Weekly e-newsletter for Visit NC partners, May 5, 2021
Visitor spending for 2020 drops significantly due to COVID-19, reflecting huge toll on the tourism industry
 
In 2020, visitor spending in North Carolina dropped 32 percent, bringing to a close a remarkable 10-year run of spending records set by domestic and international travelers. Even in the face of the public health emergency created by the COVID-19 coronavirus, visitors to North Carolina spent $19.96 billion in the state in 2020. The annual spending report was commissioned by Visit North Carolina; it was conducted by the U.S. Travel Association and Tourism Economics. 
 
Though unsurprising in light of the pandemic’s pervasive effects, the numbers for 2020 quantify COVID-19’s devastating toll on tourism. Of the total $19.96 billion in tourism spending, domestic visitors contributed $19.7 billion, a drop of 29.5 percent. The $268 million spent by international travelers represents a 79.4 percent decrease from 2019.
 
The tourism-supported workforce decreased 26.4 percent to 178,700 jobs. Tourism payroll dipped to $6.4 billion, a nearly 25 percent decrease from a record-breaking 2019. State and local governments saw similar decreases in visitor generated tax revenues to $1.8 billion from $2.4 billion in 2019. North Carolina ranked fifth among states for total visitor volume in 2020.
 
To find out more, clickhere.
N.C. featured during AAA NE Road Trips Takeover Week
 
Last week, Visit North Carolina’s Amanda Baker partnered with AAA Northeast during its Road Trips Takeover Week. The week included a N.C. virtual training with AAA agents in the Northeast, social posts to a Facebook group for the agents, consumer facing post, and an evening virtual event with agents. The Sips and Sounds of North Carolina evening virtual event promoted the N.C. beverage scene and featured guests Leslie Hartley from the Blue Ridge National Heritage Area and Blue Ridge Craft Trails, as well as accomplished luthier Richard Beard. The AAA NE Road Trips Takeover Week culminated with a giveaway from Visit New Bern. For more information on this partnership or other travel trade marketing opportunities, contact Amanda Baker at (919) 447-7765.
PR team connection results in Art Loeb Trail among ‘Once-in-a-Lifetime Backpacking Trips’
 
The Art Loeb Trail in Transylvania and Haywood counties is featured in Outside magazine’s roundup “8 Once-in-a-Lifetime Backpacking Trips in the U.S.” The article was the result of the Visit NC PR team’s conversations with the writer. The online article noted, in part, “The Art Loeb Trail isn’t an easy trail—it climbs four 6,000-foot peaks—but at just 30 miles, it’s doable in a matter of days. Most hike it in two to five. Named after an activist from the Carolina Mountain Club, this trail is one of the more popular routes in Pisgah National Forest…. Hike it out and back for a shorter distance or add a connecting trail to make it a loop. Blue Ridge Hiking Company leads guided, four-day hikes on the Art Loeb Trail, or do it yourself and book a shuttle with Pura Vida Adventures.” OutsideOnline.com reaches 3.5 unique monthly visitors.
Visit NC’s PR team pitch leads to coverage in luxury Canadian publication
 
Thanks to the efforts of Visit NC's PR team, Fearrington in Pittsboro and The Umstead Hotel and Spa in Cary are featured in the Spring/Summer issue of Canada’s MarQuee Magazine in its article “The Journey to Wellness.” Highlighting spa experiences for rejuvenation, the article described Fearrington as an English-inspired village “nestled in the idyllic countryside of the North Carolina piedmont. This is where you'll find the Fearrington House Inn, situated on a historic farm, surrounded by tranquil manicured gardens and dreamy green pastures.… The Fearrington Spa is unpretentious and will leave you melting into old-world charm, complete with some excellent beauty treatments and exclusive Elemis British skincare products.”
 
For The Umstead, the article remarked on the hotel’s “clean, contemporary lines,” its woodland setting and its art collection as an asset that contributes to the wellness experience. “From organic botanical treatments to the soothing sounds of mountain water and the expansive views, this is a space where all of your senses are engaged, which is why they are consistently listed among the best spas in the Raleigh area,” the article said.
 
The magazine claims 1.5 million impressions based on hand-delivery to high-income homes in the Greater Toronto area and distribution via Chapters Indigo and Barnes & Noble bookstores, Guinot spas throughout North America, private aircrafts and lounges, and other exclusive outlets.
Visit NC sponsors Canada’s Total Mom Pitch

On April 19, Visit North Carolina partnered with Total Mom Inc. on its second annual Canada’s Total Mom Pitch show. The event was an immersive experience designed for moms who wanted to take their well-being and career goals off the backburner. This year saw more than 700 Canadian mom entrepreneurs and is expected to grow next year.
 
The year-long initiative featured North Carolina as a premier award sponsor alongside organizations like Visa Canada, Scotiabank Women Initiative, National Post and others. Pre-event coverage in Canada’s top media outlets garnered more than 7 million media impressions nationally.
 
