Aimed at millennials, The New Augustan, an annual lifestyle magazine produced by the Augusta Convention and Visitors Bureau, features articles and interviews from local experts on topics like food, history, nature and culture.

Says Barry White, President and CEO of the Augusta CVB, “This will be a dreaming and visionary publication. Our hope is that this lifestyle publication will inspire people to visit Augusta.”

For more than a decade, the Augusta CVB has been riding the baby boomer wave with great success. Visitor spending in Augusta increased 45% over the past decade.

In 2016, the Augusta CVB is shifting their marketing strategy to a new target audience, the millennials—the generation who are now between the ages of 18 and 34. Millennial travelers represent a huge opportunity for the tourism industry as they now outnumber baby boomers. According to the U.S. Census Bureau, millennials represent more than one quarter of the nation’s population and account for between $200 and $300 billion in annual spending worldwide. These numbers are impossible to ignore.

The New Augustan will be available February 11 and will feature stories of Augusta’s River Region, which encompasses Augusta, Aiken, Columbia County, Edgefield and North Augusta.

The lifestyle magazine will highlight the city’s history and heritage, while also showcasing the arts, culture and outdoor adventures that flourish alongside the banks of the Savannah River.

“Potential visitors, current visitors, meeting planners, locals and visiting friends and family will all find relevant information in this new publication,” adds White.