Collier voters approve tourist tax hike for sports complex  

Collier County voters overwhelmingly approved adding a sixth penny to the county’s bed tax, a tax on tourists — a vote that will help the county complete Paradise Coast Sports Complex. 

Supervisor of Elections results show 112,812 voters, or 70.2%, approved increasing the tax, while 47,776 opposed it. The measure passed despite low turnout at education sessions to explain the tax. It’s expected to generate about $9 million to $10 million a year. 

For a visitor paying $300 for a hotel room, the tax will increase from $15 to $18. It’s paid by visitors, not local property owners. The funds also can be used for tourism promotion and advertising; beach renourishment, restoration and beach park facilities; and general tourism-related infrastructure. 

Collier joins 12 other Florida counties collecting the maximum tourist development tax imposed on visitors who rent accommodations for six months or less, including hotels, Airbnbs, mobile homes, recreational vehicle parks and campgrounds. Because the Florida Department of Revenue found Collier qualifies as a high-impact tourism county, it was allowed to boost its 5-cent bed tax by a penny. 

On July 8, 2025, the Board of County Commissioners unanimously agreed to advertise a hearing on a proposed ordinance to place the question on the Nov. 3, 2026, election ballot. Commissioners adopted Ordinance 2025-33 on Aug. 26, 2025. The Paradise Coast Sports Complex, located off Collier Boulevard near Interstate 75 in East Naples, opened in 2020 and is being built in phases. 

Florida Department of Revenue records show 12 counties currently collect 6%, including counties Collier considers comparable, Palm Beach and Sarasota. Some others collect the minimum, 3%. 

State law specifies uses for the first three pennies: paying debt service or operating facilities that bring in tourists, including convention centers and sports stadiums. Those pennies also can be used to promote and advertise tourism and convention bureaus, finance beach park facilities, and pay for beach maintenance, renourishment and restoration. 

Authorized uses for the fourth penny are professional sports facility debt, operating costs of convention centers financed with tourist taxes and promoting and advertising tourism. Collier is using its fourth penny to repay the sports complex debt, a project expected to cost $150 million. The fifth penny also can be used to promote and advertise tourism. 

The sixth penny has the same uses as the first three. To qualify, taxable rental sales must exceed $600 million or account for at least 18% of total taxable sales, with a minimum of $200 million in qualifying sales. 

The sports complex features synthetic turf fields, a 3,500-seat stadium, Cove Beer & Wine Bar and The Factory open-air fitness pavilion, as well as a man-made lake and beach volleyball. The park has been used for Independence Day drone shows, concerts and numerous other community events. It’s also used by numerous soccer teams, including FC Naples, Naples United FC, Naples City FC and Azzurri Storm.