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 not only shows visitor spending grew to $13.2 billion last year, but shares a wide range of positive gains for the region such as the addition of new events, expanded air service, and innovative storytelling that reached audiences across the world.
In short, it was a year marked by resilience, creativity and meaningful progress for those who call the Myrtle Beach area home and rely on a robust economic engine fueling the region. The Beach once again showed it can withstand the pressures of economic shifts and weather-related disruptions, and likewise, the CVB proved it can strategically navigate headwinds to maintain the region’s tourism-based economy and further enhance the quality of life for residents.
As the CVB's 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 Grand Strand welcomed 18.2 million visitors, two-thirds of which were returning guests, indicating traveler satisfaction remains high.
- Visitor spending increased to $13.2 billion and generated $16.6 billion in gross retail sales across Horry County.
- Revenue fueled the local economy supporting businesses, jobs and public services.
- Tourism tax revenues surpassed pre-pandemic benchmarks, keeping taxes low for residents.
New Events, National Spotlight
- The debut of the Myrtle Beach Classic, the region’s first-ever PGA TOUR event sponsored by Visit Myrtle Beach, became a defining moment for the Grand Strand in 2024 with over 40,000 spectators attending 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.
- The Emmy-nominated and award-winning Traveling the Spectrum show produced by Visit Myrtle Beach debuted on Peacock, providing audiences with an up-close look at how the destination welcomes those with family members on the autism spectrum.
- New seasons of Visit Myrtle Beach's popular show Chef Swap at The Beach, which highlights the fast-paced talents and creativity of local chefs, streamed globally and won national storytelling awards.
- The CVB further placed the Myrtle Beach area in the spotlight through strategic partnerships with Wheel of Fortune, the James Beard Foundation and ESPN Events; and obtained nearly three billion advertising 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's 10 Best Readers’ Choice Awards.
- New service from Breeze, Allegiant and Frontier expanded Myrtle Beach’s connectivity, all while a major terminal expansion is underway.
- The region’s lodging sector remained steady per CoSTAR/STR reporting that showed 6.4 million hotel rental room nights booked (+2% YOY) and $846 million in hotel revenue (+4% YOY).
From sensory-friendly programs and culinary showcases to spotlights on the region's golf experiences, programming by the CVB focused on highlighting the joy and belonging one finds when exploring the Grand Strand. 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.
Find additional information in the CVB's 2024 Annual Report.
2025 So Far & Looking Ahead
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 CVB continues to build strategic partnerships and enhance the region as a whole through collective support of the community.
- The latest Longwoods International ROI Study found for every $1 invested in tourism advertising, the Grand Strand generates $143 in direct visitor spending and $20 in state and local taxes.
- The decision to select Myrtle Beach over other destinations continues to be our family-friendly appeal and our welcoming spirit that starts with the genuine hospitality of those who call our beach home.
It’s simple, investing in tourism is an investment in our community. To all who help tell our story, deliver unforgettable experiences, and strengthen the Grand Strand – thank you.
