FY 2026-2027 Bluffton Strategic Destination Marketing Plan

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Travel & Leisure

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These Are America’s 10 Best Small Towns for 2025

Executive Summary

FY 2026-2027 Bluffton Marketing Plan Executive Summary

The Hilton Head Island & Bluffton Chamber of Commerce/Visitor & Convention Bureau continues to be the leader in promoting tourism for Bluffton. The organization as a whole utilizes national economic and tourism trends, consumer research, prior program performance, and demographics and takes into consideration the needs of our community (residents and businesses) to be in the best position as the steward of the destination.

The Visitor & Convention Bureau has partnered closely with the Town of Bluffton’s leadership team to identify these pillars of marketing:

1. May River Coastal Lifestyle

2. Montage + Luxury Experiences

3. Culinary + Dining

4. Culture + Heritage

5. Events + Community

Vision

A welcoming world-class community embracing nature, culture, and economic vibrancy to residents and visitors.

Mission

Stimulate the regional economy while enhancing the quality of life for all.

Brand Commitment

Bluff ton, Heart of the LowcountryTM , speaks to more than geography—it reflects the Town’s spirit, charm, and role as a driving economic force in the region. But most importantly, it’s a feeling. In Bluff ton, you don’t just visit—you feel the love. It’s genuine and unmistakably authentic. You see it in the heart symbol on a storefront window, in the pride residents take in historic Old Town Bluff ton, and in the warmth shared with friends and strangers alike at an oyster roast. Bluff ton is a place that captures hearts through its people, traditions, and unmistakable Lowcountry character, creating a sense of connection and community unlike anywhere else.

FY 2026-2027 Goal, Strategies & Tactics

Goals

1. Destination alignment and community engagement

2. Sustainable tourism and infrastructure preservation and development

3. Rejuvenation and elevation of the destination with a focus on quality over quantity

4. Priority sales and marketing initiatives

Strategies

1. Build brand awareness and support qualified visitation to the destination among target out markets.

2. Drive the discovery and exploration of the destination with deeper storytelling of the destination’s key attributes.

3. Leverage a strategic mix of targeted methods to identify and reach the most qualified users.

4. Create an understanding of, and respect for, the delicate ecosystem of the destination.

5. Enhance Leisure and Group business through qualified visitation.

Tactics

1. Paid and organic social media strategy across all platforms with creation of new assets and content for videos/ reels/stories, and sourcing of user-generated content (UGC).

2. Search engine marketing (SEM), search engine optimization (SEO), generative engine optimization (GEO), social prospecting and remarketing, and digital media.

3. Development and production of the Bluffton Official Vacation Planner.

4. Strategic media partnerships and multi-channel placements across relevant lifestyle and industry-aligned publications.

5. Strategically target audiences according to the demographic and persona profiles specific to Bluffton through paid, owned, and organic efforts.

6. Develop additional content (social posts, videos), designed to tell stories about the destination, its history, culture, and beautiful scenic touchpoints, such as the May River, historical locations, and parks, in engaging and informative ways and include tips and itineraries to guide visitors through the destination for deeper experiences.

7. Public relations efforts including media outreach, partnerships, influencers, and earned media placements.

The overarching goal, strategies and tactics were developed for the FY 2026-2027 plan, depending on budget, things like the traditional media placements may need to be adjusted. The remaining tactics will continue to help support the overarching destination goal.

Budget

Bluffton/Southern Beaufort County Budget (FY 2026-2027)

Demographics & Personas

We use multiple primary and secondary data sources to understand who our visitors are and what motivates them to visit Bluffton. Our real-time data sources include Google Analytics, Placer.ai, and Zartico, in addition, we partner with the Office of Tourism Analysis at the College of Charleston and the University of South Carolina Beaufort. Using these insights we can extract visitor persona detail which allows us the ability to further refine our messaging to a more qualified potential consumer.

Today, as we continue to adjust to the traveler’s needs, we will keep our demographics and key personas at the forefront, adapting where necessary to address consumer travel sentiment.

Our Target Leisure Traveler for the Region

Source: 2025 Bluffton Visitor Profile Study, Office of Tourism Analysis, College of Charleston

2-4 Trips per Year

5 Nights Average Length of Stay

Persona Tactic

• Digital video/connected TV advertising

Family

Weekenders

Arts, Culture & History Buffs

Culinary Travelers

Activities & Recreation Enthusiasts

Snowbirds

• Facebook /Instagram advertising

• Social and blog itineraries

Social media partnerships with influencers including:

• Couples

• Paid search targeting branded and category terms such as “weekend getaway”

• Google Display Network and social display

• Digital video/connected TV advertising

• Culture & History itineraries

• Digital /connected TV advertising

• Restaurant listings

• Social advertising

• Social advertising

• Digital video/connected TV advertising

Seasonal campaign featuring:

• Digital video advertising

• Search advertising

• Search advertising

• Influencer family partnership

• Friend groups

• Weekend itineraries for blog/site/social

• Social advertising

• Influencer partnership content

• Long-form content (blogs)

• Organic social posts focused on food and drink

• Festival & Event information and promotions

• Food itineraries and tour information

• Maps and itineraries outlining convenience of staying in Town of Bluffton / proximity to nearby activities and experiences

• Social advertising

• Accommodation aggregated offers

Marketing Plan Strategies & Tactical Details

The ultimate goal of the marketing strategy is to drive visitation through strategic demand generation and demand capture efforts. The strategies support the discovery and exploration of experiences that exist throughout the Town of Bluffton.

