10-Visit Ocala FY2025 Visitor Journey Report.pdf

OCALA/MARION

COUNTY VCB

Visitor Tracking Report October 2024 – September 2025

EXECUTIVE

SUMMARY

TOURISM SNAPSHOT

» More visitors recalled seeing, reading, or hearing an advertisement, promotion, or travel story about the area, +6% points compared with the previous fiscal year.

» April–June 2025 visitors exhibit longer planning windows, creating additional opportunities to reach them with targeted messaging about the destination and its offerings. The typical planning window throughout the year was consistent with 2024, suggesting that the destination appeals to the market less responsive to the overall economic fluctuations.

» The area attracted more first-time visitors in 2025 compared with 2024 (+7% points), and those who are seeking dining (+9% points) and shopping/antiquing experiences (+5% points).

» Consistent with the quadrant analysis*, visitors most frequently participated in and reported exceeding expectations for activities such as nature and birdwatching, horse-related events, and visits to the area’s springs.

» Additionally, some activities, though pursued less often, consistently exceed expectations and represent strong marketing opportunities. These include canoeing/kayaking/tubing, other horse-related activities, sporting tournaments, and attractions like Fort King and Canyon Zipline.

*Analysis of visitor activities using their frequency and expectation rating (i.e., exceeded, met, and did not meet).

QUARTERLY DIFFERENCES

Oct – Dec 2023 Jan – Mar 2024

Pre-Visit Visitors planned their trip 57 days in advance 26% recalled Ocala/Marion

County promotions

Travel Party Profile

Post Trip Evaluation

Trip Experience

Average Travel Party size: 2.7 Region of origin:

Florida: 61% Southeast: 14%

First-time visitors: 36% Nights spent in Ocala: 3.8 Spending per travel party: $1,214

Visit Met + Exceed Expectations: 99% Will return to Marion County: 95% Will recommend Marion County: 94%

Pre-Visit Visitors planned their trip 62 days in advance 28% recalled Ocala/Marion

County promotions

Travel Party Profile

Post Trip Evaluation

Trip Experience

Average Travel Party size: 2.9 Region of origin:

Florida: 47% Southeast: 15%

First-time visitors: 40% Nights spent in Ocala: 4.8 Spending per travel party: $1,608

Visit Met + Exceed Expectations: 99% Will return to Marion County: 94% Will recommend Marion County: 90%

Pre-Visit Visitors planned their trip 73 days in advance 33% recalled Ocala/Marion

County promotions

Travel Party Profile

Post Trip Evaluation

Trip Experience

Average Travel Party size: 2.8 Region of origin:

Florida: 48% Southeast: 22%

First-time visitors: 36% Nights spent in Ocala: 3.7 Spending per travel party: $1,160

Visit Met + Exceed Expectations: 99% Will return to Marion County: 95% Will recommend Marion County: 92%

Pre-Visit Visitors planned their trip 54 days in advance 32% recalled Ocala/Marion

County promotions

Travel Party Profile

Post Trip Evaluation

Trip Experience

Average Travel Party size: 2.8 Region of origin:

Florida: 56% Northeast: 17%

First-time visitors: 35% Nights spent in Ocala: 4.0 Spending per travel party: $1,264

Jan – Mar 2025

Visit Met + Exceed Expectations: 100% Will return to Marion County: 94% Will recommend Marion County: 88%

Oct – Dec 2024 Apr – Jun 2025 Jul – Sep 2025

VISITOR JOURNEY: PRE-VISIT

Pre-Visit Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

Destination

TRIP PLANNING CYCLE

» Nearly 1 in 2 visitors planned their trips to the Ocala/Marion County area a month or less in advance

» Visitors planned their trip on average 62 days in advance

8% Personal social media

51% Talk to friends and family

48% Search engine

TOP TRIP PLANNING SOURCES*

*Multiple responses permitted

8% Destination Social Media

TOP REASONS FOR VISITING*

28% Visit friends/relatives

*Multiple responses permitted

16% Visit area springs

20% Attend horse shows, sales, events

10% Business/conference

10% Relax/unwind

» 30% of visitors recalled advertising about the Ocala/Marion County area

» 70% of visitors who recalled advertising were influenced by this information to visit the area (represents 21% of all visitors)

PRE-TRIP RECALL OF ADVERTISING

19% Billboard27% Online advertisement

SOURCES OF ADVERTISING EXPOSURE*

*Multiple responses permitted.

