At Destination Augusta, our mission is to elevate the visitor experience while driving real impact for our community — and the first quarter of 2025 has proven just how relevant and essential that mission is. Through innovative campaigns, strategic partnerships, and immersive visitor tools, we’re connecting more people to the soul of the Feel Good City than ever before. Our collaborative marketing efforts have reached millions, including major features in Southern Living and Under the Radar, while our digital passes are helping travelers explore Augusta with ease.

We’re creating real value for our city. The Foodees Festival brought over 120,000 people to our downtown in March, and our new hospitality training program is empowering front-line staff to create unforgettable first impressions. Augusta & Co. continues to spotlight local makers, while also launching a live music initiative to celebrate the city’s vibrant soundscape.

Our Group Business Development and Group Experiences teams actualized seven meetings and booked new motorcoach tours, driving nearly $2.9 million in direct visitor spending. In the film sector, two productions brought $98,000 in local spend and hired 39 local crew members — proof that our visibility at industry events pays off.

Every initiative, from shop local promotions to cultural tours, is designed to attract visitors and invite them to experience the heart of Augusta. These results not only strengthen our economy but also create shared pride in the city we call home. Thank you for supporting the work that makes Augusta a place people feel good about visiting … and living.

Destination Augusta contracts with several specialized marketing agencies to create content and campaigns to attract visitors to our city. A key strategy is to ensure we’re all “singing from the same song book” when it comes to sharing what makes the Feel Good City sing. A seasonal marketing calendar drives our efforts and has already produced millions of media impressions that include pre-Masters articles in Southern Living and Magnolia & Moonshine, as well as a feature in the African American story-driven digital publication Under the Radar. Destination Augusta’s media outlets will also get a facelift this year, as we embark on a website redesign project and continue building engagement online through our current site and social media. Our overall goal is to enhance the visitor experience as they research our destination for an authentic Augusta experience.

Last summer, Destination Augusta welcomed The Real Housewives of Beverly Hills to film an episode that aired earlier this year on Bravo, giving Augusta major national exposure.

Augusta took the spotlight in an 8-page spread in Magnolia & Moonshine, showcasing Christy Beckham’s home and Chef Sean Wight’s recipes. This feature gave readers an insider’s look at Augusta’s signature style and hospitality around the Masters Tournament.

The Georgia Foodees Food & Culture Festival post on Instagram was our top performer in Q1, sparking 1,543 engagements — with 829 likes, 78 comments, and 69 saves!

Destination Augusta launched two new digital tools to enrich the visitor experience and connect them with local businesses.

As part of the 2025 marketing plan aimed at attracting African American travelers, the team introduced the Augusta Black History paid pass, featuring seven attractions, and the Bold Black Business gamified pass. These self-guided experiences highlight Augusta’s African American heritage and entrepreneurial spirit while promoting local Black-owned businesses and cultural sites.

Both passes will be featured in upcoming marketing campaigns and serve as key tools for attracting visitors at trade shows.

Over 120,000 people attended the Foodees Festival in March, drawn by lobster rolls, funnel cakes, and more. Part of Destination Augusta’s strategic plan to develop more events for the city, the festival first came to Augusta in 2023 and returned to Freedom Bridge this year with over 70 food trucks and 100 crafters. The two-and-a-half-day event set a record for attendance, bringing crowds to the Riverwalk and surrounding areas. Originally scheduled for November 2024, the event was postponed due to Hurricane Helene. Organizers plan to return in November 2025 for their regular festival.

Augusta’s front-line hospitality staff are known for their warm welcome, and Destination Augusta is helping them shine even brighter. In 2025, we launched a targeted training program with 40 employees from Residence Inn, Springhill Suites, and the Partridge Inn. The goal: equip staff with local knowledge and confidence to guide guests toward authentic Augusta experiences.

These customized sessions focused on guest engagement and local recommendations. By investing in those who greet visitors daily, we’re enhancing Augusta’s reputation as a welcoming destination and helping travelers connect with the heart of our community.

Our goal is to amplify first impressions with guests and set a new standard for hospitality in our area. To review the content and the online module shared with partners, click below.

Augusta & Co showcased 10 local retail partners for pop up shops and local market opportunities first quarter. We kicked off our markets with a Love Augusta theme in February promoting local gifts for Valentine's Day. We also encouraged our community to Shop Around the Green in March, providing the opportunity to purchase local decor and gifts for guests prior to Masters. Participating Retail Partners included handcrafted goods by Georgia Clay Company, Sister Friend Designs, Local Bird Co, Light of Grace Candles, Edenberry House Lettering and Scott Family Farm. We also shared tasty treats by Fruitland Vodka, Bubba's Fudge and SunKay Desserts. Additionally, Phoenix Wrestling shared information about their Wrestling Events and partnership with Savannah River Brewing Company.

Augusta & Co.’s new Live Music Vignette brings the rhythm of Augusta to life! This new initiative invites visitors to discover nearly 30 live music venues through a new rack card and interactive touch screens. Plus, a newly added stage inside Augusta & Co. now hosts live performances, giving local artists a platform to share their sound — and their stories.

In Q1 of 2025, the Group Business Development team represented Augusta at two tradeshows — Religious Conference Management Association and Rendezvous South — building new relationships and securing prospective business. So far this year, the team successfully actualized seven conferences that generated $2,879,639 in direct visitor spending. The February Association of Old Crows conference was praised for its community giveback to those impacted by Hurricane Helene. Events like this demonstrate our commitment to serving both Augusta’s community and visitors.

Destination Augusta partnered with the Augusta Marriott at the Convention Center to showcase our destination at the annual Religious Conference Management Association trade show.

As part of the 2025 business plan, Destination Augusta is re-entering the group tour market to attract motorcoach and group travel business. With the market rebounding post-Covid, Augusta offers experiences that appeal to this audience. Group Experiences Coordinator Kayla Jefferson has made significant progress in Q1, hosting a successful Motorcoach Familiarization (FAM) tour in March with Country Travel Discoveries. This led to two tours being added to their 2026 catalog, generating an estimated 60 room nights. Additionally, a motorcoach group of 32 seniors visited Augusta for the Black Caddies exhibit at the Lucy Laney Museum. Kayla will attend several trade shows this summer to further recruit group travel business.

The Destination Augusta team constantly seeks ways to enhance the visitor experience. Attending industry events is a key education strategy. This year, Sarah Childers, Director of Destination Experiences, and Kayla Jefferson, Group Experiences Coordinator, attended the Event Services Professional Association Annual Conference to learn best practices from tourism and hospitality peers.

In March, Augusta hosted a proof of concept for the TV pilot Asherah: A Love Odyssey. The production hired 22 local crew members and generated an estimated $80,000 in direct spending. Augusta was chosen after Film Augusta exhibited at the 2024 American Film Market, where filmmaker Gary Mazeffa of Q2 Films visited, toured Sacred Heart, and selected it as the filming location. A proof of concept aims to attract investors for a full production. If successful, Asherah: A Love Odyssey could bring more film projects to Augusta.

Local talent shines in Boys in the Street, an independent film written and directed by Aiken, SC native Justin Wheelon and inspired by the 2022 song of the same name. Shot entirely in Augusta’s River Region with entirely local crew, this community-driven project showcases the power of storytelling through homegrown collaboration. The project wrapped in early March.

As of March 31, 2025, total current assets equaled $3,841,751 of which $277,985 are unrestricted and $3,547,667 are restricted for tourism grants, the adventure center, and wayfinding, or board designated. Liabilities equal $1,405,738 of which $22,962 are payables, $13,118 are payroll liabilities and accrued interest, and $1,347,377 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disaster loan.