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Consultants present preliminary Walton visitor study; estimate $59.6M economic impact
Summary
A Down St. Marine Research presentation estimated roughly 131,000 visitors to the North Walton area in the past year, about 118,000 paid room nights and roughly $54.2M in visitor spending that translated to an estimated $59.56M total economic impact and support for about 330 local jobs.
At the Aug. 12 Freeport council meeting, consultants introduced a preliminary ‘authentic Walton’ visitor study intended to give the city a first look at who visits the north end of Walton County and the economic impact of that visitation.
Aaron, a consultant with Down St. Marine Research, said the study combined out‑of‑county guest surveys, geolocation data and accommodation and tourism‑tax collection data. “We estimate about 131,000 visitors in the past year,” Aaron said. “Visitors who stayed overnight generated about 118,000 room nights and their spending was estimated at roughly $54,198,000, which produced an estimated $59.56 million in total economic impact.”
The presentation broke down accommodation metrics (average occupancy about 54.9%, average daily rate about $110 and revenue per available room of about $60) and travel characteristics (average travel party size 3.1; about 75% day‑trippers; average stay for overnight visitors about 3.1 nights). Consultants reported that more than half of visitors came from Florida and nearly one in five came from Alabama, with Georgia and Virginia also in the top four origin states. Key feeder markets cited included Mobile/Pensacola and Panama City.
Aaron said visitor spending supports roughly 330 jobs and about $12.39 million in wages for local residents, and that preliminary survey respondents rated the area an average of 8 out of 10 for vacation suitability, with more than half saying they would return.
Council members thanked the team and pointed to the presentation as a starting point for further tourism strategy and targeted advertising to the identified markets. The presentation was described by staff as a preliminary analysis to inform future tourism initiatives rather than a final economic report.
