Tourism to Columbia Region Reaches Record High in 2024

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Experience Columbia SC (ECSC), the Destination Marketing Organization for the Columbia region, announced new tourism statistics showing that visitation to the region reached 17.3 million visitors in 2024, up from 16.4 million the previous year.

Of those, 6.2 million were overnight visitors.

Visitor spending increased 7.1 percent year-over-year to exceed $1.9 billion, generating a total of $2.9 billion in business sales, 24,012 total jobs, and nearly $148 million in state and local tax revenue.

The data was compiled by Tourism Economics, which developed a comprehensive analysis of visitor spending and total economic impact on business employment, personal income, and taxes for Richland County, Lexington County and the city of Columbia.

The organization has continuously tracked the data and is releasing this year’s numbers alongside ECSC’s Annual Report, which includes a departmental breakdown of strategies and results.

“Increases in visitor spending and overnight stays demonstrate the growing appeal of the Columbia region as both a leisure and business destination,” said Bill Ellen, president and CEO of Experience Columbia SC. “Each visitor who chooses Columbia contributes to our local economy, supports jobs, and strengthens the vibrancy of our community.”

In 2024, the 6.2 million overnight visitors spent $967 million, averaging $155 per person, while day visitors contributed $926 million, spending an average of $84 per person.

Driven by higher demand and room rates, lodging led all spending categories, increasing 11.7 percent year-over-year, followed by food and beverage, which rose 8.4 percent.

Of the total $1.9 billion in visitor spending, food and beverage purchases accounted for $572 million (30 percent), and retail purchases totaled $398 million (21 percent).

Visitor activity in 2024 supported 17,708 direct jobs, with an additional 6,304 jobs sustained through indirect and induced impacts — equating to one in every 14 jobs in the Columbia region.

The food and beverage industry alone accounted for 8,700 jobs.

Tourism also generated $313.9 million in total government revenues, including $147.6 million in state and local taxes.

Officials said that without visitor spending, each household in Columbia would need to pay an additional $518 in taxes to maintain current government revenue levels.

ECSC’s Annual Report, which includes a full breakdown of tourism statistics and departmental strategies, can be viewed here.

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