2024 marked a year of resilience, creativity and meaningful progress as the Myrtle Beach area welcomed millions and reinforced that The Beach is for everyBODY.
From record-breaking economic impact to national recognition for accessibility, the Myrtle Beach area continued to build positive momentum in 2024 as a thriving and welcoming place to live, work and play.
This according to new data revealed in the 2024 Annual Report by the Myrtle Beach Area Convention and Visitors Bureau (CVB) that showed visitor spending grew to $13.2 billion, the addition of new events and air service, and bold storytelling reached audiences across the world. As a result, 2024 marked a year of resilience, creativity and meaningful progress for the Myrtle Beach area. While national economic shifts and weather-related disruptions brought challenges to the year, the CVB strategically navigated headwinds to maintain the region’s tourism-based economy and therefore, further enhanced the quality of life for all residents.
Read the Myrtle Beach Area CVB 2024 Annual Report.
As Interim CEO Tracy Conner shared, “The success of our entire Grand Strand is dependent on a collaborative spirit that includes the incredible dedication of our local residents and businesses, elected leaders and partners. Your commitment helps Myrtle Beach thrive as a vibrant, welcoming destination. It enhances quality of life, drives jobs, and supports a stronger community for everyone who lives, works and plays here.”
Record-Breaking Impact
In 2024, The Beach welcomed 18.2 million visitors, with two-thirds returning guests. A clear sign of the destination’s appeal and welcoming spirit.
What’s more, visitor spending increased to $13.2 billion, fueling the local economic engine that generated $16.6 billion in gross retail sales across Horry County. This revenue supports local businesses, jobs and public services, all while keeping taxes low for residents.
While broader economic challenges threatened to damper tourism, the CVB’s strategic plans prevailed, allowing 2024 to produce tourism tax revenues that surpassed pre-pandemic benchmarks, underscoring the strength and resilience of the region’s hospitality industry and community as a whole.
New Events, National Spotlight
The debut of the Myrtle Beach Classic, the region’s first-ever PGA TOUR event, became a defining moment for the Grand Strand in 2024. Over 40,000 spectators came out for the four-day tournament, generating $15.4 million in positive economic impact for the community. Along with the eight-hours of live coverage on the Golf Channel, media outlets across the globe spread the news about the tournament and the Golf Capital of the World.
What’s more, Myrtle Beach demanded the national media spotlight with:
The Emmy-nominated Traveling the Spectrum show streaming on Peacock;
New seasons of Chef Swap at The Beach streaming globally and winning national storytelling awards;
Strategic partnerships with Wheel of Fortune, the James Beard Foundation and ESPN Events; and
Nearly three billion ad impressions through integrated paid-media partnerships.
Air Travel & Lodging Take Off
Myrtle Beach International Airport (MYR) achieved a banner year with 3.84 million passengers, a 14 percent year-over-year increase, and earned its second title as Best Small Airport in the U.S from USA Today 10 Best Readers’ Choice Awards.
New service from Breeze, Allegiant and Frontier expanded Myrtle Beach’s connectivity, while a major terminal expansion is underway.
Likewise, the region’s lodging sector remained steady per CoSTAR/STR reporting that showed:
6.4 million hotel rental room nights booked (+2% YOY)
$846 million in hotel revenue (+4% YOY)
EveryBODY Belongs at The Beach
The 2024 Annual Report highlights the CVB’s continued commitment to making The Beach a place where everyBODY feels welcome. From sensory-friendly programs and culinary showcases to interactive mini golf trails, our efforts centered on creating joy, accessibility, and belonging across all 60 miles of the destination.
Whether welcoming first-time visitors or long-time fans, The Beach remained a place where everyone can find their rhythm, reconnect and feel at home. Because here, The Beach is for everyBODY.
Looking Ahead
This momentum is possible through the collective support of our partners and community. It’s simple, investing in tourism is an investment in our community. In fact, according to the Longwoods International ROI Study, for every $1 invested in tourism advertising, the Grand Strand generates $143 in direct visitor spending and $20 in state and local taxes.
The CVB is not slowing down with more momentum happening in 2025. TripAdvisor recently ranked Myrtle Beach as the number three domestic summer travel destination in the U.S. for 2025 just behind Las Vegas and New York City.
The decision to select Myrtle Beach over other destinations will always be our family-friendly appeal and our welcoming spirit that starts with the genuine hospitality of those who call our beach home. To all who help tell our story, deliver unforgettable experiences, and strengthen the Grand Strand – thank you.