Collier County weighs ads to draw back Canadian visitors

With Canadian visitors down 24% year over year in December, Collier County Tourist Development Council is considering whether a targeted advertising campaign from the Naples, Marco Island, Everglades Convention & Visitors Bureau could help lure them back to the Paradise Coast. 

The latest visitor data, presented at the TDC’s Feb. 20 meeting, showed continued softness in international travel. International visitation declined 16% in December and was down 14% from October through December, according to CVB partner Downs & St. Germain Research. 

The decline is part of an almost yearlong trend attributed to geopolitical and economic headwinds affecting destinations nationwide, not just Southwest Florida. 

James Brendle, project director with Downs & St. Germain, said domestic visitors from the Northeast and Midwest are helping offset the decline. 

“We do see that international visitation in December was down 16.3% in terms of the number of visitors and down 12% in terms of the share of visitation that international visitors accounted for,” Brendle said. “We see, as we have in the last few quarters, that’s mainly driven by Canada, down 24.4%. 

“And we see again, as we have the last few quarters, that the Northeast and Midwest are the two main regions that are helping supplement that loss of international visitors.” 

International visitors fell from 36,900 in December 2024 to 30,900 in December 2025, while Canadian visitors dropped from 13,100 to 9,900. Visitors from the Northeast increased 2.5%, from 56,500 to 57,900, and those from the Midwest rose 3.3%, from 67,100 to 69,300. 

TDC member Laura Radler asked when international visitation might rebound. Brendle said the National Travel and Tourism Office and the U.S. Travel Association estimate 2026 will be a “recovery year.” 

“The most recent estimates I saw from them show that they are expecting at the national level to see us near 2024 levels in 2027 or 2028, so it’s going to be a bit of a lengthy process at the national level,” Brendle said. “Obviously, regional trends can change much more rapidly.” 

TDC member Nancy Kerns said she heard concerns from Canadian visitors about safety and whether they were welcome. That prompted Collier County Commissioner Burt Saunders, presiding over his first meeting as TDC chair, to suggest a targeted advertising campaign. 

“I think the county commission perhaps would even be willing to perhaps provide a little bit of additional advertising funding for a special promotion,” Saunders said. 

Tourism Director Jay Tusa said he would explore the idea with CVB partner Paradise Advertising but cautioned that similar efforts elsewhere had “backfired on them.” 

Tusa said some markets tried the approach early on after tensions escalated due to tariffs and other issues and faced resentment amongst Canadians over the “we’re friends-type messaging that these destinations put out there.” 

“That was very early on, so let me get with the agency and look at what the trend is currently,” Tusa said, “because that was probably a good year ago or so and maybe that trend has changed a little bit.” 

Brand campaign evolving 

Separately, the CVB outlined its broader branding and promotional strategy. Tom Merrick, chief creative officer with Paradise Advertising, presented a campaign that launched Feb. 10 based on feedback from focus groups in Boston, Chicago and Dallas.  

Merrick said the agency, which has worked with the CVB for more than 20 years, has adapted its campaigns to reflect changes in the destination and its visitors. 

For the past five years, he said, the region’s unique value proposition has remained consistent, promising “an elevated coastal, cultural, culinary and ecological paradise to those with an expectation of elegance.” 

While the current campaign tagline, “Only Paradise Will Do,” performed well with focus groups, Merrick said another option — “Paradise in Every Sense” — performed even better. 

The new campaign emphasizes sensory experiences, including Gulf sunsets, waves breaking along the shoreline, coastal breezes, fresh stone crab and the feel of sand between the toes. A press release states it “brings these sensory moments to life through evocative copy and elevated imagery.” 

Featuring photographs by George Kamper and Rhea Anna, the campaign is appearing in digital and print media across target domestic markets. 

“It’s multilayered,” Merrick said. “I think it covers that no matter what activity or what your purpose of being here, it will be paradise. The phrase is very simple, yet very comprehensible, very understandable.” 

The advertising highlights experiences, such as beach sunsets, dining, nature and adventure, meetings and conferences, and weddings. 

Update on CVB privatization 

TDC member Susan Becker also requested an update on a proposal to privatize the CVB, which was recommended to the Board of County Commissioners in December, along with a timeline for a potential transition. 

At a late January meeting, commissioners requested additional information before deciding whether to convert the destination marketing organization from a county entity into a standalone 501(c)(6) nonprofit. 

Saunders said commissioners asked staff to provide details on how other communities that privatized their tourism marketing efforts addressed concerns such as fraud. 

“My understanding is that we’re looking to actually have some sort of an implementation or file a vote in October,” Saunders said. 

John Mullins, director of communications, government and public affairs, said no timeline has been set. 

“It will be done when it is ready,” Mullins said. “We are trying to work out all the issues, potentially even having workshops with the Board of County Commissioners on particular items to make sure that we work through some of the more contentious issues and problematic things before bringing back any kind of potential contract that would be considered by the board. 

“So, October is a great goal if we can make it, but don’t put any money on it.” 

Mullins said concerns raised by commissioners include reports of fraud in other jurisdictions, particularly involving 501(c)(6) organizations, and how safeguards could be implemented. 

Supporters of privatization say the change would improve competitiveness, efficiency, flexibility and responsiveness, particularly following major storms or disasters. A feasibility study recommending the transition found the model also could allow the organization to pursue supplemental funding programs to generate additional revenue.