Pinellas County tourism tax tops $90 million again, but revenue is down from last year

This money impacts the quality of life and what projects are being done in the area for residents and visitors.

PINELLAS COUNTY, Fla. — In Fiscal Year 2024, Pinellas County brought in more than $96 million in tourism tax revenue. This past year, that number dropped to about $92 and a half million. 

“There are very few destinations in the state of Florida that can say they collected over 90 million dollars in tourist development tax. There are even fewer that have done it for years in a row,” Brian Lowack with the Pinellas County Tourist Development Council said.

This money impacts the quality of life and what projects are being done in the area for residents and visitors. Visit St. Pete-Clearwater said the county posted record-breaking tourism numbers, especially in hotspots like St. Petersburg. Yet St. Pete Beach businesses said they’re still struggling to bounce back.

St. Pete Beach business owners said they would typically see far more visitors than they do right now, and the quiet streets are concerning. They’re hoping things pick up so they stay afloat.

“I think everybody is running in the red,” Diana Pemelton with Café Soleil said.

Café Soleil was hit by both storms from last year. It says the locals are helping them power through, but more tourists are needed.

“We’re very fortunate to have an owner who has done everything in her power to keep everyone employed and to not cut hours. I know for a fact that that has cost her personally,” Pemelton said.

Visit St. Pete-Clearwater reports that the overall hotel and vacation-rental supply is down. They said demand has dipped for vacation rentals, but risen for hotels, though the Plaza Beach Hotel said they haven’t noticed.

“We’ve seen a lot of hotels going up in St. Petersburg, Clearwater. I think the hurricanes that came here have some people scared to come back,” Aaron Grassman with Plaza Beach Hotel said.

Right now, the Plaza Beach Hotel is fully open, but the hotel says many travelers don’t know that.

“We are getting calls, the volume is down a little bit. We did notice that. A lot of the questions are ‘how’s the property’? ‘Are you recovered’? ‘Are you open’?” Grassman said.

Visit St. Pete–Clearwater said it is working to bring in more tourists. One new incentive that is gaining traction is offering guests $50 in gift cards per night, up to $250 on stays through the end of 2025.