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Hilton Head Island tourism bureau wins council approval for FY26 marketing plan; council questions data and strategy
Summary
The Hilton Head Island-Bluffton ChamberVisitor and Convention Bureau presented and won Town Council approval of its fiscal year 2026 marketing plan and budget, emphasizing digital marketing and international outreach while triggering council questions about research methods and seasonal targeting.
The town council on May 6 approved the visitor bureau(operating under the Hilton Head Island-Bluffton Chamber of Commerce) proposed destination marketing plan and FY26 budget, allocating larger shares to digital marketing and maintaining media partnerships and public relations, presenters said.
Ariana Pernice, who leads the visitor and convention bureau, told council the bureau will focus on five destination pillars (ecotourism, history, arts and culture, recreation and wellness) and use a mix of owned digital channels, paid digital advertising and media partnerships to drive "handshakes" (click-throughs) to local businesses. The bureau reported 3.3 million website visits in 2024 and roughly 1.5 million partner click-throughs from the site.
Budget and strategy points - The bureau presented a proposed FY26 marketing budget that shifts more spending toward digital marketing (proposed…
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