As Myrtle Beach enters the busy summer season, the tourism outlook remains positive, with steady demand and meaningful opportunities for our partners. Visitor interest is high, even as economic pressures and evolving booking behaviors continue to shape travel planning.
This momentum is backed by national validation. Myrtle Beach was recently named Tripadvisor’s #1 Beach Destination for U.S. Summer Travel in 2025, and #3 overall for all destinations, a powerful reflection of its growing appeal with travelers looking for value, variety, and coastal fun. Additional accolades from national media and travel platforms continue to elevate our reputation as one of America’s most beloved family beach destinations.
STR Forecast Projects Occupancy Growth This Summer
The latest STR Monthly Predictive Occupancy Forecast remains on track, with expected improvements beginning in Q2 and continuing into the peak summer months. The graph below compares 2025 projections to 2024 occupancy, showing a strong seasonal build and solid forecast for June through August.
Forecasted growth supports what we’re seeing on the ground: steady interest, high search volume and consistent engagement across visitor planning channels.
Trends Shaping the Season: Shorter Stays, Later Bookings
Traveler behavior continues to evolve, with visitors increasingly booking closer to their travel dates and opting for shorter getaways. These shifts reward destinations that are flexible, responsive, and able to deliver timely, relevant content. Visit Myrtle Beach is leaning into these patterns with agile paid media, on-site updates, and refreshed trip planning tools to drive last-minute bookings.
Summer Kickoff Powered by Marquee Events
The summer season is getting an early boost from high-impact events in June. The Carolina Country Music Fest, running June 5 to 8, is expected to draw tens of thousands of attendees to the heart of Myrtle Beach. The iHeart Guitar Pull events with Gibson Cares, along with other community events and live music activations, help sustain energy across the destination. These moments offer both visitor appeal and valuable storytelling opportunities.
Audience Trends Reflect Evolving Interests
We continue to see strong interest from our core family audiences, outdoor adventure travelers, and regional drive markets. New affinity-based segments are gaining traction through targeted, data-informed marketing. Ongoing work within our Customer Data Platform (CDP) is allowing more personalized outreach and refined targeting across paid media and email channels, helping us deliver the right message to the right audience at the right time.
Partner Collaboration will Maximize Impact
This summer’s success will rely not only on visitor demand but also on how we work together to meet traveler expectations. Timely updates from partners, strong value messaging and exceptional service delivery all contribute to a positive visitor experience. Visit Myrtle Beach remains committed to supporting tourism partners through content features, social amplification, event promotion and visitor services. Together, we can keep the momentum going and deliver a memorable summer season at The Beach.
Learn more about the CVB’s Amplified Marketing Programs (AMP) for more ways to get involved.