Sarasota County Joins Osceola, Orange, Monroe, Brevard and More Florida Counties Expecting to Welcome Multi Million Tourists in 2026, to Overcome Tourism Decline That Continuously Thrashing Travel Sector Economy and Generating New Employment

Published on December 20, 2025

By: Tuhin Sarkar

Sarasota County is joining Osceola, Orange, Monroe, Brevard, and other Florida counties in anticipating a massive influx of multi-million tourists in 2026. This bold move is aimed at overcoming the tourism decline that has been continuously thrashing the travel sector economy in recent years.

By embracing this growth, Sarasota County and its neighboring counties aim to rejuvenate the industry, boosting both the local economy and employment. This surge in tourism is expected to not only stabilize but also revitalize communities affected by prior declines. Read on to discover how Sarasota County and others are preparing for this tourism boom!

Florida Leads the Way as a Global Tourism Powerhouse

Tourism is the backbone of Florida’s economy, driving billions of dollars in revenue every year. The Sunshine State consistently ranks as one of the most popular travel destinations in the world, attracting millions of visitors annually. In 2024, Florida welcomed an astounding 143 million visitors, contributing an impressive US$133.6 billion to its economy. This influx of tourists supports over 1.8 million jobs and provides significant tax revenue, benefiting both residents and local businesses. Florida’s success is not a result of luck but the hard work of its counties, each contributing in its unique way. From the world-famous beaches to the globally renowned theme parks, every corner of the state plays a pivotal role in driving the tourism industry forward. VISIT FLORIDA

Sarasota County Tourism: Resilience and Strategy Amidst Challenges

Sarasota County’s tourism industry continues to navigate challenges in a fluctuating global environment. Despite recent setbacks, including the pandemic and adverse weather events in 2024, the local tourism sector remains resilient. According to Erin Duggan, President and CEO of Visit Sarasota County (VSC), the area is focusing on quality over quantity, targeting high-spending visitors rather than increasing foot traffic. This strategy is working well, as fewer visitors are now spending more money, particularly in the wake of the pandemic’s effects on global travel.

For fiscal year 2026, VSC received about 13% of Sarasota County’s projected accommodations tax revenue, or $8.1 million, which will be used for tourism promotions and recruiting sports events. This funding contributes significantly to the county’s tourism economy, bringing in roughly one-third of the area’s tourism directly, as well as generating repeat visits through increased awareness.

Despite a 6.3% drop in visitors in 2025, the spending of those who did visit has held steady. The tourism spending in Sarasota reached $2.37 billion, a slight decrease from the previous year but still strong enough to support key community projects. Duggan’s outlook for 2026 is cautiously optimistic, with expectations of more stable numbers despite ongoing challenges. Sarasota‘s growth in the hotel sector, despite recent losses like the Hyatt Regency, is contributing to this optimistic outlook, especially with new properties like the St. Regis boosting bed tax revenue.

Tourism tax revenue is primarily used for critical infrastructure projects that benefit both residents and tourists, such as beach maintenance (23%), sports stadiums (21%), and promotion (13%). VSC’s efforts in promoting sports tourism and large-scale events like spring training and sports tournaments continue to drive visits, offering a mix of experiences that attract a wide range of audiences. While some local facilities, like Ed Smith Stadium and Cool Today Park, benefit from tourism tax dollars, the focus remains on keeping the county’s amenities top-tier for both visitors and locals.

In essence, Visit Sarasota County is using strategic marketing and targeted investment to keep the tourism sector afloat and thriving, despite fluctuations in visitor numbers and spending. The work VSC does is pivotal in ensuring the ongoing success of the county’s tourism economy. By focusing on the quality of visitors and improving the overall infrastructure, Sarasota looks set for sustainable tourism growth in the coming years.

Orange County: The Thriving Heart of Florida Tourism

When it comes to Florida tourism, no county is more synonymous with the industry than Orange County. This region, home to the world-famous city of Orlando, is a tourism titan, generating US$94.5 billion in economic impact in 2024 alone. Orange County boasts more than 468,000 tourism-related jobs, and the numbers continue to rise. Visitors flock to the county year-round to experience iconic attractions like Walt Disney World, Universal Studios, and SeaWorld.

