Erin Duggan, President & CEO, Visit Sarasota County

In an interview with Invest:, Erin Duggan, president and CEO of Visit Sarasota County, discussed the county’s five-year strategic tourism plan, industry challenges, and initiatives to enhance visitor experiences.

What are the primary objectives of Visit Sarasota County’s five-year strategic plan and how do they address tourism challenges?

In my 20 years with Visit Sarasota County, I’ve learned that the more voices that are heard, the clearer our path forward becomes.

Creating our strategic plan for 2030 involved extensive research, including in-person interviews, focus groups, phone surveys, and online questionnaires, to understand what truly matters to our community. We understand that a plan that’s too lengthy may not get read in its entirety. We distilled the plan into three key goals.

Our first goal is to drive impactful marketing and sales results. This purposeful destination marketing and sales will continue to support key community needs as determined by research and feedback.

Second, we aim to build a more resilient and competitive future. Our most recent storm season underscored our vital role in communicating disaster preparedness best practices. As the saying goes, “Failing to prepare is preparing to fail.”

Lastly, we must continually emphasize the importance and value of tourism. We can’t drive strong sales and marketing results without adequate funding, and we won’t secure funding unless people understand why tourism matters. If we don’t communicate its value effectively, we won’t get the buy-in from our community that we know is so valuable.   

In essence, those are our three main goals. We’ve also outlined how we plan to make measurable progress in each area over the next several years, with specific targets for 2026, 2027, 2028, and beyond.

What is the state of the tourism industry in Sarasota County?

Sarasota County has had an interesting year. In fact, for the first time in many years, we actually experienced a decline in tourism numbers, but for valid reasons. Some of the growth we saw during the pandemic was simply unsustainable. People were traveling to Florida because they had limited options elsewhere, and one of our biggest visitor segments during that time was Florida residents.

As a Sarasota County resident myself, I can say that many of us spent the past few years exploring our own backyard. Florida is an incredibly diverse state, offering unique experiences from the northern to the southern regions. While we’ve seen minor declines in occupancy rates and economic impact, our average daily rate has remained stable, which is a positive sign.

Additionally, we’ve focused on visitor spending over sheer volume. Our strategy prioritizes quality over quantity — we’d rather have fewer visitors who spend more than a larger number who contribute less. 

It’s important to note that while we’ve seen a decline in Florida-based visitors, we’ve maintained strong growth from the Midwest and Northeast.. So, while overall numbers may show a slight dip, it’s primarily in the in-state market.

In light of last year’s hurricane season, how have you adapted your marketing strategies to reassure potential visitors and support the local economy?

A destination marketing organization like ours doesn’t just create plans and forget about them; we continuously evaluate our media efforts and make adjustments as needed. 

One of the biggest questions we receive after a storm is, “What’s open?” Visitors and residents want to know which restaurants, shows, and attractions are available. In reality, Florida is incredibly resilient — businesses reopen quickly, and entertainment options often return within days.

To address this, we leveraged our existing Fun in the 941 campaign, which highlights events and deals in Sarasota County. Since our area code (941) also includes Charlotte and Manatee counties, we were able to collaborate regionally. We quickly pivoted the campaign to Support the 941, encouraging locals and visitors to patronize open businesses. The response was incredible. The community embraced it, and the message spread organically.

We also partnered with the Bradenton Area Convention and Visitors Bureau to launch Florida’s West Coast campaign after some initial sentiment research that we conducted shared with us that there were consumers thinking our islands and keys were destroyed. While some areas were impacted, many businesses were open and ready to welcome visitors rather quickly. The campaign used storytelling to reassure travelers that Sarasota and Manatee counties were ready to welcome guests and shared specific narratives that highlighted those businesses that were doing so.

Our approach is always to be transparent and honest while delivering a positive, supportive message.

What makes Sarasota County stand out compared to other Florida and national markets?

First and foremost, we are an incredibly resilient community. 

Beyond that, what truly sets us apart is the way visitors feel when they come here. Research has shown that people don’t feel like tourists in Sarasota, they feel like they belong – they feel like a local. Whether they’re strolling through Siesta Key Village for ice cream or searching for shark teeth on Venice Beach, they experience a sense of connection. The warmth and hospitality of our residents play a huge role in that.

Sarasota also has the identity of Florida’s Cultural Coast ®. While many places offer arts and culture, Sarasota stands out with its professional opera, theater, ballet, orchestra, and more. The Sarasota Opera, for example, is one of the few opera companies in the world that owns its own opera house. We’ve invested in this identity for years, and it’s paying off: people across Florida now recognize Sarasota County as the state’s cultural hub.

What are some of Sarasota’s key attractions for visitors planning a trip?

Sarasota County has over 40 miles of coastline, along with vibrant inland communities like Wellen Park and Lakewood Ranch, two of the fastest-growing master-planned communities in the country. Visitors come here for world-class beaches, stunning natural preserves, and diverse wildlife experiences.

We also offer a perfect blend of arts, culture, and fine dining. Many visitors come for the beach but stay for the vibrant theater scene, galleries, and top-rated restaurants.

Additionally, sports tourism is a huge economic driver for us. We host major rowing and equestrian events, and a new indoor sports facility is in development. These events bring in visitors who often return, sometimes even become residents, which helps drive economic growth.