Collier County sees tourism stabilize despite drop in Canadian visitors

COLLIER COUNTY, Fla. — As peak season approaches, tourist hot spots in Collier County are experiencing an uptick in foot traffic. The county's tourism director reports that early numbers for fiscal year 2026 indicate signs of "positive momentum." However, there is a decline in international visitors, particularly Canadians.

People visit Collier County, Florida, for various reasons.

"Sunshine and beach! Good food!" said Nala Wijesooriya, a Minnesota tourist visiting Naples.

"The weather really was the biggest thing," said Dana Musgrove, a snowbird in Collier County.

Early numbers for the county's fiscal year 2026 tourism activity show visitors are spending enthusiastically.

Tourist Development Taxes from October through December last year totaled $11.1 million, representing an 8.6% increase compared to the same period the previous year, said Jay Tusa, the tourism director for Collier County.

While many factors are heading in the right direction, the number of international visitors in the county has dropped, according to a tourism update presented to the Collier County Board of Commissioners on Tuesday morning.

Early statistics for fiscal year 2026 reveal Collier County saw nearly 80,000 international visitors, a 14.5% decrease year over year. The most significant contributor to this decline is about a 20% decrease in Canadian visitors.

Tusa, the county's tourism director, addressed the Board of County Commissioners on Tuesday morning, explaining that these trends are reflecting larger patterns across the region.

He said drops in international visitation are influenced by factors such as airfare costs, currency exchange pressure, and consumer habits.

Naples resident Betsy Shapiro has observed a shift among Canadian neighbors in her community.

"We have Canadian friends at the golf community where we live, and last year, because of the political climate, one couple, whom we did know, sold their place, and they don't want to come back," said Shapiro. "But the others, there are three or four that are still here and enjoying their time and haven't made any mention of wanting to leave."

In Tusa's presentation, he noted visitors from the Midwest are helping offset the drop. Visitors like Nala Wijesooriya from Minnesota are making a difference.

"I come to Naples once a month during the wintertime," said Wijesooriya. "I think eventually things will normalize. I don't see why people wouldn't come and visit Naples."

Despite some dips, Tusa said overall the data reflects a period of normalization, and international travel remains a long-term recovery goal.