Meet Griff Griffitts, New President and CEO at Visit Panama City Beach

“Since I was four years old, I’ve been in the tourism industry,” says Philip Wayne "Griff" Griffitts, Jr., the newly confirmed executive director of the Panama City Beach Convention and Visitors Bureau.

The son of a family of hotel operators, Griffitts grew up picking up towels, washing dishes, and ensuring guests enjoyed their stay. Decades later, his new role is to ensure that all of Panama City Beach’s hotels remain filled well beyond Labor Day.

Griff Griffitts

Few are better positioned to lead the DMO that has successfully transformed Panama City Beach from a Spring Break hotspot into a sought-after destination for family vacations.

“We’ve gone from a seasonal destination to a much more balanced one,” he says.

Dual Roles

Not only does Griffitts bring a lifetime of experience growing up in the destination he now champions, but he is also an active Florida state legislator. Griffitts will continue serving in politics through the end of his term in November while acclimating to his new role. He does not plan to seek reelection.

To clarify, being a member of the Florida House of Representatives is not a full-time job, nor is it a highly paid position. However, his legislative role makes him a valuable advocate for hospitality and tourism—arguably Florida’s two largest industries.

Tallahassee, where the state government convenes, is just a two-hour drive from Panama City Beach. Griffitts’ time in the capital provides opportunities to positively influence the trajectory of both Panama City Beach and the broader tourism industry.

His dual experience in government and tourism offers rare insight into bed tax policy, tourism funding, and legislative advocacy.

“There’s really no one in the legislature with my background,” he says, noting that he can emphasize the importance of creating tax-dependent, revenue-generating zones to fund marketing and infrastructure initiatives.

Panama City Beach has become more than a spring break destination.

‘Tourism is in My Blood’

Even in a state as iconic as Florida—home to Mickey Mouse and world-famous beaches—Griffitts believes it’s essential to stay competitive.

“We have sunshine and no income tax, but that only gets you so far,” he says.

Yet, Visit Florida, the state’s tourism marketing organization, has faced regular scrutiny from lawmakers who question why a state with so many natural attractions needs marketing.

He points to Colorado’s dramatic drop in visitors when its marketing budget was cut in 1993. According to Longwoods International, Colorado’s domestic market share plunged 30% within two years, representing a loss of over $1.4 billion in tourism revenue annually. Over time, the revenue loss increased to well over $2 billion yearly.

Griffitts, drawing from his hotel experience (his family sold their property in 2018) and years on Panama City Beach’s boards of directors, knows the value or constantly encouraging visitors. “Tourism is in my blood,” he says.

When Dan Rowe resigned from the CVB in January 2026, Griffitts knew he was a natural fit for the role. He has witnessed Panama City Beach evolve from a ghost town during the off-season to a year-round destination, thanks to festivals, events, and the addition of Publix Sports Park.

Sports tourism has added shoulder season business in Panama City Beach.

The state-of-the-art sports tourism complex, operated by The Sports Facilities Company, opened in 2019 and has been a game-changer. For example, in November 2025, the venue hosted seven tournaments, generating $6.7 million in direct visitor spending and an overall economic impact of $10.7 million. This contributed to a 30% year-over-year increase in visitation.

Ambitious Goals for the Offseason

Sensing momentum, Griffitts has set ambitious goals for the so-called off-season.

“A 4–5% increase in the off-season would be a great win,” he says.

Griffitts views himself as the conductor of a well-tuned orchestra and has no intention of micromanaging the CVB. His long-term goals include expanding facilities, increasing event volume, and strengthening off-season demand.

“We have a great product; it’s easy to sell,” he says.

Photo Credit: Panama City Beach CVB