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County tourism report: January occupancy and revenue up versus 2025
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Summary
Tourism staff reported Jan. 2026 occupancy performance using CoStar analytics: average occupancy reported at 35.5%, revenue and demand up year-over-year, and RevPAR gains; staff recommended continued event promotion and monthly reporting.
Heather, tourism staff, presented the county’s occupancy and tourism performance for January 2026, drawing on CoStar analytics. She told the committee that demand and revenue outperformed January 2025, with revenue increasing in double digits and RevPAR lifting, and that the county’s January average occupancy was 35.5 percent (approximately 1.5 percentage points higher than the prior year as reported in the packet).
Heather said growth was driven by several winter offerings — including winter carnivals and the ice bars promotion — and that maintaining event momentum and targeted promotion would be central to continuing the recovery. She compared Warren County’s performance to nearby Franklin and Essex counties and noted that base-size effects matter when interpreting percentage gains: Supervisor Stroud pointed out that a small base can yield large percentage increases compared with larger neighboring markets.
Committee members asked for monthly follow-ups; Heather said the department will continue to provide monthly occupancy and short-term rental revenue breakouts and will send January results to local businesses in an upcoming email. The tourism overview was presented as a standing monthly item and will inform grant and marketing decisions tied to occupancy-tax funds.
