The Latest Numbers




Strong hotel occupancy and RevPAR propel Hillsborough County in competitive sets 

Tampa, FL (December 4, 2023) – As Tampa Bay tourism enters a new fiscal year, Visit Tampa Bay reports that tourist development tax collections for October have surpassed $4 million. Reflecting September collections, October TDT collections reached $4,136,525, a notable 10.8% increase while taxable hotel revenue reached an impressive $68,791,768, marking a substantial 10.4% increase from the previous fiscal year's record.   

According to the latest monthly report from Smith Travel Research, Inc. (STR), visitation numbers for the current 2024 fiscal year reflect the impact of Hurricane Ian on the region in 2022.  As the number of relocated Florida residents and first responders returned to normal levels, Average Daily Rate (ADR) showed a modest 2.2% decrease. In total, hotel occupancy reached 68.5%, with Revenue Per Available Room (RevPAR) at $103.32 and ADR averaging $150.93. Hillsborough County's tourism statistics show a noteworthy positive trend as ADR and RevPAR were still higher than the record years of 2019, 2021, and 2022.  

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"October's strong numbers are setting a solid pace. As we launch our out-of-state campaigns, such as our $1 million ‘Tampa Bay Effect’ campaign aimed at meeting professionals and associations, along with our largest-ever leisure campaigns, we are striving to remain ahead of our competitive destinations," said Santiago C. Corrada, President and CEO of Visit Tampa Bay. "Additionally, as we host more pivotal events, including Destinations International's Annual Convention and VISIT FLORIDA'S Governors Conference in 2024, we anticipate substantial growth that will further solidify Tampa Bay as a world-class destination." 

Tampa Bay maintains its impressive competitive set standing, ranked by STR, Inc. as third in occupancy and fourth in RevPAR. Building on recent successes, the destination reached new heights with its most successful convention summer to date and attained its best fiscal year ever, boasting an impressive $1.1 billion in taxable revenue.  All are great benchmarks as more northern cities tend to fair better than Florida during the summer months. 

With new groundbreaking culinary opportunities, new attractions and hotels, the destination continues to solidify its status as a premier destination. The Visit Tampa Bay team continues its commitment to optimizing its sales and marketing efforts, collaborating closely with industry partners and community stakeholders, to position Tampa Bay as a dynamic and highly sought-after global destination where all are welcome.  


The heart of Florida’s Gulf Coast beats in Tampa Bay. Visit Tampa Bay encourages adventurous travelers to unlock sun, fun and culture in Florida’s most diverse travel destination. As a not-for-profit corporation certified by Destinations International’s Destination Marketing Accreditation Program (DMAP), we work with hundreds of partners to tell the world the story of Tampa Bay. Treasure awaits.