Hillsborough County's tourism sector is experiencing a remarkable resurgence, with occupancy rates surpassing pre-pandemic levels and significant revenue generation, according to recent updates presented at a government meeting. The county reported an average occupancy rate of 72% year-to-date, alongside an average daily rate exceeding $162, leading to over $1 billion in hotel taxable revenue for the second consecutive year.

The economic impact of tourism in Hillsborough County is substantial, contributing approximately $8.9 billion to the local economy and supporting over 59,000 jobs with total wages of $3.1 billion. Visitors are also generating more than $535 million in local and state taxes, underscoring the sector's critical role in funding public services.

International visitation has notably increased by 49%, attributed to enhanced airlift secured through partnerships with local airports. The county's tourism marketing efforts have yielded impressive results, generating $37 million in hotel bookings and attracting 449 events and conventions, which collectively produced an economic impact of $227 million.

In addition to economic benefits, the tourism sector is actively engaging with local schools to develop travel and tourism programs, providing mentorship and job opportunities to students. The county is also proud of its culinary scene, with 30 restaurants recognized in the Michelin Guide.

Looking ahead, the county is seeking $6 million in recovery marketing funds to counteract negative perceptions following recent hurricanes. Officials emphasized the importance of communicating that the tourism infrastructure remains intact and operational, despite the challenges faced by some communities.