This spring, many parts of the U.S. tourism industry faced difficulties due to confusing federal policies and public statements that upset Canadian visitors. However, Vero Beach largely avoided these setbacks and showed signs of growth. While some beachside businesses experienced a slight drop in activity early in the year, most reported steady or record revenues through the first quarter of 2025.
Several local establishments performed well despite the national trend. The popular Citrus restaurant experienced its best season in 15 years, with some of the highest revenue nights ever recorded. The Driftwood Resort saw an increase in business by about 8 to 10 percent compared to last year. Seaside Grill also reported a busy February and March. Maison Martinique experienced slow business in January, likely due to colder weather, but rebounded in February and March.
Though Vero Beach performed well overall, some businesses felt the effects of fewer Canadian visitors. Occupancy rates remained decent in some resorts, but average room rates and spending were lower than anticipated. Travel booking data showed that overall U.S. travel dropped by 7 percent in the first quarter of 2025, with Canadian bookings down 30 percent. This decline is partly linked to public remarks earlier in the year that offended Canadian tourists. Longtime Canadian visitors were noticeably absent this season, and some have indicated plans to visit other destinations next year.
Beach attendance in Vero Beach fell by more than 30 percent compared to the same period last year. This drop was largely due to the coldest January the area has seen since 1985 and a record low temperature of 39 degrees in late March, which discouraged typical beach visits.
Despite lower beach attendance, tourism bed tax revenue rose by 22 percent from the previous year. Indian River County Chamber of Commerce reported an increase from $577,112 to $700,411 for the first quarter, with March figures still pending. Local officials emphasize that the region remains welcoming to all travelers and is preparing to address any challenges that might affect tourism going forward.
In summary, while the broader U.S. tourism sector faced challenges early in 2025, Vero Beach managed to avoid much of the turmoil. The area’s resilience and proactive approach to welcoming visitors point to a positive outlook for the rest of the year.
