Sarasota County’s tourism sector experienced a notable slowdown in September, recording a year-over-year drop in direct visitor spending of approximately $9.5 million.
According to the latest Tourism Data & Economic Impact report released by Visit Sarasota County (VSC), the county saw decreases across key metrics, including visitation, spending, and lodging occupancy, when compared to September 2024. This decline contributes to a downward trend in year-to-date figures for the region.
The report, compiled with data from Downs & St. Germain, showed that total visitor direct expenditures for September 2025 totaled $67,131,300, down sharply from $76,704,600 recorded in the same month last year. The overall economic impact for the month was estimated at $102 million.
Key Declines in Visitation and Occupancy
The decrease in spending was mirrored by significant drops in the number of visitors and hotel occupancy rates (which form the basis of the VSC’s tracking):
• Visitors: Sarasota welcomed approximately 79,500 visitors in September 2025, a decrease from 93,700 in 2024.
• Lodging Occupancy: The rate fell to 38.0%, down from 43.7% in the previous year.
• Room Nights Sold: This metric dropped to 155,600 from 175,300 year-over-year.
Despite the declines in volume, the report highlighted a continued strength in pricing. The average daily room rate (ADR) saw a slight increase, rising to $206.65 compared to $200.72 in September 2024.
VSC Cites Competition and In-State Travel
Visit Sarasota County President and CEO, Erin Duggan, commented on the findings, noting that while room rates continue their gradual rise, overall visitation remains depressed.
VSC attributes the downward trend largely to two factors: increased competition from other destinations and fewer in-state travelers. On a positive note, the organization noted that the Suncoast is successfully attracting more visitors from Central Europe, suggesting that international outreach efforts are gaining traction even as domestic travel wanes.
Catch 22 and basic economics. Less occupancy means raise rates to make up for it; Raise rates = less occupancy. Also most of the condos sit empty most of the year, so no one eat out, buy souvenirs, rent beach chairs and boats and parasail, etc. ….trickle down economy not working eh? I’m not seeing the Canadians and Europeans I used to see either….wonder why?