Southwest Airlines announced its four destination cities to and from the new airport this morning, along with special introductory fares.

The four cities are: Houston, Texas; Nashville, Tenn.; Baltimore, Md.; and Orlando. Service will begin May 23, 2010.

Bob Montgomery, Southwest vice president of properties, made the announcement during a press conference that began at 10 a.m. at the Breakers Restaurant in Panama City Beach.

"I think it is exciting news," Airport Authority Chairman Joe Tannehill said Tuesday. "You are also going to get to hear about the low fares. I think everyone will be real excited."

Officials have anxiously awaited the locations of the four "gateway" cities from which Southwest plans its eight daily non-stop flights to the new Northwest Florida Beaches International Airport. Flights are expected to begin May 18, the day the airport opens near West Bay.

Bay County Tourist Development Council (TDC) officials said they want to jump-start a public relations campaign in the cities once they are announced, particularly using the new social media such as Twitter and Facebook.

"We are waiting to get the names of the cities," TDC executive director Dan Rowe said Tuesday. "It is a very important day. When they start selling tickets, it really brings energy to the whole project."

The TDC has signed an agreement with Southwest, the nation's largest domestic carrier, that requires the low-cost airline to begin service to the new $318 million airport with daily non-stop flights from four cities amounting to at least 525 inbound seats daily.

In exchange, the TDC will target the fifth cent of its 5-cent per dollar bed tax to help Southwest market Panama City Beach and put tourists into airplane seats, a deal worth millions that extends through Sept. 30, 2014. Walton County also is funneling bed tax dollars to aid Southwest marketing.

Rowe said the marketing and public relations efforts will take into account not only the cities slated for non-stop flights, but also their connecting cities.

The TDC recently contracted with two new national firms for marketing and public relations work in an effort to move the destination beyond its rowdy "Spring Break" reputation and sell Panama City Beach as a year-round, family-friendly vacation spot.

"We have to see how this fits into the whole Southwest network," Rowe said. "As soon as the announcement is made, we will be able to push our message into those cities."

Southwest earlier reached an agreement with The St. Joe Co., the Panhandle's largest landowner, that guarantees any initial losses by Southwest from its new operations into Northwest Florida, up to $14 million for the first year and $12 million the second year.

The agreements with St. Joe and the TDC were part of a complex deal to capture the services of the low-cost carrier, seen by many experts as a boost for future economic development in the region.

New airport code

Travelers flying into Northwest Florida Beaches International Airport will need to remember ECP. That's the new location identifier, also known as an IATA (International Air Transport Association) airport code, that travelers enter when booking a flight. The old code, PFN, will be retired.