Increasing African-American Tourism in South Carolina. Simon Hudson

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1 Increasing African-American Tourism in South Carolina Simon Hudson

2 Agenda Background to study Methodology Key findings from focus groups and interviews Key findings from surveys Moving forward

3 Background African- American Tourism African- American Tourists

4 Methodology Secondary research Inventory of African-American sites/ attractions In-depth interviews Focus groups Visitor surveys Potential visitor surveys (out of state) Latent visitor surveys (out of state)

5 African-American consumers Increasingly powerful market segment Upwardly mobile Switched on and plugged in Discerning consumers / not well-understood Unique travel patterns compared to other segments Travel decisions are closely related to their feelings of welcome and racial acceptance Continue to experience discrimination when they travel in the US (Lee & Scott, 2016)

6 African-American tourism in South Carolina 522 tourism sites and attractions: 470 cultural/historic & many religious sites; 19 services; 15 festivals & events; 7 natural; 3 food related. The highest number are in The Capital City & Lake Murray Country areas (n=101). The next two regions with the most sites are Historic Charleston and Lowcountry and Resort Islands (n=76). One surprising finding was that Myrtle Beach and the Grand Strand (which has some of the highest tourism arrivals) had few AA tourism sites and attractions (n=28).

7 Observations Most sites are not well maintained and promoted. Site visits often found them closed, or with limited opening hours. There was little or no interpretation. Many of the sites are in need of repair and lacked updated infrastructure and technology. Most of the individuals working and/or volunteering at these sites were enthusiastic about sharing their stories, cultural relevance and historic importance. Yet, they often lacked critical entrepreneur and hospitality skills (such as customer service, upselling, knowledge of the tourism industry, knowledge of the community, marketing). Many of the sites and attractions are located in economically depressed regions and if properly funded, managed, and promoted, they could be used as a catalysts to transform their economies.

8 Key findings from interviews & focus groups Need for product development accurate portrayal of history Racial issues still prevalent which inhibit the growth and success of African- American tourism Perceived lack of support, lack of funding, and lack of promotion at the state and local level There is a need for collaboration between organizations working on African- American tourism Branding/marketing for African-American tourism is not well established no clear message

9 Key findings from visitors surveys (n=369) Question African-American Sample Non AA Sample Key motivator for visiting Family & friends Vacation Have traveled to SC for a family reunion 41% 14.8% Top sources used to get travel information Family & friends, social media, websites Family & friends, websites, social media Felt South Carolina was a good place to explore A-A culture 72% 58% Familiar with the state s A-A cultural attractions 55% 36% A-A culture influenced their decision to visit the state 61% 31% Visited an A-A cultural attraction 45% 32% Most interested in visiting: A-A historical sites, themed museums & A-A music & Plantations, A-A cuisine, & A-A historical sites dance Least interested in visiting: A-A festivals, HBCUs, Gullah culture A-A festivals, HBCUs, & Gullah Geechee Corridor Think the state s A-A cultural attractions are well promoted 59% 46% Removal of the flag makes them want to visit the state more 41% 21% Fear racial discrimination if they visit 40% 18%

10 Key findings from African-American visitors (n=151) Average travel party's size adults Nights stayed in SC: 2.2 days Total expenditures/person: $402 Economic impact of $2.37 billion Associated with 26,302 jobs and $789.5m in labor income An increase of 5% in A-A visitors would result in an extra $118m in economic impact

11 Key findings from potential visitors surveys (n=263) Question African-American Sample Non AA Sample Interest in visiting South Carolina 84% 72% South Carolina a good place to explore A-A culture 67% 55% Familiar with the state s A-A cultural attractions 53% 23% Interested in visiting: Historic sites, themed museums, A-A cuisine Plantations, A-A cuisine, historic sites Least interested in visiting: Plantations, Gullah Geechee Corridor, Gullah culture A-A churches, HBCUs, Gullah Geechee Corridor Think the state s A-A cultural attractions are promoted well 54% 27% A-A culture would influence them to visit the state 82% 54% Likelihood of a reunion in SC 36% 11% Constraints to visiting A-A tourism attractions Lack of awareness and no knowledge Lack of awareness and no knowledge Removal of the flag makes them want to visit the state more 46% 29% Fear racial discrimination if they visit 50% 26%

12 Key findings from latent visitors surveys (n=260) Question African-American Sample Non AA Sample South Carolina a good place to explore A-A culture 72% 49% Familiar with the state s A-A cultural attractions 37% 18% Interested in visiting: A-A cuisine, themed museums & festivals Plantations, A-A cuisine, slave dwellings Least interested in visiting: Plantations, slave dwellings, Gullah Geechee Corridor A-A churches, HBCUs, Gullah Geechee Corridor Think the state s A-A cultural attractions are promoted well 43% 31% A-A culture would influence them to visit the state 45% 22% Likelihood of a reunion in SC 36% 11% Constraints to visiting A-A tourism attractions Lack of awareness and no knowledge Lack of awareness and no knowledge Removal of the flag makes them want to visit the state more 20% 11% Fear racial discrimination if they visit 44% 18%

13 Opportunities: Product Development

14 Opportunities: Exposure and branding

15 Opportunities: Targeted (and digital) marketing

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18 Opportunities: Training & Education

19 Opportunities: Residents as ambassadors

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21 Opportunities: Collaboration

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