Jennifer Mahardy Vigil
President and CEO, Destination Panama City
Jennifer Vigil, MPA, CDME, TMP, has built her career in public service with experience across municipal, county, and state government. A former gubernatorial appointee, she has worked in governance, finance, utilities, engineering, real estate, and tourism. Today, as president and CEO of Destination Panama City, she leads strategic tourism development and community revitalization efforts. Her work has been recognized throughout Northwest Florida for fostering collaboration and strengthening local identity.
Describe a defining moment or achievement in your career.
A defining moment in my career came during my first few days at Destination Panama City. I quickly realized I was in a rare position, tasked with building a destination marketing organization entirely from the ground up. There was no playbook, no legacy system, no team, just a blank canvas and a community eager to define its future. It hit me how important it was to get it right—to create not just a marketing plan, but a lasting framework that would shape how our city saw itself and how the world would come to see us. Laying that foundation, establishing structure, strategy, partnerships, and purpose, became my guiding mission. Watching Panama City evolve into a true traveler’s destination with a distinct identity and sense of pride remains one of the most meaningful achievements of my career.
How do you define success?
Some people might think success is when we cross a finish line, but I think it’s found in the rhythm of the race. It’s the sweet spot, where purpose and peace are balanced. It’s when I’m doing work that matters and still have enough left in the tank to enjoy quality time with my daughters, my partner, and my friends.
What motivates you?
I’m driven by the possibilities of the future and the belief that every action we take leaves a trace. Quirky as it sounds, I love crime shows, and I recently gave a speech called “Traces of Greatness” that explores this idea. In it, I talked about the people who have left evidence of impact in my own life through the lessons, encouragement, and inspiration that shaped who I am. I encourage everyone to appreciate the “suspects” who have made a difference in their life and to also strive to be the “suspect” in someone else’s story, leaving behind a positive and lasting mark. That is what motivates me, the chance to make a difference that outlasts the moment.
Tell us about a time when you were met with a crossroads decision. How did you face that?
My biggest crossroads came when I had to make a choice that tested my integrity. It wasn’t the easy choice, but I knew that doing what was right mattered more than what was comfortable. In those moments, character is revealed, and faith becomes action. I’ve learned that the universe doesn’t simply grant us strength, patience, grit, or grace; it gives us opportunities to prove that it’s already within us. Today, I know that challenges are just opportunities in disguise.
What advice do you have for young women pursuing their careers?
Absolutely believe that you belong in every room you enter. Whether you’re there to learn, to contribute, or to lead, you must show up ready. The strength of your character is what carries you through challenges, so don’t sleep on being the best version of yourself. And always keep your sense of humor. Choose wine over whine every time.
