The Okaloosa County Tourist Development Department (TDD) has been working on a research program for the last four years to better incorporate local resident input, redefine tourism’s value, create a mission and design new products.
According to Jennifer Adams, the Okaloosa County Tourism Director, the TDD’s goals stated in February 2019 are still true today, which are:
- To grow the Prime seasons (non-summer months)
- Increase visitor spend
- Identify new, loyal visitors
- Create initiatives that mindfully balance the quality of life for locals and visitors.
Despite several challenges faced during this time, including an international pandemic, local short-term rental shutdown, hurricanes, and red tide, direct visitor spend in the communities has increased by 32%, new businesses have opened, and the tourism taxing district has expanded to include the entire county.
Adams credits the success to the feedback loop from the research program that talks to 4,000 consumers per year and analyzes data from multiple third-party sources. However, she emphasizes that none of it is as important as the input from the locals.
To this end, the TDD has launched a county-wide benchmark survey, and they hope that residents will take the time to complete it.
- “Through this survey and other qualitative initiatives, your voice is heard,” Adams said.
The survey is an opportunity for locals to provide feedback on the tourism industry in Okaloosa County. Residents can access the survey by clicking here.