As we look ahead to our next fiscal year already, our team at Visit Sarasota County is focused on one clear goal: driving measurable economic impact for our community through tourism. Our newly approved Scope of Services that’ll guide us from October 1, 2026 through September 30, 2027, builds on an increasingly refined, data-informed approach, strategically reaching seven key audiences—from leisure and luxury travelers and arts and culture enthusiasts to sports, meetings and groups, international visitors, and travelers reached through new air service.

Across paid media, public relations, digital content, sales, sports, visitor services, and research, we’ll continue working alongside our partners to attract visitors who stay in our accommodations, spend money with local businesses, and support jobs throughout Sarasota County.

Just as importantly, FY2027 places continued emphasis on business engagement, emergency preparedness, and building positive resident sentiment around the value of tourism. We are grateful to our Sarasota County Board of County Commissioners for their continued investment in tourism marketing and to our industry partners whose collaboration helps amplify those public dollars and ensures tourism remains an economic driver that benefits our entire community.

As always, if you have any questions about our efforts, or thoughts on how we can help further move the needle in driving measurable impact, do not hesitate to reach out to me directly or any member of the Visit Sarasota County team. We are here to serve our community. After all, we do our best work when it’s accomplished together with you, our partners.

In service,

Erin Duggan, CDME
President & CEO, Visit Sarasota County

Friendly reminder that your referrals matter! Recommend a local business to our partner program and share this information with partnership@visitsarasota.org, and for every successful referral that completes the onboarding process (including payment), you’ll receive rewards – including a comped partnership after 3 referrals!

Thank you to the more than 100 local businesses who shared their feedback on their partnership experience. Your responses to our Annual Survey and Post-Event Pulses, among other surveys, will continue to enrich our program and offerings, from the value of our marketing opportunities to B2B networking and the scope of our professional development.

Key Findings

Partner Pop-Ins are going to be bi-monthly, experience driven gatherings that foster engagement and provide high-quality attendee value.

We are currently looking for hosts for Winter 26, Spring 27, and Summer 27. If you’re interested and have an experience for attendees in mind, please fill out our Partner Pop In Form.

These events will typically be held on either a Tuesday, Wednesday, or Thursday and do require a hosting fee.

Team VSC will take care of RSVPs, help set-up, and assist you however we can leading up to the event.

Questions? E-mail oturpening@visitsarasota.org.

VSC’s Indicators & Insights Summit will be the definitive event to hear executive-level expertise on the tourism industry on local, national, and global levels. Gather with leaders in the industry to help you plan your business strategies based on real-time trends and economic conditions. We will also honor those who continue to advance tourism and hospitality by announcing the winners of our prestigious Haley Hall of Fame Awards. 

We’re excited to share that PRIME VACATIONS was featured in Season 5, Episode 12 of the Emmy Award winning travel series Staycation. The episode showcased the distinctive vacation homes, local experiences and coastal communities that make Florida’s Gulf Coast memorable, including Sarasota, Siesta Key and Lido Key.

Our President & CEO, Erin Duggan, joined fellow Destination Marketing Organization professionals from the Bradenton Area Convention and Visitors Bureau, Visit Tampa Bay, Visit St. Pete-Clearwater, and Florida's Sports Coast for a panel discussion with the Tampa Bay HSMAI Chapter focused on crisis preparedness and response.

At the Florida Public Relations Association’s Golden Image Gala, our Sports Team earned an Award of Distinction for its integrated marketing campaign to elevate the 2025 USRowing Event Series. Our Director of Community Relations & Partnership, Hunter Carpenter, was also named Member of the Year for his service as VP of Membership on the State Executive Committee.

WSLR+Fogartyville hosted our volunteers along with The Greater Sarasota Chamber of Commerce ambassadors to walk through their venue renovations and event offerings.

The Visit Sarasota County Sales & Sports team hit the road for Connect Marketplace in Tampa, August 24-26, joined by lodging and transportation partners to meet with planners and sports rights holders, and showcase all the destination has to offer. AVA once again took center stage as VSC’s tradeshow booth, creating a unique backdrop for appointments and conversations throughout the marketplace.

