The Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB) reports that the tourist development tax collections for the fiscal year 2011/2012 set an all-time record with a total of $14,898,250. The previous record from fiscal year 2007/2008 was $14,795,681.
Collier County’s tourist development tax of 4% is charged on stays at hotels, campgrounds and short term vacation rentals. The tourist tax money pays for beach renourishment, cultural and event grants, county-owned museum operations and all tourism destination marketing and promotional programs. None of these programs are funded by property taxes paid by residents.
It’s interesting to note that the average daily rate (ADR) for hotel rooms in Collier County has not fully recovered to the levels seen in 2008. For instance, in March 2008 the peak season ADR was $290.10, and in March 2012 it was $253.80. Therefore the increase in tourist tax collections can be attributed to more visitors in the destination.
“The record-setting tourist tax revenue reflects a new-found confidence among our visitors to spend their savings on travel and entertainment,” said Jack Wert, executive director for the CVB. “We see corresponding increases in the number of visitors and in overall spending in the community. Our business community is reporting more visitor activity and a corresponding rise in tourism industry employment opportunities.”
Visitation has been up every month in 2012 compared to the same month in 2011, and projections remain positive for business headed into the fall and for the 2013 winter season. Visitation data released by the CVB is compiled for the CVB and Collier County by Research Data Services, Inc.
The Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB) is the official tourism marketing and management agency for Collier County, Florida. The CVB produces the area’s ongoing destination marketing campaigns, website, visitor guides, as well as information and assistance for travel media, and provides assistance to group meeting planners, tour operators and travel agents. The CVB is funded entirely by the Collier County tourist development tax collected by hotels, short term vacation rentals and campgrounds. No local property taxes are used to fund the CVB or its marketing campaigns and tourism industry support activities. For more information visit www.ParadiseCoast.com or call 1-800-688-3600 for visitor information, or 239-252-2384 to reach the local CVB office.