It's important for South Carolina to do everything possible to protect its top industry: tourism.

That's why it is disturbing to see that the state spent 44.1 percent less in the fiscal year that ends June 30 than it did in the previous fiscal year. Is it realistic to expect that tourist numbers will continue to grow if we don't invest the money needed to get our message out to potential visitors?

While S.C. tourism dollars have decreased, other communities are spending more in an attempt to lure the same visitors. Texas, for example, boosted its domestic advertising budget by 3.9 percent during this fiscal year, spending almost $12 million. Tourism isn't even Texas' top industry.

A ranking by the Travel Industry Association of America shows that South Carolina was 32nd of 42 states in domestic advertising spending. North Carolina ranked 22 of the 42 states.

South Carolina's decrease in spending has been caused by state budget cuts that affected the S.C. Parks, Recreation and Tourism Department. It's a situation that tourism agencies in other states also are facing.

One development is encouraging. Under Gov. Mark Sanford and PRT Director Chad Prosser's direction, PRT has been restructured in order to funnel more money into marketing the state and less into running the state agency.

It just makes good sense to spend the money in a way that, as the governor puts it, can "actually cause a visitor."

In the long run, it would be wise for state officials to examine how other states fund tourism advertising. Texas gets its funding through accommodations taxes. In Florida, a $2 rental car fee is earmarked for advertising.

Investing in tourism provides an incredible return. Tom Sponseller, president of the S.C. Hospitality Association, has estimated that the payoff is $23 for every dollar spent on promotion, with $7 of that going to tax coffers.

For the economic well-being of South Carolina, it is vital that we come up with better ways to invest in our top industry.