As the Southwest Florida tourism market works to rebound from a softening over the last 18 months, local officials are looking toward a new revenue stream to stabilize the industry. In the upcoming November 3 general election, voters will decide on a Collier County tourist tax increase. This proposed measure would raise the existing tourist development tax (TDT) from 5 cents to 6 cents on the dollar, an initiative commonly referred to as the “sixth penny.”
If approved by the voters, the new tax rate would strictly apply to short-term rentals defined as stays of six months or less at hotels, motels, Airbnbs, and other vacation properties and would go into effect on January 1, 2027.
Understanding the Collier County Tourist Tax Increase
The primary objective of the Collier County tourist tax increase is to generate the necessary capital to complete major regional infrastructure projects, fund beach renourishment, and dramatically enhance the county’s tourism marketing budget.
Based on fiscal year 2025 collections, the current 5% tax generates approximately $48 million to $50 million annually. The proposed 1% increase is projected to yield an additional $10 million per year. Importantly, officials emphasize that this is a “consumption tax” paid by visitors, not an ad valorem property tax levied on local residents.
Paradise Coast Sports Complex: The Primary Beneficiary
A significant driving force behind the Collier County tourist tax increase is the completion of the Paradise Coast Sports Complex. Commissioner Burt Saunders, who also serves as the chair of the Tourist Development Council, has been a vocal proponent of using these funds to finish the facility’s master plan.
Future planned phases for the complex include:
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Additional multi-use outdoor fields.
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Expanded parking and restroom facilities.
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A massive indoor sports fieldhouse designed for volleyball, basketball, ping-pong, and pickleball.
The complex is already proving its worth as an economic engine. Following the highly successful inaugural season of FC Naples in 2025, the facility has drawn thousands of fans and youth sports organizations to the area.
Why Sports Tourism Matters for the Local Economy
Sports tourism is uniquely positioned to address one of Southwest Florida’s biggest economic challenges: the summer slump. By completing the indoor fieldhouse and expanding outdoor capabilities, the county can attract major travel tournaments during the slower summer months when traditional beach tourism typically wanes.
According to a recent county-commissioned study, the economic multipliers of travel sports are substantial:
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70% to 80% of out-of-market teams stay for three to five nights.
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Each participant brings an average of 2.5 to 3.5 guests.
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These extended stays generate massive secondary spending on lodging, dining, and local retail.
“That could be a big driver of visitation in the summertime, so that’s one thing from the CVB’s perspective that we think could really help all of our tourism partners in the destination,” noted Jay Tusa, Tourism Director for the Naples, Marco Island, Everglades CVB.
Mandatory Marketing and Beach Renourishment Funding
Under Florida state law, 40% of all tourist development tax revenue must be allocated directly to tourism marketing and promotion. Proponents of the Collier County tourist tax increase argue that these funds are essential for maintaining the region’s competitive edge on a global stage.
Kristina Park, President and CEO of the Greater Naples Chamber, highlighted this necessity: “We’re a great place for families… but we really need those resources to help tell that story year-round in a globally competitive marketplace.”
Despite the assumption that Naples’ reputation speaks for itself, industry leaders stress that continuous, well-funded advertising is required to maintain occupancy rates across the county’s hotels and short-term rental properties.
Voter Education vs. Advocacy for the Sixth Penny
Navigating the legalities of a ballot measure requires strict adherence to state law. The county commission cannot use public funds to advocate for the passage of the Collier County tourist tax increase, but they are permitted to launch a neutral voter education campaign.
In December 2025, commissioners unanimously approved $150,000 from the general fund to support this educational outreach.
| Campaign Component | Execution Details |
| Lead Agency | Jacobs Engineering (Naples-based) |
| Digital Presence | CollierTDT.com (developed by Exploritech) |
| Community Outreach | Up to 10 community information meetings |
| Target Audience | Seasonal and full-time registered voters |
These public meetings are expected to commence in the late summer, timed to coincide with the return of seasonal residents who hold voting rights in the county. As the November 3 election approaches, the debate surrounding the Collier County tourist tax increase will undoubtedly remain a central focus for real estate investors, hospitality workers, and local taxpayers alike.
Economic Resource
“One of the things that’s very important for people to understand is that this is not an increase in your taxes for residents: It’s an increase in the tax on tourists.” – Commissioner Burt Saunders
For official, impartial information regarding the upcoming ballot measure and how the proposed funds will be allocated, voters can visit the county-sponsored educational portal at CollierTDT.com.
