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A Historic Overview of Charleston's
Tourism Industry in the 21st Century
Bing Pan, Ph.D.
Office of Tourism Analysis, Department of Hospitality and Tourism Management
School of Business, College of Charleston
Presentation to Travel Council Meeting, CACVB, August 12, 2014
Introduction
• Office of Tourism Analysis, School of Business, College of
Charleston, has been funded mainly by CACVB and the
College of Charleston since 2005
• Dr. Bing Pan, originally from China, received his Ph.D. in
Tourism Management from the University of Illinois, was a
Post-Doc Fellow at Cornell University, and has worked in
the Office since 2005
“We are at a tipping point…”
“This city has tipped over…” --------- Comments from Charleston residents, Post and
Courier, June 12, 2014
An historic overview
Tourism Impact and Management Study, Charleston, South Carolina, 1978
Content
• Definition of a Charleston visitor
• Different indicators of Charleston tourism in
recent years
• Comparison with other cities
What is a Charleston visitor?
• Due to the tight economic connection in the Charleston-
Berkeley-Dorchester tri-county area, a Charleston visitor
is considered any traveler from outside the tri-county
area taking a trip to the area, for less than a year, for any
purpose other than to be employed in Charleston. These
purposes could include business, leisure or other
personal purpose.
Indicators of the Tourism Industry
• Behavioral Indicators
– Foot traffic, attendance at gated events, number of
cars, cruise passenger count, large space rental
statistics, traffic on CVB website
• Financial Indicators
– Rooms sold, taxes, revenue
• Supply Indicators
– Hotel inventory
Attraction Attendance Trends
(17 Attractions)
Data Source: CACVB2009-2013: 10.7% increase
0
500000
1000000
1500000
2000000
2500000
2009 2010 2011 2012 2013
Attraction Attendance Trend 2009-2013
Historic Houses Museums Plantations Other Attractions Grand Total
Downtown Carriage Tours
Data Source: Tourism Office, City of Charleston
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,00033,878
39,260
Number of Carriage Tours Annually
2000-2013: 15.8% increase
Peninsula Bus Tour Permits
Data Source: Tourism Office, City of Charleston
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Tour Permit
Parking Permit
Transporation Permit (Non-Touring)
Number of Events in the City
2009 – 2013: 63.0% of Increase
Data Source: Special Event Committee, City of Charleston
254
316366
354
414
0
50
100
150
200
250
300
350
400
450
2009 2010 2011 2012 2013
Small Events (under 500)
Medium Events (500-1000)
Major Events (over 1000)
total Events
Airport Traffic
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
834,787
1,357,813
Charleston International Airport Enplanement
Recession
Data Source: FAA and Charleston International Airport
2000-2013: 62.7% of increase
Recession
40.8% visitors, 59.2% residents
-- 2007 Office of Tourism Analysis Survey
Cruise Ship Traffic Trends
Data Source: South Carolina Port Authority2000-2013: 546.7% increase in passengers
18
88
29,084
188,082
0
10
20
30
40
50
60
70
80
90
100
0
50,000
100,000
150,000
200,000
250,000
Number of Vessels
Number of Passengers
Hotel Room Supply Trends
Data Source: Smith Travel Research
2,544 3,569
7,184
909 1,675
4,253
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Peninsula North Charleston
Mt. Pleasant West Ashley
City County
Tri-County Area
Hotel Room Demand Trends (Roomnights Sold)
Data Source: Smith Travel Research
672,608 1,033,816
235,181 468,412
1,076,660
1,828,873
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000Peninsula North Charleston
Mt. Pleasant West Ashley
City County
Tri-County Area
Recession
Recession
Compare Room Supply Peninsula
vs. Non-Peninsula
2,261
3,569
6,852
14,528
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Available Hotel Room Comparision
Peninsula
Tri-County Non-Peninsula
Compare Room Demand Peninsula
vs. Non-Peninsula
825,265
1,302,554
2,501,060
5,302,698
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Annual Roomnights Sold Comparision
Peninsula
Tri-County Non-Peninsula
PeninsulaNorth
Charleston
Mt.
