COLUMBIA – Tourism continues to play a vital role in Columbia’s economy, with visitors generating more than one-third of all spending in the city and providing a significant boost to locally owned businesses, according to Capital City/Lake Murray Country’s 2025 marketing impact report.
The report highlights how the partnership between the City of Columbia and Capital City/Lake Murray Country (CCLMC) is attracting visitors from across the nation while strengthening the local economy through strategic tourism marketing.
According to data from the 2025 Zartico Executive Pulse, more than one-third of all spending in Columbia was generated by visitors. Three out of every four visitor dollars were spent at locally owned businesses, benefiting restaurants, retailers, attractions, and service providers throughout the city.
The report also notes that visitors account for nearly all hotel spending in Columbia, with overnight guests creating additional economic activity by patronizing nearby restaurants, shops, entertainment venues, and attractions.
Visitor demographics indicate Columbia continues to attract travelers with strong spending potential. Approximately 63 percent of visitors came from outside South Carolina, while 56 percent were between the ages of 25 and 54. Nearly half of all visitors reported household incomes exceeding $100,000. The city’s largest visitor markets included Charlotte, Greenville-Spartanburg, Charleston, Atlanta, and the Florence-Myrtle Beach region.
Capital City/Lake Murray Country’s marketing efforts generated significant exposure for Columbia over the past year. According to the report, city funding helped produce:
- More than 790 million national public relations impressions.
- 18.9 million Google Search impressions.
- More than 680,000 visits to LakeMurrayCountry.com.
- More than 256,000 social media impressions.
- Approximately 325,000 new website users.
The organization promoted Columbia through a comprehensive marketing strategy that included digital advertising, search engine marketing, television partnerships, billboards, public relations campaigns, influencer marketing, travel media placements, podcasts, visitor guides, and website content designed to encourage travel to the Capital City.
Capital City/Lake Murray Country officials said the partnership continues to showcase Columbia’s diverse attractions, including its culinary scene, arts and culture, outdoor recreation, sporting events, and unique neighborhoods, helping position the city as a premier destination for regional and national travelers.
