By Will Estell
If you’re a resident of the Destin-Fort Walton Beach area, you’re well aware of the important role tourism plays in our local economy. And, hopefully, you’re aware of the strategic role our local tourist development department plays in following and forecasting the trends that allow for optimal promotion of our beautiful beach communities to families throughout the globe.
While tourism numbers are the math that creates the magic, national economic factors such as tariffs, rising auto costs and inflation stand to have a big impact on spending, likely affecting travel plans this year. However, the Northwest Florida Gulf Coast (better than most regions of the country) is well-positioned to weather the storm—hopefully not a literal one. Thanks to the enduring appeal of our crystal white sand and emerald waters, visitors continue to return to Destin, Fort Walton Beach, and surrounding areas. Tourism remains the key driver of our local magic, even amid broader challenges. As a longtime writer, editor, and publisher in coastal tourism, I’ve often said that no matter what else we do, Northwest Florida’s coastal communities can thrive thanks to our stunning beaches and the millions of beach lovers—both domestic and international—who often become hooked after just one or two visits to the Destin-Fort Walton Beach area.
That said, there is a big difference in surviving and thriving, and that is where the monumental efforts and dedication of our local Destin-Fort Walton Beach Tourist Development Department shines.
Beyond the obvious economic issues facing many vacationers in 2025, accommodation providers are finding that much of the planning is being done in a very short window from the booking dates, as opposed to the travelers of yesterday that would often plan their family vacations four to six months, or more, in advance of their arrival dates. Though this national trend has emerged over the past four to five years, DestinFWB actively addresses it by using innovative marketing to encourage travelers to plan their beach trips earlier.
Additionally, as the proliferation of A.I. and travel social media continue to soar, people are undoubtedly changing the way they become aware of potential vacation destinations, as well as how they research, decide upon and book them. These are all things DestinFWB must stay on top of and constantly monitor and learn from, to not only anticipate changes in consumer planning and spending, but also to stay two steps ahead of it.
A recent nationally compiled travel survey showed that 72% of the 6,000 people polled said they would, or already do, use A.I. (specifically Chat GPT) in researching and deciding where to take their next vacation. I would say that is quite remarkable when we consider that we are talking about a technology that didn’t even exist at all for the average person’s use, just two years ago.
As added insight into the changing world of vacation planning, another study by TravelPerk found that 48% of active travelers surveyed said they used their mobile phones (as opposed to a computer) to do destination research, while 47% used their phones to compare transportation and accommodation pricing, and a whopping 40% say they actually booked their stays using their mobile phone. This serves as another example of how both tourism professionals and our TDD leaders are using beneficial data like this in order to best represent our area and the businesses that depend on continued strong tourism numbers.
Another interesting trend in the past two to three years is the increase in family oriented and education added vacations, whereby the activities available – for both young children, teens and adults – may be as much of the destination decision making process as the popularity, pricing or weather conditions. Essentially, more and more families are considering the desires of even ages 3-4, (what they want to do, see or learn) as well as teenagers and what activities they want to take part in on their upcoming getaway.
This aspect of vacation planning is something DestinFWB think tanks and marketing minds are well aware of, and one of the prime reasons our area continues to thrive. DestinFWB is continuously adding new and innovative programs such as Little Adventures (See www.adventuredfwb.com), as well as the opportunity for visitors to engage with locals called Scouts who can provide them with insight into local activities, and even assist them in planning and booking their local adventures.
With vacation planning evolving due to technologies, shifting mindsets and economic factors, it’s a strong positive that our area is well-positioned to hold steady through the 2025 spring, summer and shoulder seasons—something many tourism-driven destinations in our great country aren’t projecting this year.
I asked DestinFWB Tourism Director, Jennifer Adams, her thoughts on the trajectory of tourism for the coming summer and remainder of 2025, as well as her organization’s focus for the remainder of the year:
“Destin-Fort Walton Beach’s Tourism Department’s mission is to make time spent here, whether visiting, living or working, more valuable for all. This can be seen in Okaloosa County through partnerships with our local municipalities and projects such as Women’s Veteran’s Park, our artificial reef program, or the newly renovated Ross Marler Park playground. With approximately 8 million visitors to the destination per year, the bed-tax collection is key to providing funding for these projects that benefit both tourists and locals alike. We look forward to a strong year ahead and have shifted our marketing strategy to capture potential visitors during their inspiration and planning phases and encourage off-season bookings.”
Some locals miss the days when our area was just a “100 days of summer” destination with a quiet off-season—but there’s more upside than down. As visitors discover Northwest Florida’s Gulf Coast beach communities from a broader, even global, reach, tourism has spread out on the tourism calendar more evenly throughout the year. This helps ease peak-season crowding and traffic hinderances while boosting tourism numbers and year-round revenue that local accommodations, restaurants, retailers and entertainment venues rely on.
With the state of Florida experiencing 75% growth in tourism revenue since 2019, and our little piece of Northwest Florida paradise continuing to reap the discovery of millions around the world, I think it’s safe to say that even if 2025 is not the year of huge increases in local tourism revenue, we are definitely poised to hold onto our popularity and past growth, and maintain our status as a top-destination for beach-loving families everywhere. And that is a lot to be proud of!
Locals and visitors can join in on DestinFWB’s innovative, local programs. Visit destinfwb.com. Visit the tourist information center for maps, hotels and restaurant suggestions—1540 Miracle Strip Pkwy. S.E., Fort Walton Beach. Center opens a 9 a.m. For more DestinFWB information, call (800) 322-3319.
Will Estell is a writer, editor, media entrepreneur with over 700 local and national published works from tourism, music and real estate articles to automobile reviews and celebrity interviews. He is currently the Chief Creative Officer of Estell Hussey Media. His 27-year career in publishing includes founding 12 magazine startups while serving as editor in chief for others. Originally from rural Mississippi, Will is a father of three who, along with his wife WEAR ABC 3 Pensacola news anchor Laura Hussey Estell, call the beaches of Northwest Florida home. Will is a regular contributor to our Life Media family of publications.
Views: 1
