Google Flights data, in a holiday-season surprise, shows Columbia has become this year’s most searched U.S. destination for Thanksgiving travel.
That means Columbia was leapfrogging traditional tourist cities in Google’s November survey of travel destinations searched for by its search engine users.
That spike in interest isn’t just a blip: It reflects real momentum in tourism. Overnight visitors in 2024 to the Columbia region hit 6.2 million, contributing to $1.9 billion in visitor spending, according to Experience Columbia SC.
There were 5.7 million overnight visitors who spent $1.7 billion in 2023, Experience Columbia’s numbers show.
“This was a welcomed surprise,” said Kim J. Crafton, vice president of Marketing & Air Service Development at Columbia Metropolitan Airport (CAE). “We already know how wonderful this region is, and it’s always exciting to see its popular rise. … It’s not shocking at all that travelers are taking note of our gem of a city.”
Crafton’s team is especially excited to see increased searches for flights into CAE. The airport, which handled more than 1.2 million passengers in 2023, is poised for a big holiday season.
Why Columbia?
Travel analysts suggest several factors are fueling the surge: from its historic downtown and vibrant arts scene to its riverfront parks and college-town energy.
Another big draw: timing. Thanksgiving weekend in Columbia often coincides with the Palmetto Bowl, the heated annual rivalry game between USC and Clemson.
People also could be renting cars after landing in Columbia and driving to somewhere else in the South.
Tourism officials are watching the trend closely. The region’s climb isn’t just about holiday traffic — it highlights a growing national appetite for mid-sized Southern destinations that combine personality, affordability and ease of use.
Local leaders say the increased interested could be a turning point.
“Each visitor who chooses Columbia contributes to our local economy, supports jobs and strengthens the vibrancy of our community,” Bill Ellen, president and CEO of Experience Columbia, said recently in a Columbia Business Monthly article.
Travelers load luggage and head into the Columbia Metropolitan Airport on Nov. 20 as holiday traffic picks up. Photo by Amelia Gay/Carolina Reporter
