Visitors enjoying the attractions in Columbia, S.C. during peak tourism season.
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Sponsor Our ArticlesColumbia, South Carolina, recently hosted the 2025 Tourism Marketing Summit at Harbison Theater, bringing together leaders to discuss tourism advancements. The event focused on brand strategies and reaching modern travelers through AI and SEO. With tourism having a significant economic impact, Columbia showcases a flourishing industry and plans a cohesive branding strategy to attract more visitors.
Columbia, South Carolina, recently became the spotlight for tourism innovation as it played host to the 2025 Tourism Marketing Summit. Held at the gorgeous Harbison Theater at Midlands Technical College, this event was all about bringing together thought leaders, marketers, and innovative thinkers in the tourism sector. The discussions at the summit revolved around how to enhance brand strategies and connect with today’s modern travelers.
In today’s rapidly shifting tourism landscape, understanding the ins and outs of artificial intelligence and SEO (search engine optimization) is essential. Participants at the summit learned valuable techniques for navigating these technologies. With the influence of digital platforms growing ever more significant, knowing how to reach potential visitors online is more crucial than ever. The summit provided insights into the evolving tourism trends that are shaping how people choose their next travel destination.
Tourism in Columbia is booming, with the Columbia Metropolitan Convention Center gearing up to celebrate its 20th anniversary. In the past year, the tourism sector had a staggering annual impact of $2.8 billion. Visitors flocking to Columbia have contributed to this economic growth, spending around $1.8 billion in just the last year, which marks a 6.5% increase from 2022. This influx translates to approximately $5 million in average daily spending by tourists. Wow, that’s quite an impressive sum!
As the tourism sector continues to flourish, it has created over 23,000 jobs in the Columbia area last year alone. This growth is not just beneficial for those directly involved in tourism; the sector also generated an impressive $137 million in local and state taxes. This means that tourists are not only boosting local businesses but also contributing significantly to community projects and services.
One of the remarkable events was “Rivals in Red,” which drew in 77,559 attendees. Notably, around 60% of ticket sales came from outside the Columbia Metro area, indicating the city’s appeal far beyond its borders. The hotel occupancy rate soared to 91.3% during this high-attendance event, showcasing how vibrant and engaging the community can be. The economic impact of this one game alone was approximately $13.1 million. Meanwhile, a typical SEC home game can generate around $10 million for the community.
City officials are also working hard to create a cohesive branding strategy, recently investing around $90,000 in a new city rebranding project. The new look features a charming blue crescent moon with the tagline, “Together, we are Columbia.” This fresh branding replaces previous slogans such as “Famously Hot” and “Columbia, a Capital place to be,” showing a shift towards a more unified and inclusive community image. The Greenville-based Crawford Agency was responsible for the marketing campaign, being paid approximately $93,000 for their efforts.
City Councilwoman Aditi Bussells highlighted the necessity for greater cohesion in branding across municipal agencies, firmly believing that enhancing Columbia’s image will bring more pride within the community. As Columbia eagerly continues to adapt to changing tourism trends while staying true to its roots, the future looks incredibly bright for this vibrant Southern city.
With all these exciting developments and foresighted strategies at play, it’s clear Columbia is on the path to becoming a major player in the tourism landscape, and maybe, just maybe, a little staycation for you right here will soon be in order!
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