Sarasota County's visitor numbers climbed 15% in September compared with a year earlier, marking the fifth consecutive month of tourism gains.

Direct spending and total economic impact rose 28% over September 2025, according to data from Downs & St. Germain Research, Visit Sarasota County's research agency, as Your Observer reported.

The streak represents a continued rebound from what Visit Sarasota County (VSC) described as lows tied to the 2024 hurricane season, following a stretch of post-pandemic highs.


But the gains are not landing evenly.


VSC President and CEO Erin Duggan said VSC continues to see "signs of a K-shaped economy, with higher-end resorts generally outperforming some select-service hotels and vacation rentals." She called the split a reason VSC cannot rely on a single approach to destination marketing.

Tourism is the county's top industry, and VSC coordinates with more than 500 partners to keep visitors coming year-round.

Duggan said in a statement that the organization wants tourism's economic benefits "felt as broadly as possible throughout our community." She pointed to the need to stay competitive and adapt to shifting travel patterns.

VSC is funded primarily through the Tourist Development Tax (TDT), a levy on hotel room nights. Sarasota County residents do not contribute to the TDT, and VSC is not funded by any other tax imposed on residents. Less than a quarter of TDT revenue goes toward marketing and promotion. The rest funds beach maintenance, renourishment, capital projects, events and other drivers of tourism.

The tourism bureau's annual Indicators & Insights Summit is scheduled for Nov. 19 at the Art Ovation Hotel in Sarasota. The event will feature speakers on state tourism trends, sports tourism and hotel market analytics, according to a VSC announcement.

At the summit, VSC will present its inaugural Florida's Cultural Coast Legacy Award to Dr. Larry Thompson, president emeritus of Ringling College of Art and Design. The award honors individuals whose achievements have shaped Sarasota County's cultural identity.