arizona Office of provide a broad Tourism web site: www.azot.com. overview of Arizona’s tourism industry over time...” Tlaquepaque Arts and Crafts Village Executive Summary Domestic overnight visitation to Arizona remained constant in 2004, with 27.8 million travelers visiting the state. However, nationally the total overnight travel volume increased 4.4 percent. Direct Spending among domestic overnight travelers to Arizona increased 7.7 percent, from $12.14 billion to $13.09 billion in 2004. Nationally, overnight direct spending also increased 7.7 percent in 2004. Non-resident travelers made up 68% of Arizona’s domestic overnight travel in 2004. Overnight leisure is an important travel segment for Arizona, representing 44 percent of the persontrips, significantly higher than the average US destination. The remaining 56 percent includes day-trips and overnight business. 5 The average party size among total domestic overnight travelers was 2.1 persons per trip. In 2004, couples made up 28 percent of all visiting parties decreasing 3 percent from 2003. Families made up 20 percent of the travel parties in 2004, up 3 percent from the previous year. The average length of stay among Arizona overnight travel parties increased to an average of 3.7 nights in 2004 compared to 3.3 nights in 2003. The percent of overnight leisure travelers staying in Arizona four to seven nights increased to 27 percent, significantly higher than the average US destination. The average Arizona domestic overnight visitor spent $105.61 per person per day in 2004, down slightly from $106.26 in 2003. Overnight leisure travelers came to www.azot.com Paria Canyon, photo by Thomas Whetten Arizona mainly to visit friends and relatives (37%), getaway weekends (21%) and general vacations (18%). Getaway weekends were up 3 percent following the travel trend of shorter trips in 2003. Arizona experienced a 29 percent increase in overseas visitors in 2004, while the U.S. experienced an increase of 12.7 percent, excluding travel from people from Canada and Mexico. 2004 ArIzona Statistical Report Arizona Lodging Performance Arizona’s lodging performance continued to show positive growth in 2004. All of the five lodging indicators: occupancy, average daily room rate (ADR), revenue generated per available room (RevPAR), demand, and supply increased in 2004. Arizona’s occupancy rate outperformed the nation and the mountain region, growing 5.5 percent, up to 62.8 percent. Nationally, the lodging occupancy rate increased 3.7 percent to a rate of 61.3%. Statewide, Arizona’s ADR increased 3.6%to $85.47. Arizona’s ADR rate at year end was lower than the ADR rate nationally ($86.41) and in the mountain region ($88.23). Arizona’s RevPAR was up 9.3 percent in 2004 to $53.68. Arizona’s RevPAR rate was higher Occupancy than the national rate ($52.93) but below the rate for the mountain region in 2004 ($55.84). Directly related to the increased numbers, statewide demand was up 5.6%. Supply in the state remained relatively stable, increasing 0.1%. Statewide demand was 23.1 million rooms and statewide supply was 36.9 million rooms. In looking at the lodging performance throughout the state, Metro Phoenix occupancy rates increased 7.3% with a rate of 36.6%. Average Daily Rates increased by 3.3 percent, up to $97.42. RevPAR also increased in 2004, up 10.8 percent to $62.01. Metro Phoenix’s actual Average Daily Rate RevPAR occupancy rate, ADR and RevPar exceeded state, region and national rates in 2004. Metro Tucson occupancy rates increased by 3.1 percent, up to 62.8% in 2004. Average Daily Rates increased 2.1% to $49.79. RevPAR for Metro Tucson was $49.79, an increase of 5.2 percent. Room demand increased by 3.9 percent, while room supply stayed flat. The non-metro areas of Arizona surged in all five indicators. Occupancy increased 4.2% to a rate of 61.8%. ADR increased 3.4% to a rate of $67.08. RevPAR rate was $41.44, up 7.8% from 2003. Demand for lodging in non-metro areas of Arizona increased 5.2% or 6.57 million rooms. Demand Supply 2004 % Change 2004 % Change 2004 % Change 2004 % Change 2004 % Change 61.3% 3.7% $86.41 4.0% $52.93 7.8% 997.8 mil. 4.6% 1.62 bill. 1.0% 63.3% 3.8% $88.23 5.3% $55.84 9.2% 122.5 mil. 4.5% 193.5 mil. 0.7% 62.8% 5.5% $85.47 3.6% $53.68 9.3% 23.1 mil. 5.6% 36.78 mil. 0.1% Metro Phoenix 63.6% 7.3% $97.42 3.3% $62.01 10.8% 12.7 mil. 6.6% 19.9 mil. -0.6% Metro Tucson 62.8% 3.1% $79.25 2.1% $49.79 5.2% 3.35 mil. 3.9% 5.33 mil. 0.8% Non-Metro AZ 61.8% 4.2% $67.08 3.4% $41.44 7.8% 6.57 mil. 5.2% 10.6 mil. 0.9% United States Mountain Region State of Arizona Statewide Lodging Peformance Percent Change 15% 10% 5% 0% -5% 1999 2000 2001 2002 2003 2004 -10% Source: Smith Travel Research Occupancy Rates 6 www.azot.com ADR RevPAR 2004 ArIzona Statistical Report Arizona Lodging Performance 2004 County Lodging Performance Occupancy Room Rate RevPAR Demand Supply Apache 48.3% $64.52 $31.19 158,625 328,135 % Change from 2003 -5.1% 0.9% -4.2% -5.1% 0.0% Cochise 64.6% $52.14 $33.69 599,285 927,465 % Change from 2003 5.7% 3.3% 9.3% 8.5% 2.6% Coconino 62.1% $67.44 $41.85 2,332,097 3,758,089 % Change from 2003 5.8% 3.5% 9.5% 6.4% 0.6% Gila 57.8% $57.41 $33.19 227,230 393,105 % Change from 2003 4.0% 3.3% 7.4% 4.0% 0.0% Graham 56.1% $54.40 $30.54 77,451 137,970 % Change from 2003 4.7% 4.2% 9.1% 4.7% 0.0% NA Greenlee % Change from 2003 NA La Paz % Change from 2003 Maricopa 63.7% $98.25 $62.62 12,377,402 19,421,329 % Change from 2003 7.4% 3.2% 10.9% 6.8% -0.6% Mohave 61.4% $60.03 $36.84 991,643 1,615,855 % Change from 2003 -0.2% 11.4% 11.2% 1.4% 1.6% Navajo 51.4% $57.10 $29.35 590,277 1,148,290 % Change from 2003 -4.1% 5.4% 1.1% -4.1% 0.0% Pima 62.8% $79.25 $49.79 3,352,588 5,336,705 % Change from 2003 3.1% 2.1% 5.2% 3.9% 0.8% Pinal 60.7% $68.03 $41.33 347,878 572,685 % Change from 2003 1.7% 5.6% 7.5% 1.7% 0.0% Santa Cruz 61.8% $60.28 $37.26 215,698 348,940 % Change from 2003 7.7% 0.2% 7.9% 7.7% 0.0% Yavapai 64.0% $93.48 $59.81 1,084,181 1,694,365 % Change from 2003 1.4% 2.7% 4.0% 2.7% 1.3% Yuma 69.7% $61.35 $42.73 604,091 867,300 % Change from 2003 10.1% 5.2% 15.8% 11.0% 0.9% Source: Smith Travel Research, N/A: Not Available 7 www.azot.com 2004 ArIzona Statistical Report Arizona Tourism Related Tax Revenues Tourism sectors (lodging, restaurant/bar, retail, and amusements) generated more than $475 million in tax revenue, a 9.1 percent increase over 2003. Tax revenues increased for each of the tourism related sectors. Hotel/Motel increased 9.0 percent to $99.6 million in 2004. Restaurant/Bar sector had the highest percentage increase over the previous year up 9.8% with revenues over $100 million. The retail sector increased 8.9 percent in 2004. The retail sector is the largest revenue generator of the four sectors, bring in $272 million in 2004. Finally, Amusements sector also experienced revenue growth, up 5.2 percent from the previous year to at total of $3 million. Yuma, AZ Arizona Tourism Related Tax Revenues 2004 2003 % Change Hotel/Motel $99,629,247 $91,393,280 9.0% Restaurant/Bar $100,302,238 $91,386,645 9.8% Retail $272,073,608 $249,942,254 8.9% $3,007,407 $2,857,911 5.2% $475,012,500 $435,580,090 9.1% Amusements Total Tourism Taxes $475.01 $500.00 $450.00 $400.00 $357.68 $384.78 $398.99 $415.09 $435.58 $350.00 $300.00 $250.00 $200.00 $150.00 $100.00 $50.00 $1999 2000 2001 2002 2003 2004 Source: Arizona Department of Revenue Tourism sectors as defined by the Tourism Economic Impact Model (TEIM) developed by the Travel Industry Association of America, and adapted for Arizona by Northern Arizona University, include: lodging, restaurant/bar, retail, and amusements. TEIM model produced the following percentages, which are used to figure gross sales attributable to tourism: lodging (95%), restaurant/bar (23.62%), retail (10.91%), and amusements (6.43%). 8 www.azot.com 2004 ArIzona Statistical Report Arizona Airport Passenger Traffic In 2004, total airport passenger traffic increased in Arizona, even though the number of leisure travelers visiting the state remained constant. In 2004, more than 44 million passengers passed through Arizona’s airports, an increase of 5.9 percent from the previous year. Sky Harbor remains the nation’s sixth busiest airport and the twelfth busiest airport in the world. Passenger traffic through Sky Harbor increased 5.6 percent in 2004, with over 39 million people passing through the airport. Tucson International Airport increased 7.5 percent over the previous year to over 3.7 million passengers. The Yuma International Airport also had a strong year end, up 10.3 percent from the previous year, tracking 119,309 passengers. The Grand Canyon National Park Airport had the largest percentage increase in passenger traffic in 2004, up 15.8 percent to 769,772 passengers. Arizona Airport Passenger Traffic 2004 2003 % Change 769,772 664,932 15.8% Phoenix Sky Harbor 39,504,898 37,423,502 5.6% Tucson International 3,770,445 3,508,868 7.5% 119,309 108,187 10.3% 44,164,424 41,705,489 5.9% Grand Canyon Yuma International Total Source: Information supplied by the airports themselves Percent Change Airport Passenger Traffic 20% 15% 10% 5% 0% -5% -10% -15% -20% -25% -30% 15.80% 12.1% -1.7% 0.3% 6.7% 4.6% 5.8% 0.9% 1.1% 2.2% 5.3% 0.0% 0.9% -1.2% 7.50% 5.60% -3.3% -5.8% -15.7% -19.5% -27.4% 97-98 98-99 Phoenix Sky Harbor 99-00 00-01 01-02 Tucson International 02-03 03-04 Grand Canyon NP Airport Source: Information supplied by the airports themselves 9 www.azot.com 2004 ArIzona Statistical Report Arizona State Parks Visitation In 2004, visitation to Arizona’s State Parks increased 3.1 percent from the previous year. Of the 28 state parks throughout the state, 18 parks posted increased visitation for this year. The continued drought continued to have impacts on water levels at lakes and thus affecting visitation at several of the State Parks. Also, because of the drought, fire restrictions were in place throughout the state at a majority of recreation areas for a large portion of the year. The largest increase of visitation was at Lyman Lake State Park just outside of Springerville, increasing 36.0 percent with visitation totaling 32,304. The increased visitation can be attributed to the addition and promotion of the park’s cabins and yurts. Dead Horse Ranch State Park, in