19% Television

Base: 30% of visitors who noticed advertising.

VISITOR JOURNEY: TRAVEL PARTY PROFILE

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

REGIONS OF ORIGIN

12%

17%

11% 3%

4% of visitors traveled to the Ocala/Marion County area from outside of the U.S.

53%

TOP STATES OF ORIGIN

Over 8 in 10 visitors traveled to Ocala/Marion County from 13 states

53% Florida

5% Georgia

4% New York

3% Ohio

2% Illinois

2% North Carolina

2% Michigan

2% New Jersey

2% Pennsylvania

2% Tennessee

2% Texas

2% Virginia

2% Maryland 2%2%

2%

2%

2% 2%

2%

2%

4%

5%

3%

© GeoNames, Microsoft, TomTom Powered by Bing

2%

2%

2%

2%

2%

2%

2%

5%

4%

3% 2%

53%

2%

TOP MARKETS OF ORIGIN

16% Orlando

7% Gainesville

4% Miami-Fort Lauderdale

4% West Palm Beach-Ft. Pierce

9% Tampa-St. Petersburg

7% Jacksonville

4% New York City*

*New York City includes areas of New York, New Jersey and Connecticut

4% Atlanta

TRAVEL PARTIES

» The typical visitor traveled in a party composed of 2.8 people

» 39% traveled with at least one person under the age of 18

VISITOR PROFILE

» The typical Ocala/Marion County area visitor:

» Is 50 years old

» Has a household income of $96,300 per year

NEW & RETURNING VISITORS

» Nearly 2 in 5 were first-time visitors to Ocala/Marion County area

» Around 1 in 5 visitors came to the area over 10 times

VISITOR JOURNEY: TRIP EXPERIENCE

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

TRANSPORTATION

» 81% of visitors drove to the Ocala/Marion County area

» 12% of all visitors flew via the Orlando International Airport

OVERNIGHT VISITORS

» Nearly half of visitors stayed overnight in a hotel, motel, or resort

» Typical visitors spent 4.1 nights in Ocala/Marion County area

» Over 7 in 10 visitors traveled to Ocala/Marion County only on their trip

TOP ACCOMMODATIONS

46% Hotel/Motel

12% Friends and relative’s home

28% Day tripper

6% Vacation rental home

25% Horse-related event

TOP ACTIVITIES DURING VISIT*

*Multiple responses permitted.

66% Go to restaurants

26% Shopping/ Antiquing

32% Visit Downtown

Ocala43% Visit family/friends

29% Visit the area springs

Relax/unwind

QUADRANT ANALYSIS

Done Infrequently & Exceeds Expectations

Canoeing/kayaking/tubing Other horse-related activities

Sporting tournament/event Attraction

Done Often & Exceeds Expectations

Nature/birdwatching Horse-related event

Visit the area springs

Done Infrequently & Meets Expectations Business/conference

Go to bars/nightclubs Biking/hiking/running

Art galleries/museums/culture Looking to move here

Golf/tennis Fishing/hunting

Spas

Done Often & Meets Expectations

Shopping/antiquing Go to restaurants

Visit Downtown Ocala

TRAVEL PARTY SPENDING

» Travel parties spent $322 per day and $1,305 during their trip

VISITOR JOURNEY: POST-TRIP

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

VISITOR SATISFACTION

» 99% of visitors said their visit met or exceeded expectations (41% exceeded expectations) » 91% will recommend Ocala/Marion County to a friend » 95% will return to Ocala/Marion County (50% will definitely return)

AREA DESCRIPTIONS

Unique place:

“Very pretty and unique place to visit for a peaceful, fun day in nature with family.”

