Collier County’s tourism tax revenue is on track to increase 13.29 percent this fiscal year, with $38.16 million collected, surpassing last year’s total of $41 million.
According to the most recent data available, $4,267,727 was collected in tourism taxes from hotels, motels, real estate agents, apartments, condominiums and single-family homes in May, an increase of 5.47% compared to $4,046,154 in May 2023.
“Tourism’s economic impact is up 12.8 percent so far with four months remaining in the fiscal year,” Jay Tusa, tourism director for the Naples, Marco Island & Everglades Tourism Bureau, said at a county tourism development council meeting July 15. He added that direct tourist spending was up 14.1 percent in May and tourism’s overall economic impact was up 13.9 percent.
The Midwest and Northeast continue to be the leading regions for out-of-state visitors, accounting for nearly half of all visits in May, while international travelers made up 17% of the total, with Canada, Germany and the United Kingdom being major players.
“You see the importance of international visits to Collier County,” Tusa said.
According to tourism data, $22.94 million was collected from hotels and motels this fiscal year, $4.47 million was collected from real estate agents, and $10.36 million was collected from apartments, condominiums and single-family homes. By geographic area, unincorporated Collier County collected $2.42 million, Marco Island collected $1.1 million, the city of Naples collected $710,415, Everglades City collected $23,699 and Immokalee collected $5,790.
Hotel and motel occupancy rates increased 4.3% compared to May 2023. This was primarily due to a 13.5% increase year-over-year, which resulted in revenue per room increasing to $175 from $148 in May of last year.
Joseph St. Germain, president of Downs & St. Germain Research, noted that hotel occupancy rates and vacation rental occupancy rates have declined slightly due to more vacancies as luxury properties have opened following Hurricane Ian renovations. As a result, visitors are spending more nights here, he said.
“So I think that in May 2024 we’ll see more traditional tourists coming,” St. Germain said of the rise in tourists vacationing with families and couples. “We’re seeing an increase in incomes, an increase in international tourists, and it seems like a lot of people are coming back. This is a national trend and will continue.”
Canada has remained broadly stable, but much of the increase in international tourists is coming from Europe, he said, adding that his company’s survey of international visitation has found more tourists are traveling as couples.
“When we spoke to people traveling to the U.S. for the first time since the pandemic, they told us they wanted to spend a little more and treat themselves because it’s been a while since they’ve been home,” he said, adding, “Frankly, this is the perfect destination for that.”
In other matters, the TDC agreed that the county receives significant investment income from Visit Florida, the state’s official tourism marketing corporation, and that the partnership should continue with a tourism tax fund investment of $113,000, down from $150,000 last year.
