Weekly e-newsletter for VisitNC Partners
July 1, 2020
IN THIS ISSUE:
* Visit NC highlights new initiatives in 'Safety, Sentiment and Stewardship' webinar
* Research shows American travelers even more concerned about pandemic
* N.C.-filmed 'Words on Bathroom Walls' 
to open in theaters Aug. 7
Visit NC highlight new initiatives in 'Safety, Sentiment and Stewardship' webinar

Visit NC's webinar today (Wednesday) examined the latest travel research, offered an update on Count On Me NC, provided results of Visit NC's first resident traveler sentiment, and announced a new stewardship partnering with Leave No Travel and the Outdoor Recreation Industry.
 
Visit NC's Wit Tuttell presented an update on the latest research, noting most travelers are less concerned about traveling any time soon but are now worried more about the safety of their friends and family for possibly being exposed to COVID-19. More people are thinking things are going to get worse in the pandemic before they'll get better. Tuttell also pointed out people are saying they will specifically avoid traveling to a place they would normally consider visiting if there was now a problem with the Coronavirus situation. He noted it's crucial North Carolina continues to manage its situation so the virus doesn't flare up, warranting negative national media attention.
 
On the marketing front, Visit NC's Allison Schult provided an update to Count On Me NC, announcing more than 12,000 entities have taken the online courses and completed certification; more than 8,400 consumers have taken the pledge. Visit NC is moving to the next step with PR and marketing efforts, including a "catchy jingle" plus a video featuring "Sunny" that will run on Sound Cloud, Spotify, Pandora and other channels. Digital billboards, signage aimed at pedestrians and even window clings for restaurant bathrooms will remind everyone to wear a mask, social distance and more. Visit NC wants to share every aspect of this campaign with any and all tourism partners to encourage their participation; this includes making the creatives available (informational "hand-outs" are accessible via the online webinar) to partners being able to use the jingle even on their websites. In addition, Visit NC is working with NC DHHS to be able to offer the campaign in Spanish. The video and jingle will soon be available via Visit NC's Industry Partners You Tube channel.
 
Visit NC's Marlise Taylor presented the initial results of the resident traveler sentiment survey, which Visit NC had contracted to do at least three survey phases. The study's intent was to examine the sentiment of residents for accepting visitors back into the state; safety measures essential for the commencement of travel; levels of interest for travel within the state by residents; change in travel behavior by residents as a result COVID-19; and sentiment towards destination marketing. Taylor noted although residents view tourism as important to North Carolina's recovery, they are still reluctant to travel themselves or to welcome travelers into their communities. however, nearly 30 percent of respondents said the virus has made them become more interested in vacationing within the state.
 
Visit NC's Heidi Walters and the EDPNC's director of the Outdoor Recreation Industry Office, Amy Allison, unveiled Outdoor NC, a new partnership between Visit NC, the Outdoor Recreation Industry and the Leave No Trace Center for Outdoor Ethics. North Carolina is the third state to partner with Leave No Trace and the first on the East Coast. This stewardship initiative is applicable to all 100 counties in the state for all levels of tourism.

Recordings of past webinars are available here, as is today's webinar. Visit NC's webinar topics and registration information will be posted as available on Partners.VisitNC - COVID-19 and VisitNC365.com.
Research shows American travelers even more concerned about pandemic
Concerns that the severity of the pandemic will get worse in the next month are significantly more negative this week than last week, reports Destination Analysts. More than 60 percent of American travelers expect the situation to get worse in the next month, up from 50 percent just last week. Concerns about contracting the virus (71 percent) also remain elevated this week, as do concerns about the health of friends and family (77 percent). Worries that the virus will negatively impact personal finances (60 percent) and the national economy (85 percent) increased this week as well.
 
Concerns about the effects of the virus dampened enthusiasm for travel this week. Interest in short trips dropped this week from last week with less than half of travelers reporting that they would be excited to take a weekend getaway in the next month. More than two-thirds of them have cancelled trips due to the virus, and 30 percent of travelers report that they will avoid destinations they would normally consider visiting for the remainder of the year.
 
