While national headlines question the future of tourism and some U.S. markets face softening demand — especially among international travelers — the Florida Keys are telling a different story.
According to the latest data from Monroe County’s Tourist Development Council (TDC), the island chain is outperforming 2019 benchmarks and holding steady across key indicators. The growing number of visitors to the Florida Keys mirrors the strong visitation numbers that have been reported statewide.
Visit Florida recently shared a historic milestone in tourism — a record-breaking 34.4 million travelers chose Florida to visit in the second quarter of 2025.
At the recent TDC and Monroe County Board of County Commissioners (BOCC) meetings, TDC president and CEO Kara Franker shared the latest research showing that the Florida Keys are maintaining strong visitation statistics. According to data from Smith Travel Research (STR), RevPAR (revenue per available hotel room) is up 21.9% July calendar year-to-date over 2019, and county reports show bed tax collections remain stable, despite downward pressure felt across other destinations. (Note: The year 2019 is widely used as the industry benchmark, as it represents the last full year of typical travel behavior before pandemic-related disruptions.)
“While other markets are seeing a softening, we’re holding steady locally and statewide. Monroe County’s lodging data shows consistent visitation and resilient performance,” said Kara Franker, who recently marked her first year as the leader of the TDC. “Over the past year, we’ve implemented wide-sweeping changes to increase transparency, rebuild trust, and modernize the organization from the inside out and now, we’re seeing the results of that work.”
Indeed, Monroe County’s tourist development tax revenues are up 1.2% June fiscal year-to-date compared to 2024, with occupancy levels holding steady and only modest rate adjustments. And looking ahead, a new hotel forecast report from Tourism Economics projects a 3.6% increase in demand in 2025, underscoring a positive outlook the Keys amid broader market uncertainty.
To discuss the report in more detail, Franker will host a webinar on Thursday, Sept. 4 at 2 p.m. via Zoom.
The TDC is committed to building on this momentum through its newly approved fiscal year 2025–2026 marketing plan, endorsed by both the Monroe County Board of County
Commissioners and the TDC board. The plan is guided by a strategic framework known as T.I.D.E.— Trajectory-driven, Integrated, Data-informed, and Engagement-Focused — ensuring every initiative aligns with long-term goals and measurable impact. In addition to prioritizing platforms that deliver visibility, accountability, and results, the plan deepens the TDC’s evolving focus on destination stewardship and its role in enhancing quality of life for residents.
“By investing in what works and staying grounded in values that matter, the TDC is charting a clear course toward a more resilient, responsible, and community-aligned tourism economy,” Franker said.
The TDC is working with MMGY NextFactor to develop a new three-year strategic plan that will guide the organization’s work in destination stewardship, community alignment, marketing and sales, and long-term resilience. A key part of that initiative is working toward Destination International’s Destination Marketing Accreditation Program (DMAP), which serves as a visible industry distinction that defines quality and performance standards in destination management and marketing.
Tourism remains Monroe County’s most important economic engine. Each year, visitors spend approximately $3.5 billion in the Florida Keys, generating almost $400 million in tax revenue and supporting more than 24,000 jobs. In a county of just 80,000 residents, that visitor economy saves local households $11,500 per year, including more than $1,100 in property taxes, while also funding critical infrastructure and quality-of-life projects.
These results are a direct outcome of responsible tourism management and the strategic investment of tourism tax revenue — paid by visitors, not residents — each time they choose to visit the Florida Keys.
