Sarasota's tourism numbers increased in July, marking the third consecutive month of year-over-year visitation growth amid a series of national recognitions.
In July, visitation to Sarasota increased 8.6% from July 2025, while direct visitor spending increased 10.2%, according to a recent report from Visit Sarasota County, the area's tourism marketing organization.
July marked the third consecutive month of year-over-year visitation growth, following increases in May and June.
The number of visitors to the area increased by roughly 13,000 compared to last July, with the association's research firm Downs & St. Germain Research documenting 156,000 visitors to Sarasota. Lodging occupancy in the area was 60.9%, also a slight increase from last year.
According to the report, visitor direct expenditures reached $145.89 million last month, up from $132.4 million in July 2025. Despite an average lodging room rate increase to $303.28 – a nearly $20 nightly increase – from last year, there were 257,000 room nights sold.
Hotel accommodations outpaced vacation rental lodging options in July, with the hotel occupancy rate experiencing a 4.1% increase to 67.5%. However, alternative vacation rental occupancy rates took a slight dip compared to last year, falling to 53.7%.
Sarasota attracts roughly 2.8 million visitors each year, contributing to Florida’s total of 143.33 million visitors in 2025, according to tourism reports.
Tourism dollars deeply impact the economy, creating jobs, income and tax revenue. The total economic impact of tourism in the region was $3.6 billion in fiscal year 2025. Visit Sarasota estimates that the fiscal year-to-date total economic impact has already surpassed $2.1 billion.
Sarasota County benefits from a 6% Tourist Development Tax (TDT) that is charged on lodging stays under six months. The funds collected from this tax help fund arts and culture projects, fuel area development, maintain local beaches, enhance quality of life, promote tourism and more, according to Visit Sarasota County, one of the managers of the collected dollars.
According to a recent report from the association, for every 95 visitors that come to the area, one local job is supported. There are an estimated 21,200 local jobs in tourism in Sarasota.
Sarasota tops tourism rankings
The visitation gains come as Sarasota continues to receive national recognition and experience rapid development.
Earlier this summer, CNN named Sarasota the No. 1 town to visit in America, citing its beaches and rich arts and cultural scene.
In April, U.S. News & World Report named Siesta Beach the Best Beach in the country for 2026, while Siesta Beach also earned a spot on the World’s 50 Best Beaches list.
Sarasota Bradenton International Airport (SRQ), the area’s main transportation hub, was named the nation’s best resort airport in the 2025 USA TODAY 10Best Readers’ Choice Awards and connects travelers to Sarasota County.
Erin Duggan, president and CEO of Visit Sarasota County, previously said in a prepared statement that the recognition as the top city to visit draws from “the many facets” that make the area appealing to domestic visitors, Florida residents and international tourists.
“National recognitions like these do not just fall into our laps. Sustained, strategic marketing and outreach—powered by Tourist Development Tax, paid exclusively by visitors—beats resting on our laurels any day,” Duggan said.
Kendal Asbury is the real estate and development reporter for the Sarasota Herald-Tribune. Have an idea, tip or question about development? Send her an email at kasbury@usatodayco.com. Connect with her on LinkedIn or follow her on Instagram @wordsbykendal, and support local journalism by subscribing to the Herald-Tribune.
This article originally appeared on Sarasota Herald-Tribune: Sarasota tourism surges as visitor spending nears $146 million