For Americans who indicate that they will travel sometime in the remainder of 2020, more than 60 percent report being nervous about visiting destinations that might be crowded and more than 27 percent say that it is essential that the destination not be crowded in order for them to visit.


Compared to a month ago, travelers are more desiring of advertising that is friendly, fun and inspirational and similar to a month ago, they still do not want authoritative or serious tones.

Visit NC will be providing frequent research updates through Newslink each week with links to available studies.
N.C.-filmed 'Words on Bathroom Walls' to open in theaters Aug. 7

"Words on Bathroom Walls" is slated to open in theaters on Aug. 7. The production filmed in the Wilmington region in May 2018, using EUE/Screen Gems Studios, in addition to several on-location shoots in the city. Audits of the production showed it had a direct in-state spend in excess of $8.46 million, which resulted in a rebate of $2.1 million being paid out via an N.C. Film and Entertainment Grant.
'It's How You Get There' films in Goldsboro-Wayne County

The History Channel visited the Goldsboro-Wayne County area last month to film "It's How You Get There." The program appeals to travel, thrill, and transportation enthusiasts by following two life-long friends who travel around the country using exciting modes of transportation that ultimately highlight interesting destinations and "hidden gems." Goldsboro-Wayne County is set to be included sometime in the program's Season 3, which is set for this summer, although an air date hasn't been announced.
U.K. article on N.C. proves award-winning for writer

Visit NC's PR team worked with U.K. writer Emma Johns for a trip to North Carolina that resulted in the article "Sweet Carolina," which appeared in The Observer magazine. The article, which featured the Outer Banks barrier islands, recently won the Visit USA UK Association Media Award for National Newspaper Feature. Visit USA Media Awards  recognize U.K. media for the year's finest writing on travel to, in and around the U.S.A.
Emails from @visitnc.com

Visit NC has heard from a few partners that they have been having trouble receiving emails from the organization. That said, please ensure that emails from @visitnc.com are on your safe sender list. Otherwise, your spam filter may block them or redirect them to a Junk folder.
N.C. Central University offers degree program in tourism

N.C. Central University in Durham has a tourism & hospitality program as part of its School of Business. Graduates receiving the Bachelor of Science (B.S.) degree in Hospitality and Tourism Administration are employed in lodging, food and beverage service, convention and visitors bureaus, event management, resorts, conference centers, cruise lines, and airlines. In addition, N.C. Central is now offering a Hospitality Masters of Business Administration that will be completely online. Application deadline for the Fall is today (July 1); Spring deadline is Nov. 1.
Greensboro to host 2 national soccer events

Greensboro and the NC Fusion soccer team will host two US Youth Soccer National Showcases. The two national events, in October 2020 and March 2021, are together expected to fill 10,000 hotel room nights in the Triad. As the events draw participants and families who will fill hotel beds and eat at local restaurants, they are also expected to attract scouts from professional, college and international soccer, as well as the U.S. Youth Soccer Olympic Development Program.
Magazine names Dirtbag Ales Brewery 'The Nicest Place in North Carolina'

Reader's Digest has designated Dirtbag Ales Brewery in Hope Mills as the "Nicest Place in North Carolina." The brewery was recognized for donating free beer to returning Fort Bragg troops who had to be quarantined due to COVID-19. Dirtbag Ales explained, "No one wants to go into quarantine, but it's what they have to do. Anything that can be done to help raise their spirits while they're in quarantine is good." Dirt Bag Ales had initially been nominated by the Fayetteville Area CVB's Melody Foote. The brewery had collaborated with the FACVB in producing a beer specifically for the FACVB's annual Heroes Homecoming initiative. Being designated the Nicest Place in North Carolina makes DBA a Nicest Places in America Finalist.
$40.7 billion added to U.S. economy, $1.4 billion to N.C.'s in 2019 due to National Park visitation

U.S. Sec. of the Interior David Bernhardt announced last month that visitor spending in communities near national parks in 2019 resulted in a $40.7 billion benefit to the nation's economy and supported 340,500 jobs. According to the annual National Park Service report, 2019 National Park Visitor Spending Effects, more than 327 million visitors spent $21 billion in communities within 60 miles of a park in the National Park System. Of those jobs supported by visitor spending, more than 278,000 jobs exist in communities adjacent to parks.
 
