It has been another challenging year for the tourism industry.
Trends in last minute reservations and demand for discounting continued. In Walton County, bed tax collections from visitors on short-term lodging rentals were down a modest eight percent for the 2008-2009 fiscal year.
?We?ve aggressively marketed the destination in our top markets in collaboration with our lodging partners to ensure visitation remains strong,? said Sonny Mares, executive director of the Walton County Tourist Development Council (TDC). ?We believe the slight decrease in bed tax collections is attributed to the heavy discounting our lodging partners have implemented in order to remain competitive in this economic climate.?
Mares went on to say ?last year, we were up five percent. We?ve ended this year with bed tax collections back to the same level as 2007.?
The economy has affected tourism negatively throughout the state with bed tax collections down 15.5 percent statewide in the first and second quarter of 2009 and visitation down 10 percent for that same period.
The TDC has focused heavily on marketing to visitors in its top 15 markets to ensure families return year after year. The 2009 visitor tracking study conducted by Majority Opinion Research revealed that 93 percent of visitors to the beaches of South Walton are repeat guests.
The study also revealed that visitors to the destination are still spending. On average, summer 2009 visitors spent more than $3,300 during their stay in the beaches of South Walton. This summer?s spending was just under last summer?s recorded high and higher than any other season this year. In addition, nine out of ten summer 2009 visitors had an overall positive experience in the beaches of South Walton, with nearly two out of three rating it excellent.
These visitors were most impressed with the clean, well maintained beaches, their feeling of comfort in the destination and with how pleasant a place it is to relax and unwind.
?Our visitor return rate is astounding. While we know that our beautiful beaches and relaxing qualities bring them back, we are confident that the welcoming, friendly individuals who provide extraordinary customer service are another key component to return visitation,? said Mares.
?We strive to recognize the individuals who provide exceptional customer service through programs such as the Above and Beyond Awards.?
The impact of tourism in Walton County is powerful. The last economic impact study conducted by Strategic Planning Group, Inc. reported that visitor spending is more than $1 billion annually.
The study also recognized tourists as a major contributor of local tax revenues and employment. More than 12,150 jobs, approximately 58 percent of the County?s total employment, are suported by tourism, generating $304.5 million in income and wages.
?We are now looking to the future,? said Mares. ?We are confident through collaboration with the tourism industry and the support of the Walton County Board of County Commissioners that we will be well positioned to soar when the economy rebounds.?
Mares went on to say ?this year, our commissioners united for the common goal of propelling our tourism economic engine into high gear. Supported by a majority of property owners and property management companies, the tourist occupancy tax was increased by a half cent to be devoted to attracting a low cost airline carrier and expanding our marketing opportunities beyond our traditional drive market radius. It is actions such as this that will allow Walton County to remain aggressive in the competitive tourism marketplace.?
