Panama City Beach continues its off-season marketing strategies


PANAMA CITY BEACH, Fla. (WMBB) – Panama City Beach is in the middle of its typical off-season, but they still expect a strong visitor presence in the area.

The city experienced record consecutive tourist seasons in 2021.

At the Bay County Tourism Development Board meeting on Tuesday, executives spoke about how they plan to keep that momentum going in a historically slow time of year.

The council reviewed the number of past visitors in order to set new goals for this winter season.

“We were delighted to see the data and figures presented [Tuesday] because it really reflects where we’ve been and some of the trends that have been presented, ”said Jayna Leach, vice president of marketing for Visit Panama City Beach. “When you’re in the present moment you can’t quite predict what they’ll look like, but seeing the research really gives us confidence that some of the marketing plans we’ve implemented and adjusted in along the way they definitely worked for the destination.

Leach said one of the biggest strategies for getting more visitors to the area is to have a “solid marketing plan.”

“We have learned a lot over the past two years and are setting our plan on a quarterly basis now so that we can adjust as needed, and we are also targeting new markets to attract new visitors here, as well as our loyal loyal visitors. . ,” she said.

One of the biggest magnets for visitors: events.

Their next event is the annual Mardi Gras festival in February. Organizers plan to hold a parade this year, and it will be the first time in two years since the pandemic forced them to cancel it.

“We love to promote events, it brings new visitors to the destination, and that’s one thing that really sets Panama City Beach apart,” said Leach. “The past two years have been amazing for Panama City Beach, and so far, from everything we hear and see from our partners, it’s been a great winter season for us.”

Check out the full list of events in Panama City Beach for 2022.


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