Aiken is looking back at a year when the number of visitors pushed tourism to reach new levels.
Aiken welcomed an estimated 10,000 more visitors in 2025 than it did in 2024. That translates to a 10% growth rate. Why?
Speaking with ABD, Eric Gordon, Tourism Manager for the City of Aiken’s Visit Aiken initiative, attributed the growth to an aggressive marketing campaign.
“We definitely have put more of Aiken forward in the way of different kinds of advertising, social, digital, print, television, billboard,” he listed. “We have a broader mix and a more succinct message than maybe in the past. We just needed to take a look at everything that we have to offer, and we put that message out there.”
One of the changes is a better definition of its target market of visitors. They discovered couples over age 45 looking for a weekend escape believe Aiken is the place to visit.
Aiken also welcomes families looking for a getaway, particularly around the holidays. Gordon said they beefed up that topic in the marketing campaign.
“Who else has a horse parade with 300 horses coming down your main drag and Hopeland (Gardens) with hundreds of thousands of lights lit up throughout Hopelands and Rye Patch,” he asked.
Aiken is best known for its equestrian activities, including the Aiken Triple Crown, comprised of the Aiken Trials, Aiken Steeplechase and Pacers, and Polo. Gordon said the tradition will continue to be a highlight, but his office is working to raise awareness of the other offerings, including cultural events and major festivals like Aiken’s Makin.’
Gordon said his office created a marketing campaign based on five specific pillars, including the year-round equestrian events.
“But then history and heritage. We are the oldest railroad town in the country. Art and culture are our next pillar. We are a certified approved cultural district by the state of South Carolina’s Arts Commission,” he explained. “We have Hitchcock Woods and Hopelands. We have the Aiken Land Conservancy. We actually want to start focusing on more birding. Aiken is a great place for birders. And then, of course, nothing beats our downtown. Nothing. It’s super quaint. It’s super local.”
Aiken is experiencing a surge in tourism, aligning it with the economic impact across South Carolina.
The South Carolina Department of Commerce said one in 10 jobs is connected to the hospitality industry. It is estimated that tourism has an economic impact of $29 billion, with the taxes collected reducing the tax burden per resident by $1,000.
Looking to the future, Gordon said he anticipates tourism will continue to grow in Aiken with new lodging developments. The former Farmers and Merchants Bank building is being converted into the Laureate Hotel. It is anticipated that the 80-room boutique hotel will open in 2027. Also on tap is the renovation of Hotel Aiken by the Oliver Hospitality Group. Those will join an Aiken stalwart, The Willcox.
“People always want to experience that old southern charm,” said Gordon. “So, let us show you what southern hospitality really is.”
Learn more about tourism opportunities at: https://www.visitaikensc.com/
