Discover South Carolina

What Discover South Carolina does

Discover South Carolina is the official tourism marketing platform of the South Carolina Department of Parks, Recreation and Tourism (SCPRT), a state government agency headquartered at 1205 Pendleton Street in Columbia. Founded in 1967, the organization operates discoversouthcarolina.com as the state's designated vacation-planning resource, promoting the Palmetto State across three primary regions — Mountains/Upstate, Midlands, and Coast — and nine sub-regional tourism districts (Lake Hartwell Country, The Upcountry, Old 96 District, Olde English District, Capital City & Lake Murray Country, Thoroughbred Country, Santee Cooper Country, Pee Dee Country, Lowcountry & Resort Islands, Historic Charleston & Resort Islands, Myrtle Beach & Grand Strand). The platform serves both domestic US travelers and international visitors with dedicated language pages in seven foreign languages (German, French, Canadian, UK English, Italian, Brazilian Portuguese, Spanish) plus visa information and tour operator resources.

The product surface is content-driven rather than transactional: a flagship free 2026 Vacation Guide distributed via mail, online viewer, and PDF download; curated tourism trails (SC BBQ Trail featuring 220+ restaurants, Satisfy Your Thirst Tour covering breweries, distilleries, wineries, and the Charleston Tea Garden, and the SC Cheese Trail); the Palmetto Porch Podcast (currently in Season 4); the annual SC Chef Ambassador Program; an events and festivals calendar; The Lace House at Arsenal Hill event venue in Columbia (accommodating 25–600 guests); the Creator Alliance influencer program; the SC Sports Alliance; and the SC Trails outdoor recreation resource. Technology infrastructure consists of a multilingual website platform, a public photo uploader for user-generated content moderated under the #DiscoverSC hashtag, and standard content management tooling. Sub-brands include SC Made (craft producers) and SC Chef Ambassador.

The business model is government-funded rather than commercial. Revenue is sourced from state appropriations and tourism-related taxes routed through SCPRT, with no direct pricing to end users — all content, guides, and resources are provided free of charge. Distribution occurs through the official website, a statewide network of physical Welcome Centers, free mailed and downloadable vacation guides, and partner channels including Brand USA's international platform (visittheusa.com) and the southcarolinaparks.com state parks portal. The organization employs 101–250 staff and has no private parent, subsidiaries, or venture funding relationships.

Name

Discover South Carolina

Legal name

South Carolina Department of Parks, Recreation and Tourism

Website

https://discoversouthcarolina.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

Discover South Carolina is the official tourism marketing platform of the SC Department of Parks, Recreation and Tourism, promoting travel across the state's Mountains, Midlands, and Coast regions to domestic and international visitors via its website, vacation guides, culinary trails, and content programs.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJAAAG

Food, Market & Culinary Culture Tours

Travel & Hospitality/Tours, Attractions & Experiences/Guided Tours (City, Cultural & Historical)

Keywords

• State tourism marketing
• Destination promotion services
• Vacation guide publishing
• Culinary tourism trails
• Event venue rental

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. State Government Tourism Funding: Funded by the South Carolina Department of Parks, Recreation and Tourism (SCPRT) as the official state tourism promotion organization. Revenue comes from state government appropriations and tourism-related taxes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Discover South Carolina operates the official state tourism marketing platform, providing free vacation planning resources including the 2026 Vacation Guide, curated tourism trails (BBQ Trail, Cheese Trail, Satisfy Your Thirst Tour), the Palmetto Porch Podcast, and the SC Chef Ambassador Program. The organization also manages The Lace House at Arsenal Hill, a historic event venue in Columbia available for weddings and corporate events for 25-600 guests, and promotes regional tourism across 9 districts serving both domestic US travelers and 8 international language markets.

Product overview

Discover South Carolina is the official tourism website of the South Carolina Department of Parks, Recreation and Tourism, operating as a content-driven marketing platform that aggregates and promotes travel experiences across the state. The platform provides a unified digital experience through its main website featuring interconnected products including the annual 2026 Vacation Guide (free downloadable planning resource), Trip Ideas content hub, and regional destination pages covering Mountains, Midlands, and Coast areas. The platform operates specialized tourism trail products including the SC BBQ Trail (showcasing 220+ barbecue restaurants), Satisfy Your Thirst Tour (craft beverages), SC Cheese Trail, and culinary programs like the annual SC Chef Ambassador initiative featuring featured recipes and partner restaurants. Additional offerings include the Palmetto Porch Podcast (Season 4), Events & Festivals Calendar, The Lace House at Arsenal Hill event venue booking, Transportation Services directory, Creator Alliance influencer program, Sports Alliance tournament support, and SC Trails outdoor recreation resource. The Charleston Tea Garden attraction operates as a separate branded destination within the portfolio, offering tea plantation tours and products.

