Collier tourism contracts aim to reverse European visitation decline

After two years of declining international visitation, the Collier County Board of Commissioners will vote Aug. 25 on whether to approve two contracts for travel representation in several European countries. Hospitality industry experts say the partnerships are key to helping reverse the decline and keep the Paradise Coast competitive with other destinations. 

At its July meeting, the county’s Tourist Development Council recommended renewing 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. 

The TDC also recommended renewing a contract 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. 

During the July TDC meeting, Russell Meara, CEO and founder of Hablo, a global travel trade engagement platform, presented remarks on behalf of James Killick of Virgin Atlantic Holidays, who warned that cutting international marketing investment would “result in the Paradise Coast becoming Florida's forgotten coast.” 

Data from Tallahassee-based Downs & St. Germain Research shows nearly 79,000 travelers from the United Kingdom 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. 

However, the latest available data shows international visitation declined 5.7% year over year in May, although the pace of the decline has slowed, said James Brendle, project director and economic research lead for Downs & St. Germain. 

Jay Tusa, executive tourism director of the Naples, Marco Island, Everglades Convention & Visitors Bureau, said the travel representation agencies maintain relationships with tour operators, travel advisers, airlines, media outlets and other partners that influence how international travelers choose and book destinations. 

He said international representation is more than a marketing expense — it is an extension of the destination’s sales effort. 

“They identify new business opportunities, provide current market intelligence and help ensure that the Paradise Coast remains visible and competitive,” Tusa said. 

Supporters of the contracts say in-market representation is especially important because of how many European travelers book their vacations. 

Michael Collins, associate professor in the School of Resort and Hospitality Management in the Lutgert College of Business at Florida Gulf Coast University, said European visitors are more likely to rely on trusted travel agencies than book trips on their own. 

“Travel is a relationship buy,” Collins said. “Europeans coming to the U.S. are much less likely to hunt and search and book on their own than to go to a quality tour operator who has relationships here. They can book through them with confidence that they are going to arrange a vacation in Florida that is satisfying to them.” 

Collins, who spent 25 years in the luxury hotel industry, said the agencies also play an important role in sustaining visitation during the offseason, benefiting hotels, restaurants and other local businesses. 

Kristina Park, president and CEO of the Greater Naples Chamber, said continued international representation is essential because Collier County competes with destinations around the world and depends on attracting European travelers, who typically stay longer and spend more than domestic visitors, during the slower months. 

Park said shoulder-season tourism helps support a more year-round economy, allowing businesses to plan more sustainably while creating more stable employment opportunities in the hospitality sector. 

“We’re in a globally competitive marketplace,” she said, “and if we take our name out of that equation, travelers will pick other destinations.”