There was a 36% year-over-year increase in visitation to Collier County in October, according to data presented Dec. 18 to the county’s Tourism Development Council. Meanwhile, the availability of hotel and vacation rentals was up 13%, resulting in an 11% decrease in occupancy.
Tourism has generated $3.01 billion in economic impact this year through October, compared to $3.57 billion by October 2022.
In October, Collier County received more than $125 million in direct spending compared to $87 million in October 2022, which was right after Hurricane Ian swept through Southwest Florida. Joseph St. Germain, president of Downs & St. Germain Research, said the 2022 spending data is attributed to most visitors coming to the area for hurricane recovery efforts.
“You had a lot of people who were here for recovery—first responders, things of that nature,” St. Germain said. “They just have different spending patterns than your leisure visitors.”
Compared to September, Collier County experienced a 2% increase in visitation in October with a 6.5% decrease in direct spending from tourists. Even though the numbers show visitors are spending less in recent months, St. Germain said positive trends in the economy could result in an increase in spending in the upcoming months.
“The good news for the holidays and as we move forward into your major season, with the recent uptick in the market and things of that nature, people are looking a little bit brighter economically,” St. Germain said.
International tourists more than doubled compared to October 2022, making up 14% of total visitors. In October 2019, 23% of visitors were from outside the country, and St. Germain said the numbers could return to 2019 levels by the end of 2024 or 2025.
Visitation from Florida residents hit 21% in October, the slowest October for Floridian visitors since before 2019. So far in 2023, 2.3 million visitors have visited Collier County, compared to 2.5 million at this point in 2022.
“We saw a lot of domestic visitors traveling abroad who may have been here before and cruises reached 2019 levels again, so some of the folks who may have come here in 2021 and 2022 could have taken a cruise,” St. Germain said.
Sandra Rios, communications manager for the county’s tourism bureau, is acting as interim tourism director during the search for previous director Paul Beirnes’ replacement. She said the county should expect a boost in tourism revenue from the opening of new resorts.
Compass by Margaritaville has opened reservations for stays starting Feb. 1, AC Hotel Naples 5th Avenue is open and Great Wolf Lodge is slated to open Oct. 1, 2024. These hotels are adding almost 800 rooms to the county’s inventory.
