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Pinellas tourism cooled off in chillier January

A gain in foreign visitors helped offset a loss within the U.S.

By Madhusmita Bora, Times Staff Writer
Published March 13, 2008

Slipping consumer confidence, chilly weather and a freezing economy all contributed toward a drop in tourists coming to the St. Petersburg-Clearwater area in January.

But on the upside, a weak dollar and an aggressive marketing campaign helped attract more European and Canadian visitors in the same period, mitigating part of the loss of U.S. tourists.

The data released by Tampa-based Research Data Services Inc. shows that total visitors to Pinellas County and its sandy beaches dropped 2.8 percentcompared with January 2007. The decrease was reflected in aslump in occupancy in area hotels, motels and condos, slipping from 70 percent to 67 percent.

"It's a combination of the economy and climate," said Walter J. Klages, president Research Data Services Inc. "We had very, very difficult climatic conditions in January."

Visitors from within the state, from the Northeast and Midwest declined, while tourists coming from nearby Southeastern states rose 8.4 percent. The good news came from across the border, with Canadian tourists climbing 1.8 percent, and a 1.2 percent gain in European visitors. The report didn't break down specific countries within Europe, but officials said they were mostly from the United Kingdom and German-speaking countries.

These foreign visitors are an important segment, Klages said, especially in a declining economy.

"Tourism is an export market," he said. "When foreigners come to our shores and buy tourism services and spend money on meals and shopping, it means we have exported the service."

Most tourists flew to the area, with 39.1 percent visiting the area for the first time.

The county also played host to more wealthy visitors, with household income averaging$111,695, up from $103,016 a year ago.

"We have been trending upward," said D.T. Minich, executive director of Visit St. Petersburg/Clearwater. "We have got some new products that are tending to a more upscale crowd."

Minich said he's "cautiously optimistic" about the year. "We are hoping that Europe plays a big part this summer," he said.

The county is working on numerous campaigns and striking partnerships with tour operators and airlines to lure that market, Minich said.

Madhusmita Bora can be reached at mbora@sptimes.com or (813) 825-2303.

[Last modified March 13, 2008, 00:09:14]