Gulf of Mexico
Destin Miramar Okaloosa Island FL Beach Florida USA / This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license. Attribution: #KenFL74

Florida: Okaloosa learns about tourism destroyers

Okaloosa County TDD director shares findings from several tourism research studies

OKALOOSA ISLAND — “Beautiful beach” and “crowds” are terms many visiting millennials, Generation Xers and baby boomers have used to describe the local area, says county Tourist Development Department Director Jennifer Adams.

She and other TDD officials recently began delving deeper into those descriptions, as well as a slew of data and other information from four tourism research studies the department led during the past 1.5 years.

Adams, who began directing the TDD in September 2017, didn’t shy away from sharing some of the most disheartening findings Tuesday.

For example, in a consumer study conducted last May, 67% of 900 millennials, Generation Xers and baby boomers from 10 markets said they were unaware of the Destin-Fort Walton Beach area, and 43% of the overall total said they did not plan to visit this area in the near future.

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