BUDGET

Revenue

Estimation of Tourism’s Economic Impacts in the Greater Charleston Area

Initiative 1: Research is at the core of everything we do, therefore, we base planning, decisions and insights upon trusted tourism industry data sources.

Explore Charleston utilizes a researchbased approach to develop and implement its annual marketing plan. Every aspect of the plan is the result of decades of real-world experience and insight gained from a variety of research sources, which include the Office of Tourism Analysis at the College of Charleston, Smith Travel Research, Amadeus/TravelClick, Datafy, Knowland, Key Data, Destinations International, the US Travel Association and others. Every advertising placement is an element of the overall strategy, and its inclusion in the plan is based on its support for one or more of our marketing pillars: History, Family, Culinary, Arts & Culture, Shopping, and Outdoors / Recreation. These pillars are built upon the assets found in our community.

Initiative 2: Develop a comprehensive advertising placement schedule, across mediums, to reach the demographics of travelers who will have the greatest economic impact on the community.

Our marketing strategy has layered advertising mediums that are constantly evolving and are intended to work together for maximum exposure