northern Arizona, had 99,234 visitors and increase of 13.8 percent from 2003. Visitation at Alamo Lake in the Western part of the state decreased by 41.6 percent from previous years, mostly due to low lake levels in 2004. Red Rock State Park, © Arizona State Parks Top 5 Most Visited State Parks State Park 2004 Lake Havasu 384,928 Slide Rock 254,584 Patagonia Lake 204,636 Kartchner Caverns 203,464 Catalina 125,495 Source: Arizona State Parks Arizona State Parks Visitation 2.60 2.54 2.50 In Millions 2.42 2.40 2.30 2.29 2.28 2.26 2.25 2.19 2.20 2.10 2.00 1998 1999 2000 2001 2002 2003 2004 Source: Arizona State Parks 10 www.azot.com 2004 ArIzona Statistical Report Arizona State Parks Visitation 2004 2003 % Change 2,264,227 2,196,698 3.1% Alamo Lake 30,080 51,487 -41.6% Boyce Thompson 70,900 70,949 -0.1% Buckskin Mountain 85,733 94,461 -9.2% Catalina 125,495 119,698 4.8% Cattail Cove 113,820 109,280 4.2% Dead Horse Ranch 99,234 87,216 13.8% Fool Hollow Lake 67,936 69,240 -1.9% Fort Verde 15,665 15,282 2.5% Homolovi 17,403 18,692 -6.9% Jerome 52,949 47,235 12.1% Kartchner Caverns 203,464 187,437 10.9% Lake Havasu 384,928 369,317 4.2% Lost Dutchman 68,241 67,765 0.7% Lyman Lake 32,304 23,745 36.0% McFarland 3,346 3,208 4.3% Oracle 8,304 8,778 -5.4% Patagonia Lake 204,636 202,230 1.2% Picacho Peak 61,671 58,346 5.7% Red Rock 76,279 70,782 7.8% Riordan Mansion 24,932 23,166 7.6% Roper Lake 39,902 36,703 8.7% San Rafael* 0 0 0.0% Slide Rock 254,584 229,770 10.8% Tombstone Courthouse 50,124 49,061 2.2% Tonto Natural Bridge 88,174 96,663 -8.8% Tubac Presidio 15,770 17,121 -7.9% Yuma Crossing 11,954 13,479 -11.3% Yuma Prison 56,399 59,587 -5.4% All State Parks *San Rafael is currently not open to the public 11 www.azot.com Source: Arizona State Parks 2004 ArIzona Statistical Report Arizona National Parks Visitation Overall visitation to Arizona’s National Parks increased 1.1 percent in 2004. Over 11.7 million people visited the 21 National Parks located throughout the state. Some large increases occurred in the northern region: Canyon de Chelly National Monument increased 8.0 percent, Grand Canyon National Park increased 4.9 percent and Walnut Canyon National Monument increased. Parks located in the northeastern part of Arizona had mixed results. Canyon de Chelly NM’s visitation was up 8 percent and is one of the top most visited National Parks. Navajo NM, Petrified Forest NP, and Hubbell Trading Post NHS all lost visitors last year. Top 5 Most Visited National Parks National Park 2004 Grand Canyon NP 4,326,234 Lake Mead NRA* 1,619,263 Glen Canyon NRA 1,531,525 Canyon de Chelly NM 936,007 Saguaro NP 651,464 *Kingman Wash area closed due to construction Source: National Park Service Southern Arizona’s National Parks also visitation gains and losses in 2004. Visitation to Fort Bowie NHS was up 12.3 percent, while Chiricahua NM was down 19.4 percent from the previous year. Summer wildfires in the region could have contributed to the overall decrease in visitation at the park. Coronado NM Arizona National Parks Visitation 13.50 13.17 13.34 13.11 In M illions 13.00 12.29 12.50 12.00 11.50 11.47 11.54 2002 2003 11.73 11.00 10.50 1998 1999 2000 2001 2004 Calendar Year Source: National Park Service 12 www.azot.com 2004 ArIzona Statistical Report Arizona National Parks Visitation 2004 2003 % Change 11,729,025 11,596,801 1.1% Canyon de Chelly NM 936,007 866,498 8.0% Casa Grande NM 93,933 87,687 7.1% Chiricahua NM 36,245 44,976 -19.4% Coronado NM 89,591 89,309 0.3% Fort Bowie NHS 9,483 8,445 12.3% Glen Canyon NRA 1,531,525 1,487,583 3.0% Grand Canyon NP 4,326,234 4,125,312 4.9% 130,411 163,883 -20.4% 1,619,263 1,682,093 -3.7% Montezuma Castle NM 644,452 637,024 1.2% Navajo NM 65,246 76,620 -14.8% Organ Pipe Cactus NM 229,584 277,566 -17.3% Petrified Forest NP 580,000 586,245 -1.1% Pipe Spring NM 57,569 56,341 2.2% Saguaro NP 651,464 643,697 1.2% Sunset Crater Volcano NM* 126,911 159,073 -20.2% Tonto NM 63,217 59,216 6.8% Tumacacori NHP 48,502 52,393 -7.4% Tuzigoot NM 114,486 115,216 -0.6% Walnut Canyon NM 126,931 111,465 13.9% Wupatki NM 247,971 266,159 -6.8% All Arizona National Parks Hubbell Trading Post NHS Lake Mead NRA** The above figures are for recreational visitors only. *Sunset Crater Volcano visitor center closed March 2004 for installation of new exhibits. Closure lasted 3 months. Other areas in park are open. **Kingman Wash area closed due to construction. Visitation numbers for Arizona visitors only. Source: National Park Service 13 www.azot.com 2004 ArIzona Statistical Report Domestic Overnight Visitation Domestic overnight visitation information was gathered by D.K. Shifflet and Associates using a mail panel stratified to match the census. 45,000 questionnaires are mailed monthly and the returned sample is re-balanced demographically. Domestic overnight visitation to Arizona was flat in 2004, with 27.8 million travelers to the state. However, U.S. domestic overnight travel volume increased, up 4.4 percent from 2003. Total domestic overnight person-trips was driven by the leisure segment, accounting for 21.6 million person trips in 2004, a slight decrease from 2003. Domestic overnight business travel increased slightly, leaving the Leisure Business P erson Trips (m illions) 2004 AZ Domestic Overnight Visitation 20.6 20.0 20.7 19.9 21.7 21.6 6.2 6.8 6.4 7.0 6.2 6.2 1999 2000 2001 2002 2003 2004 2004 AZ Overnight Direct Spending Leisure +7.7 Business (B illions) 11.1 12.0 11.6 12.0 12.1 8.1 8.0 8.3 8.8 9.4 3.3 3.9 3.6 3.7 3.4 3.6 1999 2000 2001 2002 2003 2004 7.9 13.1 Source: D.K. Shifflet and Associates, Ltd. 14 www.azot.com total overnight person-trip volume consistent with 2003. Nationally, overnight leisure volume increased 4.3% and overnight business volume increased 4.9%. Arizona’s overnight leisure segment is composed predominately of non-residents, accounting for 72% of the person-trip volume. In 2004, non-resident leisure overnight travel decreased 4.4 percent. Resident leisure overnight travel increased 10.2 percent compared to 2003. The average party size among total domestic overnight travelers was 2.1 people per trip in 2004. Overnight leisure average party size increased in 2004, from an average of 2.2 people per party to 2.3 people per party. Spending per person fell slightly, but total direct spending among domestic overnight travelers rose 7.7 percent, from $12.14 billion in 2003 to $13.07 billion in 2004. Contributing to this increase in direct spending was the increased length of stay of domestic overnight visitors. The average length of stay increased from 3.32 nights in 2003 to 3.72 nights in 2004. The average domestic overnight visitor spent $105.61 per person per day in 2004, down slightly from $106.26 in 2003. Domestic overnight business travelers spent the most per person per day, although this spending level declined from $136.18 in 2003 to $135.31 in 2004. Domestic overnight leisure travelers spent an average of $97 per person per day in 2004, a slight decrease from $98 per person per day levels in 2003. 2004 ArIzona Statistical Report Total Domestic Overnight Visitor Profile In 2004, top origin markets for domestic overnight 27.8 Million visitors to Arizona included California and Arizona itself. Of the overnight travel 3.7 days volume, the majority (78%) visited for leisure purposes. The average 2.1 age of the domestic overnight traveler to Arizona increased from $105.61 45 years old to 46 years old in 2004. The percentage of $13.07 Billion overnight visitors of age 55+ 2004 Quick Facts: Visitor Profile Estimated Volume Average Length of Stay Average Party Size Spending Per Person Per Day Total Direct Spending increased 2 percent in 2004 to 27% of all overnight visitors. This percent share is higher than the proportion of US travelers 55+ (22%). A large share (43%) of the overnight visitors to Arizona had household incomes of $75,000 or greater in 2004. Origin State Arizona 32.7% California 25.2% Illinois 4.5% New Mexico 3.6% Texas 3.5% Origin DMA Phoenix 23.6% Los Angeles 15.9% Tucson (Sierra Vista) 8.3% Albuquerque—Santa Fe 3.6% Chicago 3.5% Demographics: Age Household Income Average HH Income Life Stage $72,700 <$25,000 10% $25K-$49,999 24% $50K-$74,999 23% $75,000+ 43% Education 18-34/No children 12% 18-34/Children 18% 35-54/No children 21% 35-54/Children/<$50K 7% Average (years) 46.0 18-34 years 30% 35-54 years 43% 55+ years 27% Occupation Manager, Prof. 38% Tech., Sales, Admin. 21% Service 4% No College 22% 35-54/Children/$50K+ 15% Attended College 37% 55+/No children/<$50K 8% Other 12% College Degree 20% 18% 12% 20% 55+/No children/$50K+ Retired Post-Grad. Degree Not Employed 13% Source: D.K. Shifflet and Associates, Ltd. 15 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Visitor Profile Trip Behaviors: Purpose of Stay Activities Expenditures Business 22% Average (per person per day) $105.61 Leisure 78% Transportation 32.1% Food 21.2% Accommodations General Spending (Net) Dining 41% 32% Shopping 22% Entertainment 20% Non-Paid (Net) 41% Room 16.6% Hotel 48% Shopping 13.2% Paid non/hotel 8% Entertainment 10.7% Hunt/Fish Other 2% Other 6.2% Golf 4% Boat/Sail 2% Nature (Net) Hike/Bike 28% 7% Camping 4% National/State Parks 17% Beach/Waterfront 3% Eco-Travel 5% Reservation Type Transportation Auto 58% Air 30% Other 12% Accommodation Length of Stay Average 3.7 nights No Reservation 33% Reservation 67% Computer/Internet 16% Direct to Location 14% Toll-Free Number 14% 1-3 Nights 64% Other 13% 4-7 Nights 27% Corporate Travel 8+ Nights 10% Travel Agent Quarter of Travel Sporting Event 6% Night Life 7% Reservation Type Gamble 6% Transportation Shows No Reservation 36% Reservation 64% Quarter 3 23% Computer/Internet 27% Quarter 4 23% Toll-Free Number 18% Other 11% Corporate Travel 6% Travel Agent 2% 4% 101-300 Miles 33% 301-500 Miles 18% 501-700 Miles Party Composition Avg. Party Size 2.1 One Adult 40% 10% MM/FF 6% 701-1,000 Miles 5% 3+ Adults 6% Over 1,000 Miles 30% Couples 28% Families 20% 16 4% 5% 25% Under 100 Miles 33% 31% 5% Quarter 2 719 Group Tour 2% 17% 1% 28% Average Distance (miles) Sightseeing (Net) Sightseeing 12% 3% Attractions (Net) Theme Park Quarter 1 Trip Distance Outdoor Sports (Net) Adventure Sports www.azot.com 2% Culture (Net) Historic Site 18% 9% Concert/Play/Dance 4% Museum/Art Exhibit Festival/Craft Fair 4% 4% Satisfaction with Destination Average (10 pt. scale) 7.6 8-10 Excellent 61% 4-7 Fair/Good 34% 1-3 Poor 6% Value of Destination Average (10 pt. scale) 7.4 8-10 Excellent 57% 4-7 Fair/Good 38% 1-3 Poor 5% Source: D.K. Shifflet and Associates, Ltd. 2004 ArIzona Statistical Report Total Domestic Overnight Non-Resident Visitor Profile Overnight non-resident travel decreased 3.7 percent in 2004. Non-resident overnight travel decreased in both the leisure and business segments. Non-resident leisure travel accounted for 68 percent of overnight travel with a volume of 19 million person-trips in 2004. The majority of non-resident overnight travelers were from California, followed by Illinois and New Mexico. Spending per day by domestic overnight non-residents remained the same in 2004 at $112 on average per person per day. The average stay length increased 12.7 percent to an average of 4.4 nights. In addition, the average party size increased 5.8 percent to 2 people per travel party. The average household income for non-resident travelers rose 1.4 percent from $78,000 to $79,100 in 2004. 