Mission, Objectives & Strategies


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

Objectives & Measures of Success

Visit North Carolina’s core objectives are to:

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

Success is measured by three key factors:

  • Traveler inquiries
  • Visitor spending
  • Partner engagement

Why Tourism: The Benefits of Tourism for North Carolina’s Economic Vitality from NC Tourism on Vimeo.


The Visit North Carolina team will advance its mission through the following strategies:

  1. Engage with travelers on an emotional, authentic level to connect with their motivations and aspirations.
  2. Showcase North Carolina’s unique and diverse stories, places and experiences through the deeper connections and inspiration found within them.
  3. Collaborate with industry partners to maximize the impact of marketing investments for attracting out-of-state visitors.
  4. Utilize insights from research and analytics as the foundation for decision making and program optimizations.
  5. Prioritize opportunities based on alignment with target audiences and measures of success.