Digital Marketing

The proposed approach to the Town of Bluff ton’s marketing plan, outlined below, is meant to communicate how Bluff ton, Heart of the LowcountryTM - can best be experienced by a diverse group of target audiences.

With the May River, a thriving arts and culture scene, diverse culinary experiences, outdoor recreation, and a vibrant local community, the Town of Bluff ton is well positioned to meet the needs and interests of today’s travelers.

The marketing plan is designed to be highly personalized, flexible, and results-oriented. Each individual campaign that is implemented to drive exposure for the destination will be deployed based on a series of defined goals that align with each persona, and the overarching goal for the marketing plan.

The Customer Journey

Our role as a destination marketing organization (DMO) is to captivate qualified travelers by creating an emotional connection to the destination through targeted communications and compelling brand storytelling. A full-funnel marketing strategy that reaches travelers from inspiration through booking is required to drive increased visibility and referrals to partners throughout the region. Our efforts will place a specific emphasis on more awareness-focused marketing channels, using immersive and authentic brand content to reach new, qualified prospects the brand can deliver for our partners. We will continue to nurture high-intent prospects and repeat visitors with mid-funnel tactics designed to move them through the consideration phase toward conversion.

Conversion Focused Digital Marketing

The digital strategy is structured so that, regardless of the channel approach, each campaign is continuously optimized to drive increased conversions for the Town of Bluff ton. The strategy remains nimble and scalable, ensuring that all paid and organic media supporting the Town of Bluff ton brand are fully measurable. Because each phase targets a diff erent goal and level of traveler intent, distinct measurements and benchmarks are established for awareness, intent, and conversion to provide a holistic view of success.

Integrated Content Strategy

Bluffton’s digital visibility strategy is built around an Integrated Content Strategy that brings together Search Engine Marketing (SEM), Generative Engine Optimization (GEO), and Search Engine Optimization (SEO).

Together, these three approaches ensure Bluffton remains visible wherever travelers search for inspiration, research destinations, and plan their trips; whether through traditional search engines or emerging AI-driven discovery platforms.

Social media marketing works in conjunction with this strategy, helping extend the reach of destination storytelling, reinforce brand awareness, and drive engagement with potential visitors. While search strategies capture travelers actively researching destinations, social platforms help inspire travel consideration and nurture interest earlier in the planning journey.

Display and remarketing serve as the connective layer across this ecosystem, reinforcing awareness and re-engaging travelers as they move through the planning process. These efforts help ensure that travelers who discover Bluffton through search, social media, or other digital touchpoints continue to encounter the destination throughout their decision-making journey.

Search Engine Marketing (SEM)

Search Engine Marketing focuses on capturing high-intent travelers actively searching for destinations like Bluffton. Paid search campaigns allow Bluffton to appear prominently when potential visitors are evaluating travel options.

SEM campaigns will be built around a targeted list of search terms aligned with the Town of Bluffton’s core audience segments and the strategic pillars identified in the campaign framework.

Our SEM strategy focuses on:

• Capturing Travel Intent - Target search queries that indicate active destination research and travel planning.

• Driving Qualified Traffic - Direct high-intent users to VisitBluffton.org to explore experiences, partners, and trip-planning resources.

• Expanding Destination Visibility - Ensure Bluffton remains competitive within destination search results across major search platforms.

• Fueling Remarketing Audiences - Use paid search engagement to build audiences for display and remarketing campaigns, allowing continued engagement with interested travelers.

Generative Engine Optimization (GEO)

The way travelers research and plan trips is rapidly evolving. AI-generated summaries, conversational search, and emerging AI travel assistants are reshaping how travelers ask for information, how that information is delivered, and what actions travelers take next.

Responding to this shift is critical for ensuring Bluffton remains visible in these new discovery environments.

Our Generative Engine Optimization (GEO) strategy works alongside traditional SEO initiatives to ensure Bluffton’s content is structured in ways that AI-powered search tools can easily interpret, reference, and recommend.

Our GEO strategy focuses on:

• Structure for AI - Ensure website content is clear, relevant, and organized so generative engines can easily surface Bluffton in AI-generated responses.

• Use Data + Story - Combine strong destination storytelling with structured information that performs well across both generative and traditional search environments.

• Embrace New User Experiences - Recognize that AI-powered discovery is becoming central to traveler journeys and ensure Bluffton’s digital content supports conversational and questionbased search.

• Distribute Widely - Maintain a consistent and personalized destination presence across platforms and digital channels that feed generative search ecosystems.

Opportunity

Position your brand as an authority so your content is the source for direct AI answers.

Clear, structured website information makes it more likely that your organization will be featured in these direct answers. Stand Out with AI

Continuing to follow SEO best practices and investing in a strong website foundation sets you up for long-term success. Future-Proof Your Strategy

Investing in a GEO platform, assigning dedicated resources for configuration, adjusting prompts, and optimizing results. Track and Analyze Brand Performance

This shift in behavior and strategy drives a shift in related KPIs, where we will review AI Impressions, citations, and traffic more closely.

Search Engine Optimization (SEO)

Search Engine Optimization ensures Bluffton is organically discoverable by travelers researching destinations online. SEO focuses on strengthening Bluffton’s long-term search visibility by building a strong technical foundation and a robust destination content strategy.

Our SEO program focuses on:

• Technical Optimization - Ensure the website is accessible , indexable, and optimized for search engines through improvements to site structure, performance, and crawlability.

• Content Strategy & Expansion - Work with the Town of Bluffton to enhance existing content and develop new destination content aligned with traveler interests and search demand.

