Tampa Bay tourism starts new calendar year strong

Tampa Bay’s tourism industry raced out of the gate to start 2026, with hotel taxable revenue reaching near-record levels in January. Hotel stays in Hillsborough County generated $112,281,756 in taxable revenue for the first month of 2026, the second-highest figure ever recorded for the month, reflecting steady demand and the destination’s continued long-term strength.

From September 2025 through January 2026, taxable hotel revenue totaled $428,863,737, generating $25,715,220 in Tourist Development Tax (TDT) collections. These funds support destination marketing, sports and cultural tourism, and community investments throughout Hillsborough County.

“Hillsborough County’s ability to achieve the second-best January on record is a positive sign for our destination even as the market normalizes following compression after the storms in late 2024,” said Santiago C. Corrada, president and CEO of Visit Tampa Bay. “Early February figures point to continued momentum, and with a strong lineup of events ahead, we’re encouraged by what’s to come for our destination.”

Tampa Bay’s sports scene dominates this month’s events as baseball enthusiasts from across the country are arriving for spring training, the Tampa Bay Lightning are in the midst of their push toward the Stanley Cup playoffs, and March Madness tips off at Benchmark International Arena on March 20 and 22 with the first and second rounds of the NCAA Division I Men’s Basketball Championship. For music lovers, March’s concert lineup includes performances by pop-punk legends The Offspring, country star Zach Bryan, and surf rock pioneers The Beach Boys.

On the meetings and conventions front, more than 30 events – including four city-wide conventions – are scheduled this month. Collectively, they are projected to generate nearly 40,000 room nights and tens of millions in estimated economic impact. Meetings and conventions also continue to create meaningful community impact through Visit Tampa Bay’s Meeting the Moment recognition program, which highlights organizations that incorporate community engagement and social responsibility into their events.

During its 2026 National Training Conference held in February, Subaru of America partnered with the Humane Society of Tampa Bay to bring adoptable pets to the JW Marriott Tampa Water Street, where attendees assembled 1,000 adoption kits to support the organization’s work. Subaru also made a $1,500 direct donation, while the hotel will contribute an additional $1,873 on the company’s behalf through a charitable giving clause tied to actualized room nights.

Similarly, Driven Brands mobilized attendees at its Take 5 Oil Change Annual Rally on Feb. 8 to support Tampa Bay’s Ronald McDonald House Charities network, which serves more than 2,000 families annually. Participants assembled 500 hygiene kits and provided additional donations through the Take 5 Oil Change Foundation. The group also contributed 800 LEGO sets, apparel, and supplies totaling approximately 1,700 pounds of donations to Teaching Tools, a nonprofit that provides school supplies to educators and families in need throughout the region.

“Meetings and conventions bring significant economic impact to our destination, but what makes them even more powerful is the positive mark they leave on our community,” said Santiago C. Corrada, president and CEO of Visit Tampa Bay. “Through programs like Meeting the Moment, we’re proud to work with partners who use their gatherings as a platform to give back and support local organizations.”