South Carolina native and Hootie & the Blowfish frontman Darius Rucker was named an official ambassador for South Carolina tourism in 2020 through a new partnership with the Department of Parks, Recreation & Tourism.
In collaboration with SCPRT, Rucker will share his name recognition and music to help promote South Carolina as a preferred travel destination.
“We’re thrilled with the opportunity to work with a well-known Southern voice to promote South Carolina,” said SCPRT director Duane Parrish. “Darius Rucker is a homegrown star with a genuine love of his state. His story and talent are attractions themselves. We are looking forward to working with him this year.”
While serving as an official state tourism ambassador, Rucker will make appearances at several major tourism events, including the RBC Heritage golf tournament in April 2020 at Hilton Head. He will also appear in the state’s DiSCover campaign’s marketing materials, including digital and print advertising, television commercials, social media posts and more.
SCPRT will also air 30-second commercials at several of Rucker’s 2020 concerts.
In addition to announcing Rucker’s ambassadorship, SCPRT reported a seventh consecutive record year with accommodations tax collections up 4 percent and admissions tax collections up nearly 5 percent.
Tourism in the state is now a $23.8 billion industry, supports one in 10 jobs and generates $1.8 billion in state and local taxes.
“We’re not a static, one-dimensional vacation destination,” said Parrish. “We are an evolving, multi-faceted collection of unique travel experiences. That’s what brings more, new visitors to our state each year, and that’s what keeps those visitors coming back year after year.”