Home away:

“A place far from home yet very like home. Where you can connect with all aspects of life.”

Great community:

“Great for scenic horse and golfing community.”

DETAILED

FINDINGS

VISITOR JOURNEY: PRE-VISIT

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

TRIP PLANNING CYCLE

15%

15%

19%

18%

13%

10%

10%

<1%

Less than a week

1 to 3 weeks

A month or so

2 months

3 months

4 to 5 months

6 months or more

Not sure

» 49% of visitors planned their trips to the Ocala/Marion County area a month or less in advance

» On the other hand, 1 in 3 visitors planned their trips at least 3 months in advance

» Visitors planned their trip on average 62 days in advance

TRIP PLANNING SOURCES*

51% 48%

8% 8%

7% 6% 6%

5% 5%

4% 4% 4%

2% 2% 2% 2%

5% 6%

Talk to friends or family Search engine

Destination social media Personal social media

Go to a hotel/resort website Go to online travel agency website

Been here before Use a trip planning app

Online advertisement Go to OcalaMarion.com

Print advertisement Go to an airline website Contact a travel agent

Look in travel sections of newspapers Look at travel magazines

Read travel guides Other

None *Multiple responses permitted

» Talking to friends and search engines (i.e., Google) are the top planning sources for trips to Ocala/Marion County

» Nearly 1 in 12 visitors planned their trip using Visit Ocala’s social media or their personal social media

REASONS FOR VISITING*

28% 20%

16% 10% 10%

8% 6% 6% 6% 6% 5% 5% 4% 3% 2% 2% 1% 1% 1% 1% 1% <1%

7%

Visit friends or family Horse-related event

Visit area springs To relax and unwind

Business, conference, meeting Attend or participate in a sporting event

Special occasion Go to restaurants

Visit Downtown Ocala Other horse related activities

Nature, environment, bird watching Canoeing, kayaking, tubing

Special events Shopping, antiquing

Attractions Looking for a second home/place to retire

Biking, hiking, running Visit art galleries, museums, cultural events

Golf, tennis Go to bars and night clubs

Fishing, hunting, etc.

Spas

Other *Multiple responses permitted.

» Visiting friends and relatives is the number one reason for visiting, as nearly 3 in 10 travelers come to Ocala/Marion County for this reason

» Around 2 in 10 visitors come to Ocala/Marion County for a horse-related event or to visit area springs

» Another 1 in 10 visitors come to Ocala/Marion County because of a business conference or to relax and unwind, and nearly as many visitors are attracted by a sporting event

30%

67%

3%

Yes

No

Not sure

RECALL OF ADVERTISING

» 3 in 10 visitors recalled advertising about the Ocala/Marion County area

» Of the visitors who recalled advertising, 7 in 10 were influenced by this information to come to the area

Recalled Advertising

ADVERTISING SOURCE*

» Nearly 3 in 10 visitors who recalled advertising saw it via online ads

» Another around 2 in 10 recalled seeing an advertisement via:

» Billboard » Television » Social media » Print

27%

19%

19%

17%

17%

12%

11%

9%

6%

3%

3%

3%

Online advertisement

Billboard

Television

Print advertisement

Social media

Video streaming service

Magazine/newspaper article

Radio

Music streaming service

Blog

Email Advertisements

Other

*Multiple responses permitted.

Base: 30% of visitors who recently saw advertising

SPONSORED ADVERTISEMENT*

14%

10%

8%

6%

5%

4%

3%

50%

Explore Ocala/Marion County

Attraction (such as Canyons Zip Line etc.)

Hotel, campground, etc.

Restaurant

Chamber of Commerce

Event Organizer

Other

Not sure

» Around 1 in 10 visitors who recalled advertising for the area remembered primarily Ocala/Marion County as a sponsor of the advertisement, followed by an attraction, a hotel/campground, or a restaurant

*Multiple responses permitted.

