Amelia Island Bed Tax Revenue Forecast to Top $12 Million, Exceeding Last Year

By Mike Lednovich/Editor

FERNANDINA BEACH - The Amelia Island tourism agency forecasts bed-tax collections will top $12 million for fiscal 2026, exceeding last year's collections despite a decline in hotel occupancy and signs that travel costs are putting pressure on fall vacation plans.

Tourist Development Tax collections are projected at about $12.28 million for the fiscal year, 2.6% above the prior-year figure used by the Amelia Island Convention and Visitors Bureau and 6.5% above its $11.54 million 2026 budget. The August collection is still an estimate based on KeyData, so the fiscal-year total is not final.

The forecast was included in a presentation slated for Wednesday's Tourist Development Council meeting which was cancelled.

The higher tax revenue came as hotels charged more for rooms but filled a smaller percentage of them.

Hotel paid occupancy averaged 66% from September through August, down from 67.2% during the comparable period a year earlier. Vacation-rental occupancy edged up to 36.5% from 36.2%, according to KeyData figures available as of Sept. 15.

The average hotel room rate increased 6% to $330 from $312. Vacation-rental rates averaged $292, unchanged from the previous year.

Vacation rentals generated the larger share of the island's bed-tax revenue through July. They accounted for 54% of Tourist Development Tax collections from September through July, compared with 46% from hotels, resorts and bed-and-breakfasts.

The outlook heading into the fall is mixed, with overall advance bookings ahead of last year but October hotel reservations lagging.

As of Sept. 15, hotels had about 70,000 room nights booked for September through November, 1% more than the 69,600 booked at the same point last year. Vacation rentals had approximately 11,000 room nights booked, up 12% from 9,900.

The monthly numbers show a more uneven picture.

September hotel bookings were running 10% ahead of last year's pace and November bookings were 12% ahead. October was running 13% behind.

Vacation rentals were 34% ahead for September and 2% ahead for October, while November bookings were even with last year. The figures compare reservations on the books as of Sept. 15 with reservations at the same point a year earlier. They are not final occupancy figures.

The tourism agency is also watching broader economic pressures that could affect fall travel.

A national traveler survey included in the TDC presentation found 51% of respondents said financial constraints or travel costs could limit their fall travel plans. Economic uncertainty was cited by 32%, work or scheduling constraints by 30%, family obligations by 22% and health or safety concerns by 22%. Twenty percent said they did not expect any factors to limit their fall travel.

The survey measures general traveler sentiment, not conditions specific to Amelia Island. Local advance-booking data so far show overall hotel room nights slightly ahead of last year for September through November and vacation rentals up by double digits.

The Amelia Island Convention and Visitors Bureau plans continued fall marketing efforts aimed at attracting visitors during the slower period following the summer season.

Amelia Island Dining Month ran throughout September with 23 participating restaurants. The tourism agency said the 2026 program expanded the types of restaurants participating while retaining an emphasis on value-oriented offerings. The campaign received television coverage in Jacksonville and Atlanta.

The agency also launched a five-week promotion Sept. 9 with the nationally syndicated Elvis Duran Morning Show. Producer Scotty B and his fiancée visited Amelia Island Sept. 3-6 while looking at wedding venues as part of the show's content. The TDC presentation says the program airs in more than 75 cities and reaches 8 million listeners weekly.

Amelia Island also received national travel rankings during the year. Travel + Leisure ranked it seventh among its 2026 Best Islands in the continental United States. U.S. News & World Report ranked Amelia Island third among its Best Relaxing Getaways in the U.S. and sixth among Best Weekend Getaways in the South.

The $12.28 million fiscal-year bed-tax projection includes an estimated August collection. Final collections will determine the year-end total.