Horry County Myrtle Beach News: Tourism Rebounds and Challenges in 2025
Myrtle Beach remains a cornerstone of the Grand Strand economy, with visitor numbers approaching pre-pandemic peaks and average daily rates climbing. Local officials and industry leaders cite improved infrastructure and targeted marketing as key drivers, while noting ongoing concerns around workforce shortages and capacity constraints. This report examines the latest data, projects, and policy discussions shaping the destination in Horry County.
Visitor Numbers and Occupancy On the Rise
According to preliminary data from the Horry County Tourism Commission, overnight visitor arrivals in 2024 reached approximately 13.7 million, a 5.2 percent increase over 2023 and within three percentage points of the 2019 baseline. Hotel occupancy across the Grand Strand averaged 68 percent last year, with peak summer months hitting mid- to high-70s. Conference and events director Melissa Rollins notes that business travel has been a particularly bright spot.
“We are seeing a steady stream of regional and national groups return to Myrtle Beach for sales meetings, incentive travel, and association conventions,” Rollins said. “Our venues and hotels are working closely with us to design itineraries that blend business sessions with the lifestyle attractions that make this area unique.”
The rebound in meetings and events has supported ancillary sectors, including restaurants, retail, and transportation. Port of Myrtle Beach officials report that cruise passengers exceeded 480,000 in 2024, a 12 percent jump over the previous year and a sign that leisure travelers continue to view the destination as a year-round option, not just a seasonal escape.
Infrastructure Expansions and Public Projects
Behind the scenes, capital projects are reshaping the visitor experience, from airport enhancements to streetscape upgrades. The Myrtle Beach International Airport completed a multi-phase expansion in late 2024 that added gates, streamlined security, and upgraded signage, positioning the airport to handle larger aircraft and higher volumes.
- Airport concourse renovations and additional car rental counters.
- Roadway improvements along 21st Avenue North and Kings Highway, including adaptive traffic signals.
- Park revitalization projects in Myrtle Beach, North Myrtle Beach, and Surfside Beach focused on shade structures, walking paths, and improved lighting.
- Expansion of fiber-optic connectivity in commercial districts to support business and residential demand.
- Stormwater and drainage upgrades in flood-prone areas identified through county engineering studies.
These efforts are part of a coordinated strategy to reduce congestion bottlenecks and improve reliability during peak travel periods. County Council member John D. Williams emphasized the long-term view behind these investments.
“We are not just building for today’s visitor numbers; we are planning for the next decade,” Williams said. “Infrastructure, digital connectivity, and resilient design are the foundations that will keep Myrtle Beach competitive as a destination and as a place to live and work.”
Workforce and Housing: The Persistent Challenges
Despite strong demand, the local economy continues to face structural challenges in staffing and housing. Hospitality sector leaders report that open positions remain unfilled for an average of 30 to 45 days, compared with 21 days before the pandemic. Industry representatives have responded with expanded training programs, partnerships with technical colleges, and incentive bonuses for returning workers.
Housing affordability is another critical issue. While new multifamily projects have added several hundred units, demand from both workers and visitors has pushed median rental rates upward. Real estate analysts note that short-term rental regulations are intended to balance tourism revenue with the availability of long-term housing, though compliance and enforcement remain topics of active discussion among residents and officials.
Marketing and Diversification Efforts
To maintain momentum, the Horry County Tourism Commission has rolled out several targeted initiatives. These include digital ad campaigns focused on millennials and Gen X, partnerships with national travel influencers, and participation in regional tourism exchanges. At the same time, stakeholders are exploring ways to broaden the appeal beyond traditional beachgoers.
- Wellness and fitness retreats hosted at local resorts and golf courses.
- Sports tournaments for youth and amateur leagues, leveraging upgraded facilities.
- Cultural programming such as outdoor concerts, art walks, and culinary festivals.
- Eco-tourism offerings, including nature preserves, kayak tours, and birdwatching routes.
- Extended stay packages designed for remote workers seeking a combination of work and leisure.
Rollins emphasized that these efforts are designed to smooth demand throughout the year.
“We want guests to see that Myrtle Beach offers more than a weekend at the beach,” Rollins said. “By highlighting our events, parks, and culinary scene, we are encouraging longer stays and more frequent visits.”
Environmental and Regulatory Considerations
As development and visitation increase, environmental management remains a priority. Local agencies monitor dune systems, water quality, and wildlife habitats, particularly during sea turtle nesting season. Beachfront property owners and developers must navigate a complex set of regulations intended to protect these resources while allowing reasonable economic activity.
Recent updates to stormwater management rules and coastal construction guidelines reflect a push toward more sustainable growth. Community meetings and public comment periods have provided forums for residents to weigh in on issues such as lighting ordinances, tree preservation, and access to public beaches.
Economic Impact and Outlook
Tourism-related tax revenue continues to fund a wide array of public services in Horry County, from parks and recreation to public safety. Analysts project that if current trends hold, 2025 could see visitor spending and occupancy reach or exceed 2019 levels, supporting both seasonal and year-round employment.
At the same time, stakeholders caution that external factors, including national economic conditions, fuel prices, and broader travel patterns, could influence the pace of recovery. Scenario planning exercises conducted by the county anticipate both optimistic and cautious paths forward.
For residents and business owners alike, the focus remains on building a resilient destination that can adapt to changing conditions without losing the qualities that make the Grand Strand appealing. Continued investment in infrastructure, workforce development, and thoughtful regulation will shape whether Myrtle Beach can sustain its momentum in the years ahead.
