Collier tourism rebounds in October as foreign travel dips

There was mixed news for Collier County tourism in October as seasonal visitors began their annual return following months of softer performance in the market. 

Overall, visitation and visitor days increased year over year, up 12.8% and 13.5%, respectively. However, the decline in international visitors continued, according to data presented Dec. 12 to the Tourist Development Council. 

Jay Tusa, tourism director for the Naples, Marco Island, Everglades Convention & Visitors Bureau, told the council that Tourist Development Tax revenue from overnight stays in hotels and other lodgings totaled $1,750,690 in October, down from $2.37 million in September. Year-to-date TDT revenue reached more than $49.8 million. The tax is generated by a 5% levy on overnight lodging stays. 

International visitation fell 17.9% year over year, declining from 20,700 visitors to 17,000, according to data from CVB partner Downs & St. Germain Research. Canadian visitation dropped 22.5%, from 11,100 to 8,600, while European visitors declined 14.7%, from 6,800 to 5,800.  

The report noted that while international visitation remained significantly lower than a year earlier, “the year-over-year decrease was less than in September,” when international visits fell 40% compared with September 2024. 

Domestic visitation increased 16.6% year over year, rising from 170,100 to 198,300 visitors. The Midwest and Florida remained the largest sources of domestic travelers, with 64,600 visitors from the Midwest and 50,600 from Florida, increases of 17% and 15.3%, respectively. Visitors from the West increased 20%, from 7,500 to 9,000, while the Southeast rose 14.6%, from 22,600 to 25,900. Northeast visitation climbed 17.8%, from 40,900 to 48,200. 

Direct visitor spending increased 6.5%, according to Downs & St. Germain, rising from nearly $127.6 million in October 2024 to more than $135.8 million in October 2025. 

At the Dec. 12 meeting, the TDC also voted to recommend changing the CVB’s operating model from a county government division to a standalone 501(c)(6) nonprofit. The council accepted the findings of a county-commissioned feasibility study and agreed to forward its recommendation to the Board of County Commissioners for consideration early in 2026. 

Supporters said the proposed nonprofit structure would improve efficiency, flexibility and responsiveness while reducing county costs related to legal services, human resources and procurement. 

The CVB’s marketing and promotion budget is funded through the Tourist Development Tax rather than county property taxes. That funding source would remain under the proposed nonprofit model, and the study found the new structure also could allow the organization to pursue additional revenue through supplemental funding programs. 

In September, responding to softer tourism performance during much of the 2024-25 season, county commissioners approved an additional $5 million for tourism promotion at the TDC’s recommendation. The supplemental funding comes from $18 million in TDT reserves allocated for marketing and advertising, bringing the total promotion budget to $11 million for the 2025-26 fiscal year.