“Motor traffic is the biggest generator of tourism in our county,” said Mark Jackson, director of Visit Central Florida, Polk’s tourism promotion agency. “More than 50 percent of the tourists who come to Polk Country drive here.”
That’s because the lion’s share of tourists who sojourn in Polk come from Florida and neighboring Southeast U.S. states, primarily Georgia, Alabama and North and South Carolina, he said.
Polk attractions, especially Legoland, also benefit from tourists staying in the Orlando area, who are more likely to make the impulsive decision to drive to Winter Haven if it doesn’t gouge their wallets, Jackson said.
“The biggest impact on trip planning is bringing gas prices below the $3 per gallon barrier,” he said. “It’s a psychological barrier.”
The Auto Club Group in Tampa, the AAA affiliate in Florida and 10 other states, projects low gas prices will produce the highest number of tourists driving to their destinations during the Labor Day holiday since 2008.
Auto Club projects 35.5 million Americans will drive at least 50 miles from Thursday to Monday, according to a press statement. That represents a 1 percent increase over the 35 million motorists who hit the road last Labor Day and the fourth consecutive holiday to see higher traffic.
In Florida, the gas price in late August averaged $2.35 per gallon, or $1.02 per gallon lower than a year earlier. The national average stood at $2.56 per gallon, 88 cents cheaper than the price during last year’s Labor Day weekend.
“The summer travel season is almost over, and many kids are back in school, but an extended weekend and positive economic fundamentals should be enough to convince millions of Americans to take one more trip during Labor Day weekend,” said Brent Stahlheber, Auto Club’s senior vice president, in the press statement. “Historically, more Americans have shown a higher tendency to travel when Labor Day weekend begins in August. Although this year’s holiday begins in September, AAA still expects more Labor Day travelers than last year, primarily due to low gas prices, solid income gains, rising household net worth and an improving housing market.”
Federal government data shows disposable income is projected to increase 3.5 percent compared to last year, the AAA group said. In addition to spending less on gas, consumers will have more to spend because of lower unemployment, rising wages and an improved housing market that is increasing the value of U.S. homes.
Jackson agreed rising income and housing values create a wealth effect that benefits tourism. The biggest impact is probably on drivers as opposed to other forms of travel since that’s often a last-minute decision, Jackson said.
“People are feeling wealthier and realizing they have more money, and that means they can spend more money on that last-minute trip,” he said. “Another positive travel factor for Polk County this Labor Day weekend is the current lack of a hurricane threat for the weekend. Erika kept people close to home last weekend, which should bolster last-minute travel jaunts for in-state travelers to Polk County.”
Labor Day tourism in Polk will contribute to a banner year already for local tourism, as measured by the revenue generated by the local tourism tax, Jackson said.
Visit Central Florida and other public tourism agencies are funded by the “bed tax” on revenues at hotels, motels, home rentals and other accommodations of six months or less.
Revenue from the 5 percent tax on Polk accommodations rose 16 percent to $7.3 million through July 31 for the 10 months of the agency’s current fiscal year, which began Oct. 1, according to data provided by Jackson. That’s $1 million more in revenue compared to $6.3 million collected over the same period last year, the previous record for tourist tax collections.
Occupancy rates at all Polk accommodations have increased 5.4 percent through that period compared to a year ago, Jackson said.
Kevin Bouffard can be reached at kevin.bouffard@theledger.com or at 863-401-6980.
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