08/25/2026
Visit Pensacola Reports 7.7% Visitor Growth and 7.6% TDT Increase as Marketing Influence Grows in April – June Tracking Report
Pensacola, Fla. – Visit Pensacola released its Quarterly Visitor Tracking Study for April-June 2026, reporting year-over-year growth across key tourism indicators and measurable gains in the influence of Visit Pensacola’s marketing.
Tourism activity in the Pensacola Bay Area continued to grow during the quarter, with 823,500 visitors, a 7.7% increase year over year, contributing to 765,900 room nights, up 5.1%, and more than $430.3 million in direct visitor spending, up 4.3%. Increased visitation, combined with a 3.7% increase in available rental units, helped drive Tourist Development Tax collections to $6.57 million, an increase of 7.6%.
Local lodging businesses also saw stronger performance across the board. Occupancy increased 1.5%, average daily rate increased 4.6%, and revenue per available room rose 6.1%. Together, those increases show that more rooms are being filled at stronger rates, generating additional revenue for local lodging businesses. That stronger lodging performance also benefits the broader community as visitors spend money at restaurants, shops, attractions, entertainment venues, and other businesses throughout Escambia County.
Visit Pensacola’s marketing efforts are also playing an increasingly important role in driving that visitation. Marketing influenced 26% of all visitors to choose the Pensacola area, an increase of 9 percentage points year over year. The destination also saw a 4-percentage-point increase in first-time visitors, indicating that Visit Pensacola is reaching new audiences and helping convert destination awareness into actual travel.
“These results show that our marketing is not only reaching more people but helping turn interest in the Pensacola Bay Area into actual visitation,” said Nicole Stacey, Vice President of Destination Development for Visit Pensacola. “Seeing growth in visitors, room nights, spending and TDT collections alongside a significant increase in marketing influence demonstrates the value of strategically promoting our destination. Most importantly, that visitation supports local businesses, jobs and the tourism economy throughout Escambia County.”
To learn more about Visit Pensacola, its destination marketing efforts, and the impact of tourism in Escambia County, visit VisitPensacola.org.
