SARASOTA, Fla. (WWSB) - Sarasota County’s October 2025 tourism performance showed gains in visitation and spending, even as year-over-year metrics continued to reflect distortions tied to Hurricanes Helene and Milton in 2024.

According to the latest data, visitation increased 8.1%, with 93,600 visitors compared to 86,600 in October 2024. Visitor direct expenditures rose 14.7%, reaching $93.76 million, up from $81.71 million a year prior.

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Lodging deep dives highlighted an ongoing shift in travel patterns. Overall occupancy fell 5.3%, declining to 46.6% from 49.2% last year, even as the average room rate surged 34.2% to $245.15. Room nights sold dipped to 191,200, down from 197,100 in 2024.

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