Sarasota News Events:
Sarasota tourism in October 2025 continued a downward trend compared to the previous year, with a decline in visitor numbers and spending. While average hotel room rates increased, the number of room nights sold and overall direct visitor expenditures decreased, with the year-to-date visitor count down about 7.5% from 2024.
Key performance indicators
- Visitor spending: Direct expenditures were down $9.5 million compared to September 2024.
- Visitation: The number of visitors decreased by over 14,000 compared to the previous year.
- Hotel performance:
- Room nights sold: Dropped to 155,600 in September 2025, down from 175,300 in September 2024.
- Year-to-date: The number of visitors for the year was down by 100,000, or 7.5%, compared to 2024.
Contributing factors
- Decreased in-state travelers: A decline in the number of in-state visitors is a key driver of the downturn.
- Increased competition: Greater competition from other destinations has contributed to the lower visitation numbers.
- Shift in economic impact: Following the previous year’s hurricanes, October 2024 saw a boost in economic activity from needs-based travel (e.g., cleanup and repairs) and evacuees, making the 2025 comparison show a decline in traditional leisure-driven demand.
In October 2025, the average hotel room rate in
Sarasota was $245.15 per night. This represents a significant increase of 34.2% compared to October 2024, partly due to the previous year’s rates being depressed by hurricane activity.
For those looking for alternative accommodations, the average daily rate for an Airbnb in Sarasota during the low season, which includes October, was approximately $262 per night.
Prices vary depending on the type and location of the accommodation. Here are some general average price points for hotels:
- 3-star hotels: Average nightly prices are typically around $169 in the general October timeframe.
- 4-star hotels: Average nightly prices are typically around $387 in the general October timeframe.
- 5-star hotels: Average nightly prices are typically around $657 in the general October timeframe.