2004 Quick Facts: Visitor Profile Estimated Volume 19.0 Million Average Length of Stay 4.4 days Average Party Size 2.0 Spending Per Person Per Day Total Direct Spending $112.18 Lake Havasu, AZ $11.14 Billion Top 5 Origin DMA's Albq./ Santa Fe 3.7% San Fransisco 3.9% Los Angeles 23.6% Chicago 5.2% Albq/Santa Fe 5.4% Origin State Origin DMA California 37.5% Los Angeles 23.6% Illinois 6.6% Albuquerque—Santa Fe 5.4% New Mexico 5.4% Chicago 5.2% Texas 5.3% San Diego 4.3% Nevada 3.7% San Francisco 3.9% Demographics: Age Household Income Average HH Income <$25,000 7% $25K-$49,999 21% $50K-$74,999 21% $75,000+ 50% Education No College Life Stage $79,100 18-34/No children 11% 18-34/Children 14% 35-54/No children 22% 35-54/Children/<$50K 4% 35-54/Children/$50K+ 17% 9% 21% 24% Attended College 37% 55+/No children/<$50K College Grad. 23% 55+/No children/$50K+ Post-Grad. Degree 17% Average (years) 47.0 18-34 years 25% 35-54 years 43% 55+ years 33% Occupation Manager, Prof. 36% Tech., Sales, Admin. 22% Service 5% Other 12% Retired 14% Not Employed 12% Source: D.K. Shifflet and Associates, Ltd. 17 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Non-Resident Visitor Profile Trip Behaviors: Activities Purpose of Stay Expenditures Business 22% Leisure 78% Average (per person per day) Accommodations $112.18 Transportation 34.9% 20.5% 15.2% General Spending (Net) Dining 46% 36% Shopping 27% Entertainment 22% Non-Paid (Net) 43% Food Room Hotel 48% Shopping 13.6% Paid non/hotel 7% Entertainment 10.1% Hunt/Fish 3% Other 2% Other 5.7% Golf 6% Transportation Reservation Type Auto 45% Air 43% Other Accommodation 12% Length of Stay 5% 69% Beach/Waterfront 4% 17% Eco-Travel 6% Other 14% Toll-Free Number 13% 1-3 Nights 54% Direct to Location 12% 4-7 Nights 33% Corporate Travel 6% 8+ Nights 12% Travel Agent 6% Reservation Type Quarter 1 31% Quarter 2 24% Quarter 3 23% Quarter 4 Transportation Average Distance (miles) Under 100 Miles 30% Reservation Trip Distance 979 70% Computer/Internet 37% Toll-Free Number 13% Other 9% Corporate Travel 8% Travel Agent 2% - Sightseeing (Net) Sightseeing Group Tour Party Composition 40% 34% 6% Attractions (Net) Theme Park 16% - Sporting Event 6% Night Life 6% Gamble 6% Shows No Reservation 22% 3% 33% 7% 21% Reservation Quarter of Travel Boat/Sail Nature (Net) Hike/Bike National/State Parks 31% 4.4 nights Average 14% 4% Camping No Reservation Computer/Internet Outdoor Sports (Net) Adventure Sports 1% Culture (Net) Historic Site 18% 10% Concert/Play/Dance 2% Museum/Art Exhibit Festival/Craft Fair 5% 4% Satisfaction with Destination Average (10 pt. scale) 7.8 8-10 Excellent 66% 4-7 Fair/Good 30% 1-3 Poor 4% 101-300 Miles 9% Avg. Party Size 301-500 Miles 24% One Adult 41% 501-700 Miles 14% MM/FF 6% Average (10 pt. scale) 60% 2.0 Value of Destination 7.6 701-1,000 Miles 7% 3+ Adults 6% 8-10 Excellent Over 1,000 Miles 45% Couples 31% 4-7 Fair/Good 37% Families 16% 1-3 Poor 3% Source: D.K. Shifflet and Associates, Ltd. 18 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Resident Visitor Profile 2004 Quick Facts: Visitor Profile Estimated Volume 8.8 Million Average Length of Stay 2.2 days Average Party Size 2.1 Spending Per Person Per Day $78.98 Total Direct Spending $1.94 Billion Origin DMA Phoenix 71.9% Tucson (Sierra Vista) 25.5% Overnight resident travel increased 8.6 percent in 2004. Resident overnight travel accounted for 32 percent of the overnight person-trips last year. The increase in travel was influenced by increases in both resident leisure and resident business travel. The average party size among resident travelers was 2.1 persons in 2004. Direct spending by domestic overnight resident travelers increased 4.6 percent, up to $1.94 billion from $1.85 billion. This increase occurred as a result of increases in both the number of person-trips by residents and also an increase of 4.6 percent in the average stay length. The majority of overnight travelers were from either Phoenix (71.9%) or Tucson (25.5%) in 2004. The timing of resident travel is relatively equal between the four quarters, with slightly higher travel occurring in the fourth quarter and lower travel tendencies during the first quarter of the year. Top Activities Sporting Event, 9% Eco-Travel 8% Dining, 27% Hike/Bike, 9% Nat./St. Park, 10% Shopping, 19% Sightseeing, 27% Flagstaff Arboretum Demographics: Age Household Income Average HH Income $59,600 <$25,000 15% $25K-$49,999 29% $50K-$74,999 27% $75,000+ 28% Education Life Stage 18-34/No children 15% Average (years) 42.0 18-34 years 42% 35-54 years 42% 55+ years 16% 18-34/Children 27% 35-54/No children 17% Manager, Prof. 44% 35-54/Children/<$50K 14% Tech., Sales, Admin. 18% Service 1% Occupation No College 19% 35-54/Children/$50K+ 12% Other 11% Attended College 39% 55+/No children/<$50K 5% Retired 8% College Degree 15% 55+/No children/$50K+ 11% Not Employed 17% Post-Grad. Degree 27% 19 Source: D.K. Shifflet and Associates, Ltd. www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Resident Visitor Profile Trip Behaviors: Activities Expenditures Purpose of Stay Business 24% Average (per person per day) $78.98 Leisure 76% Food 25.3% Room 24.8% Accommodations Transportation 16.2% 38% Entertainment 13.8% Hotel 48% Shopping 10.9% Paid non/hotel 10% Other 9.0% Non-Paid (Net) Other 4% Reservation Type Accommodation Transportation Auto 88% Air 1% Other 11% Length of Stay Average 2.2 nights 1-3 Nights 86% 4-7 Nights 11% 8+ Nights Quarter 1 22% Quarter 2 26% Quarter 3 25% Quarter 4 27% 12% Entertainment 15% Outdoor Sports (Net) Adventure Sports Hunt/Fish 2% Golf 1% Boat/Sail 1% Snow Ski 3% Nature (Net) Hike/Bike 18% 6% Camping 3% 62% National/State Parks 10% Direct to Location 19% Beach/Waterfront 1% Toll-Free Number 15% Computer/Internet 14% Other 11% Corporate Travel 2% Travel Agent 2% No Reservation 49% Reservation 51% Toll-Free Number 30% Other 47% Computer/Internet 6% Corporate Travel 2% Travel Agent - Eco-Travel Sightseeing (Net) Sightseeing Group Tour Avg. Party Size 185 Under 100 Miles 13% 101-300 Miles 82% 301-500 Miles 5% 2.1 One Adult 39% MM/FF 8% 3+ Adults 4% Couples 22% Families 27% 1% 20% 19% 1% Attractions (Net) Theme Park 21% 2% Sporting Event 5% Night Life 8% Gamble 5% Shows 1% Culture (Net) Historic Site 17% 6% Concert/Play/Dance 7% Museum/Art Exhibit 3% Festival/Craft Fair 5% Satisfaction with Destination Average (10 pt. scale) Trip Distance 8% 2% Reservation Party Composition Average Distance (miles) Shopping 38% Transportation Quarter of Travel 32% 24% No Reservation Reservation Type 3% General Spending (Net) Dining 7.0 8-10 Excellent 51% 4-7 Fair/Good 40% 1-3 Poor 9% Value of Destination Average (10 pt. scale) 6.9 8-10 Excellent 50% 4-7 Fair/Good 40% 1-3 Poor 10% Source: D.K. Shifflet and Associates, Ltd. 20 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Business Visitor Profile 2004 Quick Facts: Visitor Profile Estimated Volume 6.2 Million Average Length of Stay 3.3 days Average Party Size 1.4 Spending Per Person Per Day Total Direct Spending $135.31 $3.63 Billion Origin State Arizona 38.0% California 14.3% Texas 5.6% Illinois 4.8% Nevada 4.5% Domestic overnight business person-trips in Arizona increased slightly in 2004. Domestic overnight business travelers in Arizona spent the most per person per day, although this spending level declined slightly from $136 in 2003 to $135 in 2004. Both regional markets and longer haul markets were sources for domestic overnight business travelers to Arizona in 2004 generating 6.2 million visitors. The majority of expenditures for the business traveler to Arizona in 2004 were for transportation and room, accounting for 66 percent of travel expenditures. A large share of business travel occurred during the first quarter of 2004 (31%), while a smaller share occurred during quarter four (19%). Top 5 Origin States Near the Superstition Mts., Central AZ Nevada 4.5% Illinois 4.8% Origin DMA Texas 5.6% Arizona 38.0% Calif ornia 14.3% Phoenix 27.1% Los Angeles 7.7% Tucson (Sierra Vista) 7.6% Las Vegas 4.4% Chicago 4.1% Demographics: Household Income Average HH Income Age Life Stage $72,400 <$25,000 13% $25K-$49,999 30% $50K-$74,999 13% $75,000+ 44% Average (years) 18-34/No children 16% 18-34/Children 9% 35-54/No children 24% 35-54/Children/<$50K 13% Education No College 20% Attended College 29% College Degree 23% Post-Grad. Degree 28% 18-34 years 45 25% 35-54 years 52% 55+ years 23% Occupation Manager, Prof. 46% 35-54/Children/$50K+ 15% Tech., Sales, Admin. 