The 2025 Visit NC Tourism Conference buzzed with energy as destination marketers, industry partners, and thought leaders from across the state gathered in Hickory, NC. Over three inspiring days, attendees explored fresh ideas through keynotes and breakout sessions, connected with vendors, and shared stories over locally sourced snacks that showcased the region’s flavor.
Keep reading to discover the top three takeaways that are shaping the future of tourism in North Carolina and beyond.
1. How the Current Economy Impacts Travel
During an Xpress lunch session, Adam Sacks, president of Tourism Economics, shared insights, just days after President Trump’s latest international tariffs were announced. Based on their modeling, these tariff changes to the market impact our nation’s unemployment and inflation, and will have a downstream effect on the tourism industry.
Take heart! Despite the current economic doom and gloom, there are opportunities. Here are three ways the tourism industry is likely to see changes over the next year and how your destination can respond.
Leisure Travel Will Remain Strong Among Higher-Income Households
According to an MMGY study, American consumers are planning four trips in 2025 on average. Thanks to our COVID years, people are continuing to value travel and experiences and using 10% more of their PTO than before the pandemic.
Takeaway: My prediction is that leisure travel will continue in 2025, with mid to lower-income families taking adventures closer to home. This is a great opportunity for destinations to invite visitors to take a staycation, promote free experiences, and offer incentives to book early.
Business & Group Travel Likely to Decline More Than Leisure
As businesses and corporations are inspired to cut bottom lines, we’re more likely to see a decline in business travel vs. leisure travel. However, here too, our COVID years taught us that the value of meeting face-to-face is irreplaceable.
Takeaway: My recommendation is to highlight the value of groups, collaborative meeting experiences, and people connecting in your marketing.
International Travel Will Be Hit the Hardest
Now we get to the saddest possible outcomes. Out of the three travel segments, international travel will most likely be impacted the most, with predictions of a 9% decline over the next year. After COVID, the hope was to restore international travel this year, but based on the current dialogue and political climate, the new prediction is that international travel recovery is going to push out another five years.
Takeaway: Before your heart gets too heavy, remember that marketing begins with awareness. It’s never too early to remind international travelers about your destination’s unique assets. Now is the time to find creative organic ways to invite them to visit (e.g. segmented email newsletters, guest blogs, social media takeovers).
2. Storytelling is a Destination’s Secret Weapon
In his comical and heartfelt keynote speech, Atlas Obscura co-founder Dylan Thuras reminded a room full of tourism professionals that “travel is downstream of methodology.” For example, the brilliant tagline “What Happens in Vegas, Stays in Vegas” creates a myth that lives in people’s minds that is bigger than the city of Las Vegas.
How can you leverage storytelling for your destination or tourism organization? Here are three ideas from two different breakout sessions at the 2025 Visit NC Tourism Conference. Want to learn more? Consider joining UPLIFT’s storytelling workshop and cohort.
Be Authentic
In the Rural Tourism Development breakout session hosted by UPLIFT, Jennifer Everett, founder of Culture Queens, encouraged attendees not to run away from the story. No matter how hard it might be to tell, people want the authentic version of the story. She emphasized that it’s these real, sometimes uncomfortable narratives that foster deeper connections and lasting impact with visitors.
Invite Others to Tell Their Story
During that same Uplift breakout session, Kullen Bell, from the Choarie Tribe and Coharie Rivers Tours, shared the value of inviting others to come and share their story, honoring a true oral tradition. As part of their tours, when available, elders from the Coharie Tribe will come and speak, sharing their history and relationship with the land, leaving a lasting impact on visitors.
Anchor in Regional Identity
In the North Carolina Attractions Forum breakout session, Jesse Pope, president and executive director of the Grandfather Mountain Stewardship Foundation, shared the rich history of Grandfather Mountain. He spoke about the mountain’s long-standing reputation as a sacred space, deeply valued by generations past. By tapping into that legacy, he encouraged attractions to create meaningful experiences that resonate with visitors on a deeper, more emotional level.
3. Everyone is Committed to Rebuilding Western NC
As a resident of Black Mountain, NC, my home and community were impacted by Hurricane Helene in September 2025. Attendees from other NC locations were incredibly kind, asking for updates on my community and home. It was also incredibly heartwarming to hear every Visit NC speaker share their commitment to fully support and restore Western NC.
Was your tourism organization impacted by Hurricane Helene? Access free marketing resources for your tourism destination or organization to help you reach your audience and begin thriving again.
Almost All of Western NC is Open for Tourism
Six months after Helene’s visit, it’s shocking to consider that almost all areas are open to tourism again, including Asheville, Black Mountain, and Old Fort. Based on the amount of damage, it’s truly a miracle.
There are still currently a few areas that should be avoided as they’re closed to visitors, including Chimney Rock, Hot Springs, and Mount Mitchell State Park. Click here to view travel advisories on an interactive map.
Western NC Will Fully Rebuild
During an Xpress lunch session, NC Secretary of Commerce, Lee Lilley, shared that helping Western NC recover from Hurricane Helene is Governor Josh Stein’s number one mission. His daily staff meetings begin with checking on the progress of the communities that have been affected. Visit this WNC Recovery dashboard for updates on recovery progress and milestones.
Western NC is Resilient
During the lunch session, multiple organizations and people were honored for their work and commitment to people and communities impacted by Hurricane Helene, including Tryon International, the equestrian events center in Mill Spring, NC, which was honored for creating the highly impactful WNC Main Street.
By opening up space within their center, they created an opportunity for multiple small businesses to showcase and sell their products during the holiday season.
Conclusion
The 2025 Visit NC Tourism Conference left me with 12 pages of notes, tears of joy and remembrance on how far we’ve come since Helene, empowering tactics, and multiple ideas on how I can more strategically support destinations and tourism organizations with their paid advertising, social media, and content strategies. Follow me on LinkedIn for more destination marketing ideas and campaign insights.
Did you attend the 2025 Visit NC Tourism Conference? I’d love to hear your key takeaways. Comment below or drop me a note.
