Washington County leaders are advancing plans for a November 2026 referendum on increasing the tourist development tax from 3% to 5%—the state maximum—potentially generating an extra $76,000 annually for marketing and promotion.
The proposal, set for public hearing at the August 20 commission meeting, targets only short-term rentals, hotels, campgrounds, and similar visitor lodging, sparing local residents.
Proponents, including Tourist Development Council Director Heather Lopez and Chairman Ted Everett, argue the hike would enhance the county’s competitiveness with neighbors like Bay and Walton counties.
Funds would support expanded advertising to convert day-trippers into overnight visitors, boosting restaurants, retail, and local jobs. Tourism already contributes millions economically, and leaders see the increase as key to growth amid recent shifts, including the loss of the Seacrest Wolf Preserve attraction.
Critics and past voters— who rejected a similar measure by a narrow margin previously—have raised concerns about impacts on the tourism industry and potential hidden costs.
Officials stress it is strictly a visitor tax and plan an education campaign to clarify misconceptions.
The referendum requires at least 60% approval to pass and would take effect January 1, 2027, if successful.
This debate reflects broader tensions in rural counties balancing economic development with taxpayer sensitivity.
With public input upcoming, the measure could reshape local tourism strategy—or reinforce resistance to new levies. Commissioners view it as a low-burden tool for revenue without raising residential taxes.
