TORONTO — Clients heading to Myrtle Beach will get a break on hotel, dining and attraction costs with a new winter season discount program just for the Canadian market, launched yesterday by the Myrtle Beach Area CVB.

The discounts are worth 30- 65% at select hotels and attractions from January through April 2016 for travellers with a valid Canadian passport.

“We realize there are hurdles with the exchange rate. Folks need a way to overcome that,” said Susan Phillips, director of marketing for the Myrtle Beach Area CVB. “We have the affordability factor, but we need to do more.”

“This special Canadian discount is just one more reason to visit in the lovely late winter and early spring seasons, which have typically mild weather, even more affordable accommodations and more elbow room at area attractions,” she added.

The Myrtle Beach area welcomes close to one million Canadian visitors annually. About 38% are first-time visitors.

In addition to Canadian discounts from January through April, the 55th annual Canadian-American Days Festival, or Can-Am Days, will also take place during this discount window, from March 12-20. Details will be available as the event approaches at visitmyrtlebeach.com/things-to-do/events/can-am-days/.

Visitors can look forward to the conversion of the Springmaid Beach Resort making its debut as the DoubleTree by Hilton Springmaid Resort in 2016. There’s also the Hilton Grand Vacations Club Resort, and ground has broken on the new beachside Homewood Suites Resort opening in 2016.

A lot of agents still think of Myrtle Beach as an FIT destination but “the wholesaler is there for them and they can still make commission,” said Phillips. Wholesalers including Holiday House by TravelBrands, Alio, Simply Escape, Royal Scenic and Merit Golf Vacations all offer Myrtle Beach product.

Seasonal flights with Porter Airlines and WestJet continue to bring more Canadians to the destination. More culinary offerings at restaurants including Croissants and new dining venues opening soon have broadened Myrtle Beach’s appeal for travellers, and its demographic.

For additional information on the Myrtle Beach area, visit visitmyrtlebeach.com. More details about the discount program can be found at visitmyrtlebeach.com/hotels/deals/can-am-deals/.