Title: Tourism Director

Organization: Walton County Board of County Commissioners

Location: Santa Rosa Beach, FL

Department: Walton County Tourism

Job Status: Full Time

Salary Range: $81,900 – $138,600




Under the supervision of the Deputy County Administrator, the Tourism Director is responsible for all operations of the Walton County Tourism Department including developing strategies to achieve the mission; annual quantitative and qualitative goals; supervision of assigned staff and preparation of a budget. This position oversees the administrative, group sales, communication, marketing, and visitor center functions, as well as the overall visitor experience.

This position serves as a department head, and therefore is exempt from the provisions of veteran preference laws. 


The following statements describe the principal functions of this job and its scope of responsibility but should not be considered an all-inclusive listing of work requirements.  Individuals may perform other duties as assigned, including working in other functional areas to cover absences or relief, to equalize peak work periods, or otherwise to balance the workload.

  • Oversees the development of effective and measurable tourism marketing strategies
  • Schedules and attends regular meetings with stakeholders
  • Prepare and brief Commissioners regularly on agenda and requested action items
  • Conduct an annual workshop with the commissioners to gain insight and direction for the annual budget, marketing plan, operational plan, and goals
  • Proactively communicate with, and seek guidance from, the Tourist Development Council (TDC)
  • Develop and execute an effective in-market, local communication and engagement plan including encouraging committee participation and conducting an annual survey to measure awareness
  • Develop and execute an effective stakeholder’s communication plan including a meeting schedule to inform stakeholders of results and gain input
  • Develop and execute an effective engagement plan for the bed tax collectors including meeting with bed tac collectors
  • Develop and execute an inclusive annual goal-setting process including a comprehensive review with the TDC and approval by the BCC
  • Prepare and present the annual operating budget after review and support by the TDC to the BCC to ensure prudent and effective spending within budgetary guidelines
  • Develop a short- and long-term capital plan incorporating beach operations, beach maintenance, and maximizing reserves to enhance the visitors’ experience
  • Develop an annual process for updating the strategic plan for all functions of the Tourism Department
  • Oversee and develop an effective group sales, communication, marketing, and operations staff
  • Develop an effective and transparent reporting plan for the BCC, TDC, stakeholders, bed tax collectors, and residents including quantitative and qualitative results
  • Oversee the effective maximization and tracking of all marketing channels to include social media, digital marketing, traditional advertising, public relations, and direct marketing
  • Collaborate with other county agencies to support a safe and positive visitor experience
  • Adheres to work schedule and attendance requirements
  • Performs other work as directed and required


  • Knowledge of the principles of leadership, management, organization, and administration
  • Knowledge of principles, practices, and techniques of travel and tourism marketing; methods and techniques for developing and implementing marketing and public relations strategies and programs
  • Knowledge of developing work procedures, methods, and processes to improve efficiency
  • Knowledge of all media platforms and how to spend funds effectively for destination awareness and visitor growth
  • Knowledge of group sales, communication, marketing, accounting, personnel management, IT, operations, visitor services, and business administration
  • Knowledge of destination marketing, preferably with coastal destinations
  • Skill in developing community and stakeholder communication and engagement plans
  • Skill in developing clear and comprehensive financial, administrative, and analytical reports
  • Ability to understand and apply laws, regulations, and policies to the maintenance of financial records
  • Ability to prepare a multi-million-dollar budget and monitor expenditures
  • Ability in collaborating with other organizations to create consensus in building a destination brand
  • Ability to procure funds for future growth and development and knowledge of state and federal funding sources.
  • Ability to maintain and protect the destination brand during crises
  • Ability to establish and maintain effective, courteous working relationships with public officials, peers, other Divisions, departments and citizens
  • Ability to remain calm in stressful situations and to take a teamwork approach to the job by cooperating with others, offering to help others when needed, and considering larger organization or team goals rather than individual concerns



  • Bachelor’s degree from a regionally accredited college or university with a major in marketing, advertising, business, management, public relations, or a related field
  • Seven (7) or more years of professional experience in destination marketing or economic development, including program management experience
  • Seven (7) or more years of professional experience as a senior executive overseeing destination marketing
  • Destination Marketing Industry related certifications. Preferred – Destination Marketing Executive, Professional Destination Management, Sustainable Tourism Destination Management. Others considered – Tourism, Convention & Visitor Bureau, Hospitality and/or Destination Management industry recognized certifications 


  • Destination Marketing Executive, Professional Destination Management, Sustainable Tourism Destination Management, or similar professional industry related certifications

Note:  An equivalent combination of education and experience may be considered as determined by the hiring manager and/or HR Director.


The following physical activities are necessary to perform one or more essential functions of this position.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions.  This position may be required to report for work when a declaration of emergency has been declared in Walton County. 

Sits or stands for long periods. Communicates effectively in person or by using telecommunications equipment. Creates documents, reports, etc., using a writing instrument (such as a pencil or pen) or computer. Grasps turns, and manipulates objects of varying size and weight, requiring fine motor skills and hand-eye coordination.  Moves, lifts, carries, and places object weighing up to 25 pounds without assistance.  Work is performed mostly in an office setting where the noise level is usually quiet.  Travel between locations to effectively address the business needs of the department.