‘Authentic Walton’ to promote tourism north of Choctawhatchee Bay

DEFUNIAK SPRINGS, Fla. (WMBB) — Walton County added a new brand to help increase tourism north of Choctawhatchee Bay.

'Authentic Walton' is an initiative that will focus on history and eco-tourism for the region.

The idea was developed four years ago after a referendum vote in 2020 expanded the taxing district north of Choctawhatchee Bay.

The brand officially launched this year and hopes to boost the local economy.

"When you support the tourism economy, you support your residents and your businesses. Because that money in turn comes back to the shops and the restaurants and creates and really makes that economy more robust," said Matt Algarin, tourism director

On top of that economic impact, the tourism department says 'Authentic Walton' is about sharing stories. So businesses and locals can reach out to them and make sure everyone knows about the hidden gems that live in Walton County."

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"Rich, rich history. I mean, this goes back hundreds of years to the Chautauqua movement, which was basically a gathering of people for enlightenment and education. It originated in New York and they would come and they would spend time in downtown DeFuniak," Algarin said.

Authentic Walton's purpose is to lead visitors to areas like DeFuniak Springs, Freeport, and Paxton.

"What we're looking for north of the bay, is somebody who loves history, somebody who loves small-town charm, somebody who likes to be active and outdoors because once again, the rivers and the waterways are primed for kayaking and paddleboarding and canoeing. So, you know, it kind of lends itself also to more of like an eco-tourism adventure travel kind of destination. So it's really finding that individual and making sure they know what we have to offer," Algarin said.

Tourism staff said they will market the brand similar to the south end of the county. But will make it different than a beach destination.

Business owners can reach out to the tourism department directly to share their stories for Authentic Walton.

Learn more here.