South Carolina’s tourism economy posted a modest rebound in 2012 – but for the second year in a row it failed to live up to promises made by S.C. Gov. Nikki Haley’s administration.
The Palmetto State’s revenue per available room – or RevPAR (the key industry metric) – grew from $47.75 to $50.99 in 2012. That’s a 6.8 percent increase – which was more than double the state’s modest 3.2 percent increase in occupancy rates.
Nationally, RevPAR increased from $61.02 to $65.17 – also a 6.8 percent climb.
South Carolina’s performance was disappointing on a couple of fronts.
First it clearly failed to meet the standard set forth by tourism czar Duane Parrish – who has now missed the mark in both of his two years on the job as director of the S.C. Parks Recreation and Tourism department (SCPRT). In fact Parrish’s agency – which we maintain shouldn’t even exist – received a big bump in funding in the previous year’s budget for “destination specific marketing.”
Obviously those efforts didn’t pan out as well as expected …
The year-end numbers are also disappointing given the blazing progress the state was making over the late summer months (posting RevPAR numbers nearly twice the national average).
That’s further proof that when times are good (or marginally better) people are going to go to the beach whether government spends money marketing to them or not.
Anyway, to take a look at the numbers for yourself click on the link below …