Advertising efforts mentioned on this slide include VCB’s efforts and the efforts of other organizations

Base: 30% of visitors who recently saw advertising

VISITOR GUIDE

4%

9%

2%

83%

2%

Yes- printed

Yes- online

Both

No

Don't know

» 15% of visitors viewed the print and/or online visitor guide

» Usefulness Rating: 8.2 out of 10*

*On a scale from 1 to 10 where 10 is extremely useful and 1 in not useful at all

VISITOR JOURNEY: TRAVEL PARTY PROFILE

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

REGION OF ORIGIN

Florida 53%

Southeast 17%

Northeast 12%

Midwest 11%

West 3%

Int'l 4%

TOP ORIGIN STATES

State Percent

Florida 53% Georgia 5% New York 4% Ohio 3% North Carolina 2% Illinois 2% Michigan 2% New Jersey 2% Pennsylvania 2% Tennessee 2% Texas 2% Virginia 2% Maryland 2%

» Over 8 in 10 visitors came to Ocala/Marion County from 13 states

» Florida, Georgia, and New York remained key origin states for the Ocala/Marion County area

TOP ORIGIN MARKETS

Market Percent Orlando-Daytona Beach- Melbourne

16%

Tampa-St. Petersburg 9%

Jacksonville 7%

Gainesville 7%

Miami-Fort Lauderdale 4%

Atlanta 4%

New York City* 4%

West Palm Beach-Ft. Pierce 4%

» Orlando-Daytona Beach-Melbourne and Tampa- St. Petersburg were key origin markets this year, followed by Jacksonville and Gainesville

» Florida markets dominated the top markets for Ocala/Marion County

*New York City includes areas of New York, New Jersey, and Connecticut

TRAVEL PARTIES

» For all visitors, the typical travel party size was 2.8 people

» Nearly 2 in 5 travel parties included children under the age of 18

Didn't travel with children 61%

Travel with children

39%

AGE

1%

15%

33%

34%

17%

Under 20

20 to 34

35 to 49

50 to 65

Over 65

» The median age of visitors to the Ocala/Marion County area was 50

HOUSEHOLD INCOME

13%

19%

22%

25%

21%

Less than $50,000

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 or more

» Visitors to the Ocala/Marion County area had a median household income of $96,300 per year

» Nearly half of visitors had household incomes over $100,000

GENDER*

Female 54%

Male 46%» 54% of visitors interviewed were female

*This may be influenced by a visitor's willingness to take a survey.

NEW & RETURNING VISITORS

37%

21%

15%

10%

6%

11%

<1%

1st time

2 – 3

4 – 5

6 – 10

11 – 20

21+

Don’t know

» Around 2 in 5 visitors said this was their first time coming to the

» Nearly 1 in 5 visited over 10 times

VISITOR JOURNEY: TRIP EXPERIENCE

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

VISITOR CENTER

6%

1%

2%

90%

1%

Yes - Visited

Yes - Called

Both

No

Don't know

» 9% of visitors stopped at and/or called the Visitor Center

» Usefulness Rating: 8.4 out of 10*

*On a scale from 1 to 10 where 10 is extremely useful and 1 in not useful at all

TRANSPORTATION

» 81% of visitors drove to the Ocala/Marion County area for their trip

» 12% of all visitors used the Orlando International Airport

81%

12%

4%

1%

1%

1%

Drove

Orlando International Airport

Tampa International Airport

Jacksonville International Airport

Miami International Airport

Other

ACCOMMODATIONS

46%

12%

6%

4%

4%

<1%

<1%

28%

Hotel/motel

Friends/family home

Vacation rental home*

Personal second home

Campground/RV

Bed & Breakfast

Other

Not staying overnight

» Nearly half of the visitors stayed overnight in a hotel, motel, or resort

» Visitors stayed 4.1 nights in Ocala/Marion County

» Visitors stayed in paid accommodations** for longer, 4.5 nights

» Those staying in a vacation rental home spend 7.6 nights in the area

*Includes Airbnb, Vrbo, etc.