• Search Visibility & Authority - Strengthen Bluffton’s authority within destination search results through high-quality content, backlink development, and competitive monitoring.

• Continuous Optimization - Regularly evaluate search trends, identify content gaps, and monitor the website for duplicate or redundant content that could impact performance.

Display & Remarketing

Display and remarketing serve as the bridge across SEM, GEO, and SEO, reinforcing Bluffton’s presence throughout the traveler decision-making process.

These efforts re-engage users who have demonstrated interest in Bluffton, whether through search activity, website visits, or other digital signals, and guide them back to VisitBluffton.org to continue exploring the destination.

Display and responsive advertising will target potential visitors through platforms including:

• Facebook

• Instagram

• Google Performance Max

• Google Demand Generation

• Google Display Network

Remarketing campaigns will serve ads to users who have previously visited VisitBluffton.org, allowing messaging and bidding strategies to adapt based on where the traveler is in their planning journey.

By reinforcing messaging across multiple touchpoints, display and remarketing amplify the effectiveness of SEM, GEO, and SEO efforts while helping move travelers from inspiration to trip planning.

The Destination Website

The VisitBluffton.org website is a key component of the destination marketing strategy and often serves as one of the first touchpoints for potential visitors to Bluffton. We will continue refining our ability to identify qualified visitors, ensure a seamless user experience, and drive relevant, high-quality traffic to partner websites. Content will be refreshed regularly, with new and engaging material added to keep the site current and compelling. Ongoing optimizations to both content and site structure will be guided by search engine optimization (SEO) and generative engine optimization (GEO) research, as well as trends data and referral insights. Through strategic optimizations and immersive content, we are creating a platform that not only informs but evokes excitement and curiosity about Bluffton. Working closely with our partners, we are integrating dynamic visuals, updated photography, and high-impact video that bring our destination pillars to life.

Data Strategy & Personalization

Utilizing first-party and zero-party data, the brand will work to gain a clearer understanding of prospective visitors’ behaviors and implicit desires to build a personalized, one-to-one communication strategy. This begins at the VisitBluffton. org website and extends across the brand’s entire digital marketing ecosystem.

The Visitor & Convention Bureau will create a data-driven, always-on content strategy that is relevant and compelling, aligning with visitors’ mindsets and interests. As prospective visitors move through their journey, the brand will continue to tailor messaging through sequential storytelling, making the destination experience more meaningful and relevant to each individual. Ongoing analysis of audience data will provide insights that inform decisions about market opportunities and high-value audience segments, ultimately leading to higher engagement with the destination and more outbound referrals to partners.

Social Media

In FY 2026-2027, our strategy evolves from broad visibility to Generative Engagement Optimization (GEO). By fostering deep local connection and quality community engagement, we will create the social proof required for platforms to position Bluffton as a premier destination for natural beauty, arts, culture and history.

Goals:

• Showcase our brand pillars with a balanced content mix

• Support local businesses and stakeholders

• Capitalize on top-performing content types

Facebook: We will post content featuring familiar Bluffton locations and popular local events that encourages sharing of content to support reach, drives comments to nurture our community. As our engagement derives mainly from locals, we will post content featuring familiar Bluffton locations and popular local events that encourages residents to share the content with other users to support reach, drives comments to nurture our community, and includes a strong CTA to support website sessions and inspire further action. This localized “buzz” signals to the Meta algorithm that our content is high-value, naturally expanding our reach to potential visitors.on fostering a sense of belonging while keeping things fresh, dynamic, and aligned with what the audience loves to engage with.

TikTok: TikTok is now a primary search engine for Gen Z and Millennials, reinforcing the importance of content optimization that feed into the platform’s AI engine. We will align our content with current trends and sounds to capture For You Page placement, showcasing our eccentric and artsy town through real-time storytelling to support events and our stakeholders, and aesthetic content to highlight our natural beauty

Instagram: Instagram is focusing on saves and shares as key algorithm triggers to support reach. The platform prioritizes high-quality, aesthetically curated carousels and reels that serve as digital postcards for travel inspiration or resources to support trip planning. By using high-quality user-generated content (UGC) and carousels, we will showcase our brand pillars to further support destination awareness.

• Further generate destination awareness in key markets

• Strengthen discoverability in search and AI-driven travel tools

Pinterest: Pinterest has become a Visual Discovery Engine where AI-driven “Plan the Trip” features dominate. It rewards accounts that provide high-utility content, infographics, guides, and checklists, that LLMs can easily process and recommend. We will optimize Pins with detailed, GEO-focused descriptions to ensure Bluffton appears in AI-curated travel boards. By focusing on “Natural Beauty,” “Historic Locations,” and “Local Artisans,” we will attract high-intent audiences looking for a family-oriented Southern escape. Every Pin will serve as a direct funnel to the website. We are also implementing a Pinterest improvement plan to fully align the profile with current strategies.

YouTube: YouTube is the go-to platform for longform video content, ranging from tutorials to vlogs, educational material, and entertainment, offering a space for creators to reach a global audience. With the growing impact of YouTube Shorts, we’ll dive deeper into short-form video content, embracing both Shorts and traditional long-form videos to reach a broader audience. Our focus will be on producing high-impact, engaging Shorts that align with emerging trends. To increase visibility, we’ll crosspromote content from YouTube on other platforms like Instagram, TikTok, and Facebook.

