Gulf TDC marks first $1M June

If anyone had fears that tourism numbers along the Forgotten Coast would be taking a nosedive, the latest lodging tax numbers in Gulf and Franklin counties should give them comfort.

For the first time ever, Gulf County’s 5-cent tax on short-term rentals had a month that eclipsed the $1 million mark, as the tax generated better than $1.03 million in June, nearly a 23.2 percent increase over June 2023’s roughly $840,000 take.

This means Gulf County’s Tourist Development Council tax, which goes towards tourism-related projects and activities, is running about $232,500, or about 8 percent, ahead of last year, and is set to eclipse last year’s $4.74 million total for the year.

“Occupancy rates for June were consistent with last year and average daily rates remain strong,” said Silvia Williams, director of the Gulf County TDC. “That, coupled with an increase in inventory, is likely attributable to those strong June numbers.”

The rosy situation is similar to that of Franklin County, whose 3-cent lodging tax saw a nearly 23 percent increase in June, from about $502,000 in June 2023, to roughly $617,000 three months ago.

As a result, Franklin County is running about $234,000, roughly 10.3 percent ahead of last year, and is also set to eclipse last year’s roughly $3.3 million total.

“Both of us are a couple of the highest percentage increases in the state year to date,” said John Solomon, director of the Franklin County TDC.

Both Williams and Solomon have been appointed to Visit Florida’s Industry Services Committee, where they’ll work on strategies and policies to directly benefit local businesses, tourism industry, and community as a whole.

“My focus will be on addressing the unique challenges faced by small businesses in rural areas like ours,” said Williams. “Having the input from local businesses and understanding their specific challenges will allow me to make the most of this opportunity.”

She noted that during the busy summer months, when visitation is heavier, the Gulf County TDC’s marketing efforts shift.

“They are completely centered on responsible visitation and educating visitors on our Leave No Trace policy and being good stewards of our area,” Williams said. “Our team has been out on the beaches the past couple of months with our boots-on-the-ground beach ambassadorship efforts. We’ve engaged directly with hundreds of visitors, handing out fun Leave No Trace branded promos. During these interactions we try to make it fun by playing a little trivia game where we ask Leave No Trace-focused questions with prizes, just a way to make the interactions super positive. 

“In addition, we’re also sharing Gulf County-branded dog leashes as we encounter those visitors traveling with pets just as a friendly reminder that dogs should remain leashed,” she said. “The vast majority of visitors to Gulf County are beautiful, multi-generational families who, out of all the vacation destinations in our state and in this country, choose to spend their vacation here in Gulf County – there’s tremendous value in that and we should feel pride in that.”

Solomon said the TDC recently secured an increase in the amount allocated to Franklin County parks and recreation for beach cleanup. Beginning in October, that annual budget item will increase from $99,000 to $135,000.