January Sarasota County tourism slips 12.7%

As tourism reaches high season locally, data from January 2026 shows continuing decreases in visitors.

According to data recently released by Visit Sarasota County, 68,900 visited the county in January 2026, down 12.7% from the same period in 2025 at 78,900. That equated to direct visitor spending of $132.1 million in January compared to $144.5 million the year prior. 

For accommodations, the numbers were slightly better from a percentage standpoint.

“While occupancy softened, room rates increased by 6%, resulting in a 6.2% decrease in RevPAR (revenue per available room) year-over-year,” said VSC President and CEO Erin Duggan in a news release. “Hotels and vacation rentals followed similar patterns. Hotel room rates increased 3.9%, while occupancy declined 7.3%, producing a 3.7% decrease in hotel RevPAR.”

Although lodging occupancy was 61.4% compared to 69.4% in January 2025, the average room rate was $284.77 compared to $268.54. Countywide there were 256,400 room nights sold compared to 283,900 last year. That’s significant because the tourism develop tax revenue is based on a 6% accommodations surcharge per hotel room or vacation rental. 

“As always, our team at Visit Sarasota County continues working closely with industry partners to ensure Sarasota County remains competitive in the travel marketplace and well positioned for future visitation and economic impact,” Duggan said in the release.