Photo courtesy of Visit Sarasota. County.

March is measured in sunshine by most, but for us in the tourism and hospitality industry, spending is what defines the strength of the season. If history holds true, this month will once again be the busiest of the year as our award-winning beaches compete with other Florida destinations for a stake in the lucrative Spring Break economy—and as a resident, I don’t have to tell you twice. You feel it daily on your commutes, in the decisions you make on where to eat out and how you spend your free time. You see the estimated drive time on Google Maps or the fully booked reservations page on OpenTable and decide with a sigh that the visitors have won out.

What if we thought of season not as something we have to endure but rather something we steward?

A tall ask, I admit, but the dollars spent here by tourists stay here — and in turn, keep our businesses open, our neighbors employed, and our residents finding joy in all the quality-of-life amenities kept world-class through tax dollars generated by tourism.

In our roles at Visit Sarasota County, we’re seeing just how this industry—our local hotels, restaurants, attractions, museums, gift shops, and more—is turning spring-break sunshine into this economic momentum. And it’s an effort our tourism team is matching wholeheartedly across our active marketing, PR, group sales, and sports campaigns.

If you turned your TV on up north this past week, you may have been greeted by a glimpse into Mote SEA. The coverage came from a Satellite Media Tour we hosted with our partners at Mote, Nathan Benderson Park and University Town Center. These three powerhouses of tourism—representing attractions, sports and recreation, and shopping—brought Sarasota County directly into living rooms across the country and, if we’ve done our jobs, into the plans of future travelers.

This marketing muscle extends to selling our destination to meeting planners, as well. At tradeshows from Philadelphia to Orlando, our team has unveiled a new “Business as Unusual” campaign—highlighting how uniquely we blend coastal charm with flexible venues with custom meeting incentives, so corporate groups can experience ease, elegance, and a little surprise during their stay. The new look adorning our booths and giveaways was created by Sarasota-based artist, Lipstick Lex, and it bears saying: leaning into local is always a winning strategy.

In the coming month, Sarasota and Manatee counties will be welcoming the Senior PGA—the longest-running Major Championship in professional senior golf, and we at Visit Sarasota County plan to make the most of the occasion. We're working with our hotels and their sales teams to entertain meeting planners and other VIP’s who may, in turn, bring their groups and business back to Sarasota County. This extends to site selectors looking to relocate their business, and we’re working closely with the Economic Development Corporation of Sarasota County to leverage the tournament to reach them.

To cap off high season, we’ll host our National Travel and Tourism Week Celebration at The Ringling on Thursday, May 7 from 4:30 to 6:30 p.m. With 2027 marking a century since John Ringling moved the circus’s winter quarters to Sarasota, this year’s event will kick off a centennial celebration of our circus legacy while honoring other local businesses reaching 100 years in 2026. Expect an evening of history, hospitality, and a touch of spectacle as we also name our 2026 Voice of Sarasota. Sponsorships and tickets are available at www.visitsarasota.org/industry-events.

Tourism is easy to notice when the beaches are full and the traffic is slow. But the real story of this industry isn’t confined to a few busy weeks in March. It’s in the paychecks that support local families, the museums and parks we enjoy year-round, and the businesses that stay open because visitors keep coming back. Spring Break may be the most visible reminder but the truth is, tourism works for this community long after the crowds go home.

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

Photo courtesy of Visit Sarasota. County.