Visitors enjoy sunset at Clam Pass beach in Collier County. The county welcomed 269,500 visitors in May 2026, up 9.1% from the previous May. Domestic visitors were up 11.1% year over year, while international visitors declined by 5.7%.
Collier County visitation increased 9.1% year over year in May, driven by an 11.1% increase in domestic visitors, while international visitation remained soft amid ongoing economic and political challenges.
The county welcomed 269,500 visitors in May, compared with 247,000 in May 2025, according to a presentation by James Brendle, project director and economic research lead for Downs & St. Germain Research, at the July meeting of the Tourist Development Council.
Jay Tusa, executive tourism director of the Naples, Marco Island, Everglades Convention & Visitors Bureau, reported $5,285,799 in tourist development tax revenue for May, bringing the year-to-date total to $40,657,643.
Brendle said international visitation declined 5.7% year over year, though the pace of the decline has begun to slow. Canada continued to account for much of the international decline, down 9.5% from May 2025.
“We’re seeing an uptrend, even though it’s still down at the moment,” he said. “It is down significantly less than it was in prior months.”
Visitors enjoy sunset at Clam Pass beach in Collier County. The county welcomed 269,500 visitors in May 2026, up 9.1% from the previous May. Domestic visitors were up 11.1% year over year, while international visitors declined by 5.7%.
International travel representation renewed
After nearly two years of declining international visitation, the TDC recommended renewing two three-year contracts for travel representation in several European countries.
The council recommended renewing its contract with Stuttgart, Germany-based travel representation agency DiaMonde for $180,000 annually for three years, with two one-year renewal options, to represent the Paradise Coast in Germany, Austria, Switzerland, Belgium, the Netherlands and Luxembourg.
A second unanimous recommendation called for renewing the 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.
Tusa said the agencies maintain relationships with tour operators, travel advisers, airlines, media outlets and other partners that influence how international travelers choose and book destinations.
“They identify new business opportunities, provide current market intelligence and help ensure that the Paradise Coast remains visible and competitive,” Tusa said.
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 said cutting international marketing investment would “result in the Paradise Coast becoming Florida’s forgotten coast.”
The TDC’s recommendation now goes to the Board of County Commissioners for consideration as part of the CVB’s 2026-27 budget.
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