Tourism in Paradise – Up or Down?

As Executive Director of our Fifth Avenue South Business Improvement District (BID), I am constantly asked the question of how are we doing tourism-wise after years of challenging hurricanes and the pandemic?

Thanks to the great work of the Collier County Convention and Visitors Bureau (CVB), which not only promotes travel to what is known as Paradise Coast but also closely tracks tourism and its economic impact on Naples, Marco Island and Everglades City, we are able to see how important tourism is not only to our hospitality industry but to our business community overall.

The CVB handles all destination marketing with an annual advertising campaign to promote visitation, especially in the slower periods of late spring, summer and fall. The CVB also works closely with worldwide travel media, and serves as the destination point of contact for meeting planners, tour operators, travel agents and other industry professionals.

So, how are we doing now that things have settled down…at least until the next shoe drops? According to Downs & St. Germain Research, a consulting firm that prepares detailed reports on visitor data on a monthly, quarterly and annual basis for the CVB, Paradise Coast is recovering quite well. Here are some monthly and calendar year highlights, based on the most current information available:

Visits, room nights and days spent were all up. October 2024 saw 190,800 visitors, representing a 4% increase over October 2023.
The number of days spent was also up. October 2024 saw 1,013,100 days, up 3.4% compared to October 2023.
Likewise, spending and economic impact also saw increases. October 2024 direct spending by visitors was $128 million compared to $125 million in October 2023. Economic impact was also up at $177 million in October 2024 versus $174 million in October 2023.
Visitors are coming from all over the country and internationally. October 2024 saw almost 44,000 Floridians and almost 147,000 out-of-state visitors, as well as another 21,000 tourists from other countries.

They also keep coming back. While first-time visitors in October 2024 were 21%, 79% had visited the area previously, with 32% of those having visited an amazing 11 times or more. Eighty-three percent of our visitors say they will come back, and another 16% say they will likely return. The average stay is about 5.3 nights.
Year to date (as of October 2024) saw well over 2 million visitors, representing a direct economic impact on Collier County of more than $3 billion.
The vast majority of our visitors say they come for the beaches and the relaxed environment. Sixteen percent list our great restaurants, over golfing at 9%, as a reason to visit, a testament in part to the outstanding cuisine on Fifth Avenue South.
While the majority of visitors, 85%, visited Naples, 32% also visited Marco and 7% visited Everglades City.
When it comes to activities, dining out was at the top of the list at 74% of respondents.
Our visitors also love it here with 82% saying they would definitely recommend Paradise Coast as a destination and 15% saying they would likely recommend.

At the urging of its own Tourism Development Council, the head of the CVB Jay Tusa, and local business group leaders, the Collier County Commission nearly doubled its tourism marketing budget to $11.4 million in November of 2024. This action was taken to ensure that Collier County remains competitive with other cities along the Southwest coast, including Sarasota with an advertising budget of $14.99 million, Tampa Bay at $14.90 million and Fort Myers/Sanibel at $14.3 million.

The money will come from Collier’s 5% bed tax on hotel and Airbnb revenues, as well as rentals of six months or less.

Of course, the Fifth Avenue South BID’s own marketing efforts and events play a major role in attracting tourists to Naples, as well as the quality of dining and shopping our visitors experience on Fifth Avenue South that keep them happy and coming back.

One of the most important data points that underscores the important role tourism plays in our local economy is that just this one industry supports more than 30,000 jobs in Collier County. These are the people who work as servers, kitchen staff, hotel front desk and cleaning staff, among dozens of other jobs that keep our community humming and our economy strong. Without them our local full-time and seasonal residents would not be able to receive quality service for themselves or their visiting family or friends. It is this positive economic symbiosis that makes it all possible.

On behalf of the 250 businesses on Fifth Avenue South that benefit from resident and visitor patronage, we wish you a peaceful, prosperous and memorable 2025.

Arts, Culture & Entertainment

Join us here on Fifth Avenue South for these upcoming events.

The Play That Goes Wrong

Now thru February 16

The Naples Players From Mischief, Broadway masters of comedy, comes the smash hit farce. Welcome to the opening night of the Cornley University Drama Society’s newest production, The Murder at Haversham Manor, where things quickly go from bad to utterly disastrous.

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Death of a Salesman

February 5 thru March 2

The Naples Players This story revolves around the last days of Willy Loman, a failing salesman, who cannot understand how he failed to win success and happiness. Through a series of tragic soul-searching revelations of the life he has lived with his wife, his sons, and his business associates, we discover how his quest for the “American Dream” kept him blind to the people who truly loved him.