Destination Public Relations

Earned media secured through public relations initiatives remains a critical driver for destination awareness. As we move into the new fiscal year, the media landscape continues to evolve, with more consumers turning to mobile and digital platforms for news and entertainment. Influencers also maintain their role as trusted sources, driving purchase intent through engaged followings and curated content.

As travelers seek more personalized and experience-driven vacations, destinations that offer authenticity, sustainability, and unique cultural experiences are gaining traction. Consumers are prioritizing meaningful getaways that allow them to connect with local communities and create lasting memories.

While leveraging core public relations strategies, we will remain closely connected with our media contacts and adapt to emerging trends. With this approach, we will build upon the momentum Bluffton has gained, ensuring it remains a top-choice destination for travelers seeking “escapism” experiences and unforgettable getaways.

Through strategic public relations efforts, we will generate a consistent stream of media coverage, as well as social and digital buzz, allowing us to maintain a competitive edge over similar destinations. Our goal is to inspire travelers to discover Bluffton and experience firsthand why it is the Heart of the Lowcountry™.

Leisure Media Partnerships

Bluffton’s year-over-year growth in visibility and cultural relevance is undeniable, fueled by our positioning as the heart of the Lowcountry.

While often celebrated alongside our coastal neighbors, Bluffton has emerged as a standalone destination, earning prestigious recognition from Southern Living, Travel + Leisure, and Forbes as one of the South’s best small towns. These accolades validate our unique blend of historic charm and modern vibrancy, reinforcing Bluffton’s appeal to the discovery-driven traveler. To deepen this connection, our media strategy will lean heavily into the authentic local narrative, highlighting our artisan community, the May River lifestyle, and the eclectic spirit of Old Town. The buzz from national platforms provides an invaluable third-party endorsement that cuts through the noise of traditional tourism, positioning Bluffton as a sophisticated yet soulful alternative to the standard resort experience.

In a competitive landscape where travelers increasingly seek walkable, culturally rich, and “off-the-beaten-path” destinations, these endorsements amplify our brand story. They differentiate Bluffton as the Lowcountry’s cultural hub, driving high-value visitation and year-round awareness.

Photography/ Videography

Asset collection will be done strategically to align with planned campaigns, including identifying gaps and analyzing performance to see what assets perform best for our target demographic. We will also leverage and repurpose existing high-performing assets captured by local photographers and videographers to maximize their value and reach. Working with our partners to capture event content will ensure we have up-to-date assets to promote our destination to our audiences across social media, the website, and digital media.

Meetings & Group Sales

Bluffton’s meetings strategy focuses on high-value, experience-driven gatherings that align with the destination’s luxury assets and authentic Lowcountry character. With world-class accommodations and riverfront landscapes, Bluffton offers planners a refined alternative to larger convention destinations.

Rather than competing for high-volume convention business, Bluffton is best positioned to attract premium meetings, executive retreats, and incentive programs that prioritize setting, service, and meaningful experiences.

This approach ensures meetings generate strong economic impact while preserving the charm and scale that define Bluffton as the Heart of the Lowcountry™.

Bluffton is ideally suited for luxury small-to-midsize meetings, typically 75-250 peak room nights.

These can include:

• Executive retreats and leadership summits

• Corporate strategy meetings

• Association board meetings and retreats

• Incentive and recognition programs

• Wellness-integrated meetings

• Luxury brand and media gatherings

These groups deliver high average daily rates (ADR), strong catering revenue, and elevated on-property spending, making them highly profitable for the destination.

Leverage Regional Drive Markets & Air Access

Bluffton’s strongest opportunity remains Southeastern drive markets, including:

• Atlanta, GA

• Charlotte, NC

• Charleston, SC

• Jacksonville, FL

• Raleigh-Durham, NC

• Orlando / Tampa, FL

In addition, convenient access through Savannah/ Hilton Head International Airport (SAV) provides connectivity from major domestic markets.

This combination supports both corporate retreats and national association meetings seeking an inspiring destination that remains easy to reach.

Build Meetings Around Authentic Experiences

Today’s planners want experiences that reflect the destination. Bluffton delivers with:

• May River sunset receptions

• Historic district culinary tours

• Gullah cultural heritage experiences

• Chef-led Lowcountry dinners and oyster roasts

• Kayaking, boating, and eco-tours

• Art gallery and artisan studio events

These experiences create memorable programs and increase visitor spend.

The sales team will support Bluffton’s growth in the meetings and group segment by generating qualified leads and helping partners convert opportunities into confirmed business through targeted trade shows, strategic outreach, and focused marketing. Working closely with hospitality partners, the VCB will assist with lead distribution, site visits, and sales support to maximize the economic impact of group travel.

Bluffton has the opportunity to become one of the Southeast’s premier destinations for luxury retreats and leadership gatherings; where organizations step away from traditional meeting environments and gather in a setting where ideas flow naturally, relationships strengthen, and the destination becomes part of the experience.

Collateral and Fulfillment

The Bluff ton Official Vacation Planner, our comprehensive guide to what to see and do, is our primary print fulfillment piece for the destination. We receive many online, as well as media and phone inquiries, and distribute the planner to all state welcome centers, airports, along with tradeshows and promotional events with media. In addition to the print version, a digital edition of the Vacation Planner is available online, allowing prospective visitors to explore Bluff ton from anywhere and seamlessly transition from inspiration to trip planning.

In today’s more visual world, telling a story through pictures and graphics appeals more to our target demographic. To further entice these target markets, we have designed the Vacation Planner for visitors to better visualize their vacations and discover what the Town of Bluff ton has to offer. This is an important element of the “Travel Planning Journey,” helping potential visitors move from dreaming about a trip to actively planning their experience.

