Few destinations embody fun quite like Panama City Beach, and few leaders embody resilience, creativity, and vision quite like Dan Rowe, President & CEO of Visit Panama City Beach. In the latest episode of the Business Class podcast, I had the chance to sit down with Dan to explore his nearly two decades of leadership, his approach to fostering innovation, and what keeps him motivated through some of the toughest challenges any destination could face.
Dan has been at the helm for 18 years—long enough to navigate the Great Recession, the Deepwater Horizon oil spill, a Category 5 hurricane, and a global pandemic. Through it all, he credits a supportive board and a team culture rooted in innovation. “You have to be willing to not just face change, but embrace change,” he shared. That mindset has helped Panama City Beach grow revenues, attract year-round visitors, and strengthen its role as a vital driver of economic opportunity.
From the moment new staff join the team, they’re immersed in a culture that thrives on experimentation. “If you’re not growing, you’re dying,” Dan explained, underscoring the importance of curiosity as the fuel for innovation.
That spirit of creativity extends beyond the office. In his free time, Dan can be found woodworking—transforming storm-felled trees into tables and hand-carved bowls. He’s also candid about being an introvert who has learned to thrive in public roles, joking that while he’s perfectly comfortable behind a microphone, small talk at cocktail parties is another story.
Panama City Beach is known for its brand, “Real. Fun. Beach.”, and Dan makes sure the message is authentic. From classic beach-town attractions like mini golf and go-karts to lighthearted pandemic messaging featuring snorkel masks and flip-flops for social distancing, the destination leans fully into its promise of fun. “Fun is the mortar between the bricks,” he said, describing how their brand connects with visitors in an authentic way.
Dan also revealed that he’s spearheading a national conversation on how communities can address the growing phenomenon of teen takeovers and disruptive viral trends. Beyond law enforcement, his team is working with national partners and even advocating for legislation to ensure social media platforms protect communities and kids alike.
Off the clock, Dan is a devoted dog owner. His pup, Tripp—named after the trip Dan almost missed when he found him—reminds him daily of the joy of unconditional love. “Anytime you invest your time and love in something that reflects it back without judgment, it makes you a better person,” he reflected.
And as for what’s next on his personal learning list? Perfecting the double-haul cast on his fly rod.
When asked what advice he’d give to those starting their careers in tourism, Dan didn’t hesitate: “Always be curious.” It’s that curiosity, he believes, that keeps both people and destinations relevant, competitive, and moving forward.