Photo courtesy of Visit Sarasota.

As Florida Fall gifts us with 70-degree afternoons and earlier (yet still brilliant) sunsets, locals in Sarasota County know these are the hints of “season” – the return of our part-time residents and northern visitors alike, ready for sand over snow. This tourism peak stretching from late November through April–while it may be scoffed at by some–is eagerly anticipated by our local businesses. The latest data on tourism and its economic impact reveal why.

In September, our County experienced a 15.2% year-over-year drop in visitation, especially among in-state visitors and those within driving distance. Put into perspective, this meant a 12.5% decrease in direct local spending. These dollars – amounting to nearly $10 million – would traditionally flow into our mom-and-pop shops, our envy-of-the-world attractions, and our neighborhood restaurants.

Let’s stay on the topic of restaurants. Over the last month, our team at Visit Sarasota County has heard from several longstanding establishments that a quieter-than-normal Fall and reduced traffic have triggered conversations about tightening budgets and, for a handful, genuine concerns over sustaining operations. To these businesses, and countless others beyond the dining sector, tourism can be the difference between keeping the doors open or closing them, sometimes permanently.

Our tourism bureau, alongside our industry, remains focused on ensuring every dollar we invest in marketing our community truly moves the needle to compel the world to visit Sarasota County and, in turn, generate tax revenue that wouldn’t have otherwise happened but for our collective work.

Far from solely being a line item in our annual plan, responsiveness to local business needs is etched into the very framework of how we collaborate, promote our destination, and enrich our partner network now more than 450 organizations strong. Of those, more than 100 are restaurants, each relying upon us, our visitors, and yes – you, our locals – to not only fill tables but by extension keep residents on the payroll.

That’s why, when we received that call from our industry, we stepped up. We launched a new campaign, The Local Bite, which is encouraging two months of culinary discovery with compelling deals from local restaurants. Through December 20, you’ll find participating restaurants at www.FunInthe941.com sharing all kinds of dining promotions, from happy hours and seasonal menus to chef’s specials, prix fixe experiences, and limited-time offers.

Think of this as the Fall version of Savor Sarasota, yet with cooler weather and a dash of pumpkin spice (or peppermint). And let’s be honest, the holiday season could not be a more perfect time to drive interest and appetites – whether you’re partaking in trick-or-treating, tree lighting, or all the shopping sprees in between.

If you dine out this season, we invite you to promote your experience using #SavorThe941. And if you’re a local restaurant, we invite you to join our partnership program.

If you’d like a taste of what our top industry – tourism – has to offer you as a business owner or a resident, we’d be thrilled to host you at our Indicators & Insights Summit on November 18. This half-day gathering will feature a keynote by U.S. Travel’s VP of Political Affairs, Nicole Porter, among other best-in-business speakers and presentations on the future of travel’s economic impact, regionally and nationally. You can reserve your seat at https://visitsarasotacounty.ticketspice.com/visit-sarasota-county-indicators-insights-summit-2025.

From the tables of our local restaurants to the beaches that welcome millions, tourism is built by the hands – and meals – of our community. After all, tourism happens with us, not to us. And when our local businesses, restaurants, and residents move in step with our industry, we ensure Sarasota County’s shared growth and prosperity for years to come.

Erin Duggan is President & CEO of Visit Sarasota County.

Photo courtesy of Visit Sarasota.