On Feb. 9–10, Myrtle Beach welcomed hundreds of tourism leaders, destination marketers and industry partners from across the state to the Myrtle Beach Convention Center for the 61st Annual Governors Conference on Tourism and Travel.
One of the largest annual gatherings of its kind, the conference featured educational sessions on emerging travel trends, destination marketing strategy, workforce opportunities and initiatives that help drive South Carolina’s tourism economy.
At the opening general session, Gov. Henry McMaster addressed attendees and underscored the importance of tourism to South Carolina’s economic health and quality of life, noting the state’s natural assets and value as a visitor destination.
“I joined leaders at the Governor’s Conference on Travel and Tourism in Myrtle Beach to highlight tourism’s role in our state’s success. By investing in our natural resources, parks and infrastructure, we will ensure South Carolina remains a place visitors return to year after year,” McMaster said.
Duane Parrish, Director of the South Carolina Department of Parks, Recreation & Tourism, provided industry updates and guided discussions on how destinations across the state can leverage shared insights to grow visitation and strengthen economic impact through collaboration and innovation.
Hosting the conference in Myrtle Beach highlights the Grand Strand’s central role in the state’s tourism economy. This region continues to be one of South Carolina’s busiest and most economically impactful destinations, with visitor spending supporting jobs, local businesses and public services across the area.
Reflecting on the industry’s direction and the Grand Strand’s leadership role, Matt Pivarnik, CEO of Visit Myrtle Beach and the Myrtle Beach Area Chamber of Commerce, emphasized the destination’s ongoing commitment to strategic collaboration and experience-driven promotion.
“The recognition that the Myrtle Beach area continues to earn reflects the significant work and collaboration happening across our community,” Pivarnik said. “Our focus with Visit Myrtle Beach remains on elevating the resident and visitor experience, collaborating with our partners, and telling the Myrtle Beach story with clarity, creativity and purpose.”
