The winter months are always a slow time for the Lowcountry.
Fewer travelers, colder temperatures and holidays all contribute to the slowdown of tourism. But for some businesses, this off-season has felt particularly bad.
February has historically been the slowest time for the island, with travelers and business often picking back up in March.
But why has this off-season felt particularly bad and is it actually worse than others?
Could there be a few reasons why this year’s off-season may be feeling slower than usual to some? And when can you expect business to start picking up again?
Cost is the most important factor when considering travel, from food, to entertainment and even when finding a place to stay.
Hilton Head is home to many short-term rental properties that fluctuate in price depending on the travel season. This year, the off-season prices are climbing to higher rates, which in turn is resulting in fewer visitors.
When looking at available rental properties on three popular sites, Vacasa, Sunset Rentals and Airbnb, here are the lowest and highest-priced rentals for locations that can host two to four people during the month of February.
Vacasa:
Lowest rental price: $80 a night
Highest rental price: $199 a night
Sunset Rentals:
Lowest rental price: $785 weekly rent
Highest rental price: $2,815 weekly rent
Airbnb:
Lowest rental price: $71 a night
Highest rental price: $289 a night
When the Lowcountry experienced snowfall in January, businesses, retail shops, government offices and even the airport shut down for days.
This alone put a damper on tourism and general activity from locals in the area as the ice created hazardous driving conditions days after the initial snow had fallen.
With this wacky weather, many flights and travel plans were delayed or completely canceled and restaurants and businesses that were forced to close lost thousands of dollars.
However, despite the possible rain this week, the sun is still shining and the forecast seems to show that warmer temperatures are on the way.
Both the flu and stomach viruses have been running rampant this year.
In the latest available flu data from the South Carolina Department of Public Health, there are 10,231 lab-confirmed flu tests reported the week of Jan. 26 - Feb. 1.
Flu season usually lasts from October through March but according to the SCDPH, both Beaufort and Jasper counties have seen an increase in cases.
Other illnesses like norovirus (stomach bug) have been a concern too.
But as temperatures begin to warm up, these viruses will weaken, according to the National Institutes of Health.
According to Charlie Clark, spokesperson for the Hilton Head-Bluffton Chamber of Commerce, “Tourism is the number one driver of our economy, with an annual economic impact of over $3 billion.”
Hilton Head Island alone sees over 2 million visitors each year and has an $8 million budget in tourism marketing and promotions for 2025. During last year’s peak travel season, hotels, condos and villas were 80% occupied at all times.
But January and February are packed full of activities too, from Restaurant Week, Gullah Celebration, the Seafood Festival and more, there is still plenty to do and explore even if the travel season is slow.
“The off-season is always slower, but we do our best and are lucky to have a good flow of customers even when tourism is down,” said Nicole with Captain Woody’s.
Even though this off-season hasn’t been significantly worse than previous years, with these combined setbacks from the weather, costs and sickness during the slower months, some local businesses have felt the hit.
“This season has definitely been a bit worse than normal for us,” said Paige Shanks with Agave. “We moved restaurant locations too, so we felt the dip.”
However, with the warmer months upon us and the peak season right around the corner, this slump shouldn’t last much longer.
“Post-COVID, visitor patterns have returned to a more traditional seasonal cadence,” Clark said. “Tourism and business traditionally ramp up in March as families choose Hilton Head Island for their spring break getaways, and the RBC Heritage in April often serves as the unofficial kickoff to our peak season.”
This story was originally published February 12, 2025 at 6:00 AM.
The Island Packet
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Anna Claire Miller is the Service Journalism Reporter for The Island Packet. Originally from Georgia, she has experience in magazine writing, non-profit communications and city government. Anna Claire has a bachelor’s degree in journalism, legal studies and English from High Point University.