Bluff ton’s natural beauty is what sets the destination apart from other communities. By tapping into our portfolio of stunning photography and combining it with updated content, we have transformed the Vacation Planner into a “lookbook” destination discovery piece so visitors can imagine themselves experiencing all things Lowcountry. Rich content, imagery, and videography not only support the digital platform for destination discovery, but also create valuable assets that can be leveraged across marketing channels including social media, website features, and advertising campaigns.

In addition to working with a digital and print publisher, our in-house marketing staff provides the business directory, local photography and editorial content management, as well as editorial review and proofreading for this asset, ensuring the planner remains a high-quality and accurate representation of the Bluff ton visitor experience.

Promotions and Brochure Distribution

Included in our budget is a dedicated campaign for the promotion of the Vacation Planner for visitors to request a guide as well as for fulfillment and distribution costs. The books are distributed through:

• Online requests

• Phone inquiries

• Savannah/Hilton Head International Airport

• Hilton Head Island Airport

• South Carolina Welcome Centers

• AAA offices nationwide

• Hotel partners

• Tradeshows

• Events

• Media

Quantity: 30,000

Fulfillment: 27,505 (in 2025)

Research & Analytics

Research provides the insight needed to continually refine and strengthen the Visitor & Convention Bureau’s marketing strategy. Throughout the year, we gather and analyze detailed data to better understand Bluffton’s visitors and their travel behaviors. These insights inform targeted marketing and advertising initiatives designed to grow and sustain Bluffton’s tourism economy.

The following programs will be ongoing:

• Maintenance of ThinkBluffton.org, Hilton Head Island & Bluffton Chamber of Commerce’s online economic metrics portal.

• KeyData reporting, which tracks lodging occupancy, average daily rate (ADR), room demand, and revenue per available room (RevPAR) for hotels, including comparative analysis with competitive destinations.

• Partnership with the College of Charleston Office of Tourism Analysis to produce annual visitor profile studies and economic impact reports.

• Collaboration with the University of South Carolina Beaufort to conduct research on local events and their economic impact.

• Analysis of Placer.ai and Zartico visitor tracking data to better understand who Bluffton’s visitors are, where they come from, and what they value most about the destination.

These consistent research details will provide insights to produce quarterly and annual reports that provide a health check into tourism for the Town of Bluffton*.

Based on the contract with the Town of Bluffton and the Hilton Head Island & Bluffton Chamber of Commerce, on a quarterly basis the DMO will provide the Town with:

• Number of website visits

• Number of click throughs made to area businesses (conversions)

• Occupancy rate

• Revenue Per Available Room (RevPAR)

• Numbers related to mail fulfillment of the Bluffton Official Vacation Planner and the Regional Official Vacation Planner

• Industry awards received for marketing and public relations

• Events held and participation in events by the Hilton Head Island & Bluffton Chamber of Commerce members

• Update on public relations efforts to include; the number of media impressions/ dollar equivalent

• Social media reports

On an annual basis, statistics, and insights related to tourism are provided through the following reports:

• Visitor Profile Study

• Economic Impact Study

*All metrics and reports mentioned above are based upon information available. Reporting will flex and grow as more information is gathered and/ or becomes available.

Appendix

• Personas

• 2025 Social Recap

• 2025 Website and Digital Marketing Recap

• 2025 Public Relations Recap

• 2025 Economic Impact Report

• 2025 Visitor Profile Study

Family

Family Travel Objective

Find a vacation spot that will please everyone during the school holidays.

Travel Habits

Spontaneity:

Who They Are

Upscale & Status Oriented Creating a Legacy Values Family Time Active & Health Conscious

Preferred Activities & Attractions

Resorts/Hotels

Water Activities

Walking Parks

Festivals & Events

Kid-friendly Dining

Museums & Tours

What can we do in Bluffton that we don’t normally do at home?

I’m looking for a destination with a mix of things to do.

I need to be able to relax, while the kids are busy and active.

I want to find a place I can brag about to my friends.

I want to make this trip a traditionsomething we look forward to.

Is there enough to do for 3 to 4 days/nights?

Does it make sense to stay in a resort?

Which location gives us the best access to the river and dining?

What do other people have to say about Bluffton?

How early should we book our hotel for the best deal?

What’s the best way to get there? Does it make more sense to drive or fly?

What should I pack?

Where are the best places to book for the best price?

Marketing Channels & Formats

Facebook Videos

Instagram

TripAdvisor

TV

Online Video

Forums & Blogs

Pinterest

The photo of Aiden and Cally is so cute. I can’t forget to put that on Facebook.

Where should we eat tonight? Who has kid-friendly specials?

Are there any tours or kid-friendly events happening this weekend?

The Weekender

The Weekender Travel Objective

Find a fairweather weekend escape from work and city life.

Ongoing Visitation & Planning

Travel Habits

Spontaneity:

Who They Are

Upscale & Status Oriented Spontaneous & Social Urban Dwellers

Preferred Activities & Attractions

Vacation Rentals & Resorts

Water Activities

Dining & Shopping

Romantic Things to Do Festivals & Events

Weddings

Marketing Channels & Formats

Facebook Videos

Instagram

TripAdvisor

TV

Online Video

Forums & Blogs

Pinterest

Let’s get away this long weekend.

I’m looking for a place with enough things to do, that also offers some down time.

I want to find a place I can brag about to my friends.

Are there any events happening in the area?

Where is the best place to stay for a weekend?

I want to do something special for date night.

Where is the best place to find last-minute offers?

