Not Far From the Madding Crowd

For little fish, the vast gulf of Florida tourism can be intimidating.

While the dollars seem to come easily to big fish like Panama City Beach and Destin, smaller communities are having to work hard to get their fair share.

It’s no secret that tourism equates to big money in Florida. Most counties levy a tourist development tax of up to 6% on short-term rentals. This “bed tax” brings in more than a billion dollars to counties that devote the revenue to promotional efforts and other uses permitted by state law.

Silvia Williams, executive director of the Gulf County Tourist Development Council. Photo courtesy of Gulf County Tourist Development Council

In Gulf County, a 5% bed tax brought in just over $4.7 million this past year, a record according to Silvia Williams, executive director of the Gulf County Tourist Development Council. The county divides the proceeds with 60% going to marketing and administration, 20% to parks and 20% to beach projects.

“I’m a little biased, but Gulf County is a super special place,” said Williams, who is a Gulf County native. She finds that the county attracts loyal visitors who care deeply about the environment and are looking for a no-frills experience. You won’t find big attractions or miniature golf courses here.

She noted that Gulf County is the busiest nesting place for the loggerhead sea turtle in Northwest Florida and added that the county’s summer marketing campaign centers on responsible visitation.

“We try to educate our visitors on ways to protect the sea turtles and respect the shores,” she said.

“We are steadfast in promoting our destination as a more natural Florida,” she added.

Williams says their upcoming spring campaign, “Finding Florida’s Quiet Shore,” is designed to appeal to families looking for an old-school vacation. She said the goal is to provide a vacation experience that leaves people feeling rested — not like they need another vacation.

To do that, Gulf County has been investing in its parks. New pickleball courts, trails and a boardwalk are just part of the improvements. Most people come for things like fishing, shelling, snorkeling, kayaking and paddleboarding. And, horseback riding is allowed on the beach. Point South Marina recently reopened; Williams said the Gulf County TDC has planned events for that venue.

If they venture inland, visitors can experience the Dead Lakes with its prehistoric feel and sample the legendary tupelo honey.

“We are unique; you can have the best of both worlds here,” Williams said.

The local, down-home feel in Gulf County is important to drawing visitors, many of whom have been coming for years.

“We have a lot of families who come with parents who came here when they were kids with their families,” Williams said. “They tell us they love the locals and the mom-and-pop feel of local businesses.”

The Cape San Blas lighthouse was relocated to Port St. Joe to save it from the ravages of coastal erosion. Photo courtesy of Gulf County Tourist Development Council

Williams doesn’t view neighboring counties as competitors. She feels the nature-centered experiences that Gulf County offers are responsible for their growth.

“We are super excited for the future,” Williams said. “We are just trying to do what we do and offer what our area is known for.”

Lesley Hatfield, president of the Holmes County Chamber of Commerce. Photo courtesy of Holmes County TDC

In Bonifay, Lesley Hatfield, president of the Holmes County Chamber of Commerce, said it is easy to be a little envious of her beachy neighbors to the south. “But in our position,” she said, “we are thrilled for their success because we are not that far away from them, and a rising tide lifts all ships.”

Hatfield hopes tourists passing through their quaint Holmes County small towns like Westville or Ponce De Leon catch a glimpse of things that are fun and interesting.

“Hopefully our small-town culture will get people to come back and visit us,” she said.

The bed tax for Holmes County is 3% and brings in between $8,000 and $11,000 a month. Part of that money has been spent on campaigns developed by Kerigan Marketing Associates, Inc., out
of Mexico Beach.

Launched after the pandemic receded, the marketing effort featured a remodeled website and advertising to showcase the unique features of the county. The county’s “Wild, Welcoming Unexplored Florida” campaign developed by Kerigan won a Silver 2023 Flagler Award from Visit Florida in the Rural County Marketing category.

“We have never won anything,” Hatfield said. “So we were over the moon for that statewide recognition for what we are doing in our first year.”

The biggest tourism draw in the county has been Vortex Spring Adventures in Ponce De Leon. The crystal-clear 68-degree water attracts visitors interested in diving, snorkeling, swimming, rope swings and almost anything that floats. Hatfield said the venue has added a music festival and its own rodeo.

Vortex Spring Adventures in Holmes County attracts divers and anyone looking for a refreshing place to cool off on a broiling summer day; the year-round water temperature is 68 degrees. The attraction is equipped with water slides and affords the adventurous visitor an opportunity to make night dives with writhing balls of eels. Photo courtesy of Holmes County TDC

Adrenaline junkies can choose between an additional pair of natural springs in the area, one in Holmes County and one just across the county line in Walton County, that are perfect for cave diving.

The abundance of wilderness areas has spawned several off-road adventure areas for four-wheelers, including hundreds of acres of trails and mud at Vortex Spring Adventures. Mudd’n185, in Westville, is another popular off-road venue.

Another big draw to the county is the Northwest Florida Championship Rodeo held every October. Bonifay has hosted the rodeo since the Kiwanis Club first started it in 1946.

Hatfield said the marketing campaign kicked off in February 2022 and has already exceeded expectations. She hopes they can keep spreading the word that counties like Holmes have a lot to offer visitors.

“We have so many wonderful natural resources,” Hatfield said. “The world has become very noisy and chaotic, but families can come here and get off the beaten path and have a unique experience with nature, food and small-town culture.

“It quiets some of that chaos.”