Partner Newsletter
July 2026
Message from VFK President & CEO Kara Franker
When I joined Visit Florida Keys, one of the goals the Tourist Development Council set for me was to earn Destination Marketing Accreditation Program (DMAP) certification from Destinations International. It wasn't just about achieving another credential. It was about building a stronger organization that serves our tourism partners with transparency, accountability, and the highest professional standards.
I'm proud to share that we've accomplished that goal and achieved DMAP certification with distinction, an honor earned by fewer than 10% of accredited destination organizations
This recognition reflects countless hours of work by our team to strengthen our policies, operations, and governance while documenting the systems that support our organization. More importantly, it reflects our commitment to building an organization that works better for you. As we've evolved into a more modern destination marketing organization, we've focused on creating stronger partnerships, clearer communication, and a foundation that will serve the Florida Keys well for years to come.
Thank you for being part of that journey. I'm pleased to share this milestone with you, along with this month's tourism updates.
Warm regards,
Kara Franker
President & CEO, Visit Florida Keys
Great Reasons to Join Keys Season
Have you signed up with a flexibility promise or special offer for our summer/fall Keys Season campaign? Keys Season offers launched May 1 at VisitFloridaKeys.com, and by mid-May the destination began seeing measurable improvement in our forward-looking projections.
What were projected declines for June, July and August just two months ago, grew into occupancy levels now recovered at-or-above last year's levels for each of those months, suggesting travelers are responding to our summer value and confidence messaging.
We encourage all hotels, attractions, restaurants, watersports tours, fishing charters and other tourism partners to jump on board to participate in the success we are already seeing. It’s free to sign up!
Mosquitoes Bugging Your Guests? Contact Florida Keys Mosquito Control
Nothing ruins a Keys sunset like a mosquito buzzing in for the last word. The Florida Keys Mosquito Control District is on call to help. A licensed inspector will visit the property, answer questions, and hunt down whatever's breeding trouble, especially standing water.
Best part: FKMCD will drop off free mosquito-eating fish to patrol your ponds, fountains, or water features. Yes! Tiny bodyguards that slurp up larvae before they can ever take flight.
Submit a service request online or call FKMCD at 305-292-7190.
Florida Keys Lobster Mini Season
The countdown is on: lobster mini season hits July 29–30, with regular season kicking off August 6. Expect a bump in reservations at accommodations and restaurants, and a bump in traffic on the roads and water, so a quick safety reminder for guests goes a long way.
Point your guests to KeysLobsterSeason.com for the rules, safety tips, videos on measuring a legal catch, and more.
New this year: the site now features a guide to restaurants across the Keys offering cook-your-catch service for lobster tails. This is a nice one to mention to guests who bag their limit but don't want to deal with cooking it themselves.
Boater Safety Campaign
Visitors new to boating are strongly urged to educate themselves about boater safety and with navigating the local waters.
- Always use up-to-date nautical charts
- Make sure you have enough life jackets
- Use marked channels
- Slow down and idle when unsure about the depth
- Use mooring buoys to avoid anchoring on coral
Watch our Visit Florida Keys social media, website and other channels for our Boat Like You Belong boating safety messages, coming soon to our Visit Florida Keys social media.
NEW Social Media Webinar for Fishing Captains
Get booked and grow your business with our free social media webinar designed for fishing captains. Learn how to build a stronger social presence, get found through SEO and AIEO, and capture and edit videos that help showcase your trips, catch and customer experience. This free session is now available in our Industry Partner portal and packed with useful tips to help you stand out online.
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Tourism Trends — May 2026 Data from Tourism Economics
In May, demand growth outpaced supply, and momentum heading into shoulder season remains strong, with projected growth in reservations of 5% for July and 9.2% for September, representing significant improvement over booking trends at the same point last year.
Hotels Grew Resoundingly YOY
- Occupancy grew 4.9% over last year to 78.8%
- Average Daily Rate rose to $343.30 (+4.6% YOY)
- RevPAR climbed to $270.64 (+9.7% YOY)
Short-Term Rentals Remain Strong
- Short-term rentals held 41.4% occupancy in May, up 2% YOY.
- ADR grew 7% to reach $463,
- RevPAR increased 9% YOY to $192.
- ADR growth was stronger on weekends (+8.2%) than weekdays (+7.5%).
Visitors Are Flying In
- Key West International processed 81,200 passengers in May (+8.6% YOY)
- Year-to-date throughput up +7.1% — momentum is building
- Top feeder markets: Boston, Philadelphia, Newark
The Bigger Picture
Oxford Economics raised its 2026 GDP forecast to +2.2% (from 1.9%) and consumer spending to +1.9% (from +1.7%), while Tourism Economics increased its U.S. RevPAR forecast to +2.8% YOY and sifted occupancy from a decline to +0.5 ppt growth.
Find the full Tourism Economics May summary report here.
Tourism Dates to Remember
Fishing Advisory Committee Meeting
August 11, 6 p.m. on Zoom
TDC Meeting
August 24, 10 a.m.
Harvey Government Center, Key West and Zoom
Partner Tip
Join the Visit Florida Keys Tourism Partner HQ Facebook Group
We’ve created a welcoming space in the Visit Florida Keys Tourism Partner HQ Facebook group for tourism-related businesses, organizations and partners who help support the Florida Keys tourism economy. Join us to see our industry updates, marketing opportunities and more. Plus, learn about events and new offerings from fellow tourism partners, and share your news!
