Our first TATT Chat of the year highlighted how tourism marketing drives economic growth across the Upstate of South Carolina by attracting visitors, talent, and businesses.
Heath Dillard, CEO of Visit Greenville, outlined the significant economic impact of tourism in Greenville County. In 2024, visitors generated a total economic impact of $2.5 billion, including more than $1.7 billion in direct spending at local businesses. Tourism supports one in every 25 jobs in the county and contributes over $200 million in state and local tax revenue. Visit Greenville’s marketing efforts influenced 1.5 million trips, producing a $453 million economic impact in fiscal year 2025. Visit Greenville public relations, social media growth, and digital engagement, resulted in approximately 15,000 website visits per day in 2025. Their sales team booked more than 270 events, resulting in 185,000 group room nights and over $150 million in economic impact. Major upcoming events include the SEC Women’s Basketball Tournament, NCAA Men’s Basketball First and Second Rounds, and Greenville’s appearance on Top Chef Carolinas.
Chief Tourism Development Officer, Billy Dunlap of OneSpartanburg, described their unique role as South Carolina’s only consolidated business, economic, and tourism development organization. Guided by its “Vision Plan,” OneSpartanburg focuses on talent, economy, and place. In 2025, Spartanburg secured $3.5 billion in capital investment across 20 projects, including the $500 million Project Core downtown development featuring Fifth Third Park. Sports tourism remains a major driver in Spartanburg, with 94 events generating $32 million in direct spending in the past fiscal year. The organization has also launched a new marketing campaign, “Take a Bite Out of the Berg,” along with a forthcoming “Experience Spartanburg” website and a new destination guide.
Kelly McQuarter, of Discover Greenwood, announced plans for a new destination center on Main Street, opening in April. Greenwood is advancing major projects such as Oregon Station, a food hall–style development with dining, entertainment, and outdoor concerts. A new campaign, “Only in Greenwood,” will highlight the area’s unique experiences, while sports tourism and targeted marketing tied to The Masters in Augusta continue to attract visitors. “Only in Greenwood,” will kick off with “Fresh Start Only in Greenwood” in the first quarter. This will be integrated into their new destination center and promoted at the Greenville Spartanburg International Airport.
Founded in 1978, Discover Upcountry focuses on encouraging visitation and spending across the broader region, reinforcing tourism as a cornerstone of the Upstate’s economy. Discover Upcountry Director, Tim Todd explains the organization’s regional role in promoting six Upstate counties Anderson, Cherokee, Greenville, Oconee, Pickens, and Spartanburg. This year the United States is celebrating our 250th anniversary. There were several key battles in the Upstate that changed the tide of the war. In fact, four of the six counties Discover Upcountry promotes are named after war generals. There is a continuing campaign to remember these battlegrounds as they are key historical sites in our region.