Our last Fiscal Year has seen some amazing results for our organization and Greenville’s Visitor Economy. From July 2022 through June 2023, approximately seven million people visited Greenville, spending $1.5 billion in our hotels, restaurants, shops, and other local businesses. That’s an all-time record and a sure sign that our combined efforts are making a positive difference. Take a look below for a recap of the incredible work and impact from the past year.
Tourism is vital to a growing community like Greenville and in order to shape the future of the destination, VisitGreenvilleSC worked with advisors from JLL to develop a long-term vision guided by strategy to deliver actionable results. This 10-Year Destination Strategic Plan (2023-2033) looks to the future, provides a vision for what Greenville will be as a tourism destination, and identifies the steps needed to get there.
Our mission is to maximize Greenville’s Visitor Economy by developing and promoting exceptional visitor experiences to elevate the quality of life and prosperity for our community. To fulfill that mission, we are regularly testing and measuring performance to ensure continued success for the industry and our community. In late 2022, we commissioned brand effectiveness research with our target audience: both leisure visitors and meeting planners. The research findings concluded that the messaging of "Yeah, THAT Greenville" which began in 2013, has been incredibly successful in differentiating Greenville, SC from other Greenvilles, but there was a future opportunity to shift our position from WHICH Greenville to WHY Greenville. Launching in Q1 2024, the destination brand for Greenville, SC will be evolving to align with the incredible growth our community has seen over the past 10 years to represent the visitor experience of today. In the brand anthem video, which was shared at our Annual Meeting on 9/28/23, you can get a glimpse of the evolved look and feel, plus what makes Greenville a desirable destination for visitors.