The spending reports that North Carolina was #3 among the Top 15 States by Visitor Spending, behind only California and Alaska. In 2019, 18.9 million park visitors spent an estimated $1.4 billion in local gateway regions while visiting National Park Service lands in North Carolina. These expenditures supported a total of 21.6 thousand jobs, $695 million in labor income, $1.2 billion in value added, and $2.1 billion in economic output in the North Carolina economy.
 
The report shows that the Mountains' three national park units - Great Smoky Mountains National Park (including Tenn.), the Blue Ridge Parkway (including Va.) and Carl Sandburg Home National Historic Site - helped generate millions of dollars. More than 27.6 million visitors spent more than $2.18 billion, supporting more than 31,585 local jobs.

The one Piedmont region national park unit - Guilford Courthouse National Military Park - welcomed nearly 224,000 visitors, who spent more than $13 million, supporting 208 local jobs.

The report for the Coast region showed nearly 3.8 million visitors to Cape Lookout National Seashore, Cape Hatteras National Seashore, Fort Raleigh National Historic Site, Moores Creek National Battlefield and Wright Brothers National Memorial. Visitors spent more than $232 million, supporting 3,350 local jobs.
U.S. Travel launches #Travel Confidently

This week, U.S. Travel Association released Travel Confidently, a shared responsibility toolkit for use throughout the travel industry. These resources can be used to inspire confidence in travelers that they will see consistent health and safety measures throughout their entire journey and remind travelers and residents that they, too, have a role to play when it comes to ensuring a healthy and safe travel experience for all. The program offers a social media guide and graphics, sample digital ads, infographic, posters and industry examples; plus, you can download the toolkit. U.S. Travel invites you to incorporate these resources in your own communications and share them with your partners and audiences.
Great American Outdoors Act passes U.S. Senate, now in the House

After 12 days of debate and 7 votes, the U.S. Senate approved the Great American Outdoors Act. The bill addresses the deferred maintenance backlog at National Park Service sites and other public lands and secures full funding for the Land & Water Conservation Fund. An identical companion bill has been introduced in the House, H.R. 7092. STS' Voter Voice campaign has been updated to reach out to the House of Representatives. If you'd like to encourage your Representative to co-sponsor H.R. 7092, click here. 
Bryson City among 'What safe summer travel looks like in 2020'

Bryson City was included in Money magazine's "From Day Trips to Finding a New Quarantine Spot, What Safe Summer Travel Looks Like in 2020." The article included "Weekend Getaways," which included Bryson City, noting it's "well known for its almost endless outdoor offerings, and even offers 20 campgrounds. A tiny mountain town at the base of the Great Smoky Mountains, Bryson City is also a gateway to the Appalachian Trail, where you'll find stunning views - like a 25-foot waterfall just outside of the city. And it's not unusual to see people white water rafting, boating, and kayaking along the Tuckasegee River that flows through the city. For a more mild excursion still packed with beautiful scenery, the Great Smoky Mountains Railroad train departs from the downtown area, and just reopened after being closed due to COVID-19."
Cool off with 'Waterfalls & Swimming Holes'

The July issue of Our State magazine features "Waterfalls & Swimming Holes," which spotlights sites and activities for "Cooling off in Carolina." A photo essay highlights Southern Highlands Reserve at Lake Toxaway. The July issue is available now.
For the week of July 2, "North Carolina Weekend" showcases "finding your adventures." Features include the newest section, in Cary, for the American Tobacco Trail Greenway; Nantahala Outdoor Center in Bryson City; Cashie River Treehouses in Windsor; cycling Mount Mitchell near Burnsville; Rocky Face Mountain Recreational Area in Hiddenite; and River Girl Fishing Company in Todd. (Check local listings; segments are subject to change.) "North Carolina Weekend" is underwritten by Visit North Carolina. In addition, UNC-TV has recent editions of "North Carolina Weekend" available online.
Resources for travel industry regarding COVID-19

As the travel industry is facing challenging times in the ever-changing situation of COVID-19 and its effects, there are several useful resources available to help with information, communications, planning and guidance.
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