Tourism Economy Remains Strong in Walton County

2023 Data Shows Continued Visitor Demand

In preparation for this year’s Annual Report, we took a look back at 2023’s biggest wins. From beautification projects to a boost in tourism dollars, these are just a few of the ways Walton County won in 2023.

On the whole, Walton County’s tourism economy continues to thrive, boosting local businesses, job creation and household tax savings for residents. To say it simply, tourism works for Walton County. 

“Because of the hard work and dedication of our industry partners and workforce, Walton County continues to shine as a vacation destination,” Tourism Director Matt Algarin said. “Looking at the impact tourism has on our community, it’s a blessing.”

Direct spending by visitors helped lower county residents’ taxes by $2,082 per household on average, and the tourism economy overall supported more than 41,000 jobs, both directly and indirectly. This effect generated $1.2 billion in salaries and wages.

Walton County welcomed more than 5.1 million visitors in 2023 who spent more than $4.7 billion, contributing to an economic impact of $6.8 billion for the county. Additionally, more than $60 million in Tourist Development Tax was collected in 2023.

TDT, or bed tax as it’s commonly known, supports activities and services such as hiking and biking trails, public beach accesses, lifeguards and special events not usually found in a destination of our size, which in turn enhances the lives of residents.

As a reminder, residents do not pay the bed tax unless they are taking a “staycation” in a local rental property or accommodations.

From the revenue generated by local businesses to the world-class amenities, it’s clear that tourism benefits all. In fact, visitors accounted for 76% of all retail spending in Walton County in 2023.

Marketing Walton County’s brands is key in attracting visitors and supporting the local economy. Every dollar spent on tourism marketing translated to $479 in visitor spending, which boosted local businesses in 2023. Of course, attention from such media outlets as Travel + Leisure, Forbes, Southern Living and Modern Luxury also helped get the word out about this inviting destination.

Building on another successful year, the tourism department will continue to balance local impacts and the needs of the economy as part of its sustainable tourism initiatives.

“There is a delicate balance between the tourism industry and our residents,” Algarin said. “Neither can be successful without a great partnership that benefits both. We are working every day to make sure this balance continues.”

Outside of marketing the destination, tourism dollars help the Beach Operations department maintain the pristine beaches, facilities and landscaping around South Walton. Keeping the beaches clean, amenities up-to-date and the overall destination in top-notch shape keeps our community top of mind.

Brian Kellenberger, director of Beach Operations, acknowledged that this necessary maintenance, funded by the TDT, is created in part by the people who decide to live and run their businesses in Walton County.

“It’s the developers, the entrepreneurs, the industry partners; property managers, hoteliers, restaurateurs and service companies,” said Kellenberger. “[They] are the ones who created this incredible place, this sense of place that makes people want to visit here and continue to return here and ultimately generates the Tourist Development Tax the tourism department uses to continue marketing and maintenance efforts.”

In 2023, tourism dollars funded $3.9 million in destination improvements. Beach Operations’ maintenance and cleanup efforts include 26 miles of beach, 35 miles of multi-use paths, nine regional beach access points, 48 neighborhood beach access points and 11 bay and lake access points, with the Camp Creek Lake Canoe and Kayak Launch opening in early 2025. Beach maintenance crews also removed 1,500 tons of garbage from approximately 736 garbage stations in 2023.

Beach Operations also sustains many projects to improve infrastructure for residents and visitors, such as parking facilities and community centers. The South Walton Beach Tram program operates shuttle vehicles seven days a week, transporting 182,801 guests between Grayton Central Parking and Grayton Public Beach Access in 2023.

With tourism holding strong in Walton County in 2023 and the area continuing to see growth, the Walton County Tourism Department looks forward to another successful year of supporting local communities through a thriving visitor economy. In 2024, the department is continuing to explore opportunities to expand needed infrastructure while also protecting the area’s fragile ecosystems. With these goals in mind, Walton County will continue to be a place so many want to be for generations to come!

For more information about the impact of tourism in Walton County, visit waltoncountyfltourism.com/annual-reports.

To view a video of Walton County Tourism’s 2023 Year in Review, visit youtube.com/watch?v=rOcVQ1WO4tA.

For a list of regional and neighborhood beach access points, as well as bay and lake access points, visit

https://www.visitsouthwalton.com/beach-access/