Collier County budgeted nearly $100,000 for a campaign explaining its “sixth penny” tourist tax proposal. So far, its public meetings have drawn audiences ranging from zero to fewer than 10 — even as officials say confusion persists over who would actually pay it.

Collier County is doubling down on Europe just as international tourism shows signs of a rebound. Commissioners approved $380,000 a year in representation contracts after overseas visitation rose for the first time since January 2025.

Collier County voters will decide Nov. 3 whether to raise the tourist development tax from 5% to 6%. Supporters say it will help complete Paradise Coast Sports Complex, while opponents argue it could hurt the area's tourism competitiveness.

Collier County tourism continued its rebound in May, fueled by strong domestic travel even as international visitation remained below last year's levels. Tourism leaders also voted to continue marketing the Paradise Coast across key European markets.

Collier County tourism posted gains in April, with visitation up 9.2% year over year and visitor spending rising 7%. Hotel operators also reported improved booking trends and a more optimistic outlook for the summer travel season.

Collier County tourism showed strong gains in early 2026, with higher visitation, spending and hotel rates. Domestic travel led the rebound, while international tourism remained below last year’s levels.

Charlotte County tourism is rebounding after the 2024 hurricanes, with tax revenue up 3.5% year to date. Officials say strong event returns and steady visitor demand could push the county past its record $8.7 million in tourist tax revenue.

Collier County voters will decide in November whether to raise the tourist development tax from 5% to 6% to fund sports tourism, beach renourishment and destination marketing. Supporters say the added revenue could help complete Paradise Coast Sports Complex and strengthen year-round visitation.

Collier County saw a seasonal rebound in October tourism, with visitation and visitor days up year over year, even as international travel — particularly from Canada and Europe — continued to decline, according to data presented to the Tourist Development Council.

Collier County tourism softened in September, with international visitors down sharply and overall spending slipping. Tourist Development Tax revenue reached $2.37 million for the month, while domestic travel held steadier than overseas markets.