Myrtle Beach Hosts Governor’s Conference

Myrtle Beach welcomed hundreds of tourism leaders, destination marketers and industry partners from across the state for the 61st Annual Governor’s Conference on Tourism and Travel held at the Myrtle Beach Convention Center Feb. 9-10.

One of the largest annual gatherings of its kind, the conference featured educational sessions on emerging travel trends, destination marketing strategy, workforce opportunities and initiatives that help drive South Carolina’s tourism economy.

Hosting the conference in Myrtle Beach highlights the Grand Strand’s central role in the state’s tourism economy. This region continues to be one of South Carolina’s busiest and most economically impactful destinations, with visitor spending supporting jobs, local businesses and public services across the area.

Reflecting on the industry’s direction and the Grand Strand’s leadership role, Matt Pivarnik, CEO of Visit Myrtle Beach and the Myrtle Beach Area Chamber of Commerce, emphasized the destination’s ongoing commitment to strategic collaboration and experience-driven promotion.

“The recognition that the Myrtle Beach area continues to earn reflects the significant work and collaboration happening across our community,” Pivarnik said. “Our focus with Visit Myrtle Beach remains on elevating the resident and visitor experience, collaborating with our partners, and telling the Myrtle Beach story with clarity, creativity and purpose.”

Gov. Henry McMaster spoke during the opening session, underscoring the importance of tourism for South Carolina’s economy and quality of life.

“I joined leaders at the Governor’s Conference on Travel and Tourism in Myrtle Beach to highlight tourism’s role in our state’s success,” McMaster said. “By investing in our natural resources, parks and infrastructure, we will ensure South Carolina remains a place visitors return to year after year.”

Visit Myrtle Beach Shares Expertise

Stuart Bulter, President of Visit Myrtle Beach, and Adam Stoker of Brand Revolt, who host a destination marketing organization podcast called “Destination Discourse,” brought their show to the Governor’s Conference, recording a live episode during the event. Their breakout session examined the top challenges facing South Carolina tourism professionals and offered space for peer-to-peer conversations, providing perspective and community.

Sports tourism also took center stage. Jonathan Paris, Executive Director of Sports Tourism for Visit Myrtle Beach, moderated a panel discussion featuring leading event owners operating in South Carolina and in the Myrtle Beach market. The conversation centered on how sports tourism continues to power the state’s visitor economy by driving room nights, media exposure and long-term destination partnerships.

Panelists included representatives from the NCAA, Big Shots Basketball and ESPN Events, which owns and operates the Myrtle Beach Bowl.

The discussion reinforced South Carolina’s status as a premier host for sporting events and highlighted the collaborative partnerships that continue to elevate Myrtle Beach and communities across the state.

Earning Top Honors

The ONEflight Myrtle Beach Classic was awarded a Governor’s Cup Award during the event. The ward is a prestigious honor given to an attraction, destination or development that demonstrates extraordinary success in tourism in the Palmetto State.

The official PGA Tour Event generated $15.8 million in economic impact, delivered more than 31 million social media impressions across the week and raised $225,000 for nine local charities in 2025.

“We are humbled and honored to receive one of South Carolina’s most distinguished awards,” said Darren Nelson, the Tournament Director for the ONEflight Myrtle Beach Classic. “For our tournament to be recognized as the top attraction within South Carolina, a state full of amazing destinations, is a credit to our ability to drive economic impact, support charitable efforts, and lead in innovation.”

Additionally, the John T. Rhodes Myrtle Beach Sports Center also took home an award from the conference. They were recognized with a 2025 Top Sports Moment in South Carolina in recognition of the facility’s 10th anniversary in March 2025.

Both awards highlight Myrtle Beach as a leader in sports tourism for the state.

Showcasing the Best of The Beach

Visit Myrtle Beach’s group sales team highlighted the best of The Beach at the Governor’s Conference. They welcomed attendees with an opening reception at RipTydz featuring fire dancers, stilt walkers, live painters, and live music by Tru Sol.

The team also hosted the United We Stand Beach Bash, celebrating Myrtle Beach and the United States’ 250th anniversary. In partnership with local members, the event offered food trucks, a golf simulator, arcade games, a juice and coffee bar, live animals, shag dancers, and live painters.

To showcase the city’s history, the team coordinated a tour with Kathryn Hedgepath that included Charlie’s Place, the historic Myrtle Beach Colored School Museum, and WarBird Park. Attendees also enjoyed a round of golf at Pine Lakes Country Club.

Through these experiences, the Visit Myrtle Beach group sales team gave conference attendees a taste of the culture, history and entertainment that make Myrtle Beach unique.