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Old-Fashioned Cocktail Hour

February 6 | 5:00 p.m. - 7:00 p.m.

Naples Historical Society What’s an “old-fashioned”? Find out while reveling in the oldest house in Naples! Bartenders with our partner for this event, The French Brasserie Rustique, will be mixing old-fashioneds for our guests. A fruit & cheeseboard will pair nicely with the tastiest cocktail in town. Indoor event. $40/pp – Member discounts are available. Reservations required, limited to 65 guests.

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Cars on 5th

February 8 | 10:00 a.m. - 4:00 p.m.

The 21st annual Cars on 5th Concours will be held on the 8th of February, 2025 on beautiful Fifth Avenue South in Naples and is organized by the Naples Chapter of the Ferrari Club of America. As the largest annual one-day event in Naples, Cars on 5th Concours will feature more than 400 luxury vehicles—Ferraris, Lamborghinis, Maseratis, Porsches, Corvettes—on display on Fifth Avenue South for your viewing pleasure.

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Scene To Be Seen

February 8 | 6:00 p.m. - 8:00 p.m.

The Naples Art Institute signature fundraising event is back, bringing creativity to life on the runway. Since 2017, this one-of-a-kind art couture runway show has been the ultimate platform for artists and models to dazzle with bold, innovative designs. By attending, you’re not just celebrating creativity, you’re empowering it. Proceeds support vital art education and appreciation programs for children and adults across Southwest Florida. Naples Grande Beach Resort.

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Full Moon Tour

February 12 | 6:00 p.m. - 7:30 p.m.

Naples Historical Society An evening event for a unique occasion! Enjoy a docent-guided tour of Historic Palm Cottage as it sits majestically under a full moon while enjoying a glass of wine and light hors d’oeuvres. Enjoy the Cottage in the evening for a change! $40/pp – Member discounts are available. Reservations are required.

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Evening on Fifth

February 13 | 6:30 p.m. - 9:30 p.m.

An array of live musical performances up and down the sidewalks of Fifth Avenue South, plus dining, shopping, and more.

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Valentine's Evening on Fifth

February 14 | 6:30 p.m. - 9:30 p.m.

An array of live musical performances up and down the sidewalks of Fifth Avenue South, plus dining, shopping, and more.

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46th Annual National Art Fair

February 21 thru 23

Cambier Park View the work of nearly 300 artists from all across the country as they compete in a juried show around Cambier Park along 8th Street. Plus, musical performances, food vendors, and more.

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Garden Side Chickee Chat

February 28 | 11:00 a.m. - 12:00 p.m.

Naples Historical Society Join us as Jack Shealy, president of the Gladesmen Heritage Foundation, and Thomas Ockyear from the Museum of the Everglades share some of the untold history and heritage of Florida’s last frontier. The two will celebrate the legacy and spirit of Collier County pioneers who learned not only how to survive, but how to thrive in the Everglades. $8/pp – Member discounts are available. Reservations are required.

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Fifth Avenue South Business' Updates

Anne Fontaine

Boutique Grand Opening
Join us for an exclusive celebration marking the grand opening of our latest Anne Fontaine boutique. Indulge in a lovely afternoon sipping champagne and exploring exceptional, exclusive pieces. Additionally, every purchase gives you an opportunity to win an exquisite luxury gift basket. February 11, 1:00 p.m. to 5:00 p.m. at 365 Fifth Avenue South.

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Inn on Fifth

Pit Stop at the Inn During Cars on 5th
The Inn on Fifth proudly partners with Ferrari of Naples to present a series of exclusive events in celebration of the Naples Automotive Experience’s marquee event, Cars on 5th Concours on Saturday, February 8. The happenings include:

Ferrari Race Car Showcase
Special Guest Appearance with Renowned Race Car Driver Melissa Kozyra – 10:00 a.m. to 1:00 p.m.
Ferrari Simulator Competition – 10:00 a.m. to 3:30 p.m.
Immersive Live Painting Experience with Renowned Artists Rob MacIntosh and Marvin Rouse - 11:00 a.m. to 3:30 p.m.
Celebrating Italian Craftsmanship with RivaReno Gelato

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Native Visions Galleries

Live Art by Rob MacIntosh at Cars on 5th
Rob MacIntosh, an acclaimed artist represented by Native Visions Galleries, has a long history of painting high-end sports cars like the Ferrari 458 Italia. See him paint a Ferrari race car live on February 8 from 11:00 a.m. to 3:30 p.m. at the Cars On 5th Exclusive Pit Stop at the Inn event hosted by the Inn On Fifth. Rob has just completed a new painting of the famous Ferrari 458 Italia car which will be on display.

