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Visit North Carolina, the state’s official destination marketing organization, is part of the Economic Development Partnership of North Carolina, a private nonprofit corporation that serves as North Carolina’s economic development organization. The EDPNC improves the economic well-being and quality of life for all North Carolinians by recruiting new businesses to the state, supporting existing employers, assisting companies with international trade, counseling small business and startups, and promoting North Carolina as a destination for tourism, sporting events and film production.

Each year, more than 40 million visitors explore our mountains, beaches, charming small towns and vibrant cities, contributing nearly $37 billion in direct spending. This influx of tourism dollars supports local businesses, from hotels and restaurants to shops and attractions, fueling economic growth and strengthening communities across the state.

Beyond the economic impact, tourism is a major job creator, employing more than 227,000 North Carolinians in roles ranging from hospitality and transportation to entertainment and outdoor recreation. The industry also generates nearly $2.6 billion in state and local tax revenues annually, helping to fund essential services such as schools, public safety and infrastructure — without increasing the tax burden on residents. A thriving tourism industry means a stronger economy, more jobs and a higher quality of life for everyone who calls North Carolina home.

Mission

The mission of Visit North Carolina is to unify and lead the state in positioning North Carolina as a preferred destination for travelers, sporting events and film production and in maximizing economic vitality statewide.

Objectives

 

ORGANIZATIONAL OBJECTIVES

  1. Increase awareness of North Carolina as an inspiring, desirable visitor destination.
  2. Drive and grow traveler interest in North Carolina destinations for more frequent, higher spending, longer trips.
     

CORE BUSINESS OBJECTIVES

  1. Drive out-of-state and international travel to NC.
  2. Inspire travelers and residents alike to discover new places and spend more dollars in state.
  3. Become the premier and preferred destination on the East Coast for leisure travel.
  4. Protect the natural beauty of our state to ensure it remains a top destination for outdoor travelers.
  5. Elevate and amplify local DMO and partner messaging.
  6. Become top choice retirement destination.
     

CORE COMMUNICATIONS OBJECTIVES

  1. Raise awareness.
  2. Inform.
  3. Stay relevant.
  4. Extend an inclusive welcome.
  5. Inspire.

Strategies & Measures of Success

STRATEGIES

The Visit NC team advances its mission through the following strategies:

  1. Engage travelers on an emotional, authentic level to connect with their motivations and aspirations.
  2. Showcase North Carolina’s unique and diverse stories, places, activities and moments through the deeply authentic experiences found within them.
  3. Utilize insights from research and analytics as the foundation for decision-making and program optimizations.
  4. Prioritize opportunities based on alignment with targeted traveler audiences and measures of success.
  5. Raise affinity.

MEASURES OF SUCCESS

Success is measured by the following factors:

  1. SMARI Advertising Awareness and ROI study
  2. Partner Engagement and Satisfaction (Tier 1 and 2, as well as performance survey)
  3. Ad-influenced visitor spending, as measured by SMARI
  4. Attaining and nurturing first-party data

Brand Platform

Key Benefit

Welcome to the deeply authentic experiences of North Carolina.

 

Reasons to Believe

  • With NC you get the local feel, not the tourist appeal.
  • With endless unique experiences, the pressure of checking off all the "must-see" attractions does not overpower the actual destinations.
  • Visit with minimal plans because you can. Have the freedom to truly explore.
  • Slow down. Have time to soak in the unparalleled beauty of it all.
  • Know the people genuinely want you here.
  • Escape the façades. Experience what’s real.
     

Audience Insights

  • Seek personal fulfillment and growth.
  • Desire to unplug and relax.
  • Prioritize authenticity.
  • Slow down. Have time to soak in the unparalleled beauty of it all.
     

Brand Strengths

  • Seen as relaxing, welcoming and authentic.
  • Accessible to beautiful experiences.

 

Tone & Voice

Welcoming. Confident. Cheeky yet friendly.