In 2025, Collier County’s tourism metrics showed stability in visitor counts even as indicators of spending came under pressure. With this backdrop, county officials moved to increase the destination-marketing budget by an additional $5 million, signalling a strategic shift toward reclaiming market share and energizing visitor spending in Southwest Florida.
While room-night occupancy and arrival figures held their ground, business leaders in hospitality and retail flagged a decline in per-visitor spending and a slump in key international markets such as Canada and Europe.
Recognising the headwinds, the county drew from the Tourist Development Tax reserve to fund the supplementary advertising boost—without tapping local property taxes.
The extra budget is expected to deepen the marketing presence in domestic feeder markets like Boston, Dallas–Fort Worth, Philadelphia and Minneapolis, where growth potential remains untapped.
Local tourism officials believe the timing is critical: letting the region fade from view could allow competitors to solidify their gains.
For local businesses—from Naples’ downtown retailers to beachfront restaurants—this move offers a welcome sign of support. If the marketing push manages to drive higher spend-per-visitor and extend stay durations, it could soften the immediate impact of the spending dip. That said, the success of the strategy hinges on conversion from reach to revenue—not just impressions.
As the campaign rolls out, the following metrics will matter most: growth in guest spending at restaurants, retail and entertainment outlets; recovery of international visitor flows; and the ability of the county to measure and justify reserve-fund usage.