What’s the best way to get there? Does it make more sense to drive or fly?

What should I pack?

Where can we make a dinner reservation that has a romantic vibe?

I want to wear something cute tonight. Where can I find an outfit?

Arts, Culture & History

Arts, Culture & History Travel Objective

To explore cultural attractions, historical sites and the local arts scene.

Travel Habits

Spontaneity:

Who They Are

Values Learning & Authenticity

Image Conscious

Seeking an Immersive Experience

Upscale & Status Oriented

Preferred Activities & Attractions

Historical District & Attractions

Art District & Galleries

Cultural District

Gullah Cultural Heritage Festivals & Events

Downtown

Marketing Channels & Formats

Facebook Videos

Instagram TripAdvisor

Online Video Forums & Blogs

Pinterest

Earned Media (Print/Digital)

“Experiences are Greater than Things.” Their Path to Purchase

I’m looking for interesting things to see and do.

I want to learn something new.

I need to be able to show this off on Instagram/tell my friends about my vacation.

I want to indulge! Great food, great wine, great entertainment.

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I’m not looking for a prepackaged vacation. I like to be able to explore and really get to know a destination.

Bluffton has a lot of festivals coming up–let’s check it out.

-----------What are the area’s arts and cultural experiences like?

Are there any local cultural events coming up?

I want to hear what other people have to say about Bluffton.

When should we visit to be able to best take advantage of what Bluffton has to offer?

What’s the best way to get there? Does it make more sense to drive or fly?

What should I pack?

Is a weekend enough, or should we stay for longer?

This sculpture is beautiful. I need to share it on Instagram.

------------

Let’s pop into this cute gallery and pick up something to display at home.

Where can I get tickets for tonight’s show?

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I want to immerse myself in the local culture...what are some off-the-beaten path activities? Where are locals spending time?

Culinary

Culinary Travel Objective:

Be immersed in a new destination (or an old favorite) by exploring the pursuit of unique and memorable culinary experiences.

Travel Habits

Who They Are

I’m

I want to learn about the

I want to learn how to cook a

I want to indulge with great food and great

Preferred Activities & Attractions

Food Events

Food Tours

Wine, Beer and Food Festivals

Specialty Dining Experiences

Oyster Roasts

Bluffton has a lot of food-centric festivals coming up–let’s check it out.

What are the area’s specialty food experiences like?

What kind of culinary events are offered in the area?

Are there any top-rated restaurants in the area?

When should we visit to be able to best take advantage of what Bluffton has to offer?

What’s the best way to get there? Does it make more sense to drive or fly?

How do I register?

How far out do we need to book a reservation?

Marketing Channels & Formats

Facebook Videos Instagram

TripAdvisor

Forums & Blogs

Pinterest

These fresh oysters look amazing - I need to share it on Instagram.

Let’s pop into this farmer’s market and pick up something for our pantry.

That was fun! I can’t wait to make this dish for my friends back home.

That was incredible. I’m going to write a review about my experience.

Activities & Recreation Enthusiasts

Activities & Recreation Enthusiast

Travel Objective

Find a destination where they can pursue their interests on their downtime.

Travel Habits

Who They Are

Preferred Activities & Attractions

Boating & Water Activities

Hiking & Biking

Live Music & Shows

Golf

It’s time to start planning our annual trip.

I want to go somewhere with a few different activities so I can try something new.

Should we try a new event this year?

I want to spend a lot of time on the water, but where should I go to eat after?

Are there any tournaments or events I can check out?

Are there any excursions I can join?

Which excursions are the best to try?

Where is the best place to find last-minute deals?

What’s the best way to get there? Does it make more sense to drive or fly?

What should I pack?

Where should I stay that’s closest to May River?

Marketing Channels & Formats

Facebook Videos Instagram Twitter

TripAdvisor TV

Online Video Forums & Blogs

Who’s playing tonight? I wonder if there’s a show we can catch.

What dinner spots can take us without a reservation?

Is there a boat tour we can do last-minute?

Snowbirds

Snowbirds Travel Objective

Find a warm destination that feels like home for the winter, where they can welcome family and friends for visits.

Travel Habits

Who They Are

Traditional Enjoys the Finer Things

I can’t bear another season in the cold. Where should we winter this year?

We need somewhere to go where the kids and grandkids can join us.

The Jacksons really enjoyed their vacation home last year. We should ask to see where they went.

I want to try something a little different this year.

Preferred Activities & Attractions

Vacation Rentals

Dining

Golfing

History / Culture

Excursion / Tour

Walking

Are there historical tours or places we can explore?

Where are the best places to eat downtown?

Are there any festivals or events in the winter months?

Which location gives us the best access to the river and dining?

Is the best deal to book directly or with a travel agent?

How early should we book our vacation for the best deal?

Marketing Channels & Formats

Facebook

Print

TripAdvisor

Radio

TV

This rental truly is a home away from home. Look at all this space!

Where should we eat tonight?

Next time, let’s bring the grandkids - I think they would love the oyster roasts and the events and festivals.

