Pinellas County collected more than $36 million in tourist development taxes this spring, marking a new record for Visit St. Pete-Clearwater, the county’s tourism marketing organization.

Tourism officials said 12% of visitors now travel specifically for special events, including sporting competitions such as the St. Pete Grand Prix and the Red Bull Cliff Diving Competition, along with music festivals. Travel patterns have also shifted away from solo travelers and immediate families toward larger group trips involving friends.

Brian Lowack, president and CEO of Visit St. Pete-Clearwater, said the immediate family segment remains a core part of the area’s leisure travel base and hasn’t declined, but the county has seen growth in visitors coming as part of larger groups.

Visitors are also choosing shorter stays while spending time in surrounding towns including Safety Harbor, Tarpon Springs, Dunedin, Gulfport and Madeira Beach. Tourism tax revenue continues to fund local community projects, including a recent beach nourishment effort.

Elsewhere in the region, Hillsborough County set hotel revenue records in April and May. Major events including three sold-out BTS concerts at Raymond James Stadium, the Premier League Fan Festival and the Breakaway Music Festival drove increased spending at area hotels and restaurants.

Tourism officials have not yet released June revenue figures for Visit Tampa Bay, and it is not yet known how total summer visitor numbers will compare to spring performance. Visit Tampa Bay expects its June financial data within the next one to two weeks. Meanwhile, Visit St. Pete-Clearwater is preparing to host the Ocean Race, a global sailing competition scheduled to arrive in the area in May 2027.

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