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Council approves Hilton Head Island DMO FY2026 marketing plan, shifts more funding to digital
Summary
The town council approved the destination marketing organization's FY2026 plan and budget, which increases digital marketing spending to roughly $1.2 million, retains media partnerships, and allocates $200,000 for a golf-marketing microsite and lead generation; staff said the DMO saw more than 3.3 million website visits in 2024 and estimated tourism's economic impact at $3.72 billion in Beaufort County.
The Town Council voted 7-0 May 6 to adopt the destination marketing organization's fiscal 2026 plan and budget, endorsing a strategy that shifts additional resources into digital marketing while maintaining select media partnerships and public-relations efforts.
Ariana Pernice, who represents the Hilton Head Island Bluffton Chamber of Commerce and the Visitor & Convention Bureau, told council the DMO recorded more than 3.3 million visits to hiltonheadisland.org in 2024 and generated roughly 1.5 million "handshakes" (click-throughs to local partners). "This past year in 2024, we had over 3,300,000 visits, and we created over 1,500,000 handshakes or connections to our businesses here on the island," Pernice said.
Pernice said the proposed FY2026 spending mix increases the DMO's direct digital-marketing budget to approximately $1.2 million while reducing some media-partnership spending, and it adds a $200,000 line for targeted golf marketing/support for a golf microsite to support the island's 23 courses and generate qualified leads for events. Councilors asked about survey sample sizes and the mix of Placer AI and College of Charleston intercept surveys; the DMO acknowledged a decline in survey respondents and said it will work with research partners to improve sampling and integrate real-time data sources.
Councilmembers noted the DMO's emphasis on shoulder-season promotion and links between marketing and local festivals. The plan the council adopted also reiterates the DMO's five destination pillars including nature, culture and economic vibrancy. The motion to adopt the plan passed unanimously.