**Those staying in a hotel/motel, vacation rental home, campground/RV, Bed & Breakfast, and other.

VISITING OTHER AREAS

» Over 7 in 10 visited only Ocala/Marion County on their trip

Only destination

72%

Other areas 28%

VISITOR ACTIVITIES*

66%

43% 32%

29% 26% 25% 25%

17% 13%

11% 11%

9% 9% 8% 8% 7%

5% 5% 5% 5% 4%

2%

Go to restaurants Visit friends/family

Visit Downtown Ocala Visit area springs

Shopping/antiquing Relax/unwind

Horse-related event Nature/birdwatching

Other horse-related activities Business/conference

Canoeing/kayaking/tubing Sporting tournament/event

Special occasion Go to bars/night clubs

Special event Biking/hiking/running

Art galleries/museums/culture Looking to move here

Golf/tennis Attraction

Fishing/hunting Spas

*Multiple responses permitted.

» Going to restaurants is the number one activity, as nearly 7 in 10 visitors went out to eat

» Over 4 in 10 visited friends and family in the area

» About 3 in 10 visitors additionally participated in one or more of the following:

» Visited Downtown Ocala » Visited the area springs » Engaged in shopping/antiquing » Enjoyed relaxing/unwinding » Attended a horse-related event

» Another nearly 2 in 10 came for nature/birdwatching

VISITOR ACTIVITY RATINGS

70%

67% 64%

62% 61%

60% 51% 51%

49% 49%

48% 47%

44% 42%

41% 39% 39% 39%

38% 36%

33% 30%

30% 33%

36% 38%

38% 39%

49% 48% 51% 51%

52% 52%

56% 58%

55% 61%

60% 58% 61%

64% 66%

70%

<1% <1% <1% <1% 1% 1%

<1% <1% <1% <1% <1% 1%

<1% <1% 4% <1% 1% 3% 1%

<1% 1%

<1%

Horse-related events Horse-related activities

Sport tournament/event Special occasion

Visit area springs Canoeing, kayaking, tubing

Nature, environment, bird watching Attraction - zip line, etc.

Biking, hiking, running Visit friends or family

Visit Downtown Ocala Special event

Business, conference, meeting, etc.

To relax and unwind Fishing, hunting, etc.

Looking to move here Art galleries, museums, cultural activities

Spas Go to restaurants

Go to bars and night clubs Golf, tennis, etc.

Shopping, antiquing

Exceeded expectations Met expectations Did not meet expectations

43%

29% 25%

11% 9% 9%

66% 32%

13% 17%

11% 8%

26%

Visitor Activities

ACTIVITIES VS. REASON FOR VISIT*

*Multiple responses permitted.

28% 20%

16% 10% 10%

8% 6% 6% 6% 6% 5% 5% 4% 3%

Reason for Visiting Visit friends/family

Horse-related event Visit area springs

Relax/unwind Business/conference

Sporting tournament/event Special occasion

Go to restaurants Visit Downtown Ocala

Other horse-related activities Nature/birdwatching

Canoeing/kayaking/tubing Special event

Shopping/antiquing

TRAVEL PARTY SPENDING

Daily Spending:

All Visitors

Total Spending:

All Visitors

Accommodations $721 $291 Restaurants $79 $321 Groceries $20 $82 Shopping $52 $211 Entertainment $42 $171 Transportation $27 $109 Other $30 $120 Daily Spending $322 $1,305

1 Includes visitors staying with friends and relatives and day trippers

VISITOR JOURNEY: POST-TRIP

Travel Party

Profile Trip

Experience Post Trip

Evaluation

Economic Impact on

TRIP EXPERIENCE

41%

58%

1%

Exceeded

Met

Did not meet expectations

» Over 2 in 5 visitors’ expectations were exceeded on their visit to the

RECOMMENDATION

91%

1%

8%

Yes

No

Don't know

» Over 9 in 10 visitors would recommend the Ocala/Marion County area to others

LIKELIHOOD OF RETURNING

50%

45%

3%

<1%

2%

Definitely will return

Probably will return

Probably will not return

Definitely will not return

Don’t know

» 95% of visitors will return to the

QUARTERLY

COMPARISIONS

QUADRANT ANALYSIS OCT-DEC 2024

Done Infrequently & Exceeds Expectations

Other horse related activities Sporting tournament/event Canoeing, kayaking, tubing

Fishing, hunting, etc.

