They're not called "The World's Most Beautiful Beaches" for nothing. The Convention & Visitors Bureau met Tuesday to discuss marketing those beaches to fall and winter travelers.

Dan Rowe, President of the TDC, says, "The real magic for Panama City Beach has to come with driving additional visitors."

Tourism officials want to bring new faces to this area, but they don't want to stray too far from marketing its best asset: the beach. The summer months are the biggest money-maker for the tourism industry. The TDC collects about forty percent of its bed tax revenues during the months of June and July.

But, tourism officials believe they could do a better job of marketing the fall and winter seasons. The TDC marketing committee discussed slogans Tuesday that would encompass their new autumn campaign, including "Fall... in love."

The focus will be on adult couples traveling without children, a complete departure from the area's image as the spring break capital. Lee Ann Leonard, General Manager of By the Sea Resorts, says the committee wants to push the fact that in the fall, "you can have a great beach experience with milder temperatures, greater serenity, the beaches are less crowded."

But, tourism leaders recognize the current economic climate has changed tourists' traveling patterns. Leonard says, "We've had a lot more savvy shoppers out there. They're waiting for those deals. The booking window is really short, it used to be four weeks, now it's four days."

Rowe admits the shaky market could lead to an uncertain summer. But, Panama City Beach has not been hit as hard as some imagined, even with the Memorial Day weekend wash-out. Rowe says, "We're up about three and a half percent from the same time last year. Business was down a little bit in March, but April came back strong."

Even if the summer numbers aren't so hot, the TDC hopes the cooler months will bring more revenue.

The marketing committee also discussed marketing the beach in the winter months. One of their ideas was to keep the current slogan, "Real. Fun. Beach."