Visitor spending at hotels, restaurants and shops in Collier County increased 10.5% over last calendar year, bringing in $2.38 billion.
That resulted in a $3.3 billion economic impact to the area this calendar year through October, up 9.4% over last calendar year, James Brendle, project director of Downs & St. Germain Research told the county Tourist Development Council on Dec. 17.
“Calendar year to date was up about 10% mostly due to visitors that have come so far this calendar year staying much longer,” Brendle said of the report, which goes through October, the most recent data available. “It’s always awesome to see double-digit growth in spending. Hopefully, we can finish out the calendar year and still see that.”
The firm’s research showed 2.31 million visitors came to Collier County, up 0.3% over last year, resulting in 2.23 million in room nights, an increase of 9.9%. Most visitors were from the Midwest, Northeast and Florida.
“The Northeast saw the largest year-over-year increase, going from 35,000 visitors last year … to 41,000 visitors from the northeast in October this year,” Brendle said.
County Tourism Director Jay Tusa, who heads the Naples, Marco Island, Everglades Convention & Visitors Bureau, said tourist-development tax revenue for October totaled $1.98 million, bringing the year-to-date total to $48.63 million.
Occupancy declined by 3.2% year-over-year to 47.8%, driven by a 7.2% increase in room nights available that outpaced a 3.7% rise in room nights occupied, Tusa said, adding, “The growth in available room nights was driven by post-Hurricane Ian recovery efforts and recent property openings.”
In addition, he said, more visitors came to the area to visit friends or relatives, rising from 20% to 26%, and day-trippers made up a larger share of visitors, an increase from 6% last year to 10% as of this October.
“Median household income for visitors was 8% higher than October 2023, increasing from $150,000 to $162,000,” Tusa said, adding that first-time visitors declined from 33% to 21%.
The Naples Marco Island, Everglades Convention & Visitors Bureau’s “Only” ad campaign won two Adrian Awards from the Hospitality Sales & Marketing Association International — considered the Oscars of worldwide travel and hospitality-industry marketing.
“These awards recognize hospitality brands and agencies for creative and innovation in advertising, digital marketing and public relations,” Tusa said, adding that the CVB won a silver for Paradise Advertising & Marketing’s “Only” campaign in the brand category and a bronze for the “Only Paradise Will Do” winter campaign in Canada.
The awards will be presented at the HSMAI Adrian Awards on Feb. 18 at the New York Marriott Marquis.
To counter fears that the Paradise Coast is still reeling from hurricane damage after several hurricanes, Paradise Advertising & Marketing representatives told commissioners they’re launching a new campaign, “All is … in Paradise,” such as “All is Perfect in Paradise” to counter fears of hurricane damage, “All is Delicious in Paradise” to promote restaurants and “All is Beachy in Paradise” to highlight beaches. Other sectors also will be features.
To expand to another market, the firm plans to target luxury and exotic car enthusiasts, clubs and collectors with a campaign featuring Naples’ car shows, clubs, events, such as Cars on Fifth in downtown Naples and Coffee & Cars at Mercato, as well as attractions, such as Revs Institute, where historically significant automobiles are displayed.
