Tourism Tides Turn: Collier County Sees Spending Dip Despite Steady Visitor Activity

You may have noticed it on the menu: fewer dinners, cocktails, and souvenirs flying off shelves lately. Turns out, it’s not just your imagination—Collier County is seeing a real shift in tourism dynamics, and it’s starting to bite.

Here’s the scoop: While visitor counts in Collier are holding firm—or even rising—individual spending is sliding. People are staying longer and booking rooms, yes. But they’re opening their wallets a bit less.

In April, visitation fell 5.3% year-over-year—confirming that this isn’t an outlier, but part of a broader softening trend. But it’s even more pronounced when you break it down by traveler origin: international tourism, usually a high-spender, took a serious hit. Between May 2024 and May 2025, Naples experienced a 32% drop in international guests, and local businesses—especially those in quieter summer months—felt the pinch deeply.

This isn't just a Naples problem—it’s part of a ripple effect hitting coastal hotspots. April’s data shows a wider slump across key destinations, with drops in hotel bookings, foot traffic, and overall spending. Collier County was firmly in that mix of concern.

What’s driving the chill in tourism spending?

• Fewer international visitors—perhaps due to economic headwinds or shifting travel patterns—means lower average checks for hotels, restaurants, and boutiques.

• Longer stays paired with tightened budgets translate into more cautious spending on dining, entertainment, and shopping.

What this means for local businesses
Those beachside cafes, tour operators, and gift shops that count on midweek or low-season traffic may feel the effects well beyond just the numbers on their receipts. Less spending per guest means we’re seeing a trickle-down effect in sales, staffing, and seasonal promotions.

How Collier businesses are adapting
A renewed focus on wooing domestic tourists—through creative discounts, bundled packages, and value-forward marketing—has emerged as the play. Encourage “staycationers,” develop themed experiences, and promote longer-but-budget-savvy trips.