Coastal South Carolina, home to Myrtle Beach, Charleston, and Hilton Head Island, remains a top tourism destination, drawing millions with its beaches, history, and culture. Despite a robust recovery from the COVID-19 pandemic, international boycotts tied to U.S. policies threaten the region’s global visitor numbers. This article examines the state of tourism, key trends, and the effects of these boycotts.
Coastal South Carolina’s Tourism Strength
Tourism drives South Carolina’s economy, generating $22.6 billion in 2019. Myrtle Beach leads with family-friendly attractions, Charleston shines with Gullah-Geechee heritage and Lowcountry cuisine, and Hilton Head offers luxury and nature. A 2021 University of South Carolina study noted Myrtle Beach’s social media dominance, with over 45,000 mentions. Global marketing, including Charleston’s London flight and the “DiSCover” campaign, has boosted international appeal, particularly for UK and German visitors.
Key Tourism Trends
- Cultural Tourism: The Gullah-Geechee Corridor and Civil War sites draw history buffs, though plantation tourism sparks debate.
- Sustainable Travel: Coastal state parks attract eco-conscious visitors with kayaking and wildlife experiences.
- International Push: Campaigns target European travelers for multi-stop trips, positioning South Carolina as a Southern gateway.
- Hurricane Resilience: Strategic marketing, like live beach webcams, counters storm-related misperceptions.
International Boycotts and Their Impact
U.S. policies, including tariffs and immigration measures, have prompted travel declines. Canada, the top source of U.S. visitors, saw a 32% drop in road trips and 13.5% in air travel in March 2025, following calls to vacation domestically. The U.S. Travel Association warns a 10% Canadian decline could cost $2.1 billion and 14,000 jobs, indirectly affecting South Carolina’s coastal areas.
European nations like the UK and Germany issued travel warnings, with a 17% drop in Western European visitors in March 2025. Charleston, reliant on these markets, faces risks to its hospitality sector. Other regions, including China (down 11%) and Mexico (down 23% in air travel), also show declines, further straining international tourism.
Implications for Coastal South Carolina
Domestic tourism will sustain Myrtle Beach, Charleston, and Hilton Head, but fewer Canadian and European visitors could impact Charleston’s economy. South Carolina is countering with stronger domestic marketing and outreach to markets like Australia. Its focus on cultural and sustainable tourism aligns with global trends, and infrastructure like the Charleston-London flight may help retain European access.
Conclusion
Coastal South Carolina’s tourism thrives on its beaches, heritage, and resilience, but international boycotts pose challenges. By emphasizing domestic visitors and diversifying global markets, the region can maintain its status as a premier U.S. destination.