Global visitor slump continues, Collier tourism feels impact

September is traditionally one of the slowest months for tourism in Southwest Florida, marking the end of the shoulder season before seasonal visitors arrive in October and November.

This September followed that pattern, but the continued decline in international visitors to Collier County, including Canadians, underscored the overall softness that has concerned tourism and hospitality officials throughout the 2024-25 fiscal year, which ended Sept. 30.

There was no Tourist Development Council meeting in November, when monthly data is typically presented. However, Tourist Development Tax revenue from overnight stays in hotels and other lodgings totaled $2.37 million in September, according to the Naples, Marco Island, Everglades Convention & Visitors Bureau. Year-to-date TDT revenue reached nearly $48.1 million.

Data from CVB partner Downing & St. Germain Research showed September visitors declined 7.8% year over year, while visitor days were down 11.1%. Direct spending dropped 8.1% and overall economic impact fell 8.4%.

Restaurant spending decreased from $43.9 million to $38.3 million year over year in September. Spending on accommodations slipped from just over $27 million to $25.2 million. Shopping, however, ticked up slightly to $17.21 million from $17.18 million.

International visitation saw the steepest declines, falling 40% from 16,000 to 9,600. That included a 28.8% decrease in Canadian visitors, from 5,900 to 4,200, and a 48.6% drop in European visitors, from 7,400 to 3,800. Visitors from Central and South America fell 36.8%, from 1,900 to 1,200, while other international visitors were down 50%, from 800 to 400.

Domestic visitation declined 4.1%, from 140,900 to 135,100, with most visitors still originating from within Florida. Visitors from the Southeast and Northeast increased 3.9% and 2.8%, respectively, while visitation from the Midwest dropped 13.3% and from the West fell 24.7%.

Under “potential areas of concern,” the Downing & St. Germain report noted that 24% of July-to-September visitors were first-time visitors, down from 30% last year and 31% in 2023. Another issue, the firm said, is that visitors’ average rating of their “value for travel dollar” declined from 9 to 8.5 out of 10 compared to 2024.

“Since average daily rate was relatively unchanged during July-September 2025, this may suggest visitors are becoming more value-conscious in response to broader economic uncertainty,” the report states.

In response to softer tourism performance through much of the 2024-25 season, Collier County commissioners on Sept. 23 approved an additional $5 million for tourism promotion, a recommendation from the Tourist Development Council. 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.

In an October quarterly report to commissioners, Tourism Director Jay Tusa said tourism — which he described overall as “flat, not down” from October 2024 to August 2025 — remains Collier County’s strongest economic driver despite weakening international visitation.