Hundreds of the tourism industry leaders gathered at the Myrtle Beach Convention Center February 9-10 for the 61st annual South Carolina Governor’s Conference on Tourism & Travel.
The conference is hosted by the South Carolina Department of Parks, Recreation & Tourism (SCPRT), inviting the state’s destinations, accommodations, and attractions to connect, learn, and celebrate industry accomplishments. Destination partner, Visit Myrtle Beach, helped create an event atmosphere and experiential programming that reflected the heart of the Grand Strand’s legendary hospitality.
The conference opened with an agency update from SCPRT director, Duane Parrish. He introduced team members in film, welcome centers, grants, marketing, and state parks whose work supports the agency’s mission and moves the industry forward. From film’s “set-jetting” role in inspiring travel, to South Carolina State Park’s historic Play it Forward budget request, SCPRT is helping destinations around the state shape the way visitors see and experience South Carolina.
Director Parrish shared that the industry’s annual estimated economic impact has reached $31 billion, employing 240,000 people and generating over $3 billion in state and local taxes.
Governor McMaster expressed his gratitude to the industry for its work protecting, advancing, and sharing our “little slice of heaven.” Director Parrish presented the Governor with the first award of the conference, commending the impact the Governor’s leadership has had on tourism, recreation, and conservation.
2026 South Carolina Tourism Industry Awards
2026 SCPRT Director’s Award: Governor Henry McMaster
- This award is presented periodically to honor individuals or organizations whose efforts have substantially contributed to the SCPRT’s mission to foster sustainable tourism economic development and improve the quality of life for all South Carolinians.
- Governor McMaster has been a champion of the state’s tourism industry during his tenure, celebrating the vital role tourism plays in our economy and quality of life. Under his leadership, tourism has experienced record growth year after year. From a conservation perspective, recreation and tourism will benefit generations from the more than 400,000 acres of historically or environmentally significant lands that have been preserved under his leadership.
2026 Fred Brinkman Award: Tim Todd, Executive Director, Discover Upcountry Carolina
- Named after legendary SCPRT Director, Fred Brinkman, this award is presented periodically to an individual in appreciation of the outstanding contributions they have made to South Carolina tourism over the course of their career. Brinkman Award winners are celebrated for advancing South Carolina’s tourism industry in ways that will endure for generations.
- Tim Todd is a native of Walhalla and proud Clemson grad who has devoted his career to tourism marketing in the upstate. He’s served as the Executive Director of Discover Upcountry Carolina since 1989, shaping the state’s tourism industry through his collaborative spirit, genuine love for his home, and an unwavering commitment to helping visitors create treasured memories.
2026 Governor’s Cup: ONEflight Myrtle Beach Classic
- This annual award recognizes outstanding practices in tourism promotion, marketing, and development and is given to an attraction, destination, or development that demonstrates extraordinary success in tourism, positively impacting our economy and quality of life.
- The ONEflight Myrtle Beach Classic, South Carolina’s newest PGA event, had a $15.8 million economic impact, including 9,600+ lodging room nights, $400,000 in merchandise sales, and $700,000 in food and beverage sales. The Classic has been instrumental in elevating Myrtle Beach’s reputation as the “Golf Capital of the World.”
Inaugural Duffy Award: Amy Duffy, SCPRT Chief of Staff
- Beginning this year, the Duffy Award will be bestowed upon an SCPRT team member who has demonstrated an unwavering commitment to excellence in their service to SCPRT and our state’s tourism industry.
- The award honors SCPRT’s Chief of Staff, Amy Duffy, and her steadfast, tireless dedication to the agency and our tourism industry over the past 36 years.
Inaugural Top Sports Moments of 2025
- In partnership with SCPRT, the South Carolina Sports Alliance presented the inaugural Top Sports Moments awards to recognize the individuals, events, teams, venues, and moments that generate economic impact, visibility, exposure, and community pride.
- City of Rock Hill and USA Table Tennis: 2025 International Table Tennis Federation Pan American Championship
- John T. Rhodes Myrtle Beach Sports Center
- Greenville: 2025 SEC Women’s Basketball Tournament
- Melissa Jefferson-Wooden, Georgetown native and Coastal Carolina alum, who swept the 100 and 200-meter races at the 2025 U.S. National Championship before earning three World Championship medals in Tokyo Japan in the 100-meter race, 200-meter race, and as part of the 4 x 100 relay team.
The 62nd annual Governor’s Conference on Tourism & Travel will be held in February 2027 in Rock Hill.