In May 2024, Forward Pinellas approved a regional market demand study to support the St. Petersburg Chamber of Commerce Transportation, Housing & Land Use Development Committee and Urban Land Institute – Tampa Bay in evaluating the future of waterborne transportation across Hillsborough County, Pinellas County, and Manatee County.

The study was designed to measure regional interest in expanded ferry and water transportation services throughout the Tampa Bay area. Its purpose was to identify who is most likely to use these services, which destinations are in highest demand, and what factors encourage or discourage ridership. The findings will help regional leaders determine the feasibility and long-term value of enhancing existing ferry routes and developing new waterborne transportation options.

To gather accurate insights, the study included interviews with regional stakeholders, a statistically valid survey of both residents and visitors, and detailed analysis of workforce trends, population growth, commuting patterns, and travel behavior throughout the region. This data was used to identify key market segments, rider motivations, pricing expectations, and barriers affecting public perception and demand for ferry transportation in Tampa Bay.

The results of the study will help guide future transportation planning efforts and support a Technical Assistance Panel led by the Urban Land Institute – Tampa Bay in partnership with the St. Petersburg Chamber of Commerce.