Differentiator

Problem solved

Functional benefit

Brands

• Discover South Carolina: Official tourism marketing brand and website for South Carolina vacations and travel
• SC Made
• Palmetto Porch Podcast
• SC Chef Ambassador Program
• SC BBQ Trail
• South Carolina Cheese Trail

Products and services

• 2026 Vacation Guide Free comprehensive vacation planning guide featuring travel destinations, attractions, and trip ideas across South Carolina's Mountains, Midlands, and Coast regions, available by mail request, online viewing, or PDF download.
• SC BBQ Trail Curated trail map featuring over 220 family-friendly barbecue restaurants from the mountains to the coast of South Carolina, showcasing the state's four official barbecue sauce styles, with downloadable trail guide.
• Satisfy Your Thirst Tour Self-guided tour showcasing South Carolina's breweries, distilleries, dairy farms, wineries, and the country's only tea plantation at Charleston Tea Garden, with downloadable tour map.
• SC Cheese Trail Curated trail featuring South Carolina's cheese producers including dairy farms, artisan creameries, and award-winning varieties like Clemson Blue Cheese.
• Palmetto Porch Podcast Seasonal podcast series featuring conversations with locals about unique experiences, signature dishes, and off-the-beaten-path adventures across South Carolina.
• The Lace House at Arsenal Hill Historic three-story event venue in downtown Columbia with elegant architectural details and lush gardens, available for weddings, rehearsal dinners, and corporate events for 25-600 guests.
• Charleston Tea Garden 127-acre tea plantation on Wadmalaw Island producing Charleston Tea Garden and American Classic Tea brands, featuring factory tours, trolley tours, and all-you-can-drink tea tastings.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Brand USAcoreGTM or Marketing PartnerPartnership for international tourism promotion. Discover South Carolina content is featured on the official USA travel website (visittheusa.com/state/south-carolina) as the designated state tourism organization.
• South Carolina State ParkscoreStrategic or Co-development PartnerIntegration with southcarolinaparks.com for comprehensive outdoor recreation information, state park reservations, and park store. Key partnership for promoting South Carolina's natural attractions.
• SC Regional Tourism OrganizationscoreStrategic or Co-development PartnerPartnership with 9 regional tourism organizations: Lake Hartwell Country, The Upcountry, Old 96 District, Olde English District, Capital City & Lake Murray Country, Thoroughbred Country, Santee Cooper Country, Pee Dee Country, Lowcountry & Resort Islands, Historic Charleston & Resort Islands, and Myrtle Beach & Grand Strand.
• Venues at Arsenal HillminorStrategic or Co-development PartnerPartnership for event venue promotion including The Lace House at Arsenal Hill, a historic event space in Columbia managed by SCPRT.
• SC Sports AllianceminorStrategic or Co-development PartnerPartnership to promote sports tourism and athletic events across South Carolina.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit North Carolina: Official state tourism organization for North Carolina, directly comparable as a neighboring state DMO with similar mission of promoting regional tourism, international marketing, and content-driven destination promotion.
• Visit Florida: Official Florida tourism marketing corporation, comparable as a peer state DMO with substantially larger budget, international marketing presence, and direct competition for coastal, beach, and family leisure travelers.
• Explore Georgia: Official Georgia tourism organization, directly comparable as a neighboring state DMO with similar focus on culinary tourism, regional destination promotion, and content-driven marketing.
• Virginia Tourism Corporation: Official state tourism agency for Virginia, directly comparable as a state DMO with heritage tourism focus, multilingual content, and destination promotion across multiple regions.
• Tennessee Department of Tourism: Tennessee's official state tourism organization, comparable as a state DMO focused on regional promotion, content marketing, and culinary/cultural tourism development.

Regional players

• Visit Myrtle Beach: Regional DMO for the Myrtle Beach & Grand Strand area within South Carolina. Comparable as a sub-state DMO that competes with and complements Discover SC for promoting specific regional destinations.
• Charleston Area Convention & Visitors Bureau: Regional DMO for Historic Charleston & Resort Islands. Comparable as a high-profile sub-state DMO with strong independent brand and significant tourism marketing budget.
• Hilton Head Island Visitor & Convention Bureau: Regional DMO for Hilton Head Island, a key South Carolina coastal destination. Comparable as a sub-state DMO promoting a high-end resort destination within the state.
• Visit Greenville SC: Regional DMO for the Greenville area in the SC Upstate/Mountains region. Comparable as a sub-state DMO promoting an inland destination with culinary and outdoor tourism focus.

Broad incumbents

• Brand USA: The national destination marketing organization for the United States. Comparable as a higher-level DMO that includes Discover SC's content on its platform and coordinates international promotion for US tourism broadly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/discover_sc
• YouTubeyoutube.com/user/DiscoverSouthCarolina
• Facebookfacebook.com/DiscoverSC
• LinkedInlinkedin.com/company/south-carolina-department-of-parks-recreation-and-tourism
• Instagraminstagram.com/discoversc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover South Carolina