The “Tourism Talks” video series invites viewers behind the scenes of Walton County’s tourism efforts, highlighting the people, programs and partnerships that make this destination thrive. The educational series aims to provide valuable content to local partners and stakeholders in the tourism industry.
Through short, engaging conversations with tourism leaders and professionals, “Tourism Talks” highlights how industry partners work hand in hand. Each installment explores a variety of relevant topics, helping local partners and stakeholders stay informed about the latest trends and practices that contribute to the destination’s shared success.
Curious about what you can learn from this video series? Here’s a summary of recently posted episodes.
In the Tourism Impact episode, Tourism Director Matt Algarin offers an overview of how the department inspires visitation, drives consumer spending and fosters sustainable growth. He explains how tourism supports thousands of local jobs, directly and indirectly, and generates an impressive return on investment for the community. Algarin also highlights ongoing efforts to improve infrastructure, fund beach safety programs and promote sustainability through initiatives like Keep Walton County Beautiful and the “Know Before You Go” campaign. His message is clear: tourism works for Walton County.
The series also explores how marketing and collaboration play a key role in Walton County’s continued success. In the AI Marketing Revolution episode, Dave Maher, chief digital officer at Zehnder Communications, discusses how artificial intelligence is transforming the way organizations approach tourism marketing. Maher shares insights on using AI to understand visitor behavior, personalize campaigns and enhance creativity while maintaining authenticity and meaningful audience connection. He also discusses challenges to be aware of and how businesses can best use AI responsibly and effectively.
In the Co-Op Program episode, Marketing Director Kelli Carter explains how local businesses can partner with Walton County Tourism to access shared advertising opportunities at a fraction of the cost. Through this program, participating partners benefit from the department’s strategic marketing efforts across print, digital and streaming platforms, reaching high-value audiences in key markets. Designed to help small businesses grow alongside the destination, the program strengthens Walton County’s overall visibility and success.
Another episode dives into Group Sales, featuring Sales Director Karen Morris. It focuses on how her team works with meeting planners nationwide to bring conferences, retreats and events to Walton County. She explains how the department assists with hotel bookings, venue coordination and promotional support to ensure a seamless experience for every group. Morris also highlights the perks of partnering with the sales team, including incentive programs that encourage off-season meetings and opportunities for planners to explore the destination through site visits and familiarization trips. These efforts help attract new business and keep visitors in Walton County year-round.
Community involvement and environmental stewardship are central themes in “Tourism Talks.” In the Keep Walton County Beautiful episode, WCT Marketing Specialist Cecilia Canut shares how the program empowers both visitors and residents to care for the natural beauty that defines our unique destination. She highlights the program’s impact through projects, events, cleanups and ongoing outreach. Through beautification, litter prevention and education, KWCB inspires collective action and turns community pride into lasting sustainability.
In the episode on Hosting Media, Communications Director Nicole Everett shares the ins and outs of welcoming vetted travel journalists or influencers to experience your destination as a larger storytelling effort. She compares group trips versus individual trips, dives into the benefits of hosting media and explains the return a destination can expect afterward. Hosting media is one of the most impactful tools for shaping perceptions, building excitement and driving visitation for a destination.
These stories and conversations pull back the curtain on the work that keeps Walton County’s tourism industry thriving.
To explore the full series, visit the Walton County Tourism YouTube channel and the Walton County Tourism website at WaltonCountyFLTourism.com/Tourism-Talks.