Gov. Mark Sanford is adding money to the state budget to entice more tourists to visit South Carolina.

Sanford’s executive budget would add $13.5 million to the Department of Parks, Recreation and Tourism, expanding its advertising program and growing the state’s top industry.

Tourism contributes $10.9 billion to South Carolina’s gross state product, and a recent report concluded the state could quadruple that figure by 2020 by stepping up its marketing.

“Whether it’s with tourism or manufacturing,” Sanford said in a press release, “we’ve always believed that when it come(s) to economic development we have to invest our limited dollars in places where they’ll have the greatest impact — and based on what this report has laid out, we believe direct marketing is one of those places.”

Last year, Sanford proposed adding $2 million to state advertising efforts. Legislators ended up increasing the Tourism budget by $7.1 million.

Sanford’s latest proposal would boost two existing programs.

In the first, local agencies, such as chambers of commerce, can apply for state grants to be matched 2-to-1 with private funds. The money could be used for whatever advertising the local groups preferred.

Sanford’s plan would expand the funding to $14 million from $5 million, a total of $42 million when matched with private money.

“If the budget process comes out with anything like this, it’s going to make a noticeable difference,” said tourism department spokesman Marion Edmonds.

The remaining $4.5 million would boost the pool of money available to advertise local events.

Steve Camp, president of the Midlands Authority for Conventions, Sports and Tourism, said his group applied for the grant money this year. The agency estimates it generates $10 in tourism spending for every $1 it spends. With more advertising, Camp said, his group could improve that return.

“I think it’s a very wise move on the part of the governor,” he said. “We hope we can qualify.”

Thursday’s proposal is the latest in a series of budget previews; the full executive budget will be released next month.

Wednesday, Sanford announced he wanted $2 million to boost rural high-speed Internet access.

Sanford’s budget is a recommendation to the General Assembly and is not binding. The Legislature will begin drafting its budget after lawmakers return in January.

Reach O’Connor at (803) 771-8358.