Tampa is on a roll.
After breaking tourism records in 2023, the Florida
destination is achieving similarly robust numbers in 2024.
“Every month that has been a record for us either happened this
year or last year,” says Santiago C. Corrada, president and CEO of Visit Tampa Bay.
Tourism Development Tax collection for Hillsborough County topped $7
million in March and April—the first time the destination collected more than
$7 million in bed tax revenue in back-to-back months. And the trend is
continuing, notes Corrada: “May was our record-setter of all Mays.”
High Demand Driving Development
As tourism booms, so does the variety of hotels, restaurants, and
attractions available for visitors. In fact, more than 2,500 new hotel rooms
have been added to Tampa Bay in the past three years.
“There’s been an evolution of the destination,” says Corrada,
noting that high demand is driving more development. “Hotels are reinvesting, you’re
seeing the attractions reinvesting, you’re seeing new restaurants opening up
all the time.”
The Florida Aquarium, for
example, is undertaking its largest expansion ever, with a new penguin and sea lion
exhibit expected to open in 2026. Last year, the Tampa Convention Center emerged from a
$44.5 million expansion and renovation that includes 18 new waterfront meeting
rooms overlooking the Hillsborough River. And Tampa’s culinary scene is hotter
than ever, with 30 restaurants listed in the 2024 Michelin
Guide—including five with Michelin stars.
Hotel Flor Tampa. (Photo Credit: Hotel Flor)
History on Display
New hotels and restaurants often incorporate the old, as the past is
displayed more prominently in Tampa than in many Florida destinations.
“I like to say that outside of St. Augustine, we have
the most physical history that’s evident—the cigar factories, the brick-lined
streets, the gas lamps, we have all of that,” says Corrada. “We’ve treasured
the past here, and we’ve converted a lot of those old buildings into hotels and
restaurants and food halls.”
In November 2023, the former Floridan Palace Hotel became
the Hotel Flor Tampa after
a $30 million renovation. Now part of the Tapestry Collection by Hilton, the 210-room,
19-story downtown property—the tallest building in town when it was built in
1926—retains such original features as soaring tiled ceilings, a refurbished
1920s letter holder on display behind the front desk and the landmark “Hotel
Floridan” neon sign atop the roof. The hotel’s former Sapphire Lounge is now The
Dan, a stylish speakeasy-inspired restaurant serving modern Gulf Coast cuisine and
curated cocktails.
In Ybor City, Tampa’s historic Latin quarter just two miles northeast of downtown, the 178-room Hotel Haya pays homage to Ignacio Haya, whose cigar factory rolled the first cigar in Tampa. The boutique hotel emphasizes the neighborhood’s heritage with décor inspired by mid-century Cuba, glass-blown globes resembling Ybor’s famous streetlights and a Cuban-style café. Flor Fina, the hotel’s restaurant, just unveiled a new brunch menu with dishes and cocktails infused with the flavors of Ybor City, and Haya’s fun monthly calendar of events includes a yoga class with the neighborhood’s resident chickens.
New and Expanded Hotels
In another historic Tampa neighborhood, Hyde Park, the
Epicurean Hotel opened
a $21 million expansion in January. Across Howard Avenue from Epicurean’s 137-room
main hotel, the addition includes 51 new guest rooms and suites, a private
lobby, meeting space and a rooftop terrace.
Part of Marriott’s Autograph Collection, the Epicurean
was developed by the legendary Bern’s Steak House, next door to the hotel, in
collaboration with Mainsail Lodging & Development. It’s a foodie
destination, with a state-of-the-art culinary classroom, the signature Élevage
SoHo Kitchen & Bar restaurant, EDGE Rooftop Cocktail Lounge, and Bern’s
Fine Wines & Spirits in the lobby, carrying more than 1,000 labels.
Also new to the South Tampa neighborhood is the Palihouse Hyde Park
Village, a 36-room boutique hotel that opened in November
2023 with 36 oversized guestrooms and an intimate lobby lounge and cocktail bar.
Calling it “remarkably stylish,” the Michelin Guide included the property in its
inaugural list of outstanding U.S. hotels, awarding the Palihouse one Key in
April.
Riverwalk Tampa. (Photo Credit: Visit Tampa Bay)
More Luxury Options
One other Tampa hotel earned a Michelin Key—the Tampa EDITION,
which opened in October 2022. The city’s first five-star hotel, the 172-room
EDITION, is part of Water Street Tampa. This massive $3 billion waterfront
development has transformed the area surrounding Amalie Arena, home of the NHL’s
Tampa Bay Lightning. The EDITION features seven unique dining concepts,
including Chef John Fraser’s Lilac, bestowed a Michelin star in 2023.
“Water Street is an incredible addition right next
door to our traditional downtown,” says Corrada, noting the neighborhood is
also home to Tampa’s first JW
Marriott and ROOST
Tampa, a luxury extended-stay hotel next to the EDITION. “Our
luxury offerings really took a step up.” Two more hotels are expected to be
part of Water Street’s next phase of development.
Riverfront Draw
Water Street also fronts one of downtown Tampa’s main
draws—the 2.6-mile Riverwalk,
a waterfront path along the Hillsborough River connecting hotels, museums, the
convention center, parks, bars and restaurants.
Now visitors can experience Tampa’s growing reputation
as a foodie destination while they’re cruising down the river on Craft, the city's first
dining river cruise. With a capacity of 150 passengers, the low-profile vessel
resembles a European riverboat and offers two-hour dinner, brunch and lunch
cruises. For each, Executive Chef Allison Beasman has created an elevated
three-course menu that’s prepared in an open kitchen using gas cooking—a first
for a U.S. river cruiser.
What it all adds up to, says Corrada, is a city that
continues to change and evolve, giving travel advisors more reasons than ever
to book Tampa Bay vacations.
“Tampa is no longer a secret,” says Corrada. “When we
started Visit Tampa Bay, we said, ‘Treasure awaits. Come and unlock Tampa Bay.’
I think everybody has a key now.”
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