2025 Social Recap

2025 Social Media Performance

Bluffton 2025 Highlights

LET’S CELEBRATE THE WINS:

Net follower growth increased +19%

• Cross-channel Engagement Rate increased +8.5%

• Cross-channel Post Link Clicks increased 4.3%

• Facebook Organic Views increased +163.8%

• Organic Engagement Rate on Facebook increased 40.7%

• Organic Facebook Engagements increased 274%

Facebook Organic Post Link Clicks increased +538.1%

Reel Views on Instagram increased +63%

Engagements on X increased +68.1%

Impressions on X increased 52.5%

TikTok Engagements increased +21.4%

Top Performing Posts by Engagements

JANUARY 1 - DECEMBER 1, 2025

Cross-Channel Performance Metrics

ORGANIZED

2025 Social Media Performance

Instagram Overview

Total Followers: 14,805

AUDIENCE DEMOGRAPHICS

60% women, 19.8% men, 20.2% non-binary or unlisted

Our top age demographic are users between the ages 35-44 (26.4%), followed by 45-54 (21.6%) and 55-64 (20.1%).

14,170 of our followers are based in the United States. Among the U.S.-based followers, 2,359 are from Bluffton, 818 are from Hilton Head Island, and 818 are from Okatie.

KEY INSIGHTS

The key to the top-performing Instagram content in 2025 was the strategic pairing of trending, high-reach audio featuring Bluffton’s natural beauty and popular landmarks. This combination effectively drove high engagement metrics, utilizing both short-form videos and carousels. Additionally, our Instagram audience favors local business features like Ma Daisy’s and events-related post that provide helpful tips.

*YTD as of December 1, 2025

Instagram Top Performing Posts

RANKED BY OVERALL ENGAGEMENTS

GILMORE GIRLS TREND REEL August 6 875 Engagements THE COTTAGE CAFÉ TREND REEL February 23 1,054 Engagements

Facebook Overview

Total Followers: 48,308

AUDIENCE DEMOGRAPHICS

79.8% women, 20.2% men.

Our top age demographic are users between the ages 55-64 (30%), followed by 65+ (27.8%) and 45-54 (23.2%).

48,281 of followers are based in the United States, with 3.1% followers being from Bluffton, 2.2% from Jacksonville, and 2% from Charlotte.

KEY INSIGHTS

Facebook performance was driven by maximizing two factors: authentically local content such as local businesses and events, and familiar Bluffton landmarks, which were amplified through short-form videos, UGC carousels, and branded carousels — content types the algorithm currently favours as they encourages valuable interactions like shares and comments. The key takeaway is simple: our Facebook audience prioritizes real, highly-visual and local content.

*YTD as of December 1, 2025

EXPLORING BLUFFTON TREND REEL January 6 812 Engagements

Facebook Top Performing Posts

JANUARY 1 - DECEMBER 1, 2025

Total Followers: 759

AUDIENCE DEMOGRAPHICS

Engagements

Engagements

*X removed its insights in 2020, so audience data cannot be gathered.

KEY INSIGHTS

Our success on X was driven by maximizing the platform's role as a realtime information source. Users primarily look to X for news and immediate updates, confirming that posts centered around community events and timely announcements perform best. We successfully capitalized on this by ensuring our content providing valuable information paired with aesthetic photos to quickly capture attention in the fast-moving feed to make our content stand out. The key takeaway is that we’ll continue to effectively use X as a direct bridge to drive link clicks and share timely, valuable information.

*YTD as of December 1, 2025

Engagements

X Top Performing Posts

RANKED BY OVERALL ENGAGEMENTS

Pinterest Overview

Total Followers: 22

AUDIENCE DEMOGRAPHICS

74% women, 12.7% men, 13.4% unspecified

Our top age demographic are users between the ages 25-34 (24.5%), followed by 18-24 (18%) and 55-64 (15.8%).

77.7% of our audience is based in the United States, the remainder being unlisted. 88.4% of this audience is interested in travel, 58.5% are interested in weddings, 87.1% are interested in food and drinks, and 76.5% are interested in event planning.

KEY INSIGHTS

Our top-performing Pins, which focus on aspirational imagery (weddings, beautiful architecture, scenic rivers), tap directly into this long-term planning cycle that is popular on Pinterest. These Pins generate high impressions because they serve as evergreen content, continuously resurfacing in searches over years, as shown by the success of the top performing posts of 2025 which were published in 2022 and 2023. The key takeaway is we will prioritized high-quality, aspirational, and evergreen visuals that offer lasting inspiration for future trips and plans.

*Followers are YTD, audience demographics are within the last 30 days, and audience insights are reported on for the last 6 months due to Pinterest API limitations

BLUFF

September 28, 2024

798 Impressions

Pinterest Performing Posts

RANKED BY OVERALL IMPRESSIONS

December 23, 2023

266 Impressions

TikTok Overview

Total Followers: 2,488

AUDIENCE DEMOGRAPHICS

62% women, 38% men

Our top age demographic are users 45-54 (33%), followed by 35-44 (27.7%), and 45-54 (19.9%).

Of our 2,321 followers, 2,132 are based in the United States.

KEY INSIGHTS

Our TikTok strategy for Bluffton succeeded by prioritizing watch time and viral trends, the platform’s core ranking factors. Since the algorithm prioritizes content that users watch to completion, we effectively used clear, fast-paced video content to hold attention and drive high retention rates. We leveraged trends to increase discoverability and enhance reach organically.

*YTD as of December 1, 2025

MAY RIVER

September 25, 2022

151 Impressions

TikTok Top Performing Posts

2025 Website & Digital Marketing Recap

2025 Public Relations Recap

2025 Economic Impact Report

Impact of Tourism in Bluffton on Beaufort County, 2025

Introduction

This study estimates the economic impact generated by tourism to the Town of Bluffton in the year 2025. It examines the impact of such tourism on the broader economy of Beaufort County, South Carolina, and takes into account the direct spending of the visitors along with the positive secondary effects of such expenditures. The analysis entailed individually estimating the economic impacts associated with overnight visitors and day trip visitors, and then summing them together for an overall total.

