BRADENTON – Tourism in the greater Bradenton/Anna Maria Island area remained strong during April, May and June.
Nearly 1 million visitors generated more than $686 million in direct spending, according to the quarterly visitor tracking report presented during the Aug. 17 Tourist Development Council (TDC) meeting.
On behalf of the Bradenton Area Convention and Visitors Bureau (CVB), Downs & St. Germain Director of Client Relations Isiah Lewis provided TDC members with the reported visitor activity for those three months.
He reported 962,500 visitors came to the Bradenton area during the quarter and 551,400 stayed in paid lodging accommodations. He said about $441 million, or 64% of the $686 million spent, was by paid lodging guests.
The report says 732,200 room nights were logged during the quarter. The combined lodging occupancy rate for hotels and vacation rentals was 70%. The average daily room rate was $301 and the revenue per available room was $211.
Lewis said hotels posted a 70.6% occupancy rate, with an average daily rate of $174. Vacation rental occupancy was slightly lower at 69.7%, but the average daily rate was significantly higher at $461.
He said the typical visitor stayed for an average of 5.8 nights and traveled in a party that averaged 3.2 people. Approximately 43% of the April-June visitors traveled as a couple. The report also notes 26% of the recent visitors were first-time visitors.
The median household income for the April, May and June visitors was $133,300 and the median visitor age was 54.
More than half of visitors, 55%, drove to their destination and 45% flew. Of those who flew, 29% arrived through the Sarasota-Bradenton International Airport, 12% through Tampa International Airport and 2% arrived at the Orlando International Airport.
“Looking at the primary domestic origins, we’re seeing Tampa/St. Pete at 6.8%, followed by New York, Chicago, Columbus, Philadelphia, Boston and Cincinnati – all varying between 4.9% and 2.5% – for our top markets in April to June,” Lewis said.
He said most international visitors traveled from the United Kingdom.
SPENDING AND ACTIVITIES
Lewis said researchers working on behalf of the CVB conducted in-person surveys with 1,203 visitors. The survey interviews took place at multiple locations that included beaches, hotels, resorts, the Sarasota-Bradenton International Airport, downtown areas and shopping districts.
“This is a very large sample here that we got compared to previous quarters. It’s definitely above our current sampling plan we just had a great quarter of data collection,” Lewis said.
The surveyed visitors reported spending an average of $439 per day and $2,564 per trip. Accommodations accounted for the largest share of spending at $173 per day, followed by restaurant food and beverages at $104 per day, retail purchases at $60 per day, grocery spending at $51 per day, attractions and events at $29 per day and transportation at $22 per day.
Going to the beach remained the most popular tourist activity, with 91% of visitors reporting they went to the beach during their trip, 80% dined out, 46% spent time with friends or family and 28% went shopping.
“Looking specifically at their activities in April to June, we saw heavy beach destination visits. We saw 91% of visitors said that they went to the beach. Another 80% said that they dined out. Those are the top two things that visitors were doing while they were in the destination, followed by spending time with their family and shopping,” Lewis said.
Lewis said visitors overwhelmingly reported positive impressions of the area, frequently describing it in survey responses as scenic, relaxing, clean and friendly.
Lewis said the survey response included: “It’s not like Miami,” “It’s friendly and quieter than Siesta Key and the beaches are clean,” “Sand is white,” and “We love it here.”
Lewis said the trip satisfaction rate was 98% and 97% of the visitors surveyed said they were likely or very likely to return.
Lewis said visitors’ awareness of the Gulf Islands Ferry service was at 46%, but only about 17% of the recent visitors used the ferry service that currently runs between downtown Bradenton and Bradenton Beach.
TOURIST TAX COLLECTIONS
Manatee County levies a 6% tourist development tax on all known hotel, motel, resort and short-term rental and other lodging stays of six months or less.
According to the tourist development tax collection reports presented to the TDC members, the county collected $32.9 million through August of the 2025-2026 fiscal year that ends Sept. 30.
Resort tax collections for all six Manatee County cities combined for July 2026 totaled $4.6 million, which was up significantly compared with July 2025. Bradenton Beach posted the largest year-over-year increase at 88.35%, collecting $285,422, after a 20.86% decline in July 2025. Anna Maria collections rose 34.28%, to $808,882. Holmes Beach collections increased 22.81%, to $1.1 million.
