Let’s talk travel, because research tells us that it’s on your mind. Some 32% of travelers have already booked a trip for 2025, and 4 out of 5 U.S. adults have their sights set on a vacation within the next 12 months – an increase of 7% from last year alone. 

This macro rise in the global tourism industry is driven by equally macro trends. Part of our role at Visit Sarasota County is to assess which of these trends is a flash in the pan and which could fuel a fire that’ll last for years to come – and invest our marketing dollars accordingly.

Thanks to insights provided by our research partners at Downs & St. Germain Research, we know what we’re seeing locally matches what’s unfolding nationally. Today’s travelers are more intentional with their spending. Thriftier behaviors and tighter budgets are encouraging visitors to put a premium on experiences – increasingly, those being centered around wellness, luxury, events and adventure. 

This aligns with a shifting belief that travel is not just a leisure activity but a valuable investment in well-being – an investment that generated $425 billion last year in the U.S. In fact, a majority of American travelers view vacations as a way to build resilience so they’re better able to handle the stresses of everyday life.

With our pristine beaches that rightfully continue to earn national and international accolades, you can easily imagine that nature enthusiasts would be our most responsive audience – and you’d be correct. Luckily for our destination, 70% of travelers are driven by active experiences, only further emphasizing our need to promote outdoor recreation. 

As our locals know, coastal charm and luxury go hand-in-hand in Sarasota County, and visitors have caught on. Millennials and Gen Z are expected to make up 45% of luxury sales by 2025, attracted to familiar brands and curated experiences. 

Sports tourism is booming among these same demographics, with 67% of Millennial and Gen Z travelers willing to fly, drive, cheer and – in some cases – compete at their favorite events, representing one of the fastest-growing sectors in tourism. Now, nearly half of all travel is planned around a central event. 

With these trends in mind, our Sales and Sports Teams respectively are diligently securing future business, often 5-10 years in advance, ensuring Sarasota County remains a premier destination for both luxury travelers and sports tourism enthusiasts alike. 

What’s driving these travel decisions? Word-of-mouth remains the most trusted inspiration for trip planning (58%), followed closely by online searches (51%). Both these sources underscore why our team takes such care to steward a strong digital presence and a robust network of more than 500 businesses ready to welcome visitors when they arrive. 

While not as alluring as the above trends, transparency is becoming even more imperative as tourism bureaus flex their advocacy muscles to help build a stronger economy and better quality of life for residents. 

Recently, we launched a new page on our website, VisitSarasotaCountyTransparency.com, which illustrates exactly how we’re allocating resources and making decisions to maximize these trends – where it makes sense – and to strengthen our relationships with stakeholders, industry partners, and the community. There, you’ll find information on our organizational overview and financial accountability, Tourist Development Tax, and reports that share research and outcomes that guide our every move.  

As I hope you’ve gathered from this conversation, talking travel actually encompasses so much more than suitcases packed and heads in beds, though I’d argue both are essential to any successful vacation. Indeed, our business is all about creating and meeting demand for a destination where solo travelers, families, corporate groups, sports teams, and everyone in between can enjoy our big-city amenities and the coastal charm only found on Florida's Gulf Coast. And the numbers don’t lie: we are, and have been, ready to meet the moment. 

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

Photo courtesy of Visit Florida.

Across the nation, communities are navigating profound change. Trust in governmental institutions is wavering, economic disparities continue to widen, and the rapid pace of technological and social change is challenging our shared values. Against this backdrop, the role of nonprofits has never been more critical.

In Manatee County, where over 44% of residents fall within United Way of Suncoast’s ALICE (Asset Limited, Income Constrained, Employed) threshold, many hardworking families remain one unexpected expense away from crisis. Meanwhile, our population is projected to outpace that of neighboring counties by 2030, with the Hispanic/Latino demographic growing fastest. At the same time, government funding cuts and freezes are beginning to trickle down, placing additional strain on the nonprofits that provide essential services like food security, trauma-informed care, housing, and education, at a fraction of the cost and with deep expertise that local governments often lack.

