It turns out he was just making sure gay travelers aren't misled.

South Carolina state senator David Thomas, who's been thumping the tub over the $4900 'So Gay' ad campaign in London, has clarified his prior remarks about how taxpayers will be irate over such ads offending their core values:

In an interview with TIME, the Senator explained that the advertisement is offensive to taxpayers who are not gay, and that it mischaracterizes the travel opportunities for gay men and women visiting his state. "They'll get off the plane and say, 'Where are the gay beaches?' and no one will know what they are talking about."

But South Carolina may in fact be "gayer" than many suspect. Andrew Roberts, CEO of Amro Worldwide, visited South Carolina after the state's tourism board expressed interest in the campaign, and says he toured several gay venues, including largely gay sections of mainstream beaches, in Charleston, Hilton Head Island and Myrtle Beach. "A few people in South Carolina need to wake up to what's going on in their state," he says. "There are more gay bars along that coastal strip than there are in Vegas."

The London posters also advertised Atlanta, Boston, Las Vegas, New Orleans and Washington, D.C. Thus far, there has been no outcry from officials in those cities. That may reflect their knowledge that gay tourists spend some $65 billion in the U.S. annually. "It's a tremendous market to tap into," says Matthew DeGuire of Travel Unlimited, a retail travel agency in Columbia, South Carolina. "Most gay households are two-income families with no kids, and they have a lot more disposable income than a typical household." Indeed, a recent marketing survey found that 97% of American gay men and women took vacation in the past year, compared to just 64% of the general population.

Gay rights activists view the furor as yet another example of homophobia. "It shows bigotry," says Ryan Wilson, an activist with South Carolina's Pride Movement, a gay rights organization. "I don't want to be a pawn in someone's re-election campaign." In response to actions by the state tourism board, Wilson's group has decided to raise the $5,000 necessary to pay the advertising fee, and has adopted the slogan "South Carolina WILL BE 'So Gay.'"

Senator Thomas dismisses the notion that homophobia motivated his statements, and says that he merely wants the state to concentrate on inclusive advertising that doesn't single out any specific group. And, in a state where hospitality and business co-exist, he has a message for all potential visitors, gay and straight alike: "You come spend money. We'd love to have you."

Thomas backpedaled some more in an interview with The State:

“If the ad had said, ‘You will love the Southern Baptist beaches,’ I would also be offended,” he said. “If a homosexual is attracted here, that’s great. But I have a problem with tax money being spent on ads with a social viewpoint, particularly with sexual orientation.”

...Thomas has backed off his call for an audit of PRT. He said he would settle for a list of advertising outlets used, their cost and some idea of content.

“We simply need their elaboration of what is being done with their advertising money,” he said. “I expect it to be vanilla. I don’t expect any surprises.”