Additionally, the region has become a hub for international conventions, adding yet another dimension to its tourism economy. In fact, Orange County’s tourism industry accounts for 42% of the county’s total workforce, with the sector providing substantial tax relief for residents. The county has developed a robust infrastructure, supported by taxes on visitor accommodations, to maintain and enhance its tourism assets. visitorlando.org

Osceola County: A Rising Star in Central Florida’s Tourism Scene

Just next door to Orange County lies Osceola County, which has seen remarkable growth in tourism over recent years. While it may not have the same name recognition as Orlando, Osceola is fast becoming a top destination for visitors seeking a more relaxed and family-oriented experience. Known for its close proximity to the theme parks, Osceola is attracting visitors who are looking for accommodations and entertainment options away from the hustle and bustle of the city. The region’s unique blend of natural beauty, resorts, and cultural attractions makes it an appealing destination for families, nature lovers, and international tourists. With new resorts and attractions in development, Osceola County is firmly positioning itself as a tourism powerhouse in Central Florida. visitorlando.org

Seminole County: The Hidden Gem for Nature Tourism in Florida

Seminole County, nestled just north of Orlando, is an often-overlooked destination that is rapidly gaining popularity among tourists seeking outdoor adventures and eco-tourism experiences. Known for its natural springs, trails, and wildlife, Seminole offers a completely different experience compared to the urban tourism of Orange County. Visitors flock to the county to explore the scenic beauty of the Wekiva River, the Black Bear Wilderness Loop Trail, and the Geneva Wilderness Area. The county’s focus on nature-based tourism is supported by robust marketing campaigns and local efforts to protect its unique ecosystems. With its proximity to Orlando, Seminole County is quickly establishing itself as a prime destination for those looking to escape into Florida’s natural beauty. visitorlando.org

Monroe County: A Tourism-Dependent Economy in the Florida Keys

When you think of Florida’s coastal beauty, Monroe County immediately comes to mind. Home to the spectacular Florida Keys, including the iconic Key West, Monroe County’s economy is heavily reliant on tourism. The county has earned a reputation for its vibrant arts scene, stunning beaches, and world-class diving spots. In 2020, tourism contributed US$2.7 billion to Monroe County’s economy, with the majority of this revenue generated by visitors flocking to its picturesque islands. The county also benefits from the Tourist Development Council (TDC), which helps fund marketing campaigns that highlight the area’s natural beauty and outdoor activities. For Monroe County, tourism isn’t just an economic driver; it’s the foundation of the local economy.

Brevard County: The Space Coast’s Unique Tourism Appeal

Brevard County, home to NASA’s Kennedy Space Center and the pristine beaches of Cocoa Beach, has carved out a unique niche in Florida tourism. While the county once relied heavily on space launches to attract visitors, it has diversified its tourism offerings to include beach vacations, eco-tourism, and a variety of outdoor activities. The Space Coast has become an increasingly popular destination for families, science enthusiasts, and adventure seekers. The county’s tourism office leverages its aerospace history to market the region as a one-of-a-kind destination. In 2024, Brevard’s tourism contributed to the state’s economic growth, and with the resurgence of space travel, its tourism appeal is expected to soar in the coming years.

Palm Beach County: A Luxury Destination Driving Tourism Growth

Palm Beach County, with its high-end resorts, designer shopping districts, and stunning coastal landscapes, is one of Florida’s leading luxury tourism destinations. The county’s tourism economy is primarily driven by affluent visitors who are looking for luxury accommodations, upscale dining, and exclusive cultural events. Palm Beach County’s Tourist Development Tax plays a critical role in sustaining its tourism growth by funding local marketing campaigns that promote the county’s offerings to high-net-worth individuals from around the world. With the rise in demand for luxury tourism, Palm Beach County is poised to continue its upward trajectory in the tourism sector.

Hillsborough County: A Hub of Innovation and Tourism Growth

Home to the vibrant city of Tampa, Hillsborough County is a key player in Florida’s tourism boom. In 2024, Hillsborough County recorded a US$9.4 billion economic impact from tourism, with more than 28 million visitors flocking to the area. Tampa Bay’s thriving sports scene, combined with its growing reputation for arts and culture, has made it a must-visit destination for tourists seeking variety and excitement. As tourism tax revenues continue to grow, Hillsborough is leveraging the funds to expand its infrastructure and build new attractions that will keep tourists coming back year after year.

The Impact of Tourism Taxes and Development Funds

Across Florida, the Tourist Development Tax (TDT) system is the key engine driving the growth of the tourism sector. Each county has implemented varying levels of the tax, with funds going directly to local tourism councils. These taxes are used to promote regional tourism, improve visitor experiences, and maintain essential infrastructure like public beaches, parks, and visitor centers. Counties like Orange, Osceola, and Brevard have effectively used TDT revenue to position themselves as premier destinations. The reinvestment of tourism revenue back into these areas ensures a continual cycle of growth, attracting even more visitors and supporting the local economy.

Florida’s Tourism Evolution – A County-Driven Success

Florida’s tourism industry is a testament to the power of local investments, marketing, and infrastructure development. From the globally recognized theme parks of Orlando to the serene beaches of Monroe County, every corner of Florida offers a unique tourism experience. The state’s Tourist Development Tax has been instrumental in fueling growth, ensuring that counties can continue to enhance their offerings and attract new visitors year after year. As Florida’s counties continue to diversify their tourism offerings, the state will remain a dominant force in the global travel industry, poised for even greater success in the coming years.