Nov. 18--Travel to Florida fell 3.2 percent in the third quarter of the year, according to initial estimates by the state's chief tourism agency.

The 19.8 million head count for July through September is yet another sign that cash-strapped consumers are cutting back on travel. The statewide count of visitors had been up in each of the first two quarters of the year, compared with the same three-month periods in 2007.

"Clearly, the combined effects of high gas prices, hurricane activity and a softening economy have impacted tourism negatively for the third quarter," Richard Goldman, chief marketing officer at the Amelia Island Plantation and chairman of Visit Florida's board of directors, said in a statement.

"We know that Florida is one of the world's most desired travel destinations," Goldman said, "but, in anticipation of more economic challenges for our nation, we will have to intensify our marketing efforts in order to sustain Florida's tourism industry."

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