17% 55+/No children/<$50K 7% Service 2% 55+/No children/$50K+ 16% Other 19% Retired 7% Not Employed 10% Source: D.K. Shifflet and Associates, Ltd. 21 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Business Visitor Profile Trip Behaviors: Accommodations Activities Expenditures Non-Paid (Net) 17% Average (per person per day) $135.31 Hotel 71% Transportation 33.0% Paid non/hotel 9% Room 32.8% Other 2% Food 17.7% Shopping Transportation Auto 43% Air 44% Other 36% Dining 31% Shopping 12% Entertainment 10% Outdoor Sports (Net) 7% 6.4% Adventure Sports 2% Entertainment 6.1% Hunt/Fish Other 4.2% Golf 3% Boat/Sail 1% 13% - Reservation Type Snow Ski 2% Accommodation Nature (Net) 14% Hike/Bike 4% Camping 2% No Reservation 21% Reservation Length of Stay General Spending (Net) 79% National/State Parks 7% Beach/Waterfront 1% Corporate Travel 17% 3.3 nights Computer/Internet 15% 1-3 Nights 67% Direct to Location 15% 4-7 Nights 25% Toll-Free Number 14% Sightseeing 11% 7% Other 13% Group Tour 6% Travel Agent 5% Average 8+ Nights Quarter of Travel Quarter 1 Reservation Type 31% Transportation Quarter 2 26% No Reservation 28% Quarter 3 23% Reservation 72% Quarter 4 19% Trip Distance Eco-Travel Sightseeing (Net) 4% 18% Attractions (Net) 12% Sporting Event 3% Night Life 4% Gamble 6% Shows 3% Culture (Net) 15% Historic Site 6% Corporate Travel 24% Concert/Play/Dance 4% Computer/Internet 22% Museum/Art Exhibit 5% Toll-Free Number 17% Festival/Craft Fair 3% Other 7% Travel Agent 1% Satisfaction with Destination Average Distance (miles) 737 Under 100 Miles 4% 101-300 Miles 39% Avg. Party Size 301-500 Miles 13% One Adult 70% 501-700 Miles 6% MM/FF 7% 3+ Adults 2% 8-10 Excellent 50% Couples 14% 4-7 Fair/Good 42% 7% 1-3 Poor 8% 701-1,000 Miles 7% Over 1,000 Miles 32% Party Composition Families 1.5 Average (10 pt. scale) 7.1 8-10 Excellent 52% 4-7 Fair/Good 37% 1-3 Poor 11% Value of Destination Average (10 pt. scale) 6.9 Source: D.K. Shifflet and Associates, Ltd. 22 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Leisure Visitor Profile 2004 Quick Facts: Visitor Profile Estimated Volume 21.6 Million Average Length of Stay 3.9 days Average Party Size Spending Per Person Per Day Total Direct Spending 2.3 $97.40 $9.45 Billion Origin State Arizona 31.2% California 28.5% Illinois 4.3% New Mexico 3.7% Texas 2.9% Arizona overnight leisure travel remained relatively the same in 2004. Arizona fell behind the U.S. market in terms of volume increase in leisure travel. The US leisure travel market increased 4.4 percent in 2004. Domestic overnight leisure travelers spent an average of $97 per person per day in Arizona in 2004, decreasing from $98 per person per day in 2003. This segment had a larger average travel party size, 2.3 persons, in comparison to Arizona’s total domestic overnight visitor, 2.1 persons. The average length of stay increased to 3.9 nights, due to the increase percent of people staying 4 nights or more in Arizona. This increase in the length of stay contributed to the increase in direct spending, up from $8.79 Billion in 2003 to $9.45 Billion in 2004. Central Arizona Top 5 Origin DMA's Origin DMA Los Angeles 18.3% Tucson 8.6% Phoenix 22.5% Phoenix 22.5% Los Angeles 18.3% Tucson 8.6% Albuquerque—Santa Fe 3.6% San Diego 3.4% Alb.—Sant a Fe 3.6% Chicago 3.3% Demographics: Age Household Income Average HH Income Average (years) Life Stage $72,800 <$25,000 9% $25K-$49,999 22% $50K-$74,999 26% $75,000+ 43% Education 18-34/No children 11% 18-34/Children 21% 35-54/No children 19% 35-54/Children/<$50K 5% 46 18-34 years 32% 35-54 years 40% 55+ years 28% Occupation Manager, Prof. 36% Tech., Sales, Admin. 22% No College 23% 35-54/Children/$50K+ 15% Service 4% Attended College 40% 55+/No children/<$50K 8% Other 10% College Degree 20% 55+/No children/$50K+ 19% Retired 13% Post-Grad. Degree 18% Not Employed 14% Source: D.K. Shifflet and Associates, Ltd. 23 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Leisure Visitor Profile Trip Behaviors: Activities Expenditures Accommodations Non-Paid (Net) 48% Average (per person per day) $97.40 Hotel 41% Transportation 31.8% Paid non/hotel 8% Food 22.6% Other 3% Shopping 15.9% Entertainment 12.5% Room 10.3% Other 7.0% Transportation Auto 63% Air 26% Other 11% Length of Stay Average 3.9 nights 1-3 Nights 62% 4-7 Nights 27% 8+ Nights 11% Quarter 2 24% Quarter 3 24% Quarter 4 25% 713 Under 100 Miles 4% 101-300 Miles 32% 301-500 Miles 19% 501-700 Miles 11% 23% Outdoor Sports (Net) Adventure Sports Hunt/Fish 14% 4% 3% 5% Reservation Type Snow Ski 1% Accommodation Nature (Net) Hike/Bike 32% 7% No Reservation 37% Reservation 63% Computer/Internet 17% Direct to Location 14% Toll-Free Number 14% Other 13% Travel Agent 5% - Transportation Average Distance (miles) 25% Entertainment 3% Reservation Type Trip Distance Shopping Boat/Sail Quarter of Travel 28% 43% 32% Golf Corporate Travel Quarter 1 General Spending (Net) Dining No Reservation 39% Reservation 61% Camping 5% National/State Parks 20% Beach/Waterfront 3% Eco-Travel Sightseeing (Net) Sightseeing Group Tour 5% 38% 37% 4% Attractions (Net) Theme Park 19% 1% Sporting Event 7% Night Life 7% Gamble 6% Shows 2% Culture (Net) Historic Site 18% 10% Computer/Internet 29% Toll-Free Number 19% Concert/Play/Dance Museum/Art Exhibit 3% 4% Other 12% Festival/Craft Fair 5% Travel Agent 2% Corporate Travel 1% Party Composition Avg. Party Size 2.3 One Adult 27% Satisfaction with Destination Average (10 pt. scale) 7.4 8-10 Excellent 64% 4-7 Fair/Good 32% 1-3 Poor 4% Value of Destination 701-1,000 Miles 4% MM/FF 6% Average (10 pt. scale) Over 1,000 Miles 30% 3+ Adults 7% 8-10 Excellent 59% Couples 34% 4-7 Fair/Good 37% Families 25% 1-3 Poor 4% 7.5 Source: D.K. Shifflet and Associates, Ltd. 24 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Resident Leisure Visitor Profile Arizona’s domestic overnight resident leisure travel increased 10.2 Estimated Volume 6.7 Million percent in 2004, to 6.7 million person-trips. Total direct spending by Average Length of Stay 2.0 days residents decreased 5.5 percent from $1.49 Billion in 2003 to $1.41 Average Party Size 2.5 Billion in 2004. Spending Per Person Per Day $79.09 Length of stay increased slightly, the average length of stay Total Direct Spending $1.41 Billion among residents was 2.01 nights and the average party size was 2.5 people. Origin DMA Residents traveled in Arizona to visit friends and relatives Phoenix 72.2% (37%) and for getaway weekends Tucson (Sierra Vista) 27.5% (21%). The number of residents traveling for special events increased 2004 Quick Facts: Visitor Profile from 15 percent in 2003 to 23 percent in 2004. Overnight resident leisure travelers are younger compared to non-resident travelers, with 48 percent of resident travelers falling between 18 and 34 years of age. Resident leisure travelers were most likely to travel with family (37%) or as a couple (30%) in 2004. Age of Visitor 55+ years 18% 18-34 years 48% Pipe Springs NM, Northern Arizona 35-54 years 35% Demographics: Age Household Income Average HH Income Life Stage $64,200 Average (years) 41 18-34 years 48% 35-54 years 35% 55+ years 18% <$25,000 12% 18-34/No children 17% $25K-$49,999 24% 18-34/Children 31% $50K-$74,999 33% 35-54/No children 14% $75,000+ 31% 35-54/Children/<$50K 8% Manager, Prof. 46% 35-54/Children/$50K+ 13% Tech., Sales, Admin. 20% Service 2% 55+/No children/<$50K 5% Other 5% 55+/No children/$50K+ 12% Retired 9% Not Employed 17% Education No College 16% Attended College 39% College Degree 18% Post-Grad. Degree 27% 25 Occupation Source: D.K. Shifflet and Associates, Ltd. www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Resident Leisure Visitor Profile Trip Behaviors: Activities Accommodations Expenditures Non-Paid (Net) 46% Average (per person per day) $79.09 Hotel 41% Food 26.8% Paid non/hotel 10% Room 16.3% Transportation 16.1% Entertainment 14.3% Shopping 14.1% Other 12.3% Other 4% Transportation Auto 90% Air Reservation Type — Accommodation Other 9% Length of Stay Average 2.0 nights 1-3 Nights 88% 4-7 Nights 11% 8+ Nights 1% No Reservation 38% Reservation 62% Computer/Internet 17% Direct to Location 18% Toll-Free Number 16% Other 10% Corporate Travel — Reservation Type Transportation Quarter of Travel General Spending (Net) 36% Dining Shopping Entertainment Outdoor Sports (Net) Adventure Sports Boat/Sail 26% 14% 18% 9% 2% — Hunt/Fish 3% Golf 2% Snow Ski 3% Nature (Net) Hike/Bike Camping National/State Parks 21% 7% 3% 12% Beach/Waterfront 1% Eco-Travel 1% Sightseeing (Net) 24% Sightseeing 23% Group Tour 1% Attractions (Net) 21% Theme Park 3% Sporting Event 6% No Reservation 41% Night Life 9% Reservation 59% Gamble 4% Culture (Net) 20% Quarter 1 22% Quarter 2 24% Toll-Free Number 34% 28% Other 17% Historic Site 7% 26% Computer/Internet 8% Concert/Play/Dance 7% Corporate Travel - Museum/Art Exhibit 3% Travel Agent - Festival/Craft Fair 6% Quarter 3 Quarter 4 Trip Distance Average Distance (miles) 188 Under 100 Miles 14% 101-300 Miles 82% 301-500 Miles 4% Satisfaction with Destination Average (10 pt. scale) 7.2 Party Composition Avg. Party Size 2.5 One Adult 20% MM/FF 8% 3+ Adults 5% Couples 30% Families 37% 8-10 Excellent 52% 4-7 Fair/Good 42% 1-3 Poor 6% Value of Destination Average (10 pt. scale) 7.0 8-10 Excellent 47% 4-7 Fair/Good 45% 1-3 Poor 8% Source: D.K. Shifflet and Associates, Ltd. 26 www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Non-Resident Leisure Visitor The majority of nonresident, domestic leisure travelers to Arizona in 2004 originated in regional states and cities; 41 percent of visitors came from California. Illinois contributed to 6.3 percent of Arizona’s overnight leisure travel. Total direct spending by non-resident leisure travelers to 2004 Quick Facts: Visitor Profile Estimated Volume 14.9 Million Average Length of Stay 4.7 days Average Party Size 2.2 Spending Per Person Per Day $101.52 Total Direct Spending $8.04 Billion Top 5 Origin States Minnesota 3.3% New Mexico 5.4% Arizona increased 10.2 percent in 2004. This was largely due to a 17.8 percent increase in the length of stay to an average of 3.9 nights from 3.3 nights in 2003. In addition, the average party size increased 6.6 percent to an average of 2.2 people per travel party. Half of the non-resident overnight leisure visitors arrived by auto, a reflection of regional visitation. Illinois 6.3% California 41.4% Texas 4.2% Origin DMA Origin State California 41.4% Los Angeles 26.6% Illinois 6.3% Albuquerque—Santa Fe 5.3% New Mexico 5.4% San Diego 4.9% Texas 4.2% Chicago 4.8% Minnesota 3.3% New York 3.9% Photo by Thomas Whetten Madera Canyon Green Valley, AZ Demographics: Age Household Income Average HH Income <$25,000 8% $25K-$49,999 21% $50K-$74,999 23% $75,000+ 48% Education Average (years) Life Stage $76,800 18-34 years 18-34/No children 48 25% 9% 35-54 years 42% 18-34/Children 16% 55+ years 33% 35-54/No children 22% 35-54/Children/<$50K 4% Occupation Manager, Prof. 32% Tech., Sales, Admin. 