Whereas nationwide headlines query the way forward for tourism and a few U.S. markets face softening demand — particularly amongst worldwide vacationers — the Florida Keys are telling a unique story.
In response to the newest information from Monroe County’s Vacationer Improvement Council (TDC), the island chain is outperforming 2019 benchmarks and holding regular throughout key indicators. The rising variety of guests to the Florida Keys mirrors the sturdy visitation numbers which were reported statewide.
Go to Florida not too long ago shared a historic milestone in tourism — a record-breaking 34.4 million vacationers selected Florida to go to within the second quarter of 2025.
On the latest TDC and Monroe County Board of County Commissioners (BOCC) conferences, TDC president and CEO Kara Franker shared the newest analysis exhibiting that the Florida Keys are sustaining sturdy visitation statistics. In response to information from Smith Journey Analysis (STR), RevPAR (income per out there lodge room) is up 21.9% July calendar year-to-date over 2019, and county experiences present mattress tax collections stay secure, regardless of downward strain felt throughout different locations. (Notice: The yr 2019 is broadly used because the trade benchmark, because it represents the final full yr of typical journey habits earlier than pandemic-related disruptions.)
“Whereas different markets are seeing a softening, we’re holding regular domestically and statewide. Monroe County’s lodging information exhibits constant visitation and resilient efficiency,” stated Kara Franker, who not too long ago marked her first yr because the chief of the TDC. “Over the previous yr, we’ve applied wide-sweeping modifications to extend transparency, rebuild belief, and modernize the group from the within out and now, we’re seeing the outcomes of that work.”
Certainly, Monroe County’s vacationer improvement tax revenues are up 1.2% June fiscal year-to-date in comparison with 2024, with occupancy ranges holding regular and solely modest fee changes. And looking out forward, a brand new lodge forecast report from Tourism Economics initiatives a 3.6% enhance in demand in 2025, underscoring a optimistic outlook the Keys amid broader market uncertainty.
To debate the report in additional element, Franker will host a webinar on Thursday, Sept. 4 at 2 p.m. through Zoom.
The TDC is dedicated to constructing on this momentum by its newly authorized fiscal yr 2025–2026 advertising and marketing plan, endorsed by each the Monroe County Board of County
Commissioners and the TDC board. The plan is guided by a strategic framework generally known as T.I.D.E.— Trajectory-driven, Built-in, Knowledge-informed, and Engagement-Targeted — guaranteeing each initiative aligns with long-term objectives and measurable influence. Along with prioritizing platforms that ship visibility, accountability, and outcomes, the plan deepens the TDC’s evolving concentrate on vacation spot stewardship and its function in enhancing high quality of life for residents.
“By investing in what works and staying grounded in values that matter, the TDC is charting a transparent course towards a extra resilient, accountable, and community-aligned tourism economic system,” Franker stated.
The TDC is working with MMGY NextFactor to develop a brand new three-year strategic plan that may information the group’s work in vacation spot stewardship, neighborhood alignment, advertising and marketing and gross sales, and long-term resilience. A key a part of that initiative is working towards Vacation spot Worldwide’s Vacation spot Advertising and marketing Accreditation Program (DMAP), which serves as a visual trade distinction that defines high quality and efficiency requirements in vacation spot administration and advertising and marketing.
Tourism stays Monroe County’s most essential financial engine. Annually, guests spend roughly $3.5 billion within the Florida Keys, producing nearly $400 million in tax income and supporting greater than 24,000 jobs. In a county of simply 80,000 residents, that customer economic system saves native households $11,500 per yr, together with greater than $1,100 in property taxes, whereas additionally funding essential infrastructure and quality-of-life initiatives.
These outcomes are a direct consequence of accountable tourism administration and the strategic funding of tourism tax income — paid by guests, not residents — every time they select to go to the Florida Keys.
