The small beachside
city of Destin, Florida,
suddenly finds itself a center of worldwide attention, thanks to its inclusion
in the lyrics of one of Taylor Swift’s newest songs, “Florida!!!” on her “Tortured
Poets Department” album that dropped on April 19.
For those who’ve
never heard of it, Destin is a picturesque coastal gem of a destination located
on Florida’s Emerald Coast.
Part of the state’s northern Panhandle that borders
the Gulf of Mexico, it’s known for its stunning emerald-green waters and its
powdery, stunning white sand beaches composed of pure Appalachian quartz.
The Swift Lift
Unexpectedly
thrust into the spotlight, this under-the-radar Floridian destination is
already feeling the tourism-related effects of its name being dropped by one of
the most famous musicians in the world. And, of course, the Sunshine State as a
whole is bound to experience the kind of boost that comes with being associated
with Swift in any way.
In Destin, at
least, local officials have been quick to recognize the potential economic
opportunity presented by the unanticipated attention. After all, it’s now
common knowledge within the travel industry that any place on the planet that Taylor
touches practically turns
to gold.
The U.S. leg of
her Eras Tour alone, which spanned twenty cities over a
five-month period, generated $5 billion in direct
spending for the sector. And, her widespread fanatical following is
probably the single biggest contributor to the evolution of the gig-tripping
trend that tourism is currently experiencing, with Swifties eager to travel to
any city she’s appearing in.
Miramar Beach in Destin, Florida. (Photo Credit: Adobe Stock/Larry Gibson)
The Taylor
Effect
Destin’s mayor,
Bobby Wagner, told Thrillist,
“We’re super honored to be the only city that was mentioned in her ‘Florida’
song. I think it's an awesome moody song and we were just very happy and
excited to be a part of the T-Swizzle community.” He added, “Naturally, we're
trying to reach out to her.”
Jennifer Adams, Destin-Fort
Walton Beach's tourism director, told the outlet that her office was ecstatic
when it learned of the lyrical mention within Swift’s highly anticipated album
and said the effects are already being felt. “We've not only seen more searches
on Google, but we've had a lot of inquiries into the welcome center,” she said.
“And, lots of locals. Everybody really, really seems very pleased. We're
thrilled.”
Now, Wagner, alongside
the tourism workers and other public servants of Destin, its neighboring town
of Fort Walton Beach, are scrambling to capitalize on the destination’s
newfound fame. But, there’s also a question of how big of an impact a small
town like Destin can actually handle.
Mayor Wagner admitted,
“Granted, we could never accommodate the amount of people for a tour. I mean,
you’d really see a failure of gridlock traffic if we were to try to host a
Taylor Swift concert in Destin.” Nevertheless, it is accustomed to a steady
influx of visitors, and Wagner disclosed that 60 percent of the city’s economy
is driven by tourism.
Lakefront homes in Destin, Florida. (Photo Credit: Adobe Stock/Jason)
Impact on Tourism
Seeing as Swift
specifically mentions timeshares down in Destin, timeshare real estate agents have
been among the first to start capitalizing on the name drop. "Destin is
one the country's great beach destinations and is often overlooked. We're
excited that people will be exploring our community,” Erin Maloney, General
Manager, Club Wyndham Beach Street Cottages, told Thrillist.
Locals seem to be reacting
to the shoutout with mixed emotions, excited at the attention, but also wary of
the potential ramifications of landing in such a large spotlight. More tourists
mean more traffic and congestion, and potential disruptions for residents and
strain on the local infrastructure.
Wagner conceded, “While
tourism does create traffic, it is also part of our lifeline.” He said, “It's
part of the economy and having people come to Destin and visit for whatever
they want is where we all make our living,” adding, “So, it's a balance and I
think the Taylor Swift Army would be great tourists to come check us out.”
Adams noted that
not everyone needs to flock to experience Destin during the busy summer season
and that visitors might enjoy the destination better at another time of year. “We
do have a lot of people coming in the summertime, but I also recommend coming
in the fall and the spring. The beach is open year-round.”
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