Myrtle Beach Fights to Keep Its Canadian Fairway Faithful

TORONTO, ON – February 23, 2026 – The familiar sight of Visit Myrtle Beach banners at the Toronto Golf & Travel Show was a welcome one for the over 20,500 attendees who flocked to the International Centre earlier this month. As a key sponsoring partner for the 34th annual event, the destination known as “The Golf Capital of the World” showcased its enduring commitment to the Canadian market. But beneath the surface of prize giveaways and celebrity appearances lies a more complex story of a cherished tourism relationship facing significant economic headwinds, and the modern strategies being deployed to navigate them.

For decades, the bond between Canadian golfers and the sun-drenched fairways of Myrtle Beach, South Carolina, has been as reliable as the changing seasons. Yet, recent data reveals a challenging new reality. Despite the strong turnout at Canada's largest golf expo, the number of Canadians traveling to the Grand Strand has seen a notable decline. Reports from 2025 indicated that Canadian tourism rates to the area dropped by as much as 30% to 40% during the summer months. More recent cellphone data from April 2025 to March 2026 painted an even starker picture, showing a 65% year-over-year decrease in trips by Canadians, marking the steepest drop among major U.S. metro areas.

This downturn isn't a reflection of waning affection but rather the harsh reality of economics. Rising inflation and an unfavorable currency exchange rate have made the cross-border trip more expensive, forcing many Canadian families and golf groups to reconsider their travel budgets. In response, Myrtle Beach is mounting a strategic and multi-faceted campaign to remind its northern neighbors why the 100-kilometer stretch of coastline has been their home away from home for generations.

A Modern Pitch for a Legacy Market

Recognizing that loyalty alone is no longer enough, Myrtle Beach’s presence at the Toronto show signaled a clear shift in tactics. For the first time, visitors to the booth could do more than just dream about their next golf trip; they could book it on the spot. The introduction of an instant booking system for special golf packages, green fees, and tee times represents a significant move towards a direct-to-consumer model. This strategy allows the destination to capitalize on the excitement of the show, converting interest into immediate sales while bypassing the commission fees of third-party online travel agencies.

This pivot aligns with broader trends in the travel industry, where direct bookings are increasingly favored for building stronger customer relationships and offering better value. By providing exclusive show deals and the convenience of on-site booking, Myrtle Beach is making a compelling financial and logistical argument for Canadians to lock in their travel plans.

Further modernizing its appeal, the destination enlisted Canadian TV host and golf personality Kayla-Marie Williams. A former professional athlete and journalist, Williams is a prominent voice in making golf more accessible, particularly for women. Her appearance was more than a simple celebrity photo-op; it was a calculated deployment of influencer marketing aimed at reshaping the perception of a Myrtle Beach golf vacation.

“Myrtle Beach is ‘The Golf Capital of the World,’” Williams shared with guests at the booth, highlighting her own experiences in the destination. Her role is part of a larger industry trend that leverages the authentic appeal of social media figures to attract younger, more diverse, and often higher-spending demographics. As research shows, 83% of 18-to-34-year-olds who follow golf influencers are more likely to visit a course, demonstrating the power of this new wave of marketing in driving tangible results.

Doubling Down on a Welcoming Message

Beyond technology and influencers, Myrtle Beach is reinforcing its core message of hospitality. Williams heavily promoted the Grand Prize Draw for a trip for four and highlighted the upcoming 65th annual Myrtle Beach CAN-AM Days, a weeklong celebration from March 13th to 22nd, 2026, designed specifically to honor Canadian visitors. This long-standing event, coupled with new resort discounts of up to 50% designed to offset the exchange rate, underscores a deep-seated effort to ensure Canadians feel both valued and welcome.

This focus on inclusivity mirrors the stated mission of the Toronto Golf & Travel Show itself, which aims to grow the game by promoting gender equality and diversity. By featuring personalities like Williams and partnering with such events, destinations like Myrtle Beach are aligning themselves with the future of golf—one that is more open, social, and accessible to all.

While facing competition from other warm-weather destinations in Florida and Arizona, as well as a robust domestic golf scene in Canada, Myrtle Beach's offerings remain formidable. The region boasts over 90 championship courses designed by legends like Jack Nicklaus and Robert Trent Jones, and it is home to 11 of Golf Digest’s “Best Courses You Can Play in South Carolina.” The upcoming PGA TOUR’s ONEflight Myrtle Beach Classic in May further cements its status as a world-class golf hub.

The strategic blend of direct-booking technology, influential voices, and a renewed emphasis on its welcoming tradition demonstrates that Myrtle Beach is not passively waiting for economic tides to turn. It is actively fighting to defend its title as the preferred destination for Canadian golfers, proving that even after decades of friendship, it is not taking their loyalty for granted.