Canadian visitation to Myrtle Beach may still be down, but after a difficult start to the year, the destination is seeing signs that the steepest declines are beginning to ease.

Travelweek spoke with Visit Myrtle Beach’s Diane Charno, VP Brand and Communications, Denielle Van Dyke, Public Relations Manager, and Sana Keller, Canadian Representative, during the destination’s visit to Canada this week, which includes stops in Burlington, Ont. on Sept. 1 and Ottawa on Sept. 2. Between trade and media receptions planned for both cities, Visit Myrtle Beach is expecting approximately 70 guests to hear about new offerings, destination updates and what’s ahead.

According to Charno, Canadian visitation and spending remain below last year’s levels, with Visa card spending data pointing to a decline of about 30% year over year at the height of the downturn. But the picture has improved considerably since then.

“That peaked, I would say, in March. From April through July, we’ve actually seen things normalize a lot more, so we’re only down slightly. It feels like a little bit of a recovery,” said Charno.

She added that the comparison comes against a summer that was already weaker last year, meaning a full recovery will take time. Canada, however, remains Myrtle Beach’s most important international market.

“We receive more than 18 million visitors a year to the Myrtle Beach area. A smaller percentage of that is international, but of our international visitors, the majority are from Canada,” she said. “So Canada is very important – our most important international market – and we’re eager to welcome Canadians back whenever they’re ready.”

Those who are making the trip are continuing to spend. Charno said spending per Canadian visitor is up approximately 6% year over year, while the typical Canadian stay remains around 10 days.

A Destination Built on Tradition

Visit Myrtle Beach sees its long relationship with Canadians as one of the destination’s biggest strengths during a challenging period.

The Grand Strand offers roughly 100 kilometres of beaches as well as more than 80 golf courses, and Charno said both continue to resonate strongly with the Canadian market.

“Canadians have been visiting us for a long time. Golf is really popular. We’re the golf capital of the world, with more golf courses per capita than anywhere else,” she said. “We are seeing the Canadian licence plates and we are welcoming Canadians. The volume is down, yes, but those who come are spending.”

For Van Dyke, much of Myrtle Beach’s staying power comes from the generations of families who have made the destination part of their vacation traditions.

“We’re such a multigenerational place, and there’s so much tradition behind people coming year after year with family and loved ones,” she said. “I think some of that is continuing, and people are still bringing their children and grandchildren down with them to enjoy the beach.”

That generational connection is also evident in the destination’s long-running Can-Am Days, which marked its 65th year earlier in March.

Keller said Canadians’ familiarity with Myrtle Beach gives the destination an important foundation even when broader sentiment toward U.S. travel is under pressure.

“If you say to somebody, ‘Tell me a Myrtle Beach memory,’ nine out of 10 times you’re going to get somebody who has either been there with their family, remembers it, knows somebody who did or wants to continue making those memories,” she said.

Value Remains a Selling Point

Myrtle Beach’s affordability is another top draw for Canadians, particularly amid higher airfares and a weaker economy.

Charno pointed to the destination-wide, year-long “Make More Myrtle Moments” campaign, which has included more than 45 participating hotels. Depending on the property and offer, guests booking three nights can receive a fourth night free, while those booking five nights can receive two additional nights.

“What we also do is provide deals and offers specifically for Canadians,” said Charno, who noted that Visit Myrtle Beach is already discussing extending the promotion into next year. “What we find is that many of our hotels offer special rates for Canadians year-round.”

And while there are currently no nonstop flights from Canada to Myrtle Beach, driving continues to play an important role in keeping Myrtle Beach accessible to the Canadian market. It takes about 13 hours to drive to Myrtle Beach from Toronto and 15 from Ottawa.

“With 60 miles, or 100 kilometres, of beaches, you definitely want to have a vehicle there so you can explore all 14 communities and get a taste of the different areas we have,” said Van Dyke. “Driving is also more economical. If you have a larger family, you’re going to cut down on costs by driving, especially with how much air travel has gone up over the years.”