22% No College 26% 35-54/Children/$50K+ 16% Service 6% Attended College 40% 55+/No children/<$50K 10% Other 12% College Degree 21% 55+/No children/$50K+ 21% Retired 15% Post-Grad. Degree 13% Not Employed 13% 27 Source: D.K. Shifflet and Associates, Ltd. www.azot.com 2004 ArIzona Statistical Report Total Domestic Overnight Non-Resident Leisure Visitor Trip Behaviors: Activities Expenditures Accommodations 46% 35% 50% Average (per person per day) Hotel 41% Transportation 34.2% Paid non/hotel 7% Food Shopping Entertainment 21.9% 16.2% 12.2% Room 9.3% Hunt/Fish 3% Other 6.2% Golf 6% Other 2% Transportation Auto 51% Air 37% Other 12% Reservation Type Accommodation Length of Stay Average 4.7 nights 1-3 Nights 52% 4-7 Nights 34% 8+ Nights 14% $101.52 General Spending (Net) Dining Non-Paid (Net) No Reservation 37% Reservation 63% Computer/Internet 17% Other 14% Toll-Free Number 13% Direct to Location 12% Travel Agent 6% Corporate Travel 1% Quarter of Travel Reservation Type Quarter 1 30% Quarter 2 24% No Reservation 37% Quarter 3 21% Reservation 63% Quarter 4 24% Transportation Trip Distance Average Distance (miles) Under 100 Miles 951 9% 301-500 Miles 26% 501-700 Miles 15% 701-1,000 Miles 6% Over 1,000 Miles 43% 30% Entertainment 25% Outdoor Sports (Net) Adventure Sports 16% 5% Boat/Sail 4% Nature (Net) Hike/Bike 37% 7% Camping 6% National/State Parks 24% Beach/Waterfront 4% Eco-Travel 7% Sightseeing (Net) Sightseeing Group Tour 44% 43% 5% Attractions (Net) 18% Theme Park 0% Sporting Event 7% Night Life 6% Gamble 7% Shows 2% Culture (Net) Historic Site 18% 11% Computer/Internet 38% Concert/Play/Dance 2% Toll-Free Number 12% Other 9% Museum/Art Exhibit Festival/Craft Fair 5% 4% Travel Agent 2% Corporate Travel 1% - 101-300 Miles Shopping Party Composition Avg. Party Size 2.3 One Adult 30% MM/FF 5% 3+ Adults 8% Couples 36% Families 21% Satisfaction with Destination Average (10 pt. scale) 8-10 Excellent 4-7 Fair/Good 1-3 Poor Value of Destination Average (10 pt. scale) 8-10 Excellent 4-7 Fair/Good 1-3 Poor 8.0 70% 28% 3% 7.8 64% 34% 2% Source: D.K. Shifflet and Associates, Ltd. 28 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors to Arizona Profile* Introduction International Visitor Profiles are developed by the U.S. Department of Commerce, Office of Travel and Tourism Industries. Major airlines voluntarily conduct the survey. The questionnaires are designed to be self-administered by the respondents, and are distributed on-board flights departing from U.S. airports to international destinations. The questionnaires are available in twelve languages: Arabic, Chinese, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Russian, and Spanish. The questionnaire is designed to collect information on a traveler’s complete trip itinerary, including information on every major destination visited, the length of stay and the type of accommodations utilized. The surveys are conducted monthly, during a seven-day period beginning with the third Monday of the month. The specific flights are selected at random, and participating airlines receive advance listings of the flights to be surveyed. Typically, 50 airlines participate in the survey. The data is expanded to represent all travelers based upon the INS I-94 data. The Arizona Office of Tourism collects and reports international profiles for five markets including, Japan, Germany, UK, Mexico, and France. This report presents the results of the non-US travelers. Total Overseas Visitation to Arizona 1,200,000 970,000 1,000,000 853,000 881,000 800,000 677,000 636,000 633,000 544,000 600,000 400,000 200,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries *Does not include visitors from Canada or those arriving by land from Mexico 29 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors to Arizona Profile* Demographics: Visitation Volume Total Overseas Visitation** Household Income 633,000 Average HH Income Age Male Average 46.0 years Female Average 41.1 years Party Composition $82,900 Avg. Travel Party (mean) < $40,000 23.6% Spouse 37.8% $40,000 - $79,999 35.3% Traveling Alone 32.3% $80,000 - $119,999 18.6% Family/Relatives 24.0% 22.6% Friends Business Associates Group Tour 14.5% 5.5% 3.1% Adults Only Adults and Children 92.5% 7.5% Gender Male 61.6% Female 38.4% $120,000+ Origin Markets Frequent Travelers U.K. France Germany Japan Netherlands 22.1% 10.6% 10.3% 10.0% 4.8% Australia 4.4% South Korea Italy Mexico South America 4.1% 4.0% 3.4% 3.2% 1.6 Repeat Visitor to the U.S. 70.2% U.S. Trips last 12 Months 1.8 U.S. Trips last 5 Years 5.2 Port of Entry 1 Trip 37.0% 2 - 5 Trips 37.5% 6+ Trips 25.4% Los Angeles 28.7% Other 24.4% San Francisco 13.4% Chicago 9.7% New York 3.6% Atlanta 2.6% Trip Behaviors: Information Sources Expenditures Use of Packages Avg. Spending Per Person Per Day $99 AZ Destinations Visited Grand Canyon NP Phoenix Tucson Glen Canyon NP 42.3% 33.9% 8.9% 4.9% Advance Trip Planning Travel Agency 47.2% 25.0% Personal Computer 37.7% Air/Lodging 15.7% Friends/Relatives 20.9% Guided Tour 15.2% Travel Guides 16.4% Air/Lodging/Tour 8.7% Airlines Directly 15.3% Air/Rental Car 7.6% Tour Company 10.9% Air/Lodging/Rental Car 6.9% State/City Travel Office 8.7% Air/Lodging/Bus 5.4% Corporate Travel Dept. 5.5% Air/Lodging/Bus/Tour 5.2% Other 5.0% Newspapers/Magazines 4.6% YES Advance Trip Decision 104.5 days Advance Package Booking 111.3 days Advance Air Reservations 74.5 days # of Nights Pre-paid as Part of a Package 11.6 nights Use of Pre-Booked Lodging 65.7% Length of Stay Accommodations Hotel/Motel 77.6% Private Home 15.1% Other 9.2% # of Nights in Arizona (mean) # of Nights in U.S. (mean) *Does not include visitors from Canada or those arriving by land from Mexico 30 www.azot.com Transportation in U.S. Airlines in U.S. 49.1% Rented Auto 47.1% Taxi/Cab/Limousine 31.2% 4.7 Company or Private Auto 28.5% 19.6 City Subway/Tram/Bus 19.0% Bus between cities 7.9% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors to Arizona Profile* Purpose/Activities: Purpose of Trip Leisure & VFR Other Destinations Visited 78.9% # of States Visited 3.2 Leisure/Rec./Holidays 58.2% # of Destinations Visited 4.7 Visit Friends/Relatives 19.9% California Other 0.8% San Francisco 41.7% Business and Convention 21.1% Los Angeles 41.0% Business/Professional 15.5% San Diego 12.1% Convention/Conference 4.3% Yosemite N.P. Study/Teaching 1.3% Nevada Las Vegas Utah Bryce Canyon N.P. Leisure Activities Dining in Restaurants 88.6% Shopping 87.5% Visit National Parks 67.3% Sightseeing in Cities 60.9% Visit Historical Places 57.5% 12.8% Touring Countryside 46.6% 58.9% Visit Small Towns 46.6% 56.7% Casinos/Gambling 45.2% 22.5% Amusement/Theme Parks 37.9% Cultural Heritage Sites 36.0% Guided Tours 29.6% Visit Native Am. Comm. 27.5% Art Gallery/Museum 21.0% Water Sports/Sunbathing 18.0% Camping/Hiking 16.0% Ethnic Heritage Sites 14.9% 64.8% 12.4% New York 10.7% Colorado 7.5% Florida 6.9% Texas 5.7% Jeep Tour, Sedona, AZ In 2004, overseas visitation to Arizona increased 16.4 percent, from 544,000 in 2003 to 633,000. Average spending per person per day also increased, from $84 in 2003 to $99 in 2004. The average number of nights in Arizona decreased 1.2 nights to 4.7 nights. The average number of nights in the US also decreased, from 21.7 nights in 2003 to 19.6 nights in 2004. Overseas visitors to Arizona continued to use Los Angeles, San Francisco and Chicago as their main ports of entry. Large percentages of overseas visitors to Arizona also visited California (59.4%) and Nevada (51.6%) as well as Utah (22.7%), indicating visitors to the southwest tended to remain in the region during their US visit. Concert/Play/Musical 14.4% Nightclubs/Dancing 9.0% Environ./Eco Excursions 7.7% Golfing/Tennis 6.2% Attend Sports Event 5.4% Cruises 5.3% Ranch Vacations 3.6% Hunting/Fishing 0.8% Last year, Phoenix received the largest proportion of overseas visitors, however in 2004, the largest share of overseas visitors indicated they visited the Grand Canyon (42.3%), followed by Phoenix (33.9%) and Tucson (8.9%). Use of a travel agent continues to be the most popular information source utilized. However, year after year the use of personal computer continues to increase and is the second most popular information source. Snow Skiing 0.4% * Does not include visitors from Canada or those arriving by land from Mexico. 31 www.azot.com Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors to Phoenix Profile* Purpose/Activities: Other Destinations Visited Visitation Volume Total Overseas Visitation 175,000 # of States Visited 2.4 Shopping 89.4% # of Destinations Visited 3.3 Dining in Restaurants 87.5% 45.6% Sightseeing in Cities 39.3% Los Angeles 19.5% Visit National Parks 37.0% San Francisco 27.3% Visit Historical Places 34.0% Visit Small Towns 33.9% Casinos/Gambling 33.4% Touring Countryside 33.2% Amusement/Theme Parks 28.7% Cultural Heritage Sites 27.9% Art Gallery/Museum 18.4% Guided Tours 15.1% Visit Native Am. Comm. 14.3% Golfing/Tennis 13.6% Water Sports/Sunbathing 12.2% Concert/Play/Musical 11.9% Nightclubs/Dancing 11.4% Attend Sports Event 8.7% Camping/Hiking 6.9% Environ./Eco Excursions 5.2% Ethnic Heritage Sites 4.9% Cruises 4.3% Ranch Vacations 1.9% Hunting/Fishing 0.6% Snow Skiing 0.4% California Purpose of Trip Leisure & VFR 57.8% Leisure/Rec./Holidays 31.8% San Diego 5.7% Visit Friends/Relatives 25.2% Yosemite N.P. 1.4% Other 0.8% Nevada 28.4% Las Vegas Business and Convention 42.2% Business/Professional 32.8% Convention/Conference 7.0% Study/Teaching 2.4% 28.1% Utah 4.1% Bryce Canyon N.P. 2.6% Florida 12.8% New York 7.8% Texas 3.2% Estimated Volume International Visitation to Phoenix 500,000 432,000 388,000 400,000 294,000 294,000 300,000 240,000 198,000 200,000 175,000 100,000 0 1998 1999 2000 Leisure Activities 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries Source: U.S. Dept. of Commerce, Tourism Industries *Does not include visitors from Canada or those arriving by land from Mexico. 