Suzanne Hackman, Director of Sales and Industry Relations, joined Retreats Resources alongside partners from The St. Regis Longboat Key Resort for a multi-city roadshow through NYC, Greenwich, and Boston. Together, they highlighted the best of our destination for luxury corporate retreats and high-end meetings, laying the groundwork to welcome new groups and planners to Sarasota soon.

September brings another exciting month of sports to Sarasota County, with youth soccer and martial arts taking center stage. As we close out the fiscal year with this awesome lineup of events before FY27 begins on October 1, thousands of athletes, families, and spectators will make their way to the destination for competitive action throughout the month.

Kicking things off over Labor Day weekend, the 2026 Chargers Labor Day Tournament returns to Premier Sports Campus in Lakewood Ranch, September 5-7. Hosted by Chargers Soccer Club, the annual tournament will bring together U9-U19 youth soccer teams from across the region for three days of competition. Approximately 4,000 athletes and 600 spectators are expected, generating significant visitation to the Sarasota-Bradenton region.

Later in the month, Premier Sports Campus will welcome more than 140 competitive youth soccer teams for the 2026 Florida Extreme Cup, September 26-27. Now in its seventh year, the tournament has become a premier event for U9-U19 teams preparing for the fall season. More than 2,500 athletes and 5,000 spectators are expected to experience a weekend of high-level competition at one of the state’s premier soccer facilities.

Also on September 26, Sarasota’s Robarts Arena will host the 20th Annual Taekwondo Grand Prix Sarasota. Hosted by Red Tiger Martial Arts, the milestone tournament is expected to welcome more than 350 competitors and 600 spectators. Athletes of all ages and skill levels will compete in forms and sparring divisions, drawing competitors, coaches and families from across Florida and the Southeast.

From the soccer fields of Premier Sports Campus to the competition floor at Robarts Arena, September showcases the variety of sporting events that continue to bring athletes and visitors to Sarasota County while supporting the destination’s growing sports tourism landscape.

Showcasing Sarasota County to Top Corporate Planners

Visit Sarasota County recently hosted 10 premier corporate meeting planners for an exclusive post-Connect familiarization (FAM) tour from August 27–29. Over three action-packed days, our guests experienced firsthand why Sarasota County is a top choice for corporate retreats, board meetings, and business incentives.

The itinerary highlighted our region’s versatile venues and luxury accommodations—including property tours and site visits at Cirque St. Armands Beachside, Lido Beach Resort, The St. Regis Longboat Key Resort, The Resort at Longboat Key Club, Art Ovation Hotel, Embassy Suites, Aloft, Sarasota Modern, voco Sarasota, The Westin, and The Ritz-Carlton, Sarasota. Planners also explored destination highlights with a city tour covering Marie Selby Botanical Gardens, The Ringling, and Downtown Sarasota, along with a "Taste of Spain" tapas cooking class and a Siesta Key sunset experience.

A massive thank you to our incredible hospitality, resort and transportation partners whose collaboration made this trip such a resounding success.

What makes your business unique?
We are a family-owned women run business in Sarasota since 1981. We are a small salon with experienced hair stylists and nail techs. We have a special crew just for bridal and special events services that can travel to you or welcome you to our salon location.

What would visitors find interesting/intriguing about your business?
We have monthly specials that are always posted on our social media and website. Every November we offer a Black Friday special that offers a $300 gift certificate for $250.

How long have you been in operation?
Since 1981

What are you currently working on/developing that you want to share and/or partner with other local businesses on?
We are working on hosting events that include fashion, food and fun. We are also developing some fundraising events for local charities. We have always had our clients best interests in mind: to help make everyone find their inner beauty and bring it out.

If you could describe what you do in one sentence, what would it be?
We make people feel seen, heard, relaxed and beautiful!

What do you value most about your VSC partnership?
We are new to VSC, but we love the attention to detail as well as how friendly everyone is.

Interacted with 3,052 visitors and residents at the Visitors Centers.

Mailed and distributed 417 Visitor Guides and 48 Relocation Packets.

Created 225 info bags for various groups.