MYRTLE BEACH, S.C. - Gov. Mark Sanford came to the beach town that is the heart of the state's almost $15 billion tourism economy on Friday to announce Horry County Council Chairman Chad Prosser is his choice for director of Parks, Recreation and Tourism Department.

"We thought it was very, very important to have a PRT director from the Grand Strand, period," Sanford said. "If you're really going to make reforms within PRT, you really need to have somebody who has their ear outside Columbia."

Prosser, 35, and a native of Florence, has served on Horry County Council since 1995 and as chairman since 1999. He is a managing partner of Wachesaw East Golf Club and a director of SunBancshares Inc.

Tourism is South Carolina's largest industry, employing an estimated 160,000 people.

"Tourism obviously is our largest industry and one of the most important drivers of the economy in the state for all of us, not just here, but everywhere," Prosser said.

"I think sometimes we look at tourism at bit too narrowing both in terms of the industry itself and in terms of the role of PRT," he added. "We have really got to look at what we're selling - we're selling quality of life and we've got to determine how to define that product and improve that product."

Prosser will replace John Durst as director of the agency, which in recent months has dealt with the aftermath of the 2001 terror attacks, a weak economy and state budget cuts.

"All of us have been through a very tough year - 2002 was the toughest year for the industry in terms of growth in more than a decade," Prosser said.

"All of us in the industry have had to tighten our belts and find new efficiencies and refocus more resources toward marketing," he added.

PRT, which has the equivalent of about 500 full-time employees, has a budget of just more than $56 million. About $34 million comes from the state general fund and the rest from revenue generated by state parks and from federal sources.

Sanford was asked what specific changes he wants at PRT.

"My nature is to micro manage, but on this one I won't," he said. But Sanford added his administration is committed to making sure tax dollars are spent wisely everywhere and "PRT should not be exempt from the thorough look."

Prosser said the agency should be a driving force behind promoting tourism, but "it's a bit more complicated than just hiring an ad agency and running a few ads."

But, he added, "I'm not coming in with any preconceived notions."

Prosser said there is a growing realization among state lawmakers that promoting tourism helps the entire state's economy.

"They understand if you direct some resources properly, you can benefit all of your other tax revenues and the economy in general," he said. "I'll be taking that message to the General Assembly."

According to research at PRT, every dollar the state spends on tourism promotion returns an estimated $20 to the state's economy.