Agenda 02/10/2026 Item # 5A (The Wuarterly Tourism Update)Tourism Update
Collier County Board of County Commissioners
February 10, 2026
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FY | FY23 -FY25 TDT Collections 1
$44.1m
$48.64m $49.83m
FY23 FY24 FY25
1 Source: Collier County Tax Collector
TDT COLLECTIONS
$49.83M
(+13% from FY23 & +2.4% from FY24)
FY23 -FY25 | TDT Collections 1
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FY | visitation metrics
2.782M 2.721M2.809M 2.798M
FY25 VISITORS
2,808,800
FY25 ROOM NIGHTS
2,798,200
+ 1.0% from FY24 + 2.8% from FY24
FY25 VISITOR DAYS
18,221,200
17.059M 18.221M
+ 6.8% from FY24
FY25 | Visitation Metrics
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FY25 | Direct Spending & Economic Impact
$2.902B
$4.023B
$2.884B
$3.987B
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FY25 DIRECT SPENDING
$2,884,378,000
FY25 ECONOMIC IMPACT
$3,986,720,500
-0.6% from FY24 -0.9% from FY24 1
1 The IMPLAN multiplier for Collier County was 1.386 for FY24 and is 1.382 in FY25.
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Performance Indicators FY24 1 FY25 Δ % from FY24
Jobs Supported 28,320 27,580 -2.6%
Wages Supported $1,168,930,000 $1,173,306,700 + 0.4%
State & Local Taxes Generated $276,097,200 $281,001,000 + 1.8%
Net Tax Benefit of Visitors 2 $65,540,700 $66,660,700 + 1.7%
Taxes Savings Per Local Household $1,639 $1,668 + 1.8%
1 FY24 Economic Impact derivative figures have been updated to reflect the most recent updates to the federal government databa ses utilized by IMPLAN.
2 Visitors produce revenue for Collier County via taxes and user fees. Visitors also cost Collier County money, by using county provided services and
infrastructure. The Net Benefit of Visitors is calculated by estimating the direct amount of Collier County tax revenue gener ate d by visitors to Collier County
and then subtracting the estimated cost to Collier County of servicing those visitors.
FY25 | Jobs & Wages Supported by Tourism
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●Strengthened Consumer Campaigns:
○Expanded to New Markets: Milwaukee, Cincinnati, Columbus, Nashville,
Charlotte, Denver, Dallas -Fort Worth
○Amplified Existing Markets: Boston, Philadelphia, Washington DC, Detroit,
Cleveland, Minneapolis, Indianapolis
●Sales (Groups/Meetings, Travel Trade): Established New & Strengthened
Existing Industry Partnerships
●Brand and Creative Research
●Developed New Paradise in Every Sense Campaign
●Launched International Public Relations
●2025 Four Time International HMSAI Adrian Award Winner: ”Sports Impact
Video on the Paradise Coast”, ”Dark Skies Content Series”, “All is Perfect
Hurricane Recovery Campaign”, “Stone Crab Content Series”
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FY25 | Highlights
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Source:[1] STR Demand data for October 2024 -September 2025 compared to same period year over year; [2] Key Data revenue based on Hot el Feeder Market
data for March 2025 to September 2025 compared to same period in 2024. [3] Return on ad spend (ROAS) is calculated using Adar a I mpact reports from only
the media partners with observed revenue attribution and Expedia attribution data. ROAS represents the revenue generated for eve ry dollar spent on advertising.
+14%
Transient
Demand [1]
+5.4%
Enhanced Markets
Hotel Revenue [2]
$22
ROAS [3)
Return on Ad Spend
+8.61%
Expanded Markets
Hotel Revenue [2]
FY25 | Marketing Performance Highlights
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$10,252,200 $10,235,600 $11,117,300
FY24 FY25 FY26
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FY26: Oct –DEC 2025 | TDT Collections supported 1
TDT COLLECTIONS (DECEMBER ESTIMATED)
$11,117,300
(+8.6% from FY25)
1 Reflective of TDT Collections that were driven by tourism activity in October 2025 through December 2025, even though the col lec tion/remittance of the
taxes themselves to Collier County took place in November 2025 through January 2026.
FY26 Oct –Dec 2025 | TDT Collections Supported 1
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$289.26 $288.52 $300.54
FY24 FY25
63.1%62.3%62.4%
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FY26: OCT –DEC 2025 | Hotel Occupancy & Hotel ADR
HOTEL OCCUPANCY RATE 1
62.4%
HOTEL AVERAGE DAILY RATE (ADR)
$300.54
(+4.2% from FY25)(+0.2% from FY25)
1 Available hotel units increased 14.3% YoY in FY25 and another 3.0% YoY in FY26.
FY26 Oct –Dec 2025 | Hotel Occupancy & Hotel ADR
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638,000 662,800 667,200
$596,320,000 $627,975,600 $625,714,800
FY24 FY25
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FY26: Oct –Dec 2025 | TOTAL VISITATION & DIRECT SPENDING
TOTAL VISITATION
667,200
DIRECT SPENDING
$625,714,800
(-0.4% from FY25)(+0.7% from FY25)
FY26 Oct –Dec 2025 | Total Visitation & Direct Spending
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85,700 92,900
79,400
31,500 38,400
30,600
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FY26: Oct –Dec 2025 | Int’l Visitation & Canadian Visitation
INTERNATIONAL VISITATION 1
79,400
CANADIAN VISITATION
30,600
(-20.3% from FY25)(-14.5% from FY25)
1 Canadian visitation is included in “International visitation”.
FY26 Oct –Dec 2025 | Int’l Visitation & Canadian Visitation
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FY26: Oct –dec 2025 | Competitive set Hotel Metrics (Fy26)1
Market Occupancy ADR RevPAR
Florida Keys 69.8%$340.78 $237.80
Naples 62.4%$300.54 $187.66
Palm Beach 70.8%$264.24 $187.12
Miami 73.0%$224.41 $163.71
Ft. Lauderdale 69.9%$177.44 $124.10
Sarasota 61.0%$190.73 $116.37
Clearwater 60.2%$175.90 $105.89
St. Petersburg 59.5%$160.47 $95.45
Ft. Myers 58.2%$146.51 $85.26
1 Metrics provided by STR.
FY26 Oct –Dec 2025 | Competitive Hotel Metrics
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Thank you.
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