Industry Announces Record-Breaking Growth at SC Tourism Conference

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Press Release

Kiawah Island, S.C. – At the South Carolina Governor's Conference on Tourism & Travel, Gov. Henry McMaster and state tourism director, Duane Parrish, celebrated the success of the tourism industry and presented annual awards to representatives from Charleston, Rock Hill, and Columbia.

“In South Carolina, we are blessed to have the winning combination of unparalleled natural beauty and hardworking people,” said Gov. McMaster. “Our tourism industry protects and shares our natural and manmade treasures from the mountains to the coast, and provides authentic hospitality to our visitors. Congratulations for continuing to shatter records and reach new heights as you help the world discover South Carolina.”

The annual tourism conference provides opportunities for knowledge sharing, networking, and celebrating industry accomplishments. Duane Parrish, director of the South Carolina Department of Parks, Recreation & Tourism (SCPRT), delivered his annual “State of the Industry” address, announcing new record-breaking figures for 2021 and 2022. While the Palmetto State weathered the COVID-19 pandemic better than most other states, 2020 “was a setback,” Parrish said, “but instead of being discouraged, we redoubled our efforts in 2021.”

Those redoubled efforts paid off. By 2021, tourism's estimated economic impact reached an all-time high of $26 billion, which Parrish credited to strategic marketing, a continued partnership with tourism ambassador Darius Rucker, the PGA Championship in Kiawah followed by the Palmetto Championship at Congaree, and the hard work of destinations and attractions across South Carolina.

The upward trend continued for 2022, welcoming the PGA TOUR back to Congaree for the CJ CUP in South Carolina; continuing the relationship with Darius Rucker, and helping host his Riverfront Revival music festival; attracting powerhouse films and streaming series to the state, like HBO's Righteous Gemstones, Netflix's Outer Banks, and Suncoast, a film starring Woody Harrelson and Laura Linney; taking to the airwaves with our Legacy of Courage Civil Rights Trail podcast and new tourism podcast, The Palmetto Porch; launching a third season of our Go for It series with SCETV; and more. Discover South Carolina even took home a 2022 ESTO Mercury Award from US Travel – a top honor for the industry – for the Darius Rucker marketing campaign.

All told, the estimated economic impact of tourism in South Carolina for 2022 was $29 billion. Parrish credited attendees – and all those working in the industry – with the achievement. “The challenges we've faced, we have faced together,” he said. “And the success we've achieved, we have achieved together. South Carolina's ‘Tourism Success Story' is a tale with many authors, and one that I feel both proud and privileged to share with you today.”

Industry Awards*

Gov. McMaster and Director Parrish also presented three coveted awards to distinguished honorees from South Carolina's tourism industry.