- June 8, 2026
A targeted digital advertising campaign generated approximately $400,000 in hotel revenue from a $33,000 investment, showcasing how Flagler County tourism officials are using data-driven marketing to attract visitors and boost the local economy.
During a June 1 presentation to the Flagler County Commission, Tourism Development Director Amy Lukasik highlighted the results of an Expedia advertising campaign that generated 1.4 million impressions and roughly 700 clicks, ultimately producing about $400,000 in hotel revenue. The campaign delivered a return on ad spend of approximately $12 for every $2 spent.
The campaign is one example of the county's broader tourism marketing strategy, which relies heavily on visitor data, consumer habits, booking patterns and geographic targeting to maximize the impact of tourism dollars.
"We target geographically predominantly for the drive markets," Lukasik told commissioners, noting the county focuses on travelers within a six- to eight-hour drive along the Interstate 95 corridor, as well as visitors from Northeast and Midwest markets who typically arrive by air.
According to data presented during the meeting, visitors accounted for 22% of all spending in Flagler County over the past 12 months. Tourism officials also reported that visitors represented 27% of restaurant spending countywide during that period.
Lukasik said the tourism office uses a variety of analytical tools to determine where visitors come from, how they move throughout the county and where they spend money. The information helps officials identify markets that produce the greatest economic impact and adjust advertising campaigns accordingly.
Commissioner Greg Hansen also asked Lukasik about reports showing a decline in Canadian tourism to Florida.
Lukasik acknowledged that Flagler County is experiencing the same trend seen elsewhere in the state, although the impact locally has been limited.
"Canada historically has been about 2 to 3% of our visitors," Lukasik said. "Yes, we're seeing — or that's what our partners are telling us — that they're not coming."
She attributed the decline largely to the current political climate but said industry representatives she recently spoke with in Canada indicated the downturn may be temporary.
"I did go to a conference not too long ago and it had people from Canada and they said, 'We still love you guys. We'll come there, we'll come back. Just not yet, not now,'" Lukasik said.
Hansen also noted recent state tourism reports showing that visitors arriving in Florida by air were down while drive-market travel had increased. Lukasik said that trend has had less impact on Flagler County because the destination relies heavily on visitors who drive to the area rather than fly. She added that Orlando, Atlanta, New York and South Florida remain among Flagler County's strongest tourism markets.
The presentation comes as Flagler County prepares for one of its most significant tourism events of the year in the Hammock.
This October, the Constellation FURYK & FRIENDS PGA TOUR Champions tournament will make its debut at Hammock Beach Golf Resort & Spa. The tournament, scheduled for Oct. 9-11, is expected to bring national exposure to Flagler County through Golf Channel broadcasts and attract thousands of visitors to the Hammock area.
Lukasik specifically highlighted the event during her presentation, telling commissioners that the tournament would bring "a lot of national attention" to Flagler County.
Tournament organizers say the event will feature a 78-player field, a $2.2 million purse and a Furyk Foundation concert featuring country music star Billy Currington. Since its inception, the tournament has raised more than $5.45 million for charitable organizations across Northeast Florida and plans to expand its charitable efforts into Flagler County.
The event represents another opportunity for the county's tourism office to capitalize on the type of visitor spending highlighted by the Expedia campaign. With national television exposure, tournament spectators, overnight guests and concert attendees expected to visit the area, officials hope the Hammock event will further strengthen the county's tourism economy.
Tourism remains one of the county's largest economic drivers. In fiscal year 2025, Flagler County recorded approximately $91 million in lodging sales, according to data presented by Lukasik. Short-term vacation rentals alone generated about $7.5 million in revenue during March 2026 and maintained a 72% occupancy rate during the month.
For tourism officials, the success of the Expedia campaign demonstrates how targeted marketing can translate into measurable economic activity, generating revenue for local hotels, restaurants and businesses while helping attract visitors to destinations throughout Flagler County — including major events in the Hammock.