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Arabesque of Naples

Meet David Oscarson at Arabesque of Naples During Cars on 5th!
David Oscarson doesn’t just create pens, knives, and cufflinks; he brings to life exquisite pieces of art. Known for his mastery of old-world techniques and dedication to detail, each piece he designs is crafted with meticulous attention to luxury and functionality. February 8 from 10:30 a.m. to 7:30 p.m. and enjoy a glass of Prosecco after 4:00 p.m.

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Ocean Prime

Valentine's Day Feature: Chilean Sea Bass
On Valentine’s Day, enjoy a luxurious dish served over a parsnip purée with butter-poached lobster, confit fennel, braised carrots, brussels sprout leaves, and seared mushrooms, all elegantly finished with a rich lobster demi-glace.

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Sails Restaurant

Wine Dinner with Lawrence Fairchild, Proprietor of Stones wines, Perrarus, and Fairchild Napa Valley
Join Sails for a one-of-a-kind Napa Valley experience, in the company of home vintner Lawrence Fairchild and his unique wines - the rarest of the rare. You will indulge in a four-course menu with specially curated dishes by Chef Holuss and his culinary team.
Wednesday, February 5 at 6:30 p.m.
$349 per person, plus tax and service charge.

Valentine’s Inspired Brunch
Two hours of an unlimited menu, cocktails, and wine
Friday, February 14 at noon.
$129 per person plus tax and service charge.

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AROMA360®

February Perfume & Body Special
Any three for $149 – Choose from a selection of 50ml perfumes and body lotions. Create a personalized fragrance collection for yourself or a loved one.

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Aldo Castillo Gallery

February Highlighted Artist: Marlene Rose
Marlene Rose showcases her acclaimed sand-cast glass sculptures, renowned for their evocative imagery and timeless beauty. Her work weaves ancient symbolism with contemporary expression, capturing the enduring vibrancy of the human spirit.

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Journeys 360 Travel

A Special Invitation to an Inspiring Travel Evening
Join us for a memorable evening with the Journeys 360 Travel team and our top travel partners at our Inspiring Travel Showcase. Network with travel industry experts, explore incredible destinations and take advantage of exclusive travel deals. Sip wine, savor hors d’oeuvres, and get inspired for your next adventure. Whether you’re planning a getaway or simply seeking inspiration, this is an event you won’t want to miss! Plus, there’s a chance to win exciting door prizes! Wednesday, February 12, 5:00 p.m. to 8:00 p.m. at Naples Luxury Imports.

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Naples Custom Home Cost Consulting

Why overpay for your custom construction project when you don’t have to? Naples Custom Home Cost Consulting now offers a comprehensive slate of services available á la carte to ensure that doesn’t happen. We can be brought on to any job, at any time to help. So, whether you have, or are considering a project, give us a call. It’s never too late to gain and maintain control of your job’s costs.

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Weisberg Wealth Management

A unique market trend for February is the historical tendency for the stock market to experience a lull following the January Effect. The January Effect refers to a seasonal increase in stock prices during January, particularly among small-cap stocks, due to new investment inflows and tax-loss harvesting from the previous year. In February, this momentum often slows as investors consolidate their positions, leading to a more subdued market performance. Additionally, February is one of the months when companies across sectors release their fourth-quarter earnings reports, offering critical insights into how businesses performed during the holiday season and setting the tone for the rest of the year. If you have questions, please reach out to Rich Weisberg, CRPS, Financial Advisor, RJFS and President of Weisberg Wealth Management at 239-367-7152 or rich@weisbergwealth.com. Located at 400 Fifth Avenue South Suite 302.

Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC Investment advisory services are offered through Raymond James Financial Services Advisors, Inc. Weisberg Wealth Management is not a registered broker/dealer and is independent of Raymond James Financial Services. *The information has been obtained from sources considered to be reliable, but we do not guarantee that the foregoing material is accurate or complete.

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In The News

Journeys 360 Travel Show & Inn On Fifth Supports Laces Of Love

Laces of Love will be the recipient of all donations from attendees along with the proceeds generated by a raffle sponsored by Journeys 360 Travel & their partner Inn of the Fifth at the 2025 Travel Showcase on Wednesday, February 12th from 5:00 – 8:00 p.m. at Naples Luxury Imports.

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