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Myrtle Beach Chamber reports strong visitor metrics, proposes $2.1M for FY27 marketing
Summary
Myrtle Beach Area Chamber presenters told council the destination drew about 17.8 million visitors in 2025, reported advertising and earned-media reach figures, and proposed roughly $2.1 million in FY27 marketing investments with earmarks for community campaigns and event support.
Representatives from the Myrtle Beach Area Chamber presented a year-in-review and FY27 marketing plan to Horry County council. Diane (marketing lead) summarized 2025 metrics the Chamber attributed to the Myrtle Beach/Horry County destination: "17,800,000 visitors" and more than $13,200,000 in visitor spending (as presented), plus large paid- and earned-media impressions. She said their advertising generated industry-leading returns, asserting nearly $40 in generated economic activity for every $1 invested in marketing and additional tax revenue returns.
The Chamber proposed FY27 marketing investments totaling about $2.1 million, including roughly $800,000 for community promotions and specific line items ($125,000 for Campground Association partnership and approximately $106,000 for the Myrtle Beach Classic). The presenters highlighted community-specific campaigns, a website with dedicated community pages, and new video assets for each community within Horry County. The council received the report and asked no substantive follow-up questions during the meeting; the Chamber noted further details are in the packet and on visitmyrtlebeach.com.
