Pinellas County’s tourism industry recorded its strongest spring on record, according to new data released by Visit St. Pete-Clearwater, with visitors filling hotel rooms, vacation rentals and other lodging at levels that surpassed pre-hurricane benchmarks.
The tourism agency reported more than $36.2 million in tourist development tax collections, the 6% tax charged on overnight lodging, from February through April, up 7.7% from the same period a year earlier. May continued the trend with the strongest lodging tax collections for that month in the past three fiscal years.
“We’re far beyond bouncing back from 2024,” said Brian Lowack, president and CEO of Visit St. Pete-Clearwater. “We’re past that.”
Lowack said the county is now on pace to surpass its previous record for tourist development tax collections, set in 2023. Four of the first five months of 2026 established new monthly records, he said.
The strong spring wasn’t limited to tax collections. Visit St. Pete-Clearwater reported stronger hotel revenues, higher room rates, improved vacation rental performance and nearly 3.1 million visitors in May, a 9.7% increase from a year earlier.
“At every price point and every accommodation point, we’re seeing a surge in demand,” Lowack said. “That’s really what’s driving this successful 2026.”
The agency’s visitor surveys suggest travelers are also coming to Pinellas County for different reasons than they did before the pandemic. Groups of friends and couples accounted for a larger share of visitors this spring, and for the first time since 2019, 12% of visitors said a concert or special event was the primary reason for their trip.
Lowack said travelers are also waiting longer before booking vacations.
“Maybe instead of a flight, they drive. Maybe instead of staying for a week, they’re staying for three days, but we’re still seeing them come back to the destination,” he said.
While Clearwater continued to lead many of the county’s tourism metrics, Lowack said Dunedin has emerged as one of Pinellas County’s fastest-growing destinations.
He credited the spring’s performance to several factors, including travelers whose trips were delayed by the hurricanes, continued investment in hotels, expanded airline service and consumers continuing to prioritize travel despite broader economic uncertainty.
The strong tourism numbers come as many local restaurants continue to face rising operating costs and softer consumer spending. Lowack said those challenges extend beyond tourism and noted that Visit St. Pete-Clearwater has continued partnering with local businesses on promotions designed to drive customers through their doors.
Although travelers are booking closer to their departure dates than they did in previous years, Lowack said reservation data suggests demand should remain strong through the rest of the summer.
“We’re looking at pacing data right now, and by all indications we’re pacing ahead of last year and on par with 2024.”
This content provided in partnership with StPeteCatalyst.com
