Pinellas County tourism has never been stronger.
On Tuesday, Visit St. Pete/Clearwater announced record year-end numbers for Fiscal Year (FY) 2021 (Oct. 1, 2020 – Sept. 30, 2021). Pinellas County Tourist Development Tax collections totaled $73,162,773.89, a 15.7% increase compared to the previous record-setting $62 million in 2019.
Fueling the success was the massive growth in what overnight visitors pay for a room, or Average Daily Rate (ADR), which averaged $158.07—a 6.4% increase from $148.51 in 2019, according to STR, a hotel data tracking company. Vacation rentals also played a pivotal role in the record year, demonstrating consistent growth in the emerging alternative accommodation market. According to KeyData, a vacation rental tracking company, the St. Pete/Clearwater vacation rental industry saw 17% growth in occupancy, 19.5% growth in ADR and 37.2% growth in Revenue Per Available Room (RevPAR) vs. 2019.
All of this despite COVID-19 pandemic concerns, no international visitors and a sluggish meetings/group segment.
“This past year’s steady performance speaks volumes to our destination’s resiliency, as well as how our community came together to support the No. 1 employer in Pinellas County, tourism,” said Steve Hayes, Visit St. Pete/Clearwater CEO/President. “As international borders reopen following an 18-month hiatus, we’re eager to welcome back a market that makes up 10-15% of visitors and see what the coming year brings.”
Visit St. Pete/Clearwater is continuing its marketing efforts in key out-of-state markets, like Chicago, Indianapolis, Nashville and Atlanta in an effort to build onto the destination’s success. VSPC will also be inviting back international visitors with a host of sales and marketing efforts now that key markets like Canada, United Kingdom and Central Europe can get back to America’s Best Beaches.
Information & text courtesy of Visit St. Pete/Clearwater