Horry County Council Chairman Chad Prosser will take South Carolina's top tourism job, with locals seeing his selection Friday as an overdue nod for the Grand Strand's role in the state's No. 1 industry.

After weeks of rumors and speculation, Gov. Mark Sanford tapped Prosser as director of the S.C. Parks, Recreation and Tourism Department during a news conference at the Myrtle Beach Area Chamber of Commerce office.

A packed house overflowed the chamber's second-floor boardroom for the announcement, which, for some of the area's top leaders, was just as much about getting recognition for the Grand Strand as congratulating Prosser.

"We've been hoping for this for quite some time - when tourism finally gets to the table," said chamber President Ashby Ward. "It recognizes that tourism is a viable economic industry and that Horry County plays a major role in that."

The Grand Strand accounts for about a third of the $14.6 billion tourism generates annually as the state's top industry.

"[The Grand Strand] drives that train," Sanford said. "We thought it was very important to have a PRT director from Horry County."

Prosser is jumping into his new job by meeting with the PRT staff Monday. And the agency's annual gathering of the state's tourism leaders, the Governor's Conference on Tourism and Travel, starts Wednesday in Greenville.

But on Friday, the news was still sinking in.

"I was really touched to see the turnout," Prosser said of the tourism, business and political leaders who gave him a standing ovation when he was introduced as the PRT director.

"I'm very excited about the opportunity," said Prosser, who said he will resign his council chairman post in the next couple of weeks. "It's a good opportunity for me and for this area to have someone from the industry in that role."

Prosser, a managing partner of Wachesaw Plantation East Golf Club and Resort, will take the PRT helm at a crucial time for the tourism industry and as Sanford plans to restructure government. Two priorities will be boosting visits from underperforming markets and making smarter use of tight advertising dollars.

Sanford interviewed about 20 people for the job, most of them from the coast, he said. "[Prosser] was an obvious choice that popped up quickly, but I wanted to do a thorough process up and down the coast," Sanford said.

He said he wanted someone who didn't have "that Columbia mindset," who could listen to what the tourism industry needs and not be afraid to disagree if he or she sees strategies moving in the wrong direction.

Several local leaders had lobbied for Prosser, including Burroughs & Chapin Co. Inc. President Doug Wendel, who praised Prosser's fairness and financial finesse when Sanford's team contacted him.

"I don't think you could pick a better person," Wendel said. "I'll expect bigger and better things from PRT."

So does Sanford, who, despite the tough economic times, wants the PRT to boost underperforming markets within a 200-mile radius, such as Atlanta. He also wants to market smarter, with a higher percentage of the stretched budget dollars used for advertising.

Smarter advertising is on its way with Prosser, and the Grand Strand will benefit, said Mickey McCamish, president of marketing group Myrtle Beach Golf Holiday.

"It's a real good day for Horry County," he said. "What it says is that people from Columbia now know the way to Myrtle Beach."

Prosser's political experience will help him deal with the politicians in Columbia, and Horry's legislators stand ready to help him, said Rep. Tracy Edge, R-North Myrtle Beach.

"He will be a terrific advocate for tourism all over the state," said Edge , who plans to introduce a bill to change the PRT's name to the Department of Tourism.

Rep. Billy Witherspoon, R-Conway, also said Prosser's appointment is good for the state as well as Horry County.

"He's the man for the job," Witherspoon said.

Staff writer Zane Wilson contributed to this report.