Pleasant
West
AshleyCity County
Tri-County
Area
Tri-County
Non-
Peninsula
National
Supply 40.3% 87.4% 155.1% 78.2% 56.3% 74.3% 67.9% 76.4% 44.1%
Demand 53.7% 92.3% 157.3% 92.8% 69.9% 84.8% 76.0% 76.4% 38.7%
Hotel Room Supply & Demand Trends, 1994-2013
Data Source: Smith Travel Research
Population Change
Data Source: U.S. Census Bureau
City of CHS 1990-2012 21.4%
CHS County 1994-2012 19.1%
Tri-County 1994-2012 32.6%
United States 1994-2012 20.5%
103,477116,278
125,583
526,130
697,439
0
100000
200000
300000
400000
500000
600000
700000
800000
Charleston City Charleston County Charleston Tri-County
Person-Trips Per Capita
• TNS Global’s household survey, 18,000 monthly,
2011-2013
• Person-Trips Per Capita = (Estimated average annual
person-trips in 3 years, in thousands )/(average city
population in 3 years, in thousands)
• 499 cities in the United States
Person-Trips Per Capita
Rank City/TownVisitors
per Capita
1 Tunica, MS 1,525
2 Wisconsin Dells, WI 1,374
18 Myrtle Beach, SC 229
50 Orlando, FL 109
66 Aspen, CO 78
83 Hilton Head, SC 59
95 Santa Barbara, CA 49
102 Charleston, SC 44
116 Florence, SC 39
119 Ft. Lauderdale, FL 37
122 Savannah, GA 37
143 Las Vegas, NV 33
149 Columbia, SC 32
239 New Orleans, LA 20
269 San Francisco, CA 18
317 Boulder, CO 15
322 Boston, MA 14
489 Greenville/Spartanburg, SC 3
496 New York City 2
Comparison with Peer Cities
City Country
Charleston, SC United States
Savannah, GA United States
Boulder, CO United States
Aspen, CO United States
Boston, MA United States
New Orleans, LA United States
San Francisco, CA United States
Quebec City Canada
Amsterdam The Netherland
Dublin Ireland
Gothenburg Sweden
Malaga Spain
Salzburg Austria
Venice Italy
Hamilton Bermuda
Comparison with Downtown of Peer Cities
Country CityHotels Per
Square Mile
Hotel Rooms per
Square Mile
Restaurants Per Capita (X1,000)
Hotels Per Capita (X
1,000)
Hotel Rooms Per Capita (X
1,000)
Restaurants Per Square
Mile
United States New Orleans, LA 28.34 5,558.31 120.11 31.12 6,104.42 109.37United States Boulder, CO 27.27 3,981.82 47.83 2.61 380.87 500.00United States Boston, MA 17.56 3,921.37 11.79 0.63 141.17 327.48
The Netherland Amsterdam 61.90 3,849.95 N/A 2.40 148.98 N/AUnited States San Francisco, CA 15.94 2,560.08 5.75 0.73 116.54 126.28Italy Venice 50.53 2,074.15 7.65 2.25 92.35 171.82Canada Quebec City 20.86 1,535.25 N/A N/A N/A 114.39Bermuda Hamilton 7.32 1,173.17 22.22 1.67 267.22 97.56United States Savannah, GA 8.37 834.31 8.00 1.85 184.48 36.19Ireland Dublin 7.94 727.35 N/A N/A N/A N/AUnited States Charleston, SC 5.22 591.15 6.63 1.02 115.83 33.82United States Aspen, CO 6.86 424.57 N/A N/A N/A 41.71Spain Malaga 3.66 330.04 N/A N/A N/A 74.73Sweden Gothenburg N/A N/A N/A N/A N/A N/A
Austria Salzburg N/A N/A N/A N/A N/A 46.56
Comparison with Peer Cities
Country CityHotels Per
Square Mile
Hotel Rooms per Square
Mile
Restaurants Per Capita (X1,000)
Hotels Per Capita (X 1,000)
Hotel Rooms Per Capita (X
1,000)
Restaurants Per Square Mile
United StatesSan Francisco, CA
4.76 723.38 3.30 0.27 41.05 58.22
United States Aspen, CO 6.86 424.57 21.86 3.59 222.46 41.71
Ireland Dublin 3.43 421.14 1.94 0.29 35.12 23.32
United States Boston, MA 1.57 394.93 1.76 0.12 29.96 23.16
The Netherland Amsterdam 6.22 378.38 2.83 0.51 31.05 34.47
Austria Salzburg 3.94 224.69 2.67 0.67 38.43 15.60
United States New Orleans, LA 0.86 151.65 3.23 0.40 69.58 6.60
United States Savannah, GA 1.18 118.50 3.55 0.86 86.06 4.89
United States Boulder, CO 0.85 89.92 2.66 0.21 21.82 10.97
United States Charleston, SC 0.53 65.56 3.47 0.46 56.89 4.00
Italy Venice 1.18 60.83 3.25 0.70 35.97 5.49
Canada Quebec City 0.46 31.84 2.60 0.16 10.80 7.65
Spain Malaga 0.29 28.77 1.89 0.08 7.84 6.93
Bermuda Hamilton 0.15 23.35 13.00 0.87 138.98 20.45
Sweden Gothenburg 0.38 N/A 1.86 0.13 N/A 5.29
-----City of Charleston residents survey, 2014
Concluding Remarks
• The City of Charleston’s visitor volume has higher growth
than the national average: roughly 70% increase in visitor
volume in the last 20 years; 2.7% annually on average
• The visitor volume in the tri-county area grew more: 76% in
the last 20 years, and 2.9% annual growth
• Peninsula had a more controlled growth than the City and
the tri-county area due to the City’s successful management
Concluding Remarks
• Greater growth in events than attractions in recent years
• Charleston is evolving into a metropolitan area.
• Compared to peer historic cities, downtown Charleston is
still one of the lowest in tourism development.
• The friendliness of the City depends on the attitude of
residents toward visitors to Charleston. Thus, successful
management of residents’ perception is also the key.
Acknowledgements
• Perrin Lawson and Helen Hill, Charleston Convention and Visitors
Bureau
• Yvonne Fortenberry and Tim Keane, Planning, Preservation &
Sustainability, City of Charleston
• Melinda Patience and John Crotts, Office of Tourism Analysis,
College of Charleston
• Christopher Flowers, MBA student, College of Charleston
• Mary Graham, Chamber of Commerce
• Vanessa Turner-Maybank, City of Charleston