CAMPAIGN RECAP

2025 TOURISM CAMPAIGNS NET $9.5 BILLION ECONOMIC IMPACT TO SUPPORT HILLSBOROUGH COUNTY

Destination welcomes 28 million visitors, driving record
spending and supporting nearly 62,000 local jobs 

Tampa, FL (June 5, 2026) – A cornerstone of the Hillsborough County economy, Visit Tampa Bay announced new tourism industry benchmarks in 2025, generating $6 billion in direct visitor spending and a total financial impact of $9.5 billion according to an annual study released last month by Tourism Economics.  

A report released by industry expert Tourism Economics shows that the visitor economy supported nearly 62,000 jobs – one-in-five in Hillsborough – while generating $691 million in state and local taxes – almost $1,200 per resident – to help fund essential services and enhance quality of life. 

“Seeing continued sustained growth in 2025 underscores the powerful role tourism plays as an economic engine for Tampa Bay,” said Santiago C. Corrada, President and CEO of Visit Tampa Bay. “From record visitor spending to strong job creation, these results reflect not only the strength of our destination, but the collective impact of our partners, hospitality workforce, and community leaders in driving continued economic growth and opportunity across the region.” 

Total visitation remained relatively unchanged as Hillsborough County hosted over 28 million visitors in 2025, a modest 0.6% decline compared to 28.2 million in 2024. That dip was driven largely by a 10% drop in international visitors amid challenges presented by dynamic global economic and political conditions, particularly from Canada. However, much of that international decline was offset by growing visitation from key Latin American markets and a stable level of domestic travelers.  

Despite a flat number of total visitors, Hillsborough County demonstrated resilience in visitor value. Notably, total visitor spending rose 1.2% from 2024, with per-visitor spend for day visitors increasing 1.8% to $98 per person and per-visitor spending for overnight guests rising 2.9% to $392 per person. International guests outspent domestic guests on an individual basis, with international travelers spending $934 per person, an increase of 2.9% from 2024, compared to domestic visitors spending growing 1.8% to $204.  

Corrada noted that achieving consistent and sustained visitor numbers while seeing increased visitor spending and total economic impact required a massive team effort, something he says is the hallmark of Team Tampa Bay. 

“We’ve been able to mitigate the potential impact of these dynamic political and economic conditions through a coordinated three-step approach,” explained Corrada. “First, Visit Tampa Bay continues comprehensive marketing campaigns that have proven effective, campaigns that would be unsustainable without our current level of funding from bed taxes collected by our hotel industry. Second, working with the Tampa Convention Center, hoteliers, and other venues in the area, our sales team has focused on bringing meetings and conventions to the region, particularly during need periods, that have resulted in over 600,000 attendees per year. Third, the hospitality industry supports nearly 62,000 jobs in Hillsborough County, and these dedicated professionals constantly create memorable experiences for visitors whose feedback further enhances our reputation and informs our marketing efforts.” 

Visit Tampa Bay’s approach for 2026 has remained flexibly consistent, adhering to these core principles while staying agile enough to expand strategic partnerships—particularly across cultural organizations and key community assets—to elevate the destination’s profile, attract new audiences, and ensure the benefits of tourism are felt throughout the region.