Published: Oct 19, 2010 1:22 AM EDT
Updated: Oct 18, 2010 10:22 PM EDT

COLLIER COUNTY, Fla. -  The Collier Tourist Development Council tells WINK News 10% fewer tourists have visited the county in the past two years during season.

Now, the Tourist Development Council wants to reallocate $2 million from beach and museum funds to advertise during season. 

"If the message isn't there they will go to another beautiful Florida beach destination and not us," said Executive Director of the Tourism Development Council, Jack Wert

Sarah Nolte, manager of the fashion store 'It's All About Me' on 5th Avenue says fewer customers visited the store last year. 

"It wasn't as prosperous as they would have liked it to be," said Nolte.

Nolte says she'd like to see Collier advertise year-round.

But, Naples City Councilman, Gary Price disagrees.  He says advertising isn't a good investment.  Price says for every $1 million spent on advertising last year, the tourist tax only pulled in $650 thousand.  Wert says the economic impact was much greater.  In 2008, tourists spent more than $1.2 billion in Collier County.

County Commissioners will also discuss possibly increasing the tourist tax or reallocating funds at their first meeting in November.