10/31/2025
FWB NAMED TOP 10 DESTINATION: Fort Walton Beach has been named one of Expedia's top 10 destinations for 2026, marking the only Florida location to make the global list as traveler interest in the area surged 45%.
The designation, revealed in Expedia's "Unpack '26" travel trends report, places the Emerald Coast destination alongside nine other locations worldwide, including Big Sky, Montana; Okinawa, Japan; and Sardinia, Italy. Fort Walton Beach is one of only two U.S. destinations on the list.
"It's humbling for us all," said Jennifer Adams, Okaloosa County Tourism Director. "When I took over eight years ago, we didn't have the partnerships that we have now, such as with the Destin-Fort Walton Beach Airport. I think that if we hadn't ever gotten to that point -- where we are all working together -- we never would've been recognized like this."
While Adams markets the broader Destin-Fort Walton Beach destination, Expedia's specific recognition of Fort Walton Beach highlights the city's growing appeal to travelers.
Adams attributes the growing interest to a strategic shift in how the destination markets itself — moving beyond being "just a beach destination in summertime" to offering year-round experiences that give visitors reasons to explore beyond the water.
The city offers a different pace and character than its neighboring communities, with easy access to water activities, museums that tell the area's military and cultural history, and a downtown food scene that has quietly become a draw in its own right.
"I think that more people are discovering Fort Walton Beach as they search our overall destination," Adams said. "They're finding new things. They're finding Liza Jackson Park, they're finding Beach Weekend downtown, they're going down to The Landing. Plus, Fort Walton has a great food scene."
The city's location provides strategic advantages. With the Air Force Armament Museum — the only facility in the U.S. dedicated to the display of Air Force armament — Fort Walton Beach attracts military history enthusiasts. The Boardwalk on Okaloosa Island offers restaurants, beach access, live music and movies on the beach. The Okaloosa Island Fishing Pier provides anglers a prime fishing location, while charters and pontoon rentals operate from Fort Walton Beach, giving visitors access to the emerald waters.
For Adams, the Expedia recognition validates a philosophy of staying small while doing big things.
"When I got here, the destination got so big that we forgot how to be small. It's okay to be small," Adams said. "You can be a small destination and have the value of these other big ones."
🔗 link to the full interview with Jennifer Adams below...
