The Myrtle Beach Area Convention & Visitors Bureau (Visit Myrtle Beach) blends authentic Southern hospitality with forward-thinking marketing to showcase the city’s inclusive spirit, rich culture, and natural beauty. From landmark attractions like Brookgreen Gardens and The Carolina Opry Theater to its growing reputation for culinary and cultural tourism, Diane Charno, Executive Vice President of Marketing and Communications, tells us how Myrtle Beach is redefining what it means to relax, reconnect, and rediscover joy by the ocean.
Q&A WITH THE MYRTLE BEACH AREA CONVENTION AND VISITORS BUREAU
Firstly, can you talk us through the origins of Visit Myrtle Beach and its initial vision?
Diane Charno, Executive Vice President of Marketing and Communications (DC): Visit Myrtle Beach was established to share the beauty, culture, and welcoming spirit of South Carolina’s Grand Strand with the world. From the very beginning, the goal has been clear: to grow our tourism economy by inspiring visitors to experience this exceptional coastal destination year-round.
Today, that founding vision continues to guide us. Through creative storytelling, strategic partnerships, and a deep connection to our community, we invite travellers to discover the joy, warmth, and authenticity that make the beach so special.
What is the strategy for promoting Myrtle Beach as a go-to destination that offers sunshine, smiles, and unforgettable memories?
DC: Our strategy begins with storytelling – connecting people to place through emotion and experience. We showcase Myrtle Beach’s incredible diversity of offerings, from outdoor adventure and live entertainment to culinary discovery and relaxation by the sea.
Initiatives like ‘The Beach is for everyBODY’ embody our inclusive spirit, whilst multi-channel campaigns and influencer collaborations share the real Myrtle Beach story across audiences worldwide. At the heart of it all is a simple truth: the beach isn’t just a destination – it’s a feeling.
How do you promote off-season travel?
DC: Our message is that Myrtle Beach is a year-round destination. With mild weather, exceptional value, and a vibrant calendar of events, every season brings something special.
Fall and winter visitors enjoy fewer crowds and one-of-a-kind experiences such as Nights of a Thousand Candles at Brookgreen Gardens, The Great Christmas Light Show in North Myrtle Beach, and The Carolina Opry Christmas Special, which celebrates its 40th anniversary this year.
Seasonal campaigns and travel packages make it easy for visitors to see that the beach shines brightly – even beyond the summer months.
Are there any interesting projects in the pipeline you wish to highlight?
DC: We’re seeing tremendous energy around the revitalisation of downtown Myrtle Beach, which is reimagining the heart of the city with new dining, attractions, and public spaces. We’re also expanding our culinary tourism initiatives, including collaborations with the James Beard Foundation, to spotlight our local chefs and the authentic flavours of the Carolina coast.
Looking ahead, as the US celebrates its 250th anniversary, we’ll be honouring the region’s rich history, from our Gullah Geechee heritage to the generations of families who’ve made Myrtle Beach their seaside tradition.
At Visit Myrtle Beach, our mission is clear: to build the future of coastal tourism whilst preserving what makes this place timeless.
Can you tell us more about your initiative, “The Beach is for everyBODY”, and what this entails?
DC: ‘The Beach is for everyBODY’ is a community-wide inclusion initiative that celebrates travel for all. Led by Visit Myrtle Beach in partnership with Champion Autism Network, Autism Travel Club, and TravelAbility, the programme encourages local businesses to take a pledge of patience, understanding, and accessibility.
Many partners also complete autism awareness training and offer sensory-friendly experiences for families. Originally inspired by Surfside Beach’s recognition as an autism-friendly destination in 2016, this effort continues to expand throughout the destination, ensuring that Myrtle Beach remains a welcoming place where every traveller feels at home.
Why, in your opinion, should someone visit Myrtle Beach?
DC: Myrtle Beach is a rare blend of natural beauty, coastal culture, and genuine Southern hospitality. With 60 miles of pristine beaches, world-class golf, vibrant dining, and endless entertainment, it’s a place where travellers can reconnect with nature, with loved ones, and with themselves.
Whether you’re chasing adventure or simply seeking serenity, Myrtle Beach offers an experience that feels both timeless and new every time you visit.
“Whether you’re chasing adventure or simply seeking serenity, Myrtle Beach offers an experience that feels both timeless and new every time you visit”
Diane Charno, Executive Vice President of Marketing and Communications, Myrtle Beach Area Convention and Visitors Bureau
What cultural experiences and natural wonders should visitors not miss?
DC: Our region is rich in art, history, and nature. Brookgreen Gardens combines sculpture, Lowcountry heritage, and landscape design in one breathtaking setting. In nearby Conway, the L.W. Paul Living History Farm brings early 20th-century Carolina farm life to vivid reality.
Music lovers will discover the soul of our region through beach music and the Carolina Shag, South Carolina’s official state dance, still celebrated in local clubs and festivals. For nature enthusiasts, Huntington Beach State Park and our protected preserves offer encounters with wildlife and even the rare Venus flytrap, which grows naturally only in this part of the world.
Have any sustainable tourism initiatives been implemented to protect the landscape and waters of Myrtle Beach?
DC: Sustainability is a cornerstone of our long-term vision. Programmes like Keep Myrtle Beach Beautiful empower residents and visitors to care for our coastline. City and county partners invest heavily in dune restoration, beach renourishment, and clean water initiatives to preserve our natural resources. For us, sustainability isn’t a campaign – it’s a commitment. We’re determined to ensure this coastline remains as pristine and inspiring for the next generation as it is today.
What challenges does the tourist industry in Myrtle Beach face?
DC: Like many destinations, we face challenges tied to workforce availability, evolving traveller behaviour, and economic fluctuations. Seasonality is another key factor, influencing both operations and marketing.
But our strength lies in collaboration amongst city leaders, hospitality partners, and our team at Visit Myrtle Beach. Together, we continue to evolve, diversify, and innovate to ensure the beach remains strong, resilient, and competitive on a global stage.
Finally, are you optimistic about the future of the tourism industry in Myrtle Beach?
DC: Yes, very much so. Our growth in visitation, development, and community engagement tells a powerful story. As we expand initiatives in accessibility, culture, and culinary tourism, we’re attracting new audiences whilst honouring our traditions.
Events like The Carolina Opry Theater’s 40th anniversary celebrate our entertainment legacy, whilst continued investments in the region’s future promise that Myrtle Beach will keep inspiring travellers for generations to come.
Our story is still being written, and every visitor adds a new chapter.
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