St. Petersburg Shines While the Coast Recovers

Although hurricane damage was significant along the beachfront communities, the city of St. Petersburg proved to be a stabilizing force. Its bed tax revenue rose 34% year-over-year, helping offset steep declines in areas like St. Pete Beach, Treasure Island, and Madeira Beach — where bed tax collections fell by 35%. The increase marked the second consecutive month of record-breaking numbers for St. Petersburg, which saw its tourism tax revenue climb from $1 million in November 2024 to nearly $1.5 million in January 2025.

This resilience has provided a much-needed buffer for the broader region. At a recent meeting of the Tourist Development Council, County Commission Chairperson Brian Scott summarized the mood: “It’s amazing, to me, that our January collections in 2025 were better after two hurricanes, not that long ago. That is amazing to me. Great news.”

A Closer Look at Clearwater’s Tourism Surge

Clearwater and Clearwater Beach saw a 16% increase in tourism tax collections, reaching over $2 million in January. That growth reflects a broader regional trend: neighboring cities like Dunedin, Palm Harbor, Oldsmar, and Tarpon Springs posted a combined 25.5% increase, totaling nearly $500,000 in collections. Despite a 5.6% dip in total room supply and a 41% decline in vacation rental collections, demand for hotel stays remained strong. Visitors were undeterred by post-storm recovery efforts, drawn to the area’s reliable infrastructure, welcoming communities, and an aggressive marketing push that reminded them Pinellas was still open — and still beautiful.

The Numbers Behind the Narrative

Data from Visit St. Pete-Clearwater paints a picture of a tourism industry not just recovering, but thriving. Hotel occupancy in January hit 79%, up a dramatic 23.6% year-over-year. The average daily rate climbed to $185, while overall lodging revenue grew 23.7%, outpacing other Florida destinations including Hillsborough and Sarasota counties. These numbers reflect a significant shift in traveler sentiment — and spending habits — in the wake of the storms.

Changing Visitor Trends: Groups Over Getaways

One of the most noticeable shifts has been how people are traveling. According to Eddie Kirsch, Director of Digital and Data for Visit St. Pete-Clearwater, the region is seeing fewer couples and more multi-generational families, friend groups, and group getaways. This trend is especially important for airports like Clearwater Executive, where group charter flights and event-based travel are on the rise. Industry leaders like Russ Kimball, CEO of the Sheraton Sand Key Resort, have credited this pattern — more group stays and gatherings — for helping their properties bounce back quickly.

Marketing That Made a Difference

The county’s tourism success isn’t accidental. A well-timed campaign called “Still Shining”, launched shortly after the storms, reminded potential visitors that Pinellas County remained vibrant and full of life. That campaign struck a chord: 87% of surveyed visitors recalled seeing some form of promotional advertising before booking their trip — a record high, nearly double the usual average. The focus has since evolved, shifting attention from the coast to inland attractions, historic towns, and cultural offerings — giving visitors even more reasons to return, and extending their stays beyond just the beach.

The Road Ahead: New Developments and Growing Capacity

The momentum doesn’t appear to be slowing. Over 27 hotel projects are currently in the pipeline, with 2,300 rooms expected by 2027, and over 3,200 by 2034. That includes 649 new rooms in St. Petersburg alone, even after delays from the paused Gas Plant District redevelopment project. As these properties open, Clearwater Executive Airport anticipates even greater demand from travelers seeking direct, comfortable access to a revitalized Gulf Coast.

Clearwater Executive Airport: Part of the Destination

At Clearwater Executive, we’re proud to contribute to the economic heartbeat of our region. Our airport is more than a stop on the way — it’s often the first impression of Pinellas County. And in 2025, that impression is one of growth, resilience, and hospitality. With every touchdown on our tarmac, we welcome visitors not only to a destination — but to a community that continues to rise, rebuild, and reimagine what’s possible.