ST. AUGUSTINE, Fla. – In the nation’s oldest city, tourism continues to be the essence of the local economy, and it’s booming year-round.
Drawing visitors from across the country, St. Augustine’s unique blend of history, architecture, music and culinary offerings has helped transform it from a seasonal destination into a nonstop attraction.
Tourism generates an estimated $3.8 billion annually in St. Johns County and supports more than 30,000 jobs. The local bed tax, paid by overnight visitors, contributes around $24 million each year.
“It’s the history,” said Charlie Robles, chair member of the St. Johns County Tourism Council and a consultant with Charlestowne Hotels. “We are the oldest city in the United States. People in the rest of the country don’t realize we really had the first Thanksgiving in 1565.”
Robles, who also serves on the board of directors for the Visitors and Convention Bureau, said tourism now fuels nearly 98% of the city’s local economy.
In the past, September was considered the slowest month of the year. But that’s changed.
“Everyone is sold out this weekend because of Sing Out Loud,” Robles said, referencing the large music festival held at an open-air venue in the city. “We wouldn’t have the roads, the infrastructure, or the great restaurants we have now without tourism paying for it.”
Concerts, cultural events and festivals have helped attract a younger demographic to the historic city, adding new energy to the local tourism scene.
News4JAX spoke with both tourists and locals about what keeps drawing people to the Historic city.
“Well, it looks like they really have plenty of shops for the ladies to shop at, but it’s also the history of it,” said Howell Goodman, visiting from Blountstown, Florida. “Being able to go back to the 1500s, it’s a very beautiful place.”
Students at Flagler College echoed the same sentiment.
“I would have to say the architecture, the beach, and the people,” said Ari Waterman, a current student.
“I feel like everyone’s pretty chill here, and they love supporting local businesses,” added Jenna Mathee.
While tourism remains strong year-round, the holiday season continues to be the city’s peak.
The Nights of Lights festival, which runs from Thanksgiving to mid-January, consistently packs the streets and hotels with visitors. Robles said the event not only brings in returning tourists but also boosts local business significantly.
“We have people who check out in December or January and automatically make their reservations for the next year,” Robles said. “The good thing is, they walk everywhere. Most of our guests valet their cars and don’t touch them again until checkout.”
As the city continues to evolve, leaders say tourism will remain at the core of what makes St. Augustine a one-of-a-kind destination.