Visitors spent nearly $16B around Myrtle Beach last year. Will ’23 be even bigger?
Like the waves that wash over its prize winning sands, Myrtle Beach’s blockbuster tourism industry keeps on rolling.
Fresh off a year that saw nearly $16 billion in overall sales, the city recently named by TripAdvisor as America’s second most popular summer getaway is marketing to new audiences and working to secure legacy events to keep hotels full.
Take a look at what the summer months could bring.
1. Myrtle Beach tourism officials are spending big on marketing-
An aggressive marketing campaign by the Myrtle Beach Area Chamber of Commerce means the organization has a bigger presence than ever across digital platforms. Four new 30-second spots dropped in May promoting the region’s family-friendly attractions and hotels.
Between January and March, the chamber used more than $6.4 million collected through its Tourism Development Fee and accommodations -$1 million of that was spent exclusively on digital promotions and ads, newly released data from the chamber shows.
Also look for a revamped “Always On” campaign: The spots are meant to emphasize the area’s year-round attractions and holiday offerings.
Last year, more than 17 million visitors spent time in Myrtle Beach — most of them repeat tourists.
In 2022, the chamber spent roughly $20 million on marketing, landing 2.4 billion impressions.
“Visitors love the experience they have in Myrtle Beach, and they don’t want to give it up,” Chamber of Commerce and Convention and Visitor Bureau CEO Karen Riordan said. “So what we’re continuing to work really hard on is having them stay even one more night, so that’s great economic impact.”
2. Breakout events like World’s Strongest Man may draw new audiences for decades to come
Most recently, the five-day World’s Strongest Man competition attracted 380,000 overall visitors, mostly from other nations. Riordan said spectators came from 24 countries and as far as 160 miles away domestically to watch the shows of strength.
Globally, World’s Strongest Man hits 470 million TVs. UK households make a tradition out of watching all eight hours aired consecutively on Boxing Day. As Myrtle Beach’s second largest international market after Canada, it’s a chance to deepen the city’s impression there.
Riordan said talks are expected to begin soon about World’s Strongest Man returning based on its impressive debut.
Meanwhile, the marriage between golf’s PGA and LIV tours could widen the field for the inaugural Myrtle Beach Classic, a FedEx Cup event that starts next spring at The Dunes Golf and Beach Club in North Myrtle Beach.
Golf superstar and Coastal Carolina University alum Dustin Johnson, a LIV Tour player, could enter the tournament once the merger is completed.
Riordan said the area likely will also see more e-sports competitions arrive following a successful March outing at The Hangout. Host Shenandoah University plans to come back, and it’s likely other high school and colleges could follow suit.
Myrtle Beach International Airport saw a record-smashing spring
The airport completed its busiest April ever, a signal that tourism season inside South Carolina’s most popular vacation spot is poised to put up strong numbers. The month saw more than 294,000 passengers — a 4 percent year-over-year jump from the 282,784 people who moved through the airport last April. In 2022, more than 3.5 million people traveled through Myrtle Beach, setting another record.
Even with a looming recession, Riordan said consumers aren’t willing to give up leisure travel as they look for ways to rein in spending.
“They may hold off on buying that new car, buying a few new tires or getting a tune-up,” she said. “But I can tell you one thing they not going to give up is their vacation, they absolutely will not.”
