Pictured: Guests at Art Ovation Hotel. Provided photo.

How does Sarasota keep its beaches beautiful, its arts scene vibrant, and its sports facilities world-class, all without leaning solely on local tax dollars? It starts the moment a visitor checks into a hotel.

When we put a head in a bed, two things happen: that guest pays a 6% Tourist Development Tax on their stay and, they pay sales tax on that stay too – and continue to pay sales tax almost everything else they buy from dinners out to tickets for a show.

Those visitor dollars go straight back into Sarasota County – to the tune of over $48 million annually – helping renourish beaches, upgrade stadiums, support the arts, and fund services residents enjoy year-round. It’s a cycle many don’t see but benefits from.

Research tells us that Visit Sarasota County is directly responsible for about one-third of all visitation to our area. Put another way, nearly 30% of the Tourist Development Tax collected and the sales tax that comes with visitors spending is tied to the marketing and outreach we help lead.

This is critical for our community because Florida’s tourism game is fierce, a master class in marketing. Florida’s vacation brand is valued at $142 billion, and cities and coastal towns across the state are doubling down to keep their names front and center. Resting on our laurels isn’t an option.

That’s why this fiscal year, we’re doubling down on smarter and laser targeted campaigns to see more in return. Our team is investing in data-driven platforms that meet potential travelers where they are – whether that’s on a new nonstop flight to SRQ, a road trip from the Southeast, or a snowy city where sandals certainly sound better than scarves.

We are showcasing our unique appeal by targeting effectively to guide potential visitors through a journey, from initial interest to making bookings. Making the most of these data-backed campaigns to bring about tangible results. These are the goals at the core of our approach in the year ahead. Instead of just running ads, we’re building a full visitor journey – and by showing off what makes Sarasota irresistible, we inspire people to click “book.”

And these annual efforts are pulled from the building blocks of our 2030 Strategic Plan, brought together with data and insights from industry and residents alike with the emphasis that tourism isn’t just about visitors. We evaluate resident sentiment, plan for emergency response, and listen closely to our local businesses so growth in tourism also means growth in economic development and quality of life. Every public dollar we spend is stretched through private partnerships with more than 500 local organizations – multiplying impact, giving the industry “skin in the game,” and keeping Sarasota County competitive.

Plus, we’re partnering with SRQ Airport to land new routes, with the Bradenton Area Convention & Visitors Bureau to leverage regional reach, with the Economic Development Corporation to attract talent through “Work Where You Want to Live®,” and with the Arts Alliance to inspire philanthropic newcomers through a “Live Where You Want to Play” twist on relocation.

Tourism is often called the front porch of economic development – and for good reason. A vacation sparks return visits, business relocations, and investments that ripple well beyond the travel sector. But that front porch only stays inviting if we keep it well furnished and welcoming through sustained marketing.

You can see exactly how we plan to do that VisitSarasotaCountyTransparency.com. Of course, we welcome your feedback as it helps shape our future strategies and keep our community welcoming and prosperous.

I hope the next time you hear the phrase “heads in beds,” you’ll know it’s much more than a catchphrase. Rather, it’s a direct investment in keeping local businesses open, residents employed, and our community’s quality of life unmatched. And that’s something we can all get behind.

Erin Duggan, CDME, is the president & CEO of Visit Sarasota County.

Pictured: Guests at Art Ovation Hotel. Provided photo.