Panama City Beach Defies Trends with Increased Tourists

Panama City Beach is feeling the love from tourists.

The destination’s CVB and Bay County Tourist Development Council reported a 6.9% increase for the fiscal year to date. Buoying that figure is a 13.8% year-over-year increase in tourist development tax collections in July.

Additional data proves the spike is not a mirage.

Tripadvisor’s 2026 Mid-Year Experiences Trends Report found that bookings in Panama City Beach increased 50% year over year during the first half of 2026, placing it among the fastest-growing U.S. coastal destinations for experiences. Of note, fishing charter bookings increased 57%, parasailing bookings rose 45% and boat rentals jumped 37% during the first half of the year.

Furthermore, Tripadvisor’s 2026 Travelers’ Choice Awards recognized both Panama City Beach and St. Andrews State Park among the nation’s top beaches.

“Tourism is thriving in Panama City Beach, and when our team looks at the numbers, we’re thinking of all the local businesses, hospitality workers and residents who make Panama City Beach what it is,” shares Griff Griffitts, president and CEO of Visit Panama City Beach. “Our ongoing For the Love of PCB campaign gives us an opportunity to share that success with our neighbors and celebrate the community at the heart of our tourism economy.”

For the Love of PCB is an ongoing effort to reinforce the importance of tourism to local residents who might otherwise wish to have the region’s amenities to themselves. The CVB notes visitation provides the funding to pay for beach maintenance and enrichment, lifeguards and safety equipment, and local events and festivals. Next week, the city is holding its annual Oktoberfest celebration. Revenue generated through tourism supports also destination marketing and promotion.

Other notable recent events include a Summer concert series, Independence Day Bash, Pirates of the High Seas & Renaissance Festival, and Thunder Beach Fall Motorcycle Rally.

Funding comes through the Tourist Development Tax, which is a 5% tax on short-term accommodations, including hotels and condominiums, paid by visitors to Panama City Beach.

Panama City Beach has maintained its appeal despite a slight slump for the Sunshine State as a whole. VISIT FLORIDA’s preliminary estimates show 39.88 million travelers visited Florida during the first quarter of 2026, down 1% from the same period in 2025.

Photo Credit: Panama Beach CVB