CONWAY — The picturesque "Holiday Capital of South Carolina" could be the backdrop for an upcoming Hallmark movie, but it all depends on what happens this week.
Conway is the only city in South Carolina to be nominated among Hallmark’s Top 25 Merriest Christmas Towns. It could become the merriest of the bunch, but that depends on how many votes it receives by 11:59 p.m. this Friday, Sept. 4.
The winner of Hallmark’s Merriest Christmas Town contest will receive the recognition of "Hallmark’s Merriest Christmas Town" and could become the filming location for a future Hallmark movie.
How to vote for Conway
With around 30,000 residents, Conway is competing against participants in states across the country.
City spokeswoman June Wood said Conway being nominated is significant for both the city and its residents, emphasizing how they have embraced the city’s rebranding in the past decade as a Southern holiday tourism destination.
"What makes Christmas in Conway so special is the way our community embraces it," Wood said. "Our residents have turned the holiday season into something that feels uniquely Conway, filled with traditions, togetherness and a genuine sense of Christmas spirit."
She encouraged everyone to vote for Conway this week.
"Being named one of Hallmark’s Top 25 Merriest Towns is a wonderful recognition of the people who make this community so special," Wood said. "With voting still open, we hope everyone will continue showing the country just how merry Conway can be."
To vote in Hallmark’s contest, visit this link that will take you to Conway’s nomination page.
Conway’s holiday history
While Conway has always decorated for Christmas, the municipality launched a holiday rebrand in 2022, beginning with Halloween in the hopes of generating some seasonal buzz. The city invested more time and money into its preparations.
Now Conway goes all out for every major holiday, including Christmas, Valentine’s Day, St. Patrick’s Day, Easter and the Fourth of July.
Each year, the city budgets some of its hospitality fee collections for decorations. That amount increased from $116,391 in the 2023 fiscal year to $229,712.89 in the 2024 fiscal year, according to city records. City officials said that total includes all holidays.
The gamble has paid off. In 2017, five years before the city started its Halloween blitz, downtown saw 135,000 visitors in October, according to the city's data. In 2024, that total jumped to 235,000.
Also, earlier this year, the General Assembly adopted a resolution dedicating the city of Conway as the "Holiday Capital of South Carolina," securing the rebrand as one for the history books.