September 2026 Industry Newsletter - Notes from the CEO

Dear Tourism Partner, 

as September begins, we find ourselves at a turning point in the year — summer is ending, schools are back in session, and the pace of travel begins to shift. This moment offers us a chance to reflect on a softer summer season, while looking ahead to the opportunities that fall brings for Southeast Volusia’s tourism economy.

Summer Wrap-Up
Thank you to everyone who played a role in welcoming visitors over the past several months — from our lodging and hospitality teams to our frontline restaurant staff, attraction operators, city workers, and event organizers. Despite heat, rain, and the usual challenges of high season, your hard work kept our communities running smoothly and left a lasting impression on those who chose to spend their summer with us.

We saw consistently flat occupancy across July and August, increased visitation from key drive markets.  The economy has been a challenge for most, and although foks are still traveling and spending the same, they expect so much more for their dollar. We will need to continually up our customer service levels and offers to stand out amongst all the destinations vying for the same traveler.  We have seen increases from the Northeast corridor, especially CT as we continue to attract those feeder markets being served by Avelo Air and Breeze Airways flying direct into Daytona Beach International Airport. These numbers reflect not only growing interest in our destination, but also the trust travelers have in the quality and consistency of their experience here.

September Events & Activity
Although travel typically softens after Labor Day, September offers several valuable touchpoints to maintain engagement and support local businesses:

• Southeast Volusia Historical Society Events – Educational and family-friendly programs at local museums and historic sites help tell the deeper story of our area, especially as we continue to mark the U.S. Semiquincentennial.
• Canal Street Art & Artisan Stroll  (September 5) and Flagler Avenue Wine Walk (September 26) – These recurring events continue to drive weekend traffic and offer a taste of our downtown vibrancy.

We are also working with our partners to promote weekday stays and local staycations, encouraging U.S residents to explore our communities at a slower pace as fall begins.  Check out all the special rates on our Staycation page!

Fall Preview: Coastal Catch Restaurant Month
Planning is complete for the Third Annual Coastal Catch Restaurant Month, taking place October 1–31, 2026. This year’s event will include 10 participating restaurants, expanded promotions, and deeper storytelling around local seafood, sustainability, and chef-driven menus.

Thank you to those who have already committed to participating. If your restaurant, lodging property, or business is interested in being featured, now is the time to connect with our team.

Looking Ahead
The fall and winter months present an important opportunity to maintain momentum and continue building year-round tourism. Our upcoming marketing efforts will focus on:

• Culinary tourism and seasonal getaways
• Heritage and cultural experiences
• Outdoor recreation, wellness, and eco-tourism
• Local events that draw both visitors and residents into our downtown area

As always, your input and collaboration are what make these efforts possible.

Final Thoughts
September reminds us that tourism is more than peak-season numbers — it’s about consistency, community, and creating opportunities across the calendar. Let’s use this month to recharge, regroup, and refocus as we prepare for a busy and impactful final quarter of the year.

Thank you for your continued leadership, partnership, and pride in the destination we all call home.

Keep Traveling,