Share

Spartanburg, S.C. – Hub City’s fast-growing downtown district welcomed more than 350 tourism industry leaders from across the state for the annual South Carolina Governor’s Conference on Tourism & Travel hosted at the Spartanburg Marriot, February 10-12, 2025.

For the past 60 years, leaders from the state’s destinations, accommodations, and attractions have gathered at this annual tourism conference, hosted by the South Carolina Department of Parks, Recreation & Tourism (SCPRT) to network, collaborate, learn, and celebrate industry accomplishments.

Governor McMaster welcomed attendees on Monday, remarking on the industry’s strength and impact, and its important position at the intersection of South Carolina’s rich history, unparalleled natural beauty, and robust economy. “It is no coincidence that years of work to conserve, preserve, and showcase our state’s unique natural beauty have led to increased tourism and economic prosperity,” the Governor said. “Those in this room have the privilege and responsibility to share all of our best assets with visitors from all over, which brings more dollars into our local economies, businesses, and communities.”

SCPRT director Duane Parrish reflected on how the common threads of our marketing efforts – our people, our hospitality, our climate, our natural beauty, and our history – have powered year-over-year economic success, including:

• Tourism’s economic contribution to South Carolina has increased by approximately 65% in the last decade, driving business growth, creating new employment opportunities, and bolstering destinations of all sizes across the state.
• Since 2014, SCPRT’s marketing campaigns have generated more than 7.3 million trips to undiscovered destinations across South Carolina, driving more than $2 billion in projected hotel revenue that is directly tied to these advertising efforts.
• In 2024, South Carolina achieved over 10% growth in statewide revenue for hotels and short-term rentals.

“Our job, and our privilege, is to reveal the intangible – all the wonderful new memory-making possibilities that we have to offer here in South Carolina,” Parrish said. “I believe the track record of success that we’ve had as an industry is proof positive of how well we’ve done in our roles to date. When I think about what the future holds for South Carolina, for all of us that are blessed to be a part of this great tourism industry, I am filled with nothing but optimism for our future.”

Tourism industry awards are presented annually during the conference. On Tuesday, Director Parrish presented two coveted awards to distinguished honorees from South Carolina’s tourism industry:

2025 Governor’s Cup: Experience Columbia SC Sports’ Rivals in Red Tour

• This annual award recognizes outstanding practices in tourism promotion, marketing, and development and is given to an attraction, destination, or development that demonstrates extraordinary success in tourism, positively impacting our economy and quality of life.
• Last August, Experience Columbia SC Sports, the University of South Carolina, and TEG Sport collaborated for a historic event as Manchester United and Liverpool Football Club faced off at Williams-Brice Stadium. This match was part of the Rivals in Red Tour, and Columbia was one of only three U.S. host cities. To celebrate, Experience Columbia SC Sports organized a weekend of events to showcase the region's culture and encourage future visits. The multifaceted marketing campaign – featuring 13 community events, eye-catching billboards, targeted emails, street pole banners, and more – resulted in over 3 million digital impressions, $2 million in earned media value, and an estimated economic impact of over $13 million.

2025 SCPRT Director’s Award: Paul McCormack, outgoing director of South Carolina State Parks

• This award is presented periodically to honor individuals or organizations whose efforts have substantially contributed to the SCPRT’s mission to foster sustainable tourism economic development and improve the quality of life for all South Carolinians.
• Paul McCormack has spent his 30-year career personifying South Carolina State Park’s values of stewardship and service, serving as State Parks Director since 2018. His growth mindset and people-first leadership approach have left a lasting impact on the Park Service. He put a focus on work-life balance, expanded mental health resources, and advocated passionately to modernize the Park Service’s antiquated pay scale to enhance the livelihoods of our hardworking rangers. He also oversaw the early days of a period of historic growth in our state park system, working with nonprofits, state leaders, land banks, and countless partners to connect, collaborate, and ensure generations of South Carolinians will enjoy these special lands and rivers under the protection and care of the Park Service. In June Paul McCormack will embark on his next adventure, serving park rangers and public lands around the country as President of America’s State Parks.

The Governor’s Conference is the largest annual gathering of the state's tourism industry created to celebrate industry accomplishments, hear from top industry speakers, and honor the innovative spirit of the people who fuel South Carolina tourism. The 61st annual Governor’s Conference on Tourism & Travel will be held in February 2026 in Myrtle Beach.

###

View and download photos here.