- December 6, 2025
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Although hotel average daily rates and occupancy posted gains in July compared to the same month in 2024, overall visitation and visitor spending softened, according to data released by Visit Sarasota County.
The county’s official tourism bureau reported growth in tourists from markets including Europe, but declines from the United Kingdom and Canada continue to drag down totals.
According to VSC, year-over-year comparisons for July are:
| July 2024 | July 2025 | Change | |
| Visitors | 149,800 | 143,700 | -4.1% |
| Visitor direct expenditures | $141 million | $132.4 million | -6.1% |
| Lodging occupancy | 58.8% | 59.8% | +1.7% |
| Average hotel room rate | $172.79 | $200.19 | +15.9% |
| Average vacation rental | $364 | $386 | +6.0% |
| Combined lodging average rate | $260.48 | $284.31 | +9.1% |
| Hotel room nights sold | 247,100 | 242,300 | -2% |
In addition, compared to July 2024, fiscal year-to-date visitation is down 5.3% and fiscal year-to-date spending is also down 4.3%.
