To round out this issue, we asked leaders across North Central Florida to weigh in on a key question: Where does the greatest potential lie for your city or county to grow its tourism economy—and how can local businesses help drive that growth? Their insights offer a clear look at the opportunities shaping our region’s future and the collaborative spirit moving our communities forward.

“I think Palm Coast has great potential to grow tourism by showing off our natural areas and outdoor activities, like parks, trails, beaches and waterways. These experiences can attract visitors who want both fun and relaxation. Local businesses can help by offering great services and unique experiences that make a visit special. By working together on events, marketing and partnerships, we can grow tourism while supporting our community.”

– Lauren Johnston
Acting City Manager, Palm Coast

“The greatest opportunity for tourism growth in St. Johns County lies in elevating our uniquely strong local music and arts scene, where homegrown talent is showcased at beloved venues like Colonial Music Park and complemented by national acts at the St. Augustine Amphitheatre and PV Concert Hall. Visitors are increasingly seeking authentic cultural experiences, and our rich Black history, vibrant arts community, and world-class beaches make those experiences truly memorable. Our distinctive culinary and craft beverage scene—from the St. Augustine Distillery and City Gate to the St. Augustine Winery, The Floridian and Blue Hen—adds another layer of authenticity that visitors love. With creative partnerships and cross-promotion, local businesses can help amplify these strengths and keep visitors returning for experiences only St. Johns County can offer.”

– Joy Andrews
County Administrator, St John County

“A vibrant tourism environment benefits the entire community and regional economy on many levels. Local businesses can help drive that growth through continued investment, upgrading, modernizing, and constructing more storm-resistant beachside hotels, restaurants, and properties to ensure we remains competitive with other oceanside communities.”

– George Recktenwald
County Manager, Volusia County

“I believe the greatest potential for growing Daytona Beach’s tourism industry lies in showcasing our natural beauty and ecotourism opportunities. Daytona Beach has always offered visitors signature experiences with our world-famous shoreline and waterways, but there is so much more to discover here year-round — from our trails and parks to other outdoor recreational opportunities. By elevating nature-based experiences, we can attract new visitors, support local businesses and create more diverse tourism offerings that appeal to families, outdoor enthusiasts and eco-conscious travelers.”

– Deric C. Feacher
City Manager, Daytona Beach

“The City’s greatest potential for growing its tourism economy is to address infrastructure and mobility challenges while preserving our historic authenticity. This ensures a positive experience for the visitor, quality of life for residents, and improved economic opportunity for businesses. The support and participation of local businesses in our programs, such as workforce parking, is critical to this success.”

– David Birchim
City Manager, St. Augustine