Done Often & Exceeds Expectations

Horse-related event Visit area springs

Visit friends and family Visit Downtown Ocala

Nature, environment, etc.

Done Infrequently & Meets Expectations

Bars & nightclubs Art galleries & museums

Biking, hiking, running Spas Golf

Attraction

Done Often & Meets Expectations Shopping, antiquing

QUADRANT ANALYSIS JAN-MAR 2025

Done Infrequently & Exceeds Expectations

Attractions Sporting tournament/event

Done Often & Exceeds Expectations

Canoeing, kayaking, tubing Horse-related event

Visit area springs Visit friends and family

Other horse related activities

Done Infrequently & Meets Expectations

Bars & nightclubs Art galleries & museums

Biking, hiking, running Spas Golf

Fishing, hunting, etc.

Done Often & Meets Expectations Shopping, antiquing Go to restaurants

Nature, environment, etc.

QUADRANT ANALYSIS APR-JUN 2025

Done Infrequently & Exceeds Expectations

Canoeing, kayaking, tubing Spas

Sporting tournament/event

Done Often & Exceeds Expectations

Horse-related event Visit area springs

Nature, environment, etc.

Other horse related activities

Done Infrequently & Meets Expectations

Bars & nightclubs Attractions

Art galleries & museums Biking, hiking, running

Golf Fishing, hunting, etc.

Done Often & Meets Expectations Shopping, antiquing Go to restaurants

Visit friends and family

QUADRANT ANALYSIS JUL-SEP 2025

Done Infrequently & Exceeds Expectations

Nature/birdwatching Canoeing/kayaking/tubing

Other horse-related activities Sporting tournament/event

Biking/hiking/running

Done Often & Exceeds Expectations

Visit Downtown Ocala Visit the area springs Horse-related event

Done Infrequently & Meets Expectations

Business/conference Go to bars/nightclubs

Art galleries/museums/culture Looking to move here

Golf/tennis Fishing/hunting

Spas

Done Often & Meets Expectations

Shopping/antiquing

PRE-VISIT

Visitor Metrics Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025

Ocala/Marion County was the only destination 68% 67% 78% 74%

Viewed Visitors Guide 12% 15% 16% 18%

Interacted with the Visitors Center 10% 9% 8% 9%

Planned trip a month or less in advance 52% 50% 41% 55%

Average number of days planned 57 62 73 54

Used OcalaMarion.com to plan their trip 3% 4% 5% 6%

Recalled Ocala/Marion County promotions 26% 28% 33% 32%

Reason for Visiting Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025 Visit friends/family 22% 28% 35% 25% Horse-related event 23% 25% 15% 17% Visit area springs 19% 13% 14% 17% Relax/unwind 8% 8% 13% 11% Sporting tournament/event 9% 8% 7% 10% Business/conference 12% 11% 9% 9% Canoeing/kayaking/tubing 5% 6% 4% 7% Special occasion 5% 6% 6% 6% Visit Downtown Ocala 3% 4% 10% 6% Other horse-related activities 5% 7% 7% 6% Go to restaurants 4% 6% 10% 5% Special event 5% 3% 5% 5% Nature/birdwatching 5% 3% 6% 4% Shopping/antiquing 3% 2% 5% 4% Looking to move here 2% 2% 2% 2% Biking/hiking/running 2% 1% 1% 2% Fishing/hunting 1% 1% <1% 2% Attraction 2% 3% 3% 1% Art galleries/museums/culture 1% 1% 1% 1% Go to bars/night clubs 1% 1% 1% 1% Golf/tennis 1% 1% 1% <1% Spas 1% <1% <1% <1% Other 7% 10% 6% 6%

Visitor Metrics Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025

Travel party 2.7 2.9 2.8 2.8

Kids <18 35% 40% 36% 45%

Median age 51 51 50 49

Estimated median household income

$95,000 $102,000 $91,700 $96,700

From Southeast (excluding Florida)