32 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors to Phoenix Profile* Demographics: Age Male Average Female Average Party Composition Household Income 42.8 years 42.9 years Gender Male 72.9% Female 27.1% Average HH Income Avg. Travel Party (mean) $86,400 Traveling Alone 50.5% < $40,000 24.0% Spouse 22.7% $40,000 - $79,999 28.8% Family/Relatives 18.1% Business Associates 11.0% $80,000 - $119,999 20.4% $120,000+ 26.8% Origin Markets U.K. Japan Mexico South Korea Germany France Australia Netherlands South America Italy 15.0% 11.2% 10.3% 7.6% 6.5% 5.5% 4.9% 4.8% 4.4% 3.5% 1.4 Frequent Travelers Friends 6.6% Group Tour 0.3% Adults Only 96.5% Adults and Children 3.5% Repeat Visitor to the U.S. 80.7% U.S. Trips last 12 Months 2.4 Other 30.6% U.S. Trips last 5 Years 7.8 Los Angeles 27.0% Port of Entry 1 Trip 22.1% Chicago 10.9% 2 - 5 Trips 30.4% San Francisco 10.9% 6+ Trips 47.5% New York 3.9% Cincinnati 3.4% Trip Behaviors: Use of Packages YES Expenditures Avg. Spending Per Person Per Day $123 AZ Destinations Visited Tucson 4.2% Information Sources 10.5% Travel Agency Air/Lodging 8.3% Personal Computer 29.4% Guided Tour 5.5% Airlines Directly 19.4% Air/Rental Car 4.7% Corporate Travel Dept. 12.3% Air/Lodging/Rental Car 4.1% Friends/Relatives 12.2% Air/Lodging/Tour 4.0% Travel Guides 8.6% Air/Lodging/Bus 1.9% State/City Travel Office 5.3% Air/Lodging/Bus/Tour 1.9% Newspapers/Magazines 3.8% Grand Canyon NP 9.0% Advance Package Booking Glen Canyon NP 0.4% # of Nights Pre-paid as Part of a 10.5 nights Package Advance Trip Planning Advance Trip Decision 65.9 days Advance Air Reservations 40.5 days Use of Pre-Booked Lodging 61.4% *Does not include visitors from Canada or those arriving by land from Mexico. 33 77.1 days 50.7% Tour Company 2.6% Other 1.7% Transportation in U.S. Accommodations Hotel/Motel 75.1% Airlines in U.S. Private Home 24.0% Rented Auto 43.0% Other 2.1% Taxi/Cab/Limousine Company or Private Auto 39.9% 38.0% City Subway/Tram/Bus 12.5% Length of Stay # of Nights in Arizona (mean) 7.3 # of Nights in U.S. (mean) 16.8 www.azot.com 60.3% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors to Tucson Profile* Purpose/Activities: Visitation Volume Total Overseas Visitation Other Destinations Visited 65,000 Leisure & VFR # of States Visited 2.2 Dining in Restaurants 88.8% # of Destinations Visited 3.3 Shopping 86.7% 33.4% Visit Historical Places 41.4% Los Angeles 20.8% Visit Small Towns 38.8% San Francisco 11.6% Touring Countryside 34.4% 10.3% Sightseeing in Cities 34.2% 11.7% Visit National Parks 32.5% Cultural Heritage Sites 29.5% Casinos/Gambling 25.7% Art Gallery/Museum 19.2% California Purpose of Trip 59.7% Leisure/Rec./Holidays 25.0% Visit Friends/Relatives 34.6% Other 0.1% Business and Convention 40.3% Business/Professional 30.9% Convention/Conference Study/Teaching San Diego Nevada Las Vegas 11.7% New York 9.7% Florida 8.7% 8.4% Texas 7.5% 1.0% Colorado 4.8% New Jersey 3.8% Amusement/Theme Parks 17.2% Visit Native Am. Comm. 14.5% Concert/Play/Musical 13.0% Camping/Hiking 11.9% Water Sports/Sunbathing 9.0% Golfing/Tennis 8.3% Attend Sports Event 6.5% Ethnic Heritage Sites 6.2% 60,000 Guided Tours 5.6% 40,000 Nightclubs/Dancing 5.6% Environ./Eco Excursions 4.6% Ranch Vacations 4.0% Cruises 2.0% Hunting/Fishing 1.2% Snow Skiing 0.8% International Visitation to Tucson 160,000 140,000 Estimated Volume Leisure Activities 139,000 128,000 109,000 120,000 101,000 100,000 67,000 80,000 64,000 65,000 20,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries Source: U.S. Dept. of Commerce, Tourism Industries *Does not include visitors from Canada or those arriving by land from Mexico. 34 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors to Tucson Profile* Demographics: Age Male Average Party Composition Household Income Avg. Travel Party (mean) 46.1 years Female Average 45.9 years Average HH Income $67,700 < $40,000 29.6% $40,000 - $79,999 42.2% $80,000 - $119,999 16.8% $120,000+ 11.3% Gender Male 64.4% Female 35.6% Origin Markets Germany 14.2% Frequent Travelers UK 12.4% Mexico 11.7% Repeat Visitor to the U.S. 85.7% Japan 8.1% U.S. Trips last 12 Months 2.5 South America 7.4% France 6.5% U.S. Trips last 5 Years 9.4 India 5.3% Australia 1.3 Traveling Alone 58.2% Spouse Family/Relatives 21.1% 15.2% Friends 9.3% Business Associates 9.1% Group Tour 0.2% Adults Only 94.5% Adults and Children 5.5% Port of Entry Los Angeles 23.8% Other 23.7% Dallas/Ft. Worth 10.9% 1 Trip 17.5% San Francisco 6.8% 5.2% 2 - 5 Trips 37.7% Atlanta 6.6% Netherlands 3.7% 6+ Trips 44.8% Washington DC 6.1% Italy 1.6% Chicago 5.7% Trip Behaviors: YES Avg. Spending Per Person Per Day $103 AZ Destinations Visited Phoenix Information Sources Use of Packages Expenditures Air/Lodging 1.8% Air/Rental Car 1.5% Air/Lodging/Rental Car 1.5% 22.5% Grand Canyon NP 6.8% Glen Canyon NP 1.0% Advance Trip Planning Advance Trip Decision 75.4 days Advance Air Reservations 42.2 days Accommodations 33.2% Friends/Relatives 16.0% Airlines Directly 14.0% State/City Travel Office 9.4% Corporate Travel Dept. 7.8% Travel Guides 7.5% Other 6.9% Private Home 36.8% Newspapers/Magazines 2.4% Other 1.7% Tour Company 1.2% Transportation in U.S. # of Nights in U.S. (mean) *Does not include visitors from Canada or those arriving by land from Mexico. 35 Personal Computer 62.5% # of Nights in Arizona (mean) 52.5% 50.7% Hotel/Motel Length of Stay Use of Pre-Booked Lodging Travel Agency 1.8% www.azot.com 8.2 19.7 Rented Auto 48.6% Airlines in U.S. 43.9% Company or Private Auto 35.7% Taxi/Cab/Limousine 24.2% City Subway/Tram/Bus 14.2% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors to Grand Canyon Profile* Purpose/Activities: Other Destinations Visited Visitation Volume Total Overseas Visitation 262,000 # of States Visited 3.7 # of Destinations Visited 5.8 California Purpose of Trip 82.3% Visit National Parks 90.8% Shopping 88.6% Dining in Restaurants 88.0% Sightseeing in Cities 75.2% Visit Historical Places 68.8% 84.2% Casinos/Gambling 56.6% 83.9% Visit Small Towns 53.7% 40.5% Touring Countryside 51.8% Bryce Canyon N.P. 25.6% Amusement/Theme Parks 43.7% Zion 9.3% Cultural Heritage Sites 41.2% Monument Valley 9.0% Guided Tours 39.2% Visit Native Am. Comm. 31.2% Camping/Hiking 25.7% Art Gallery/Museum 23.6% Water Sports/Sunbathing 20.8% Ethnic Heritage Sites 15.7% Concert/Play/Musical 12.9% San Francisco 59.8% 96.4% Los Angeles 57.6% 78.7% Yosemite N.P. 27.1% Visit Friends/Relatives 17.5% San Diego 15.7% Other 0.2% Leisure & VFR Leisure/Rec./Holidays Business and Convention 3.6% Business/Professional 0.9% Convention/Conference 2.0% Study/Teaching 0.7% Nevada Las Vegas Utah New York 11.6% Colorado 8.5% Texas 6.5% New Mexico 4.7% Estimated Volume International Visitation to Grand Canyon 450,000 391,000 388,000 400,000 357,000 350,000 300,000 262,000 241,000 250,000 200,000 196,000 200,000 150,000 100,000 50,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries *Does not include visitors from Canada or those arriving by land from Mexico. 36 Leisure Activities www.azot.com Environ./Eco Excursions 9.2% Nightclubs/Dancing 7.0% Cruises 6.6% Golfing/Tennis 3.7% Attend Sports Event 3.4% Ranch Vacations 2.8% Hunting/Fishing 1.0% Snow Skiing 0.2% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors to Grand Canyon Profile* Demographics: Average HH Income Male Average $86,500 46.7 years Female Average Party Composition Household Income Age < $40,000 17.9% $40,000 - $79,999 38.6% $80,000 - $119,999 19.0% $120,000+ 24.6% 38.7 years Gender Male 60.3% Female 39.7% Frequent Travelers Origin Markets France 17.0% Repeat Visitor to the U.S. 55.1% U.K. 16.9% U.S. Trips last 12 Months 1.2 Japan 13.3% U.S. Trips last 5 Years 2.7 Germany 8.3% Netherlands 7.2% Italy 5.9% Oceania 5.4% South Korea 4.4% Avg. Travel Party (mean) 2.1 Spouse 55.8% Family/Relatives 31.1% Friends 19.8% Traveling Alone 14.2% Group Tour 5.1% Business Associates 0.8% Adults Only 87.5% Adults and Children 12.5% Port of Entry Los Angeles 29.4% 1 Trip 55.0% Other 22.0% 2 - 5 Trips 36.1% San Francisco 17.9% 6+ Trips 8.8% Chicago 7.3% Newark 4.0% New York 3.4% Trip Behaviors: Use of Packages Expenditures Information Sources YES Avg. Spending Per Person Per Day $87 AZ Destinations Visited Phoenix 6.9% Tucson 1.1% Glen Canyon NP 10.8% 35.0% Travel Agency 51.1% Air/Lodging 24.2% Personal Computer 43.2% Guided Tour 20.7% Friends/Relatives 29.8% Air/Lodging/Tour 13.2% Travel Guides 23.0% Air/Rental Car 13.0% Air/Lodging/Rental Car 12.3% Tour Company 13.2% Air/Lodging/Bus 7.9% State/City Travel Office 9.6% Air/Lodging/Bus/Tour 7.6% Airlines Directly 8.6% Newspapers/Magazines 5.6% Other 5.0% Corporate Travel Dept. 0.9% Advance Package Booking 98 days # of Nights Pre-paid as Part of 10.5 nights a Package Advance Trip Planning Accommodations Transportation in U.S. Advance Trip Decision 117.4 days Hotel/Motel 78.0% Airlines in U.S. 53.9% Advance Air Reservations 84.4 days Private Home 4.3% Rented Auto 52.7% Other 17.7% Taxi/Cab/Limousine 27.5% City Subway/Tram/Bus 26.4% Company or Private Auto 21.5% Use of Pre-Booked Lodging 68.8% Length of Stay ** Does not include visitors from Canada or those arriving by land from Mexico. 