Weekly e-newsletter for Visit NC partners, May 4, 2022

IN THIS ISSUE:

* Total tourism spending at near recovery in 2021

* Visit NC webinar next week examines

importance of Canadian visitors

* Visit PR team-driven effort leads

to TV coverage in Brazil

* N.C.-filmed ‘Along for the Ride’

premieres this Friday on Netflixx

Total tourism spending at near recovery in 2021

Gov. Roy Cooper announced yesterday (Tuesday) that the North Carolina tourism industry saw a major recovery in 2021 with $28.9 billion in visitor spending. With domestic travel reaching new heights as international visitation lagged, the total falls just 1 percent below the record set in 2019 and represents a 45 percent increase from pandemic-stricken 2020.

"We know visitor spending helps fuel our economy in all 100 counties by sustaining local businesses, supporting thousands of jobs and bringing in tax revenue, and that's why we've been working to encourage tourism," Gov. Cooper said. "After being hit hard in 2020, tourism has bounced back as people around the world are again getting to see and experience the greatest state in the country."

Gov. Cooper’s announcement coincides with National Travel & Tourism Week (May 1-7), when travel and tourism professionals across the country unite to underscore the value of travel to the economy, businesses, communities and personal well-being. Adding to North Carolina’s reasons to celebrate: For the second year in a row, the state ranks No. 5 in domestic visitation.

The state’s tourism-supported workforce increased 10.5 percent to 197,500 jobs in 2021. That figure reverses the more than 26 percent loss in employment suffered in 2020. But the total remains 18 percent below the record 242,600 jobs from 2019. Tourism payroll increased 19 percent to $7.7 billion. Also as a result of visitor spending, state and local governments saw rebounds in tax revenues to $2.3 billion.

The figures are preliminary findings from research commissioned by Visit North Carolina and conducted by Tourism Economics. More information about the study can be found online here.

The research shows that domestic visitor spending has fully recovered in North Carolina while international spending still lags. In 2021, domestic visitors spent $28.6 billion, a figure that tops the 2019 record by 2.4 percent. International visitor spending rose nearly 26 percent, but it’s still down more than 74 percent from 2019.

“We’re encouraged by the report on the recovery of our tourism industry, which is essential to the state’s economic well-being,” said Department of Commerce Secretary. Machelle Baker Sanders. “More than 45,000 small businesses across North Carolina rely on what visitors spend – on everything from lodging and dining to transportation, recreation and retail.”

Sanders noted that as a result of travelers’ contributions to state and local tax revenue, North Carolina households averaged about $580 in yearly savings.

Visit NC webinar next week examines importance of Canadian visitors

As part of its monthly webinar series, Visit NC, along with its Canadian office, is hosting “Insight into Canadian Travelers” next week on Thursday (May 12) at 10 am. The webinar will offer a look into Canadian travelers – what they are looking for in a travel destination, popular times for travel, how to reach them, and more. Historically, Canada represents the largest international spending market for N.C., with more than $38 million spent in 2020, even in midst of the pandemic. Spending in 2019 was $184 million, with an average spending per Canadian visitor of $453 per person. Spending by Canadian visitors is forecast to be back up to nearly 2019 levels this year and up to $214.1 million by 2025. Click here to pre-register.

Visit PR team-driven effort leads to TV coverage in Brazil

A partner-supported visit has generated coverage for Charlotte, Boone, Banner Elk and Asheville on the Brazilian TV travel show “Mala Pronta” (“Suitcase Packed”). As part of Visit NC’s participation in Travel South’s Global Partner Program, Visit NC’s PR team organized the late February trip for show host Patty Leone and her husband/camera operator, who highlighted the destinations in the hour-long segment. Attractions featured included theAppalachian Ski Mountain, Basilica of St. Lawrence, Beech Mountain Resort, Biltmore, Grandfather Mountain, NASCAR Hall of Fame, U.S. National Whitewater Center, Grandfather Mountain, and Wilderness Run Alpine Coaster. Among the culinary highlights were sampling grits at Haymaker in Charlotte and biscuits at Asheville’s Biscuit Head. The trip was supported by the Charlotte Regional Visitors Authority, Watauga County TDA, Banner Elk TDA and Explore Asheville. To date, the segment and social media posts have reached an audience of 11.3 million. 

Visit NC, tourism in the Charlotte area spotlight

Visit NC’s Scott Peacock was interviewed last week on Charlotte’s WJZY (Fox TV affiliate). He discussed tourism’s increasing return to the state post-pandemic. Peacock also explained Visit NC’s “Dream Big in Small Town NC” campaign, which showcases several small-town areas/counties of the state by encouraging visits that would potentially lead to personal and/or business relocations. Watch the interviewhere.

N.C.-filmed ‘Along for the Ride’ premieres this Friday on Netflix

“Along for the Ride,” a N.C.-filmed feature-length film, is slated to premiere this Friday on Netflix. The summer before college, studious Auden meets mysterious Eli, and – on nightly quests – he helps her experience the carefree teen life she was missing. The film is based on YA novel of the same name by Chapel Hill author Sarah Dessen. Production on the film took place in 2021 in New Hanover County.  The production is expected to have a direct in-state spend in excess of $16 million. View the trailerhere.

N.C.-filmed ‘The Summer I Turned Pretty’ set to debut June 17 on Amazon Prime

The N.C.-filmed series “The Summer I Turned Pretty” is set to debut June 17 on Amazon Prime Video. Based on the YA novel by the same name, the series is about a multigenerational drama that hinges on a love triangle between one girl and two brothers, the ever-evolving relationship between mothers and their children, and the enduring power of strong female friendship.Filming on the production took place last July to October in the greater Wilmington area.  The production spending is estimated to have been more than $40 million.

Asheville among ‘10 Best Mother-Daughter Getaways in the U.S.’

Travel + Leisure included Asheville among its “10 Best Mother-Daughter Getaways in the U.S.” The online article noted, in part, “A trip to Asheville affords you and mom some quality time in nature. The city, flanked by the Blue Ridge Mountains, is a popular spot among hiking and biking enthusiasts. In fact, the destination – and its surrounding region – boasts a whopping 3,000-plus miles of free trails.”

‘North Carolina Weekend’

For the week of May 5, "North Carolina Weekend” offers “Plan Your Getaway.” Featured segments include Edenton; Round Peak Vineyards in Mount Airy; The Inn at Elon in Elon; The Lion and the Rose Bed & Breakfast in Asheville; and the Roanoke River Paddle Trail, with the segment based in Weldon.  (Check local listings for schedule; segments are subject to change.) "North Carolina Weekend" is underwritten by Visit North Carolina. In addition, PBS North Carolina has recent editions of "North Carolina Weekend" available online. 

Upcoming industry meetings & events

through May 7 – National Travel & Tourism Week, nationwide

May 15-16 - MPI-Carolinas Chapter Annual Meeting, Cherokee

May 24 – NC Travel & Tourism Board meeting, TBD

June 4-8 – IPW, Orlando, Fla.

June 5-10 – STS Marketing College, Macon, Ga.

June 13-16 – TTRA Annual International Conference, Victoria, British Columbia

June 27-29 – AFCI Week, Beverly Hills, Calif.