Resilience defines Pinellas County’s tourism industry, which has bounced back impressively after the devastation of Hurricanes Helene and Milton.

In January, visitors contributed a record $8.29 million to local tax revenue, just three months post-storm. With over 1,400 rooms set to reopen by summer, officials expect further growth.

St. Petersburg played a vital role in offsetting coastal losses, with its bed tax revenue—6% of overnight stays—soaring 34% year-over-year. County Commission Chair Brian Scott expressed amazement at the rebound: “Our January 2025 collections surpassed pre-hurricane levels. That’s incredible.”

Though overall bed tax collections were up 1.65% from January 2023, storm impacts linger. Hotel and vacation rental closures drove a 41% drop in rental collections and a 5.6% decline in room supply. Coastal communities like St. Pete Beach and Madeira Beach saw a steep 35% drop in revenues. Yet, St. Petersburg’s $1.5 million in January collections, a historic milestone, helped bridge the gap.

Eddie Kirsch, Visit St. Pete-Clearwater’s (VSPC) digital and data director, confirmed strong hotel demand and continued recovery in vacation rentals. Cities like Clearwater Beach saw tax revenues climb 16% to over $2 million, while areas like Tarpon Springs and Palm Harbor saw spikes of 25.5% to nearly $500,000.

January metrics showcased resiliency: hotel occupancy rose to 79% (+23.6%), room prices averaged $185 (+6.1%), and overall tourism demand surged by 16.7%, outpacing neighboring counties. Kirsch noted shifts in visitor dynamics, with larger groups and families boosting demand, while regional day-trippers surged—87% credited promotional advertising for their visits.

VSPC’s successful “Still Shining” campaign emphasized inland attractions post-storm, adding momentum. CEO Brian Lowack highlighted the recovery trend: “Revenue dropped 30% initially, flattened in the second month, then grew by 8% by month three—and it’s still climbing.”

Looking ahead, over 1,400 rooms will reopen this year, with 27 hotel projects in the works across Pinellas, adding 2,300+ new rooms by 2027. St. Petersburg alone will welcome 649 new rooms, despite delays caused by hurricane disruptions.

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