USC prof: SC tourism industry stands to benefit from Confederate flag’s removal

For the past 16 years, South Carolina has missed out on millions of dollars in tourism revenue, thanks to the NAACP’s tourism boycott. At the prodding of the NAACP and Black Coaches and Administrators, the NCAA said it would “not award future predetermined sites in states where the Confederate battle flag continues to have a prominent presence.” The Atlantic Coast Conference followed its lead in 2009. Among other results, USC’s nationally ranked women’s basketball team has been unable to play NCAA tournament games at home due to the moratorium.

We can’t say precisely what the athletic boycott has cost the state, but it must run into millions of dollars. Mid-sized cities comparable to those in South Carolina have seen substantial benefits from hosting men’s tournament games. When Greensboro hosted first and second rounds in 2012, the area enjoyed a $14.5 million economic impact from hotels, restaurants and shopping, according to the Greensboro Area Convention and Visitors Bureau. Dayton, Ohio, made $4 million from hosting 2012’s First Four play-in games, according to its convention and visitors bureau, and around $8 million the following year.

We have no idea the economic impact of this boycott on travel in general. We do know that the African-American tourism market is the third-fastest growing segment in the industry, and South Carolina has not been able to capitalize on attracting this market because of the boycott’s legacy. African-Americans had a buying power of $1.1 trillion in 2014, and family reunions have become of particular importance, with more than 43 percent of black travelers attending family reunions. Many believe that the boycott has deterred these and other potential tourists from visiting the state.

So the removal of the flag — and removal of any tourism boycotts on South Carolina — can only lead to an increase in tourism. In fact, I believe the state is poised to really capitalize on its history. South Carolina has many historic buildings, structures and sites related to African-American heritage, and a rich variety of related experiences and events. And the Gullah-Geechee Cultural Heritage Corridor has tremendous potential to bring in new tourists, both domestically and internationally. The corridor is the only National Heritage Area in the United States that promotes the living culture of an African-American population. It is an exciting time for South Carolina’s tourism industry, so let’s move ahead and leverage (as well as celebrate) our history.

Director

SmartState Center of Economic Excellence in Tourism, USC

Columbia

This story was originally published July 20, 2015 at 5:00 PM.