Sarasota County saw a strong month for tourism in May 2026, with visitation increasing 6.8% year over year and direct visitor spending also rising 6.8%.
Visit Sarasota shared with the Sarasota Herald-Tribune that during the month, the county had 128,000 visitors, over 8,000 more than the 119,900 visitors in May 2025. Direct expenditures also saw an increase, jumping from $130.6 million in May 2025 to $139.4 million in May 2026.
While the average lodging room rate increased from $264.98 in May 2025 to $287.35 in May 2026, lodging occupancy decreased slightly. Lodging occupancy was at 58.7% in May 2026 compared to 59.1% in May 2025.
Despite the decrease in occupancy, there were 250,700 room nights sold in May 2026, 2,300 more than the 248,400 sold in May 2025.
“While many destinations throughout Florida experienced positive hotel performance during May, Sarasota County’s results were particularly strong … demonstrating continued demand for our destination,” Visit Sarasota County President and CEO Erin Duggan said.
“Although fiscal year-to-date visitation remains slightly below last year (-2.5%), May’s performance is an encouraging indicator as we head into the summer travel season. We will continue working alongside our industry partners to strategically market Sarasota County and maximize opportunities to attract high-value visitors.”
Sarasota County’s successful May for tourism comes just before the city of Sarasota was ranked as the No. 1 “Best Town to Visit in 2026” by CNN.
CNN Travel announced its list of the top 10 places in the United States that it says often fly under the radar for travelers.
Sarasota scored highly in categories including arts and culture, beaches and gardens, and history, leading to its ranking in the top spot. From The Ringling Museum to the many beaches throughout the county, CNN Travel found that Sarasota has no shortage of offerings for visitors including recommended restaurants and bars such as Indigenous and Bahi Hut.
Michaela Galligan is an intern covering a variety of topics for the Sarasota Herald-Tribune. She can be reached at MGalligan@usatodayco.com. Support local journalism by subscribing.
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