Please ensure Javascript is enabled for purposes of website accessibility
Skip to main content

Opinion

No swimming – and no communication

| Staff Reporters
In late July, as the sun blazed over Navarre Beach and vacationers flocked to the Gulf, a health advisory blindsided visitors and locals alike. The Santa Rosa County Health Department issued a no-swimming warning due to high levels of Enterococcus bacteria—a dangerous signal that the water could pose serious risks to human health. But while the advisory itself was necessary and scientifically justified, what followed—or rather, what didn’t follow—may have created an even bigger problem. The silence.

For a week, visitors asked questions: when will we be able to swim? Is the seafood safe? What else can we do with our time here? These weren’t questions born from panic. They were reasonable, responsible inquiries. Yet answers didn’t come. The Tourist Development Council (TDC)—tasked with guiding Santa Rosa County’s tourism narrative—missed a critical opportunity to manage the message, offer alternatives, and safeguard the perception of Navarre Beach as a welcoming destination.

The bacterial advisory was focused on specific public beach accesses—37A and 40B—and lifted after follow-up testing showed levels had returned to normal. However, during that pivotal week, the absence of proactive communication created a vacuum. In a time when messaging matters as much as reality that vacuum was quickly filled by speculation, disappointment and ultimately, lost bookings.

Families who had saved for months to spend a few days in paradise were met not with reassurance but with silence. Vacation rental managers saw a drop in inquiries. Locals, already weathering challenges, watched as foot traffic dipped.

The irony? Navarre Beach had options. Inland, Santa Rosa County is packed with underexplored natural beauty: Blackwater River offers pristine waters perfect for tubing and kayaking. Coldwater Gardens and Adventures Unlimited provide rustic getaways and forest adventures. Milton’s historic district has charming cafés and walking trails shaded by moss-draped oaks.

Had the TDC launched a quick “Rainy Day” style campaign—“Can’t Swim? Here’s What Else You’ll Love”—the region might have turned a health hiccup into a celebration of its diversity. A few social media posts, partnerships with local outfitters, and signage at the beach would have gone a long way to salvage the moment. Instead, visitors felt forgotten—and in a competitive tourism market, perception can last longer than bacteria.

This isn’t about pointing fingers; it’s about painting a better picture moving forward. Navarre Beach is beloved because it’s low-key, family-oriented and full of natural charm. But in moments of crisis or uncertainty, leadership must be loud, clear and creative.

If another advisory arises, real-time communication should be the norm. Utilize every channel—social media, hotel lobbies, beach signage—to explain the issue and expected resolution time. Expert voices should be amplified. A short video from a health official or marine biologist could explain Enterococcus in plain language and offer credible reassurance. And tourism diversification must be embraced. Navarre isn’t just the beach—it’s also rivers, forests, farms and history. A robust marketing plan should spotlight these assets, not just in emergencies but year-round.

It’s a question hanging in the humid air: will those tourists come back next year? Some will. Many love Navarre enough to offer second chances. But others, especially first-time visitors, may hesitate. That’s why the recovery effort can’t wait until next summer—it needs to begin now.

Build trust. Offer transparency. Embrace the full story of Santa Rosa County—not just its turquoise waves, but its red clay trails and green canopies. Navarre Beach has earned its reputation as Florida’s best-kept secret. Let’s make sure that the next time a crisis hits, we’re not keeping quiet—we’re keeping visitors informed, engaged and eager to come back.

error: Content is protected !!