Tourist tax revenue up 3% for fiscal year 2025, though soft bookings and construction projects pose challenges ahead
The Flagler County Tourist Development Council met on October 15, 2025, to review marketing efforts and tourism trends as the county navigates economic uncertainty and major infrastructure projects.
Revenue Exceeds Projections
Tax Collector Shelley Edmondson reported that Flagler County collected $4,434,876 in tourist development tax for fiscal year 2025—approximately $113,000 above the projected $4 million budget. The county finished the year up 3% overall, with September showing an 8% increase over the previous year.
“Last year was our best year ever for the resort, and we’ve been open about 21 years,” said Stephen Baker of Hammock Beach Resort.
However, tourism officials expressed concern about maintaining these numbers. The county is projecting flat revenue of $4 million for fiscal year 2026, while many neighboring counties are forecasting downturns.
“A lot of our neighbors and other counties in the state are projecting a downturn, so we will continue to be aggressive in our marketing efforts to at least remain flat,” said Tourism Director Amy Lukasik.
Signs of Economic Pressure
Hotel representatives reported noticeable softness in leisure travel bookings, particularly in September—traditionally a slow month that proved “exceptionally slow” this year, according to Lisa Robinson, general manager of Hampton Inn and Suites.
“The leisure bookings are very short term, and sometimes it’ll seem to the weather,” Baker noted, explaining that revenue remains steady primarily due to higher room rates rather than increased occupancy.
Robinson also reported the cancellation of the Pumpkin Shootout lacrosse tournament, which typically brought significant youth sports tourism to the area. The event organizer cited only five family registrations—a potential indicator of families cutting discretionary spending.
“These are things that parents are paying out of their pocket for, so they won’t be doing it,” Robinson explained. “The economy changes; people tend to go toward Veterans Day because there’s a holiday associated with it.”
Marketing Strategy Shows Results
The tourism office presented its quarterly marketing update, highlighting social media success and strategic advertising partnerships. The team produced content in-house at no cost to local business partners, featuring restaurants, attractions, and recreational activities.
Key social media metrics for the quarter included:
- 1.7 million Facebook views in July (40% increase from June)
- Featured 60 different tourism partners in July alone
- Promoted 25 local events monthly
- Strong engagement on culinary and outdoor recreation content
Tourism officials emphasized their focus on both attracting visitors and serving as a resource for locals seeking activities.
“Our mission statement is to make the county a better place to live and visit,” said Marketing Coordinator Angie Brokaw.
The county’s paid advertising strategy includes billboard placements on I-95 and I-4, digital banner ads on travel sites like Expedia, and YouTube pre-roll videos—all targeted toward couples during the fall season when families return to school routines.
Short-Term Rental Enforcement
Edmondson reported progress on short-term rental compliance, with five enforcement actions completed, two tax warrants filed on properties, and 17 accounts currently under investigation.
The county operates an anonymous reporting system for residents to flag potential violations, though usage remains modest at two to three reports monthly. Councilwoman Teresa Pontieri suggested the reporting mechanism may not be easily discoverable on county websites.
“I ask because we do get a lot of complaints at our meetings and emails, and people don’t know about it,” Pontieri said.
Currently, Flagler County tracks approximately 3,000 short-term rental listings, though officials note each property unit may have multiple online listings across different platforms.
Construction Projects Impact Perceptions
Flagler Beach Commissioner Eric Cooley addressed concerns about how ongoing pier reconstruction and state road work may be discouraging visitors, despite minimal actual disruption to beach access or downtown businesses.
“It looks intimidating when you’re approaching it, or if you see pictures of it from a drone, it looks like downtown’s a demolition zone,” Cooley said. “The downtown core, outside of maybe 20 to 30 parking spots, is wide open.”
Beach erosion has also created visual concerns on social media, though Cooley emphasized that “when your feet are on the ground, it’s just good old Flagler Beach, minus you have a crane in your picture now.”
The pier construction includes plans for a pedestrian underpass allowing beach access from both sides once the trestle is built. Beach closures remain minimal and limited to the immediate active work zone.
Looking Ahead
The tourism office announced several initiatives for the coming year:
Master Planning: The county has selected a vendor to create a 10-year tourism sustainability master plan that will provide data-driven recommendations for infrastructure, marketing, and revenue allocation while balancing visitor growth with environmental and community well-being.
Visitor Eco Discovery Center: The county received final approval on September 15 to move forward with construction of a visitor center at the 1,000-acre Bulow Creek Headwaters Regional Park. The facility, expected to open in the first quarter of 2028, will serve as an interface point with tourists and a potential tracking hub for visitor activities.
Grant Administration: The tourism office is partnering with FC3 to administer special event marketing grants for arts, culture, and history events, along with a new grant opportunity for destination product development programming.
Industry Certification: The council recognized Marketing Specialist Deborah Morgan for completing a three-year Tourism Marketing Professional certification through the Southeast Tourism Society, demonstrating expertise in destination development, branding, crisis communication, and data-driven strategy.
The council’s next major meeting will be held in January 2026, when advertising agency Aqua will present the full 2026 marketing campaign strategy.
Despite economic headwinds, tourism officials expressed optimism about Flagler County’s position as a year-round destination, emphasizing the importance of aggressive marketing to maintain revenue levels in an increasingly competitive regional tourism market.
The post Flagler County Tourism Sees Growth Despite Economic Headwinds first appeared on Flagler County Buzz.