37 # of Nights in Arizona (mean) 1.8 # of Nights in U.S. (mean) 18.1 www.azot.com Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors From Japan Profile Purpose/Activities: Other Destinations Visited Visitation Volume Total Visitation from Japan 60,000 Leisure & VFR # of States Visited 2.7 Shopping 87.1% # of Destinations Visited 3.6 Dining in Restaurants 84.0% Visit National Parks 63.0% Sightseeing in Cities 49.8% Guided Tours 38.6% California Purpose of Trip 65.0% Leisure/Rec./Holidays 15.9% Other 1.4% 59.8% Los Angeles 37.0% San Francisco 31.5% Yosemite N.P. 9.4% Casinos/Gambling 37.4% Visit Small Towns 30.4% 55.9% Touring Countryside 24.8% 56.4% Visit Historical Places 23.4% 13.1% Cultural Heritage Sites 20.3% 9.8% Visit Native Am. Comm. 17.5% Illinois 7.8% Amusement/Theme Parks 17.0% New York 7.4% Golfing/Tennis 11.2% Texas 6.0% Concert/Play/Musical 9.5% Art Gallery/Museum 7.4% Ethnic Heritage Sites 6.0% Camping/Hiking 4.7% Attend Sports Event 3.2% Nightclubs/Dancing 2.9% Cruises 1.7% Ranch Vacations 1.4% Environ./Eco Excursions 0.1% 47.7% Visit Friends/Relatives San Diego 3.1% Nevada Las Vegas Business and Convention 35.0% Business/Professional 26.9% Convention/Conference 8.1% Utah Monument Valley International Visitation from Japan Estimated Volume 140,000 127,000 120,000 101,000 100,000 80,000 73,000 73,000 51,000 60,000 60,000 44,000 40,000 Source: U.S. Dept. of Commerce, Tourism Industries 20,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries 38 Leisure Activities www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From Japan Profile Demographics: Age Household Income Male Average 47.7 years Female Average 48.6 years Average HH Income Gender Male 64.9% Female 35.1% Party Composition $83,600 < $40,000 20.7% $40,000 - $79,999 33.1% $80,000 - $119,999 $120,000+ Avg. Travel Party (mean) 1.6 Spouse 28.6% 24.1% Traveling Alone 31.6% 22.1% Family/Relatives 17.5% Business Associates 14.6% Friends 12.7% Port of Entry Frequent Travelers Los Angeles 43.5% San Francisco 35.9% Repeat Visitor to the U.S. 71.2% Detroit 9.3% U.S. Trips last 12 Months 2.4 Group Tour 7.6% Other Ports 6.2% U.S. Trips last 5 Years 8 Adults Only 95.9% Seattle 2.3% 1 Trip 35.1% Adults and Children 4.1% Honolulu 0.9% 2 - 5 Trips 32.3% 6+ Trips 32.6% Trip Behaviors: Expenditures Avg. Spending Per Person Per Day $218 AZ Destinations Visited Grand Canyon NP 56.5% Phoenix 34.2% Tucson 6.2% Glen Canyon NP Information Sources Use of Packages YES 34.0% Air/Lodging 25.9% Guided Tour 32.6% Air/Lodging/Tour 24.5% Air/Lodging/Bus 13.6% Air/Lodging/Bus/Tour 13.0% Air/Rental Car 0.7% Air/Lodging/Rental Car 0.7% 2.8% Accommodations Advance Trip Planning Advance Trip Decision 57.5 days Advance Air Reservations 36.1 days 47.8% Personal Computer 32.3% Tour Company 19.3% Travel Guides 18.7% Friends/Relatives 13.8% Corporate Travel Dept. 12.9% Airlines Directly 12.4% Newspapers/Magazines 11.2% Other 3.0% State/City Travel Office 1.2% Hotel/Motel 91.3% Private Home 8.7% Airlines in U.S. 61.1% Other 0.7% Rented Auto 37.3% Company or Private Auto 35.3% Length of Stay Use of Pre-Booked Lodging Travel Agency 77.3% # of Nights in Arizona (mean) 3.4 # of Nights in U.S. (mean) 10.3 Transportation in U.S. Taxi/Cab/Limousine 33.9% City Subway/Tram/Bus 22.4% Source: U.S. Dept. of Commerce, Tourism Industries 39 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From Germany Profile* Purpose/Activities: Other Destinations Visited Visitation Volume Total Visitation from Germany 77,000 # of States Visited 3.2 Dining in Restaurants 86.0% # of Destinations Visited 4.9 Shopping 82.0% 59.7% Visit National Parks 73.6% Los Angeles 45.3% Visit Historical Places 61.7% San Francisco 42.0% Touring Countryside 54.2% San Diego 10.8% Visit Small Towns 50.1% Yosemite N.P. 8.6% Cultural Heritage Sites 48.2% 63.1% Amusement/Theme Parks 47.8% Sightseeing in Cities 42.5% Casinos/Gambling 35.0% Visit Native Am. Comm. 33.2% Camping/Hiking 24.6% Guided Tours 23.1% Water Sports/Sunbathing 21.7% Art Gallery/Museum 20.2% Concert/Play/Musical 19.5% Nightclubs/Dancing 10.9% Attend Sports Event 9.5% Golfing/Tennis 7.5% Ethnic Heritage Sites 6.0% Environ./Eco Excursions 2.9% Cruises 2.4% Hunting/Fishing 1.3% Ranch Vacations 1.1% Snow Skiing 1.1% California Purpose of Trip Leisure & VFR 81.9% Leisure/Rec./Holidays 62.8% Visit Friends/Relatives 19.1% Other Nevada Las Vegas - Business and Convention 18.2% Business/Professional 14.1% Study/Teaching 3.2% Convention/Conference 0.9% 63.0% Utah 33.3% Bryce Canyon N.P. 12.2% New Mexico 9.2% New York 9.1% Colorado 7.0% Florida 6.3% Texas 5.8% Washington, DC 5.1% International Visitation from Germany Estimated Volume 180,000 160,000 140,000 154,000 153,000 120,000 120,000 100,000 84,000 77,000 76,000 71,000 80,000 60,000 40,000 20,000 0 Source: U.S. Dept. of Commerce, Tourism Industries 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries *Data sample was aggregated from years 2003-2004. 40 Leisure Activities www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From Germany Profile* Demographics: Age Male Average Household Income 43.8 years Female Average Party Composition Average HH Income 39.8 years Gender $83,800 Avg. Travel Party (mean) 1.6 < $40,000 17.5% $40,000 - $79,999 38.6% Traveling Alone 36.5% Male 63.6% $80,000 - $119,999 25.8% Spouse 27.8% Female 36.4% $120,000+ 18.2% Family/Relatives 27.3% Friends 18.3% Business Associates 3.7% Group Tour 1.2% Adults Only 93.6% Adults and Children 6.4% Port of Entry Frequent Travelers Los Angeles 24.4% Other Ports 23.9% Repeat Visitor to the U.S. 71.3% Chicago 15.9% U.S. Trips last 12 Months 1.7 San Francisco 11.5% U.S. Trips last 5 Years 5.5 Atlanta 8.7% 1 Trip 35.7% Washington DC 2.8% 2 - 5 Trips 39.6% Cincinnati 2.6% 6+ Trips 24.8% Trip Behaviors: Information Sources Use of Packages Expenditures Avg. Spending Per Person Per Day $66 YES AZ Destinations Visited 12.3% Air/Lodging 7.7% Guided Tour 7.4% Air/Lodging/Tour 5.5% Phoenix 37.0% Air/Lodging/Bus 3.0% Grand Canyon NP 36.4% Air/Lodging/Bus/Tour 3.0% Tucson 12.0% Air/Rental Car 1.5% Glen Canyon NP 2.3% Air/Lodging/Rental Car 1.1% Accommodations Advance Trip Planning Advance Trip Decision 130.9 days Advance Air Reservations 87.8 days Hotel/Motel 65.9% Private Home 25.8% Other 12.5% Length of Stay Use of Pre-Booked Lodging 59.2% # of Nights in Arizona (mean) 6.7 # of Nights in U.S. (mean) 29.1 *Data sample was aggregated from years 2003-2004. 41 Personal Computer 45.1% State/City Travel Office 36.3% Travel Guides 30.5% Travel Agency 30.0% Friends/Relatives 25.2% Airlines Directly 22.1% Other 16.4% Tour Company 11.1% Corporate Travel Dept. 8.7% Newspapers/Magazines 5.2% Transportation in U.S. Rented Auto 57.5% Company or Private Auto 33.3% Airlines in U.S. 26.1% Taxi/Cab/Limousine 20.9% City Subway/Tram/Bus 16.0% Source: U.S. Dept. of Commerce, Tourism Industries www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From UK Profile* Purpose/Activities: Other Destinations Visited Visitation Volume Total Visitation from U.K. 116,000 Leisure & VFR # of States Visited 3.5 Dining in Restaurants 95.0% # of Destinations Visited 5.4 87.2% Leisure/Rec./Holidays 76.5% Visit Friends/Relatives 10.4% Other 87.3% Visit National Parks 79.7% Los Angeles 39.0% Touring Countryside 73.7% San Francisco 40.8% Sightseeing in Cities 67.8% San Diego 14.9% Yosemite N.P. 7.7% Visit Historical Places 67.2% Visit Small Towns 59.5% Cultural Heritage Sites 54.2% Casinos/Gambling 52.8% Nevada 0.3% Business and Convention Shopping 68.1% California Purpose of Trip Business/Professional 8.8% Convention/Conference 3.5% Study/Teaching 0.5% 65.7% Las Vegas 64.6% Utah 12.8% 20.0% Bryce Canyon N.P. 5.3% Guided Tours 38.8% Zion 7.1% Amusement/Theme Parks 37.9% New York 14.2% Visit Native Am. Comm. 35.9% Colorado 12.9% Ethnic Heritage Sites 32.5% New Mexico 11.2% Water Sports/Sunbathing 30.7% Illinois 8.8% Art Gallery/Museum 28.3% Texas 7.7% Concert/Play/Musical 16.3% Camping/Hiking 15.9% International Visitation from UK 160,000 E stim ated V olum e 140,000 150,000 135,000 140,000 116,000 115,000 120,000 100,000 88,000 87,000 80,000 Environ./Eco Excursions 13.5% Nightclubs/Dancing 11.2% Cruises 9.5% Ranch Vacations 7.5% Golfing/Tennis 7.3% Attend Sports Event 6.6% Snow Skiing 0.8% Hunting/Fishing 0.4% 60,000 Source: U.S. Dept. of Commerce, Tourism Industries 40,000 20,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries *Data sample was aggregated from years 2003-2004. 42 Leisure Activities www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From UK Profile* Demographics: Household Income Age Male Average 49.2 years Female Average 43.3 years Gender Male 59.4% Female 40.6% Average HH Income Party Composition $90,500 < $40,000 22.4% $40,000 - $79,999 33.6% $80,000 - $119,999 16.0% $120,000+ 28.0% Port of Entry Los Angeles Frequent Travelers 26.1% Other 24.1% Repeat Visitor to the U.S. 83.4% Chicago 18.3% U.S. Trips last 12 Months 1.9 San Francisco 11.6% U.S. Trips last 5 Years 6.2 Newark 5.5% 1 Trip 25.6% New York 3.8% 2 - 5 Trips 52.6% Atlanta 3.6% 6+ Trips 21.7% Avg. Travel Party (mean) 1.8 Spouse 55.8% Family/Relatives 24.6% Traveling Alone 20.6% Friends 18.3% Group Tour 2.2% Business Associates 0.8% Adults Only 90.4% Adults and Children 9.6% Trip Behaviors: Information Sources Use of Packages Expenditures YES Avg. Spending Per Person Per Day $102 AZ Destinations Visited 30.5% Personal Computer 47.8% Travel Agency 36.7% Tour Company 24.1% Airlines Directly 16.8% Guided Tour 22.1% Air/Lodging 13.4% Air/Lodging/Tour 8.9% Air/Rental Car 7.4% Travel Guides 16.5% Air/Lodging/Rental Car 4.7% Friends/Relatives 15.2% Grand Canyon NP 40.0% Phoenix 34.1% Air/Lodging/Bus 4.5% Newspapers/Magazines 4.3% Tucson 6.0% Air/Lodging/Bus/Tour 4.5% Other 4.3% State/City Travel Office 3.7% Corporate Travel Dept. 3.0% Glen Canyon NP 1.7% Accommodations Advance Trip Planning Avg. Advance Trip Decision 140.5 days Avg. Advance Air Reservations Use of Pre-Booked Lodging Hotel/Motel 88.3% Private Home 6.4% Other 5.9% 99.1 days 73.4% Length of Stay # of Nights in Arizona (mean) 3.5 # of Nights in U.S. (mean) 18.3 *Data sample was aggregated from years 2003-2004. 43 www.azot.com Transportation in U.S. Rented Auto 52.4% Airlines in U.S. 39.5% Taxi/Cab/Limousine 33.9% Company or Private Auto 24.6% City Subway/Tram/Bus 23.5% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Visitors From Mexico Profile* Purpose/Activities: Visitation Volume Leisure Activities Total Visitation from Mexico (Air Only) Purpose of Trip Leisure & VFR Other Destinations Visited 42,000 85.1% # of States Visited 1.4 Dining in Restaurants 74.1% # of Destinations Visited 1.6 Visit Small Towns 30.6% 12.1% Visit National Parks 21.3% California 65.5% Shopping Leisure/Rec./Holidays 14.2% Los Angeles 5.3% Visit Historical Places 18.2% Visit Friends/Relatives 45.5% San Diego 3.3% Amusement/Theme Parks 16.3% Other 5.8% San Francisco 0.4% Sightseeing in Cities 11.5% Business and Convention 34.6% Texas 7.9% Casinos/Gambling 10.8% Business/Professional 27.5% Nevada 4.1% Golfing/Tennis 9.3% Convention/Conference 5.6% 4.1% Camping/Hiking 8.6% Study/Teaching 1.5% Touring Countryside 5.7% Concert/Play/Musical 5.4% Hunting/Fishing 5.1% Visit Native Am. Comm. 4.9% Art Gallery/Museum 4.8% Water Sports/Sunbathing 4.6% Attend Sports Event 4.3% Cultural Heritage Sites 4.3% Nightclubs/Dancing 3.8% Guided Tours 3.4% Snow Skiing 2.8% Environ./Eco Excursions 2.2% Ethnic Heritage Sites 2.0% Ranch Vacations 1.3% Las Vegas E s tim a te d V olum e International Visitation from Mexico Air 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 82,000 71,000 65,000 68,000 67,000 42,000 37,000 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries Source: U.S. Dept. of Commerce, Tourism Industries *Does not include visitors arriving by land from Mexico and data was aggregated from years 2002-2003. 