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Hilton Head tourism bureau reports a modest Q3 dip, shifts strategy to work with AI and search engines
Summary
The Hilton Head Island‑Bluffton Chamber’s visitor bureau reported a small decline in traditional web metrics for January–March but said April–May bookings are recovering; staff said shifts in Google search results and AI are changing how destination marketing is measured.
Ariana Pernice, vice president of the Visitor and Convention Bureau at the Hilton Head Island‑Bluffton Chamber of Commerce, presented the destination’s fiscal 2024–25 third‑quarter recap (January–March) to Town Council on June 3 and defended plans to adjust tactics after two quarters of declining traditional website metrics.
Pernice highlighted an "America's Favorite Escape" campaign that used new platforms (Spotify, Disney+) and produced positive partner referrals. She said the bureau’s international outreach included work in Germany with state and regional partners and noted strong editorial placements in outlets such as Southern Living and Good Morning America.
Counci…
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