This analysis was conducted by Dr. Daniel Guttentag and Melinda Patience of the Office of Tourism Analysis, which is part of the School of Business at the College of Charleston.

Methodology

The economic impact estimations undertaken for this analysis involved various steps and diverse data. Initially, visitor volume estimates were produced using data on lodging demand provided by various thirdparty entities (e.g., Key Data), combined with visitor behavior data that is collected via a Visitor Profile Survey. The total estimated number of visitors in each segment for 2025 can be observed in Table 1. These figures then were used to estimate the total direct visitor spending associated with each segment. Such spending estimates also relied upon visitor expenditure data collected as part of the previously mentioned Visitor Profile Survey, which asks respondents about their spending in over a dozen categories (e.g., lodging, food,

transportation, and activities). The list of expenditure categories, and the total estimated direct expenditure in each category for 2025, can be observed in Table 2.

The previously described data subsequently were used to determine average per-person expenditures. These figures were combined with the estimated visitor counts and used as inputs for a regional economic impact modelling tool, IMPLAN. IMPLAN is an inputoutput (I-O) model that uses regionalized economic data and other information to determine economic output that accounts for direct expenditure and the secondary benefits of such expenditure (i.e., indirect and induced impacts). The model further estimates labor impacts and tax revenues.

The following metrics, as estimated by the economic impact model, are covered within this report:

• Employment: The number of jobs in the region supported by the economic activity, which involves an industryspecific mix of full-time, part-time, and seasonal employment. Seasonal jobs are adjusted to annual equivalents.

Impact of Tourism in Bluffton on Beaufort County, 2025

Table 2. 2025 Estimated Total Expenditure by Spending Category

Transportation (around the destination)

Lodging

Food – Dining Out

Food – Groceries

Shopping

Spas

Golf

Biking

Performance/Visual Arts

Festivals

Museums/Historical Tours

Boating/Sailing/Fishing

Nature-based Activities

Dolphin Tours

Tennis

Other Expenses

Total Expenditure

• Labor income: All forms of employment income, including employee compensation (wages and benefits) and proprietor income.

• Output: The total value of industry production, which for the service sector represents total sales, for the retail sector represents gross margins, and for the manufacturing sector represents sales minus inventory change.

• Direct: The initial effects to local industries that are directly receiving the expenditures of interest.

• Indirect: The secondary effects resulting from business-to-business purchases in the supply chain occurring throughout the region, as triggered by or in support of the direct expenditure activity.

$18,357,005

$32,729,408

$37,244,164

$7,376,530

$34,235,415

$1,162,203

$3,120,633

$612,155

$3,509,492

$1,089,274

$3,597,663

$8,294,867

$1,586,858

$941,831

$892,811

$11,635,274

$166,385,583

• Induced: The ripple effects in the region resulting from household spending of income, after the removal of taxes, savings, and commuters.

• Taxes: These revenues take into account a variety of taxes, including sales tax, property tax, and income tax. These figures do not account for tourism taxes, such as accommodation taxes.

Results

Visitation numbers to Bluffton remained quite stable in 2025, declining by less than 1% versus the prior year. An estimated total of 480 thousand visitors came to Bluffton in 2025, down 0.9% compared to 2024. The overall economic impact of this tourism on Beaufort County was $206.59 million, up 0.4% compared to 2024. This economic impact represents not just the direct

Impact of Tourism in Bluffton on Beaufort County, 2025

expenditure by visitors, but also the secondary ripple effects of such economic activity that occur as tourism businesses spend operating funds and as tourism dollars are re-spent within the region. Bluffton tourism also (directly and indirectly) supported an estimated 1,787 jobs, which represent 2.0% of all jobs in Beaufort County, as per employment data provided by the Bureau of Labor Statistics. Similar to the economic impact figure, this employment figure does not refer solely to jobs within the tourism sector, but rather to a combination of full-time, part-time, and seasonal jobs that are both directly and indirectly supported by the broader tourism economy and its secondary effects on non-tourism industries and enterprises. Impact estimates for each of the visitor segments are presented in the Appendix (Tables A1 - A3), and the employment impacts are presented in Figure 1.

The total output multiplier for tourist spending was calculated using the model estimates. This multiplier represents the ratio of total economic impact to direct spending. The estimated output multiplier for Bluffton tourism on Beaufort County was 1.24. This signifies that every dollar spent by tourists in Bluffton increased output in the overall Beaufort County economy by a total of $1.24.

The tourist expenditures generated an estimated $2.50 million in tax revenues for local Beaufort County governments. The Town of Bluffton earned an additional $7.22 million in accommodations tax and hospitality tax, as reported by the Town of Bluffton Revenue Services. Together, this $9.72 million in tax revenue represents an increase of just over $1.17 million (13.7%) compared to 2024, and an increase of 9.5% compared to 2023. This tax revenue also corresponds with a Return on Tax Investment (ROTI) of 44.76, based on the $217.1 thousand that was spent on destination marketing in 2025. In other words, each dollar spent by the Visitor & Convention Bureau yielded an estimated return of $44.76 in local tax revenue. The comparative relationship over the past four years between destination marketing expenditure and the estimated local tax revenues generated from tourism can be seen in Figure 2.

Impact of Tourism in Bluffton on Beaufort County, 2025

Table A1. Overnight – Estimated Economic

Table A2. Day Trip –

Table A3. Total, All Segments –

2025 Visitor Profile Survey