For those who prefer to fly, Myrtle Beach International Airport has more than 50 nonstop routes from U.S. cities, providing one-stop connectivity from Canadian gateways.

Staying Visible with the Trade

Rather than pull back from Canada during the downturn, Visit Myrtle Beach says it has continued investing in the market, including its relationships with travel advisors.

“We never stopped investing in Canada, in Canadian media and in our Canadian relationships with travel advisors,” said Charno. “We’re providing information and support for advisors, whether that’s through education, Brand USA programs or advertising.”

Keller said the destination has also remained active with Canadian leisure agencies through webinars, educational initiatives and trade partnerships.

“We are showing up time and time again. That’s really, really important,” she said.

The destination has also adjusted some of its marketing based on where it is seeing travel intent. Charno said interest has recently skewed somewhat younger, while golfers remain a particularly resilient segment.

That market will take on added importance in 2027, when Myrtle Beach celebrates 100 years of golf. Pine Lakes Country Club, the area’s first golf course, opened in 1927, launching what would eventually become one of the destination’s signature tourism sectors.

More Hotels, Dining and Entertainment

Myrtle Beach is preparing for the future with significant development across accommodations, dining and attractions.

Charno said more than 80 properties are undergoing renovations, new construction or conversions, with additional branded hotels entering the market. Among them are several Margaritaville projects, including Compass by Margaritaville and properties planned for Myrtle Beach and North Myrtle Beach.

The culinary scene is also becoming a bigger part of the destination’s appeal.

“Our destination is now one of those places where you can come specifically for the culinary scene, and that could be your whole trip if you want it to be,” said Van Dyke.

Among the more notable culinary events is the Grand Strand Chef’s Table, taking place Oct. 16 at the International Culinary Institute. Now in its second year, the event brings together local chefs, culinary students, breweries, distilleries and other producers. According to Van Dyke, the event is being developed into an annual fall food and wine event.

Adding to the culinary scene is Guy Fieri’s Flavortown, a recently opened entertainment complex combining dining, duckpin bowling and an arcade. The Myrtle Beach location is only the second Flavortown venue of its kind in the U.S., after Tennessee, with an official grand opening celebration with the celebrity chef himself scheduled for Sept. 10.

Other events and new experiences taking place this fall across the Myrtle Beach area include the 47th annual Loris Bog-Off Festival on Oct. 17, Conway’s month-long transformation into the City of Halloween, S.C., and Little River Waterfront Fright Nights from Sept. 24–Oct. 31. Other highlights include the Myrtle Beach Jazz Fest’s 10th anniversary, Harvest Home Weekend at Brookgreen Gardens, the newly opened Purdy Center and the debut Myrtle Beach Songwriters Festival Nov. 13-14, adding more reasons for visitors to explore the Grand Strand beyond the traditional summer season.

Looking ahead to 2027, the 66th annual Can-Am Days will take place March 15-21. Next year’s event will overlap with St. Patrick’s Day celebrations and the Run to the Sun car show, which attracts more than 2,000 antique vehicles.

Through all the new development, however, Visit Myrtle Beach says its message to Canadian travel advisors remains straightforward.

“The beach is for everybody, and you’re always welcome in Myrtle Beach. We’re here to help in any way we can,” said Charno.

For more information on travel to Myrtle Beach, click here. 

Source: Travelweek
Lead image caption (from l-r): Rebecca Seeds, Account Manager, Pulse Travel Marketing, Cdn Agency for VMB; Lori Lampo, Senior Sales Manager, Group Tour & Leisure Sales, Visit Myrtle Beach; Bob Harris, Executive Vice President of Group Sales, Visit Myrtle Beach; Annika Klint, Trade & Marketing Director, Pulse Travel Marketing, Cdn Agency for Visit Myrtle Beach; Denielle Van Dyke, PR Manager Visit Myrtle Beach; Diane Charno, EVP Marketing & Communications, Visit Myrtle Beach; Sana Keller, PR & Marketing Director, Pulse Travel Marketing, Cdn Agency for Visit Myrtle Beach