14% 15% 22% 17%

From Florida 61% 47% 48% 56%

Drove 79% 77% 86% 81%

Night spent 3.8 4.8 3.7 4.0

Direct expenditures (entire trip)

$1,214 $1,608 $1,160 $1,264

1st time visitor 36% 40% 36% 35%

Visitor Activities Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025

Go to restaurants 65% 70% 67% 59%

Visit friends/family 41% 41% 49% 42%

Visit Downtown Ocala 31% 33% 33% 33%

Visit area springs 21% 31% 31% 33%

Shopping/antiquing 23% 26% 27% 28%

Relax/unwind 21% 24% 29% 27%

Horse-related event 23% 32% 20% 23%

Nature/birdwatching 14% 18% 19% 19%

Business/conference 12% 11% 10% 12%

Canoeing/kayaking/tubing 9% 13% 10% 12%

Other horse-related activities 10% 16% 14% 11%

Sporting tournament/event 9% 9% 8% 11%

Special occasion 10% 10% 8% 10%

TRIP EXPERIENCE (CONTINUED)

Visitor Activities Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025

Go to bars/night clubs 6% 9% 8% 8%

Biking/hiking/running 7% 10% 5% 7%

Special event 8% 10% 7% 6%

Art galleries/museums/culture 4% 6% 3% 6%

Looking to move here 2% 6% 5% 6%

Golf/tennis 4% 7% 5% 5%

Fishing/hunting 3% 4% 5% 5%

Attraction 4% 8% 5% 4%

Spas 2% 3% 2% 3%

Other 7% 7% 5% 6%

POST TRIP EVALUATION

Visitor Metrics Oct – Dec 2024 Jan – Mar 2025 Apr – Jun 2025 Jul – Sep 2025

Visit Met + Exceeded expectations 100% 99% 99% 100%

Will return to Ocala/Marion County 95% 94% 95% 94%

Will recommend Ocala/Marion County 94% 90% 92% 88%

YEAR-TO-YEAR

COMPARISIONS

Visitor Metrics Fiscal Year 2024 Fiscal Year 2025

Ocala/Marion County was the only destination 67% 72%

Viewed Visitors Guide 7% 15%

Stopped at Visitors Center 8% 8%

Planned trip a month or less in advance 52% 49%

Average number of days planned 59 62

Used OcalaMarion.com to plan their trip 6% 4%

Recalled Ocala/Marion County promotions 24% 30%

Reason for Visiting Fiscal Year 2024 Fiscal Year 2025

Visit friends/family 26% 28%

Horse-related event 18% 20%

Visit area springs 14% 16%

Relax/unwind 13% 10%

Business/conference 7% 10%

Sporting tournament/event 10% 8%

Special occasion 4% 6%

Go to restaurants 7% 6%

Visit Downtown Ocala 7% 6%

Other horse-related activities 5% 6%

Nature/birdwatching 6% 5%

Reason for Visiting Fiscal Year 2024 Fiscal Year 2025

Canoeing/kayaking/tubing 5% 5%

Special event 5% 4%

Shopping/antiquing 5% 3%

Attraction 3% 2%

Looking to move here 3% 2%

Biking/hiking/running 2% 1%

Art galleries/museums/culture 1% 1%

Golf/tennis 1% 1%

Go to bars/night clubs 1% 1%

Fishing/hunting 1% 1%

Spas <1% <1%

Other 7% 7%

PRE-VISIT (CONTINUED)