As part of this partnership, Visit North Carolina sponsored a recognition award, the North Carolina Mountain to Coast Award, which saw more than 100 applicants for consideration. The recognition was awarded to Amina Mohamed, a photographer, tour guide, teacher, and owner of Triple F Photo Tours/Cameras for Girls Uganda.
 
“I just wanted to reach out and tell you how much I appreciate this recognition award. Every step counts in a small business, so thank you!” said Amina Mohamed.
 
In addition to the recognition award, Visit North Carolina and Explore Brevard sponsored The Land of Waterfalls Trip Giveaway, which was featured in the event’s virtual “door prize” promotion and the small business vendor market.
Stewart, Nicholls receive N.C. Champion Award
 
Last week, Visit NC's Kathy Prickett presented the North Carolina Champion Awardto two long-time DMO leaders. The Champion Award honors leaders who have provided outstanding service to North Carolina's tourism industry during an extended period of time. It recognizes individuals whose commitment has led their organization to new heights through sustained excellence.

Due to the pandemic, the Champion Award was belatedly presented to Donna Stewart. Before retiring this past December, Stewart was with the Camden County TDA and Dismal Swamp Welcome Center for 12 years, working as the director for more than 8 years.
Nancy Nicholls was the first and sole director for the Chowan County TDA, leading the organization for nearly 30 years. She retired at the end of April.
Help promote vaccination with the 'Bringing Summer Back' initiative
 
Even though 3.6 million North Carolinians have been vaccinated with at least one dose of the COVID-19 vaccine, more than half of the state's adult population is completely unvaccinated, putting them at higher risk of contracting and spreading the virus. Nearby states Virginia, Georgia, South Carolina and Florida also have more than half of the adults unvaccinated.
 
Organizations are encouraged to participate in the Bringing Summer Back initiative to help promote vaccination and ensure any adult who spends time in North Carolina gets vaccinated. Bringing Summer Back is a program launched by the N.C. Department of Health and Human Services to engage organizations across the state to ensure as many people as possible are fully vaccinated by summer. The campaign will run two weeks in May (May 9–15 and May 16–21) and two weeks in June (June 6–12 and June 20–26), during which organizations across the state will rally together to promote vaccination.
 
Tourism organizations can get involved in the campaign by sharing messages with visitors, distributing resources via their networks, or coming up with their own approach to encourage visitors to get vaccinated. Get involved by registering to participate at covid19.ncdhhs.gov/BringSummerBack or by emailing BringingSummerBack@dhhs.nc.gov. Registered partners will receive an introductory toolkit of resources and materials – from flyers to stickers to ways to participate – to help the people in their community bring summer back.
Research shows levels of comfort with travel rising, enthusiasm for travel increasing
 
Near term expectations for improvement with regards to the pandemic increased greatly this week, reported Destination Analysts. The percentage of Americans who expect improvement in the next month grew from 44 percent last week to 59 percent this week.
Feelings of safety also grew this week with confidence in the ability to travel safely growing to nearly 46 percent of American travelers. As well, the perception of travel activities associated with leisure travel being unsafe fell to a record low of 30 percent.
 
Support for local tourism is also improving and travelers are reporting that they are feeling safer in their own communities; more than half say they would be happy to see their home community in a travel advertisement.
As levels of comfort with travel continue to rise, enthusiasm for travel also continues to increase. Travel readiness has hit a pandemic-record high of 77 percent this week, while travel guilt hit a record low. Baby Boomers are beginning to become more marketable with regards to travel, having the greatest growth this week in their travel marketability score created by Destination Analysts.

Visit NC will be providing frequent research updates through Newslink with links to available studies.
American adding Columbus (Ga.), El Paso flights to CLT
 
American Airlines is slated to add nonstop routes from Columbus, Ga., and El Paso, Texas, to Charlotte Douglas International Airport, starting this summer. The separate flights from CSG and ELP to CLT start Aug. 17.
Barkwells, Twiddy & Company offer insights for ‘5 Things to Know About Booking a Summer Rental’
 
The New York Times offered “5 Things to Know About Booking a Summer Rental” and included insights from two N.C. entities. Noting the importance of booking early, Barkwells in Mills River explained its bookings for the rest of the year are up almost 30 percent over what the forecast looked like in April 2019; plus there are more multiple-week guests this year. Noting the expectation to pay more mentioned Twiddy & Company, in Corolla and Duck, which said its rates have risen 8 percent since 2019.
Wilmington and Beaches CVB moves offices
 
The Wilmington and Beaches CVB has moved offices, moving one street over. Its new address is 1 Estell Lee Place, Suite 201, in Wilmington, 28401. Phone numbers and emails remain the same.
Owens named new executive director for Henderson County TDA
 
Michelle Owens has been named the new executive director for the Henderson County TDA, effective this past Monday. She may be contacted at (828) 693-9708 or via director@visithendersonvillenc.org.
‘North Carolina Weekend’

For the week of May 6, "North Carolina Weekend" showcases “International Charms.” Segments feature La Caseta in Charlotte; French Connections in Pittsboro; Namu in Durham; Flor de America Cigars in Statesville; and Chai Pani in Asheville. (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.
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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