South Walton is such a popular tourist destination that, to some, it may seem to just promote itself. However, there is actually an extensive undertaking that goes into keeping the success thriving. And perhaps the biggest player in that process is the Walton County DMO (Destination Marketing Organization).
For starters, some might wonder what the difference is between a DMO (also referred to as a DO or CVB) and a TDC. The DMO serves as a sort of gateway for the destination, providing current information about area attractions, restaurants, activities and accommodations. The mission of the DMO is to continually strengthen the Walton County brand in order to support the local tourism economy, while managing and maintaining the local beaches as a primary attraction.
On the other hand, a TDC is a Tourist Development Council – an advisory group established by county ordinance. They are responsible for reviewing expenditures of revenue and making recommendations to the Walton County Board of County Commissioners regarding how to allocate these funds.
The Walton County DMO is completely funded through a Tourist Development Tax (TDT). Often referred to as bed taxes, they are collected from hotels, condos and any other types of short-term rentals that involve stays of six months or less. These taxes are almost exclusively paid for by tourists. Residents do not pay any bed taxes, unless they are taking a “staycation” in local accommodations.
Most of these funds are cyclical in nature, as they go toward improving the destination, thus enticing more guests to visit. Bed tax dollars are used for beach maintenance, as well as to purchase more beach, bay and park accesses and facilities. They also support beach safety, including lifeguards and the beach flag awareness program that helps keep people aware of current Gulf conditions. Our Volunteer Beach Ambassador Program is an important component of outreach and awareness, even helping to support our mission of promoting sea turtle conservation. Stationed at regional beach accesses and around town, Ambassadors also interact with the public, answering questions about all things local, from turtles to restaurants; sharing information on Leave No Trace and #CleanDarkFlat; and cleaning up the beaches by filling in holes and picking up trash. Any resident who loves the beach, hospitality and the environment is a perfect candidate for Beach Ambassador. All ages are welcome–there’s even a junior program for kids who want to get involved.
In addition, the DMO’s efforts create a strong economic boost for Walton County. In 2020 alone, almost 4.5 million visitors spent $3.6 billion – for an overall economic impact of $5.3 billion. More than 27,000 jobs were created in the county by tourism. Visitors typically account for 75% of all retail spending and pay more than 67% of all taxes here, saving households an average of $1,232.
Among other avenues, the DMO also helps support top-notch cultural opportunities, a diverse slate of artistic, culinary and sporting events that enliven the social calendar year-round.
With many destinations competing for tourist dollars, there’s an endless need to keep our destination and brand top of mind, which is why we continuously look for ways, through research and technology, to ensure that we are using funds strategically and diligently.
However, every expense is carefully vetted. Authorized uses of TDT revenue are specifically dictated by Florida Statute 125.0104. Expenditures are further reviewed through the TDC Advisory Committees, the Tourist Development Council (TDC) and ultimately the Walton County Board of County Commissioners.
Budgets are prepared closely and with oversight from multiple county departments, and they are heard during public workshops, which allows for resident feedback and discussion before they are adopted. Legal counsel is also available to offer guidance and interpretation of existing statutes and regulations that might impact how funds are spent. While extensive, it ensures a truly thoughtful and diligent examination of how funds are appropriated.