TRAVEL PARTY PROFILE

Origins-Markets Oct 2023 – Sep 2024

Oct 2024 – Sep 2025

Orlando-Daytona Beach- Melbourne

15% 16%

Tampa-St Petersburg 10% 9%

Jacksonville 7% 7%

Gainesville 5% 7%

Miami-Fort Lauderdale 4% 4%

Atlanta 4% 4%

New York City* 4% 4%

West Palm Beach-Ft Pierce 3% 4%

Top Origin States Oct 2023 – Sep 2024

Oct 2024 – Sep 2025

Florida 51% 53%

Georgia 5% 5%

New York 3% 4%

Ohio 2% 3%

Top Origin Regions Oct 2023 – Sep 2024

Oct 2024 – Sep 2025

Southeast (w/Florida) 69% 70%

Northeast 12% 12%

Midwest 11% 11%

West 4% 3%

International 4% 4%

*New York City includes areas of New York, New Jersey and Connecticut

Visitor Metrics Oct 2023 – Sep 2024 Oct 2024 – Sep 2025

Travel party 2.9 2.8

Kids <18 41% 39%

Median age 50 50

Estimated median household income $86,600 $96,300

1st time visitor 30% 37%

10+ visits to Ocala/Marion County 21% 17%

Visitor Metrics Oct 2023 – Sep 2024 Oct 2024 – Sep 2025

Drove 81% 81%

Nights spent 4.0 4.1

Direct expenditures (entire trip) $1,287 $1,305

Visitor Activities Oct 2023 – Sep 2024

Oct 2024 – Sep 2025

Go to restaurants 53% 66%

Visit friends/family 39% 43%

Visit Downtown Ocala 30% 32%

Visit area springs 29% 29%

Shopping/antiquing 21% 26%

Relax/unwind 29% 25%

Horse-related event 27% 25%

Nature/birdwatching 19% 17%

Other horse-related activities 9% 13%

Business/conference 9% 11%

Canoeing/kayaking/tubing 12% 11%

Sporting tournament/event 11% 9%

Visitor Activities Oct 2023 – Sep 2024

Oct 2024 – Sep 2025

Special occasion 7% 9%

Go to bars/night clubs 10% 8%

Special event 7% 8%

Biking/hiking/running 8% 7%

Art galleries/museums/culture 4% 5%

Looking to move here 6% 5%

Golf/tennis 7% 5%

Attraction 7% 5%

Fishing/hunting 6% 4%

Spas 3% 2%

Other 6% 6%

POST TRIP EVALUATION

Visitor Metrics Oct 2023 – Sep 2024 Oct 2024 – Sep 2025

Visit Met + Exceeded expectations 99% 99%

Will return to Ocala/Marion County 96% 95%

Will recommend Ocala/Marion County 93% 91%

METHODOLOGY

PARTNER AND EVENT INVOLVEMENT

Partner and Event Involvement » Winter Series at WEC

» Ocala International Horse Show

» Various WEC events over the course of the year

» FLAGS Long Course Championships

» Babe Ruth World Series

» Cal Ripken Rookie World Series

» WEC Summer Series

» FHSAA State Meet

» Various FAST events over the course of the year

» Grandview Invitational

» Live Oak International

» Florida Huddle/Encounter

» Rock the Country

» Ocala Comicon

» Outdoor Expo

» KP Hole Park

» Silver Springs State Park

» HDG Hotels

» Hampton Inn and Suites

» Circle Square Cultural Center

» MCA & Brick City Center for the Art

» Santos Bike Shop

» Ft. King National Historic Landmark

» Downtown Ocala Square

» Ocala Farmers Market

METHODOLOGY

Visitor Tracking Study » Interviews were completed in person and online with 2,891 visitors at local hotels, attractions, and events between October 1st, 2024, and September 30th, 2025

Economic Impact » Total economic impact of tourism on the Ocala/Marion

County area is a function of direct spending by visitors to Marion County, as well as the indirect and induced effects of this spending, such as increased business and household spending generated by tourism dollars.

Multiplier » Downs & St. Germain Research uses IMPLAN economic modeling to calculate the multiplier based on direct expenditure data collected from visitors to the Ocala/Marion County area. Agencies such as FEMA, EPA, Federal Reserve Bank, and the Bureau of Land Management use IMPLAN modeling.

OCALA/MARION

COUNTY VCB

Visitor Tracking Report October 2024 – September 2025

Downs & St. Germain Research 850-906-3111 | www.dsg-research.com contact@dsg-research.com