Photo courtesy of PGA of America.

Next week, our region will welcome one of golf’s most prestigious events as the world- class Senior PGA Championship arrives in our community. Events of this caliber will draw national attention, but for Visit Sarasota County, this provides opportunity to leverage this moment into lasting economic and community impact for our destination. The true significance of an event like this is it will introduce thousands of visitors to what makes our area special and inspire future visits long after the final putt drops.

The credit for securing the championship belongs to The Concession Golf Club, whose leadership and financial commitment were instrumental in bringing the event to our region. Senator Bill Galvano also played a key role by recognizing the championship as a strategic investment in our community. Manatee County pledged $1.5 million a year, for three years, in financial support, which was then matched by the Sarasota County Government Board of County Commissioners to help secure the championship for this region.

Importantly, Sarasota County’s funding support comes from a portion of the Tourist Development Tax — a tax paid by visitors staying in short-term accommodations within the county. These are dollars generated by tourism and specifically intended to keep the tourism cycle moving forward by reinvesting in the experiences, events, and marketing efforts that continue to attract visitors. Our residents are particularly fortunate because many of the investments made from Tourist Development Tax dollars help create and sustain quality-of-life amenities.

This is where destination marketing and management matter most. Across our organization, staff is working in lockstep to ensure every visitor not only experiences an exceptional sporting event but the broader sense of place that defines Sarasota County. From digital storytelling to visitor guides, mobile app integration, and on-site assistance through our “AVA”, Area Visitor Assistant, everything is designed with one goal in mind: turning event attendance into deeper community engagement and future visitation.

Equally important, this championship arrives during a weekend that reflects the vibrancy of our broader sports and tourism landscape. With events such as the YMCA National Masters Meet, the Sarasota Cup Boys Weekend, and the Sarasota International Dragon Boat Festival happening simultaneously, visitors are experiencing firsthand the diversity of what our community offers. These moments encourage longer stays, increased spending, and a stronger connection to our destination.

That is the larger story. Tourism success is not created by a single event alone. It is built through visionary leadership, strategic public investment, strong private-sector partnership, and a coordinated effort to transform opportunities like the Senior PGA Championship into long-term economic and community benefit.

This tournament gives our region a national stage, but it is our people, our planning, and our shared commitment to excellence that turn visibility into lasting value for our businesses and residents.

That enduring impact is what we are truly celebrating.

Erin Duggan is President and CEO of Visit Sarasota County.

Photo courtesy of PGA of America.