CONWAY - This river town is on the verge of "exploding" its tourism economy and should go after the European market, Chad Prosser said Thursday night to members of Conway Main Street USA.

Prosser, director of the S.C. Department of Parks, Recreation and Tourism, was the guest speaker during Main Street's annual awards ceremony. He offered advice on how local leaders can cash in on the growing tourism industry.

"Think more broadly about your market because it is a lot more broader than you imagine," said Prosser, suggesting the European market as a target group for tourists. Conway "is what people are looking for today."

Areas that leaders could develop to attract more of the 14 million tourists who visit the Grand Strand annually include agro-tourism such as the tobacco trail, river adventures and fishing, sporting events, and street entertainment, Prosser said.

Because of such attractions, visitors would be more likely to visit Conway, which already has many of the elements tourists want while on vacation, he said.

"You need all the elements of shopping, dining, as well as accommodations, to complete that experience," Prosser said.

Because Conway has revitalized its downtown and turned into a bustling com-
munity with unique shops, restaurants and art stores, its small-town image is a big attraction to people looking for a day trip away from the beach, Prosser said.

"The Main Street program has been an engine for growth and revitalization," Prosser said. "I could probably say, 'Keep doing what you're doing,' and sit down and accomplish my mission here because you are doing all of the right things."

Larry Biddle, who serves on the Main Street board, said local leaders will be working together more closely to improve the attractiveness of the city to visitors.

"Only a handful of people changed the face of this town," Biddle said. "That's the power of what Main Street is."