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Hillsborough hotel rates the second highest in Florida as tourism stabilizes

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  • | 4:30 p.m. December 21, 2023
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Hillsborough County tourism numbers remained steady as November tourist taxes came in at more than $4 million, Visit Tampa Bay says in a news release.

November revenue, collected from October stays, were $4.82 million, a 12.2% increase over the same month in 2021, the Hillsborough County tourism agency says.

That brought total bed tax collections for the new fiscal year in 2023 to $8.95 million.

In October 2023, taxable hotel revenue in Hillsborough County reached what Visit Tampa Bay says was a notable sum of $80.39 million, "showcasing an incredible 22.3% increase" compared October 2021.

The taxable hotel revenue for the period spanning from September 2023 to October 2023 stands at $149.2 million.

"I see promising growth as we enter the second month of the new fiscal year," says Santiago Corrada, president and CEO of Visit Tampa Bay. "Hillsborough County's tourism numbers continue to demonstrate strength, which means our proactive marketing efforts to solidify Tampa Bay as a top meetings and leisure destination are on target."

Corrada says outreach to travelers and convention organizers will be "amplified" in 2024.

Visit Tampa Bay says Smith Travel Research found that November hotel occupancy within Hillsborough County reached 66.6%, a competitive number within the leisure sales markets.

Revenue per available room was $98.02, while the average daily rate was $147.26.

Visit Tampa Bay says the average daily rate for November was the second highest in Florida, "differentiating Hillsborough County as one of the few regions experiencing an increase."

"November's performance stands out as the second-best November on record, surpassing the figures from both 2019 and 2021," say Visit Tampa Bay officials in a statement. "This growth in tourism metrics highlights the county's resilience and appeal as a destination, contributing to its economic prosperity during the start of the holiday season."


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