Visitors spent $145.9 million in Sarasota County in July, a 10.2% jump from $132.4 million during the same month in 2025.

The figures come from Visit Sarasota County data collected by Downs & St. Germain Research and reported by WWSB on Wednesday, Aug. 26. The county welcomed 156,000 visitors in July, up from 143,700 a year earlier, an 8.6% increase.

Hotel metrics all climbed. Occupancy rose to 60.9% from 59.8%. The average room rate reached $303.28, up from $284.31. Room nights sold totaled 257,000, compared to 242,300 in July 2025.

Where visitors came from

The Midwest sent the largest share of travelers at 30%, followed by the Northeast at 27.5%. Among domestic markets, the West posted the strongest growth, up 17.6% year over year.

International visitation and the Southeast domestic market both declined compared to July 2025. Visit Sarasota County did not release specific figures for those drops.

What it means locally

The gains arrive as Sarasota rides national attention after CNN Travel named the county its Best Town to Visit in 2026, a distinction Visit Sarasota County President and CEO Erin Duggan highlighted in a July 11 SRQ Daily column.

Tourism supports roughly 24,000 hospitality jobs countywide, according to county tourism officials cited in a June 2026 Town Chronicle report. Visitor spending also feeds the Tourist Development Tax, a 6% surcharge on short-term lodging that funds beach maintenance, nature facilities and spring-training stadium upkeep in Sarasota County.