The 2026 State of the Tourism Industry Celebration

• 30 June 2026
• Category: SJC News District 3
• Tags: 2026

Chair Clay Murphy was one of the featured speakers.

In May 2026, St. Johns County Board of County Commissioners Chair Clay Murphy was a featured speaker at the 2026 State of the Tourism Industry Celebration held at the Embassy Suites by Hilton St. Augustine Beach Oceanfront Resort. The event was hosted by the St. Johns County Visitors & Convention Bureau and was entirely privately funded. The VCB Board of Directors invited tourism leaders and operators to celebrate the tourism community’s accomplishments and explore new opportunities to sustain momentum in 2026. The event theme was “Honoring 250 Years. Shaping What’s Next.” It attracted an estimated 200 attendees that included St. Johns County tourism and hospitality business leaders, community influencers, and government officials.

Following the event, Susan Phillips, the President & CEO of the St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau (VCB), appeared on the Behind the SJCenes podcast live on WSOS 103.9 FM.

Commissioner Murphy’s remarks included:

St. Johns County is proud to partner with local organizations on events that showcase the county’s priorities and values while also supporting the local economy by bringing visitors to the area. An example of one such recent partnership is the Tour de Farm event, which took place on April 12. The event brought over 500 participants to five SJC farms and ag hubs to engage with local farming families, sample fresh seasonal recipes, and shop for farm-grown products and merchandise. The event highlighted one of the peak growing seasons in St. Johns County, showcasing crops such as potatoes, snap beans, and flowers. In St Johns County, we understand the value of such events and are committed to continuing to partner with local organizations through a combination of staff support and supplier funding. As the budget season kicks off with a series of public workshops, we will continue to prioritize support for these tourism-oriented special events through the annual TDT-funded Arts, Culture and Heritage Grants Program.

Additionally, the county will continue to prioritize supporting beach access for residents and visitors in the coming year. A portion of the TDT revenue is and will continue to be utilized to support ongoing beach operations, beach management efforts, and beach renourishment projects. With approximately 42 miles of beaches, the county understands the importance of maintaining a high-quality beach experience for all. As of today, one of the county’s iconic ocean access points, St. Johns County Ocean and Fishing Pier, is closed to facilitate the repair and strengthening of the Pier pilings. The visitor’s information center, located in the Pier Gift Shop, will remain open and accessible throughout the project, welcoming visitors to the beaches. The Pier is anticipated to reopen to the public by the end of November 2026. The development of additional recreational facilities for the use and enjoyment of residents and visitors is also underway. These projects include the construction of two new park facilities, the Silver Leaf Sportsplex and the Shearwater Community Park. These facilities have been designed to provide recreation opportunities, athletic space, and gathering areas for both residents and visitors. The two facilities are expected to open in early 2027, and we hope each of you will join us at the ribbon cutting. 

Additionally, within the last month, the county broke ground on the northwest community park and library. This facility, which is located on 50 acres in Nocatee, will offer a variety of recreational amenities, including six tournament-quality ball fields. St Johns County is listening to its residents and working to enhance both transportation and quality-of-life projects. St Johns County has invested 120 million in roads and infrastructure, resulting in 35 capital improvement projects completed in 2025 within the last 6 months, including the southernmost portion of CR 2209, the traffic signal on SR16 at Francis Road, North Beach Park, Field of Dreams Field, Porpoise Point Beach ramp improvements, CR210 from I95 to US1 roadway widening, and the Regalo Road improvements. 

We as a county have been overly reliant on houses for property tax revenue, 85% to 15% commercial. The county’s commitment to building our commercial tax base while creating new jobs has led to the newest business starts in the last 6 years. The county is committed to responsible growth that promotes continued business growth and enhances economic opportunities. To support these initiatives, a new website was recently launched. InvestSJC.com is designed to provide resources to support potential and existing small, mid, and large businesses interested in startups and expansion here in the county through a data-driven strategy with workforce-targeted growth.