Collier invests in overseas push as foreign visits rise

With the latest numbers from June showing the first uptick in international visitors since January 2025, the Collier County Board of Commissioners approved two contracts for international tourism representation in a 4-1 vote at its Aug. 25 meeting. 

Commissioners approved a contract with Stuttgart, Germany-based travel representation agency DiaMonde for $180,000 annually over three years, with two one-year renewal options, to represent the Paradise Coast in Germany, Austria, Switzerland, Belgium, the Netherlands and Luxembourg. 

A contract was also approved with London-based OMMAC Ltd. for $200,000 annually over three years, with two one-year renewal options, to represent the destination in the United Kingdom and Ireland. 

The two firms have longstanding relationships with the Naples, Marco Island, Everglades Convention & Visitors Bureau and were the top candidates following the county’s request for proposals process. 

Both contracts, like the rest of the CVB budget, are funded by Tourist Development Tax revenue — or bed tax — paid by visitors for lodging in hotels, Airbnbs and other vacation rentals of six months or less. 

CVB staff said the European travel representation agencies maintain vital relationships with tour operators, travel advisers, airlines, media outlets and other partners that influence how international travelers choose and book destinations. 

Claudia Wood, CVB global sales manager, said these European markets have historically been important to the Paradise Coast. 

“International visitors are a high-value segment,” Wood told commissioners. “They typically stay longer than the domestic visitor, between seven and 13 days. They also travel during the summer and shoulder seasons, helping generate business during our slow periods.” 

James Brendle, project director and economic research lead at Tallahassee-based CVB research partner Downs & St. Germain, said nearly 79,000 travelers from the U.K. and Germany visited Collier County in fiscal year 2025, generating more than $81 million in direct spending and nearly $98 million in total economic impact. 

In his quarterly update to commissioners at the meeting, Executive Tourism Director Jay Tusa described an “encouraging shift” in international visitation during June, with visitors increasing 10.8% year over year, from 11,000 in June 2025 to 12,300 in June 2026. 

International visitation had been declining due to geopolitical and economic challenges. 

“This was the first month since January 2025 to record a year-over-year increase in international visitation,” Tusa said.