January Visitor Data Shows Collier Tourism Off to Strong, Positive Start in 2018

Naples, Fla.(March 7, 2018) – Collier County tourism got off to a strong start in 2018 with all January key performance indicators showing positive increases over January 2017. Short term visitors staying in paid lodging increased 1.9%; occupancy was up 7.9%; average daily rate climbed to $248.30, an increase of 7.5%; and both visitor spending and total economic impact from tourism increased 4.9% over January 2017.

Collection of the Collier County Tourist Development Tax – paid by guests on January stays in hotel rooms, short-term vacation rentals and campgrounds – was $3,766,753, a year-over-year increase of 31.24%. When those numbers, which reflect the new 5% collection rate, are recalculated at the comparable 4% collection rate that was in effect for January 2017, the rate of increase is 4.99%. This shows that the growth in collections is attributable to year-over-year increases in visitation and visitor spending as well as the 1% increase in the tourist tax rate.

“Our presence in the market with strong, positive marketing messages matched visitor’s desire to travel in January,” said Jack Wert, executive director of the Naples, Marco Island, Everglades Convention and Visitors Bureau. “Despite some flight interruptions due to extreme cold weather in northern markets we still saw increases across the board, and we’re pleased to report that 40% of January visitors were in Collier County for the first time.”

January 2018 Tourism Data

January 2018

Change from January 2017







Average Daily Rate



Direct Visitor Spending



Economic Impact



Collier County Tourist Development Tax Collection


31.24%; Adjusted comparable to 4% collection rate, 4.99%

About Naples, Marco Island, Everglades Convention and Visitors Bureau
The Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB) is the official tourism destination marketing and management organization for Collier County, Florida, known as Florida’s Paradise Coast. The CVB produces the area’s ongoing destination% marketing campaigns, tourism website and visitor guides, and provides information and assistance for group meeting and sports event planners, travel media, tour operators, and travel agents. Tourism is the key economic engine for Collier County. More than 1.7 million visitors annually provide an economic impact of over $2 billion and support over 37,000 local jobs. Ongoing destination marketing by the CVB is a key driver of visitation resulting in short-term stays in paid lodging that collect the Collier County Tourism Development Tax, which pays for beach renourishment, amateur sports facilities, destination marketing, county museums, and cultural and event grants. For more information about Collier County Tourism, call the CVB at 239-252-6292. For information on vacationing or holding meetings in the destination, visit www.ParadiseCoast.com. For information about bringing a sports event to the area, visit www.ParadiseCoast.com/sports. Follow the destination on Twitter and Instagram @ParadiseCoast, and on Facebook at www.Facebook.com/TheParadiseCoast.


Media contact:
Jack Wert,[email protected]

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