44 www.azot.com 2004 ArIzona Statistical Report Total Overseas Visitors From Mexico Profile* Demographics: Household Income Age Party Composition Male Average 38.9 years Average HH Income Female Average 40.4 years < $40,000 44.0% $40,000 - $79,999 17.0% $80,000 - $119,999 $120,000+ Gender Male 59.1% Female 40.9% $75,300 Avg. Travel Party (mean) Traveling Alone 54.8% 16.0% Family/Relatives 26.4% 22.1% Spouse 12.4% Friends 6.5% Business Associates 3.4% Frequent Travelers Port of Entry Other 79.2% Dallas/Ft. Worth 9.5% Houston 6.2% Los Angeles 5.1% 1.3 Repeat Visitor to the U.S. 88.5% U.S. Trips last 12 Months 4.3 Group Tour - U.S. Trips last 5 Years 14.3 Adults Only 91.7% Adults and Children 8.3% 1 Trip 12.9% 2 - 5 Trips 21.5% 6+ Trips 65.5% Trip Behaviors: Expenditures Use of Packages Avg. Spending Per Person Per Day $133** AZ Destinations Visited Phoenix Information Sources YES 1.1% Travel Agency 50.1% Air/Lodging 1.1% Personal Computer 21.9% Air/Rental Car 1.1% Airlines Directly 18.3% Air/Lodging/Rental Car 1.1% Friends/Relatives 13.6% State/City Travel Office 7.9% Other 3.2% Corporate Travel Dept. 2.3% Travel Guides 1.2% Newspapers/Magazines 0.4% 71.8% Tucson 17.9% Grand Canyon NP 2.8% Accommodations Hotel/Motel 54.1% Private Home 47.7% Other 2.5% Advance Trip Planning Avg. Advance Trip Decision 28.1 days Avg. Advance Air Reservations 17.9 days Use of Pre-Booked Lodging 43.1% Length of Stay Transportation in U.S. # of Nights in Arizona (mean) 7.5 Company or Private Auto # of Nights in U.S. (mean) 10.8 Rented Auto 24.6% Taxi/Cab/Limousine 22.7% Airlines in U.S. 16.1% City Subway/Tram/Bus 5.4% *Does not include visitors arriving by land from Mexico and data was aggregated from years 2003-2004. **Sample size is low N=73 48.1% Source: U.S. Dept. of Commerce, Tourism Industries 45 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From France Profile* Purpose/Activities: Visitation Volume Total Visitation from France Other Destinations Visited # of States Visited 3.5 Shopping 88.9% # of Destinations Visited 5.5 Dining in Restaurants 82.7% 80.5% Sightseeing in Cities 79.8% San Francisco 49.7% Visit National Parks 77.2% 89.0% Los Angeles 44.8% Visit Historical Places 66.1% 79.4% Yosemite N.P. 25.8% Casinos/Gambling 60.2% San Diego 12.1% Visit Small Towns 55.1% 62.9% Amusement/Theme Parks 44.6% 61.8% Touring Countryside 42.7% Cultural Heritage Sites 42.5% Guided Tours 28.2% Art Gallery/Museum 26.5% Water Sports/Sunbathing 24.6% Camping/Hiking 20.5% Visit Native Am. Comm. 20.3% Ethnic Heritage Sites 17.4% Concert/Play/Musical 14.4% Environ./Eco Excursions 13.6% Nightclubs/Dancing 8.4% Golfing/Tennis 7.4% Ranch Vacations 5.7% Cruises 5.1% Hunting/Fishing 2.4% Attend Sports Event 2.0% Snow Skiing 0.3% 64,000 California Purpose of Trip Leisure & VFR Leisure/Rec./Holidays Visit Friends/Relatives Other 9.6% - Business and Convention Nevada Las Vegas 11.0% Utah Business/Professional 54.6% 6.5% Bryce Canyon N.P. Convention/Conference Study/Teaching 33.7% 4.1% New York 12.1% Colorado 10.2% New Mexico 9.0% Florida 3.9% 0.4% International Visitation From France 120,000 105,000 Estimated Volume 100,000 85,000 77,000 80,000 64,000 60,000 64,000 54,000 52,000 40,000 20,000 0 1998 1999 2000 2001 2002 2003 2004 Source: U.S. Dept. of Commerce, Tourism Industries *Data sample was aggregated from years 2002-2004. 46 Leisure Activities www.azot.com Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors From France Profile* Demographics: Age Household Income Male Average 50.7 years Female Average 41.6 years Gender Male 66.2% Female 33.8% Average HH Income Party Composition $77,200 < $40,000 28.0% $40,000 - $79,999 32.9% $80,000 - $119,999 22.8% $120,000+ 16.3% Port of Entry Los Angeles 26.1% Other 19.3% San Francisco 10.0% Atlanta 8.9% New York 6.9% Newark 5.7% Washington, DC 5.4% Chicago 5.1% Frequent Travelers Repeat Visitor to the U.S. 66.8% U.S. Trips last 12 Months 1.7 U.S. Trips last 5 Years 5.2 1 Trip 39.1% 2 - 5 Trips 40.2% 6+ Trips 20.7% Avg. Travel Party (mean) 2.2 Spouse 54.2% Friends 28.8% Family/Relatives 27.4% Traveling Alone 15.1% Group Tour 6.7% Business Associates 2.2% Adults Only 86.4% Adults and Children 13.6% Trip Behaviors: Use of Packages Expenditures Avg. Spending Per Person Per Day $91 YES Air/Lodging AZ Destinations Visited Information Sources 32.9% Travel Agency 64.7% 21.2% Personal Computer 30.1% Travel Guides 16.8% Friends/Relatives Airlines Directly 12.5% 11.7% Tour Company Other Corporate Travel Dept. 8.9% 4.6% 3.5% Newspapers/Magazines State/City Travel Office 3.2% 1.4% Guided Tour 18.0% Grand Canyon NP 46.9% Air/Rental Car 17.1% Phoenix 25.1% Air/Lodging/Rental Car 14.8% Glen Canyon NP 13.3% Air/Lodging/Tour 7.4% Tucson 6.1% Air/Lodging/Bus 4.5% Air/Lodging/Bus/Tour 4.5% Accommodations Transportation in U.S. Advance Trip Planning Advance Trip Decision 112.0 days Advance Air Reservations 72.8 days Use of Pre-Booked Lodging 51.7% *Data sample was aggregated from years 2002-2004. 47 Hotel/Motel 80.8% Private Home 14.2% Other 9.4% Length of Stay # of Nights in Arizona (mean) 3.9 # of Nights in U.S. (mean) 18.4 www.azot.com Rented Auto 68.3% Airlines in U.S. 34.1% Taxi/Cab/Limousine 26.4% Company or Private Auto 20.0% City Subway/Tram/Bus 18.2% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Air Visitors From Australia Profile* Purpose/Activities: Leisure Activities Visitation Volume Total Visitation from Australia 27,000 Other Destinations Visited Purpose of Trip Leisure & VFR Leisure/Rec./Holidays 75.1% 18.6% Other 1.9% Business and Convention 24.9% Business/Professional 15.3% Convention/Conference Study/Teaching Dining in Restaurants 89.2% 3.5 Sightseeing in Cities 67.6% # of Destinations Visited 4.6 Visit Historical Places 67.0% Visit National Parks 61.9% Touring Countryside 59.9% Visit Small Towns 49.8% Amusement/Theme Parks 48.1% Casinos/Gambling 47.7% Cultural Heritage Sites 39.9% Guided Tours 34.8% Art Gallery/Museum 31.2% Visit Native Am. Comm. 27.9% Nightclubs/Dancing 22.2% Concert/Play/Musical 21.6% Water Sports/Sunbathing 20.3% Attend Sports Event 19.6% Camping/Hiking 17.5% Cruises 12.0% Environ./Eco Excursions 9.5% Ethnic Heritage Sites 8.1% Ranch Vacations 4.7% Golfing/Tennis 2.7% Snow Skiing 2.2% Hunting/Fishing 1.6% California 71.3% Los Angeles 50.5% San Francisco 22.3% San Diego 15.1% Nevada 52.8% Las Vegas 46.8% New York 23.9% Florida 8.4% Illinois 5.7% Texas 5.5% 9.6% - 90.7% # of States Visited 54.6% Visit Friends/Relatives Shopping Source: U.S. Dept. of Commerce, Tourism Industries *Data sample was aggregated from years 2003-2004. 48 www.azot.com 2004 ArIzona Statistical Report Total Overseas Air Visitors From Australia Profile* Demographics: Age Household Income Male Average 47.4 years Female Average 42.0 years Gender Average HH Income Party Composition $86,900 Avg. Travel Party (mean) < $40,000 25.0% $40,000 - $79,999 33.2% Male 60.9% $80,000 - $119,999 15.0% Female 39.1% $120,000+ 27.0% Port of Entry 1.5 Traveling Alone 42.5% Spouse 39.5% Family/Relatives 24.0% Friends 7.7% Business Associates 4.7% Frequent Travelers Los Angeles 79.0% Repeat Visitor to the U.S. 56.5% San Francisco 7.6% U.S. Trips last 12 Months 1.5 Group Tour 0.7% Other 5.0% U.S. Trips last 5 Years 4.3 Adults Only 92.5% Honolulu 4.6% 1 Trip 51.4% 24.8% 7.5% 2.5% 2 - 5 Trips Adults and Children Chicago New York 1.4% 6+ Trips 23.7% Trip Behaviors: Information Sources Use of Packages Expenditures Avg. Spending Per Person Per Day $109 AZ Destinations Visited Phoenix 45.4% Grand Canyon NP 37.1% Tucson 12.2% Glen Canyon NP 0.1% YES 20.9% Air/Lodging 11.8% Guided Tour 9.7% Air/Rental Car 6.6% Air/Lodging/Rental Car 5.7% Air/Lodging/Bus 3.4% Air/Lodging/Tour 2.5% Air/Lodging/Bus/Tour 1.0% Accommodations Advance Trip Planning Advance Trip Decision 113.9 days Advance Air Reservations 71.9 days Use of Pre-Booked Lodging 72.9% *Data sample was aggregated from years 2003-2004. 49 Travel Agency 75.0% Personal Computer 36.3% Friends/Relatives 20.1% Airlines Directly 15.2% Travel Guides 14.7% Newspapers/Magazines 6.7% State/City Travel Office 5.0% Corporate Travel Dept. 4.4% Other 3.8% Tour Company 2.3% Hotel/Motel 71.8% Private Home 25.5% Airlines in U.S. Other 8.8% Rented Auto 51.1% Taxi/Cab/Limousine 43.1% Company or Private Auto 33.4% City Subway/Tram/Bus 27.6% Length of Stay # of Nights in Arizona (mean) 5.4 # of Nights in U.S. (mean) 24.4 www.azot.com Transportation in U.S. 52.3% Source: U.S. Dept. of Commerce, Tourism Industries 2004 ArIzona Statistical Report Total Overseas Visitors From Canada Profile Demographics: Visitation Volume Total Visitation from Canada Party Composition Gender 356,300 Avg. Travel Party (mean) Male 47.6% Traveling Alone 12.1% Female 46.8% 2 Adults 62.4% 3+ Adults 14.0% Adults and Children 6.0% Other 5.5% Age 2-19 years 3.3% 20-34 years 9.1% 35-54 years 25.1% 55-74 years 50.7% Ontario 32.2% 75+ years 6.2% Alberta 25.5% BC & Territories 23.6% Quebec 6.4% Saskatchewan 4.9% Mode of Entry Airplane 59.5% 1.91 Visitors by Province Travel Party Size 1 person 14.6% 2 persons 65.7% 3 persons 5.8% Auto 37.4% Via US 1.6% Manitoba 4.4% 4 persons 7.2% Bus 0.8% Atlantic Canada 3.0% 5-9 persons 6.0% Other 0.7% 10 + persons 0.9% Trip Behaviors: Visit Spending Range* (US$) Accommodations Purpose of Trip Average Spending per Visit $801.55 Hotel/Motel 33.2% Average Spending per Night $41.97 Private Home 17.3% $0-$229 US 13.1% Camping or Trailer Park 14.0% $230 - $1,536 US 46.4% Combination 2 or more accommodation types 9.4% $1,537 - $6,146 US 36.3% Other 8.1% $6,147+ US 3.9% Hotel/Motel & Private Home 5.3% Combination of Hotel/Motel 3.3% Cottage/Cabin 2.3% * Annualized conversion rate for 2004 $1 US = 1.30152024 CDN Quarter of Travel 57.0% Visit Friends/Relatives 16.8% Visit Second Home, Cottage, Condo 8.2% Meetings 5.6% Convention, Conference, Trade Show, Seminar 5.0% Personal (medical, wedding, etc.) 2.1% Other 1.8% Other Work 1.6% Attend Events, Attractions 1.5% Length of Stay 1st Quarter 40.3% 2nd Quarter 27.6% 3rd Quarter 9.4% 4th Quarter 22.7% 50 Holiday, Vacation # of Nights in Arizona (mean) 19.1 1-3 nights 25.0% 4-9 nights 34.6% 10-20 nights 19.1% 21 + nights 21.3% www.azot.com Source: Statistics Canada