The question is: what happens when nonprofits must reduce staff and programs due to funding shortfalls? In regions without a strong nonprofit infrastructure, government agencies must do the job. We are unique in that we count on - and can rely on - over 800 nonprofits locally. Will local government have the expertise, facilities, and capacity to meet urgent needs if these 800 nonprofits are underfunded?

Just last month, I spent time in Tallahassee advocating for increased nonprofit funding and policy support. The reality is clear: we must take a strategic, collaborative approach to sustaining the nonprofit sector. This means bringing together philanthropists, government officials, business leaders, and nonprofit partners to create systemic solutions that ensure long-term resilience.

This idea is top of mind for me as we approach Spirit of Manatee, MCF’s annual celebration of philanthropy on March 13, where we gather philanthropists, government officials, business and nonprofit leaders. We must all be at the table, working together toward a shared goal. When we align efforts across all sectors, we maximize our collective impact. Now and forever.

One way we are doing this is through CLASP (Community Leaders Aligning Strategies and Partnerships), a convening of elected officials, business, and organization leaders across Manatee County who align priorities, strategize on shared challenges, and seize opportunities for regional impact. Most recently, CLASP committed significant resources, and funding to launch a Community Organizations Active in Disaster (COAD) group, ensuring Manatee County is better prepared to respond in times of crisis.

Beyond financial investments, equipping nonprofit leaders with tools to advocate, diversify funding, and drive impact is essential. That is why MCF recently hosted the Florida Policy Institute to provide nonprofits with policy and funding strategies, and we will be offering a grant-writing workshop at our headquarters.

The responsibility to sustain our nonprofit ecosystem does not rest on one sector alone.

What can you do? Partner with Manatee Community Foundation to support local nonprofits through active giving, corporate partnerships, or legacy gifts. Encourage cross-sector collaboration that strengthens Manatee County’s long-term future. The time for strategic action is now.

Veronica Thames is the CEO of Manatee Community Foundation. 

Pictured: COAD Funding Partner Meeting, including Manatee County, United Way Suncoast, Bishop Parker, and MCF leaders. Provided photo.

Sarasota has always been a place where culture thrives. From the opera and ballet to world-class museums and a dynamic theater scene, our city has long been a beacon of artistic and intellectual excellence. But Sarasota is not just preserving its cultural legacy—it is evolving. Today, it is emerging not only as a home for the arts but also as a center for fearless conversation, civic engagement, and public discourse on the most pressing issues of our time.

New College of Florida is proud to be at the forefront of this transformation. As Florida’s Honors College, we have always been a place where students and scholars challenge assumptions, seek truth, and embrace intellectual courage. Over the past year, we have extended these conversations beyond our campus, creating a public forum where ideas are tested, policies are debated, and meaningful discourse thrives.

That commitment continues on March 20, when we welcome Governor Ron DeSantis to the Socratic Stage for one of the most significant discussions in our series. Joined by Border Czar Tom Homan and Former Acting Homeland Security Secretary Chad Wolf, the Governor will engage in a high-level conversation on immigration policy, national sovereignty, and the rule of law—issues that affect the future of our state and country.

Governor DeSantis’s presence at this event underscores Sarasota’s growing role as a hub for serious intellectual engagement. His leadership on issues of national importance has made Florida a model for bold policymaking, and his participation in this discussion reflects a commitment to open debate and fearless inquiry.

This event is about more than policy—it is about Sarasota and New College’s continued evolution into a place where the great challenges of our time are confronted with depth, dialogue, and intellectual rigor. Like Athens in its golden age—a city where philosophy, politics, and art flourished together—Sarasota is proving that great cities do more than inspire; they cultivate ideas and curiosity in community.

We invite you to be part of this continued evolution. Join us at New College of Florida. Attend the Socratic Stage, engage in the conversation, and help Sarasota continue to grow as a beacon for culture, intellect, and free expression.

For event details and live stream access, visit NCF.edu/SocraticStage. 

Pictured: An Evening With Bill Nye and Michael Shellenberger at the Sarasota Opera House on Sept. 14 2024. Hosted by New College of Florida. Photo by Daniel Wagner / WAGNER VISUALS.