As Florida posted record-breaking third quarter tourism numbers with a 1.8% increase in visitation, Okaloosa County finished its 2024 fiscal year with a 1.5% increase in bed tax collections.

• “The Free State of Florida continues to break records for tourism,” Gov. Ron DeSantis said. “It is a testament to our model, and we will continue to operate our state with common sense, fiscal responsibility, environmental stewardship, and a penchant for freedom.”

Jennifer Adams, director of Destin-Fort Walton Beach Tourism, said the county collected approximately $43 million in bed taxes for fiscal year 2024, despite facing increased competition in the tourism market. The slight decline in September collections was attributed to the split timing of Labor Day weekend between August and September.

“We typically have about 8 million visitors a year,” Adams said, noting that July presented its own challenges with only four weekends in the month this year.

While Florida reported 2.3 million overseas visitors in Q3, Okaloosa County’s international presence focuses primarily on English-speaking markets including the United Kingdom, Ireland, and parts of Germany. Adams recently returned from a London tourism conference where potential visitors showed particular interest in diving opportunities rather than just beaches.

“They want to know about getting in the water,” Adams said. “We couldn’t talk enough about diving and what they can see and do in the water.”

The county’s domestic tourism remains strong with 13 regional markets including Dallas, Nashville, Atlanta, Detroit, Cincinnati, and Houston. Orlando was added as a new target market this year, a strategic decision based on overlapping visitor patterns.

• “Our people who visit us also go to Orlando,” Adams said. “They’ll see our messaging.”

The destination is also seeing growth in Canadian visitors, particularly among adventure travelers. The tourism department participates in regional marketing efforts in Toronto and plans to continue international outreach through Visit Florida partnerships.

Adams noted a shift in the destination’s image and approach to tourism. “Our research shows we’re far more favorable in people’s eyes as a value destination. We’re not considered a discount destination anymore,” she said.

The tourism department is expanding its focus northward, following the expansion of the bed-taxing district. Adams said properties in the northern part of the county perform well outside of summer months, and new developments are underway.

• “We’re building trails. We’re adding more events to the Baker Area Recreational center, and we’re trying to do more on the rivers and get people down Turkey Creek,” Adams said. “The North end does very well in regard to collections, and they’re opening up new hotels in Niceville and Crestview, and even some more in Fort Walton Beach.”

Looking ahead to Q4, the tourism department has adjusted its marketing strategy to target potential visitors during their holiday planning phase rather than waiting until the beginning of the year.

“We switched our strategy last year,” Adams said. “We realized that October, November, December, we were missing the boat because we put all our money into January, February, March, April, while people were actually planning before the holidays.”

• Her department has already begun implementing this strategy, maintaining a strong digital presence, particularly on Google, where they aim to capture potential visitors during their inspiration and planning phases.

Adams credits the destination’s success to improved hospitality scores and enhanced community engagement, noting a significant shift from past challenges.

“I remember years ago when I came in and we had a big stakeholders meeting and I told everybody that our hospitality scores were really low and people didn’t think highly of us,” Adams said. “It was really good because nobody liked that and everybody worked very hard to get back on track.”

The results of those efforts are evident in visitor feedback, with some families returning multiple times after previously writing off the destination. “A family was telling us how four or five years ago, they never would have thought of coming back here again because they just didn’t have a good visit. Now they’ve been three times,” Adams said.

The tourism office has also evolved its approach to destination management, now employing seven marine biologists – a unique feature Adams notes she’s the only tourism director to have on staff. The department focuses on environmental initiatives like the Emerald Coast Open lionfish event and artificial reef development, positioning the destination differently from Florida’s east and west coasts.

• “We have to continue to educate and position ourselves differently,” Adams said. “I don’t even consider us a snowbird destination anymore. We’re really trying to get people who want to do more than just chase a discount.”

This strategy appears to be working, with visitors increasingly engaging with the community and appreciating the destination’s value beyond its beaches. “We need to make it a better place for everybody,” Adams said. “I can actually feel that happening and I’m not saying that because I need to say it. I live here and I feel it.”