Visit Myrtle Beach shared its October 2026 Marketing Update, highlighting key tourism trends, market insights, and priorities for 2027. The presentation also covered group sales initiatives, destination development, and new attractions and accommodations across the Grand Strand.
Navigating Tourism Challenges and Preparing for 2027
Economic pressures are changing how visitors travel, and Visit Myrtle Beach is adapting its marketing, research and sales efforts in response. During last week’s virtual marketing update for Greater Myrtle Beach Collaborative members, staff outlined current conditions, 2027 plans and investments shaping the destination’s future.
Travel demand remains uneven
Melissa Kavanagh, Visit Myrtle Beach’s director of research and technology, explained that higher-income travelers continue to support demand for upscale lodging, while tighter household budgets are affecting economy and midscale properties. Myrtle Beach hotel occupancy has generally exceeded forecasts this year but remains below last year.
The preliminary outlook for 2027 calls for similar, potentially softer performance. Domestic visitor spending tracked through Visa has increased, though those figures are not adjusted for inflation. International spending remains a challenge.
Marketing will follow results
Diane Charno, EVP of marketing and communications, outlined a strategy that scores geographic markets using factors such as actual arrivals, visitor spending, transportation access and school calendars. Markets that produce visitors will receive greater investment than those that generate clicks alone.
Five seasonal campaigns will support year-round advertising, timed around booking decisions. The “Make More Myrtle Moments” campaign encourages longer stays and more experiences, emphasizing the value of the entire trip. A partner campaign dashboard planned for early 2027 will make current advertising easier to explore.
Group business and destination investment offer opportunities
Bob Harris, EVP of group sales, reported strong group bookings, led by meetings and conventions, with some business secured into 2031 and 2032. He also highlighted roughly 80 lodging projects proposed, planned or undergoing renovation, alongside new dining, entertainment and recreation developments.
Stuart Butler, president of Visit Myrtle Beach, discussed efforts to elevate the region’s culinary reputation and work with Myrtle Beach International Airport to expand connectivity, including Breeze Airways’ announcement of 11 additional nonstop routes.
Better data and AI are priorities
A new performance dashboard tracks more than 80 measures, including lodging trends, visitor behavior, advertising results and tax revenue. Staff also acknowledged gaps in timeshare and campground data and described work to improve independent lodging reporting.
As more travelers use artificial intelligence to plan trips, Visit Myrtle Beach is testing ways to improve visibility on AI platforms and reconsidering how to measure partner marketing value beyond website clicks.
Members are encouraged to share feedback and suggest future topics. Their input will help shape upcoming updates and the resources developed to support their businesses.