Sarasota rounded out the summer season with sustained swells in the tourism sphere, with increases in visitation numbers and spending across the board in August.
For the fourth consecutive month, visitation numbers increased year-over-year in August, according to a report released by Visit Sarasota County. Direct spending by tourists also grew to $102.61 million, compared to $96.43 million in August 2025. This increase resulted in a 6.4% higher total economic impact, totaling $144.68 million.
In August, the Sarasota area welcomed approximately 123,500 visitors staying in paid accommodations, compared to 118,100 this time last year, as reported by the association's research firm Downs & St. Germain Research. The 4.6% increase contributed to the total
fiscal-year-to-date economic impact of $2.24 billion.
Erin Duggan, president and CEO of Visit Sarasota County said that the most recent tourism data was indicative of "the story our economy is telling."
"August tourism numbers show that for four consecutive months, we’ve seen year-over-year increases in visitation and visitor spending locally," Duggan said. "That’s an encouraging sign heading into peak tourism season, which begins in earnest in November and runs through April."
Duggan added that studying tourism trends are especially helpful around this time of year to help "local businesses better understand trends and make informed decisions about the months ahead."
The tourism increase comes despite a decrease in year-over-year combined occupancy. The overall lodging occupancy was 46.1% compared to 49.8% this time last year. Tourism experts at Visit Sarasota County attributed this change to visitors taking shorter trips and traveling in larger parties.
More specifically, hotel room occupancy fell, as August saw 191,800 room nights compared to 199,700 in August 2025. Rates, though, increased by 12.2%, as did the revenue per available room, which increased by 3.8%.
Vacation rental rooms, on the other hand, experienced a similar increase in rates, of about 12.9%. However, the decrease in occupancy rates was noticeably higher than hotel rooms, falling 13.2% and negatively impacting the vacation rental revenue per available room by 2.0%.
But why do these tourism numbers matter?
Sarasota County 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.
Sarasota County benefits from a 6% Tourist Development Tax 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.
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 spending rises despite lower lodging occupancy
