DistiNCtly Fayetteville, the official destination marketing organization for Fayetteville and Cumberland County, has released its 2024/2025 Annual Report, revealing unprecedented levels of visitor spending and broader economic benefits. The data reflects a robust recovery in regional tourism, surpassing pre-pandemic benchmarks and reinforcing travel as a key driver of employment and public revenue.\n\nDevin Heath, President and CEO of DistiNCtly Fayetteville, emphasized the collective effort behind the results: “This fiscal year represents a major turnaround—not just for our organization, but for the entire local tourism ecosystem. Every division, from sales to visitor engagement, exceeded expectations. This success stems from strategic planning and, above all, the commitment of our team.”\n\nKey findings from the 2024 tourism impact assessment include: visitor expenditures totaling $698 million; nearly 4,800 jobs sustained by the industry; combined worker income of $176.49 million; and $47.32 million in state and local tax receipts. These figures translate to an average tax relief of $140.03 per county resident.\n\nThe report also outlines organizational milestones, such as reaccreditation under Destinations International’s rigorous DMAP program, a 38% growth in paid media visibility, and a 211% surge in organic social media interactions. Beyond marketing, the team exceeded volunteer hour targets, coordinated disaster relief for Hurricane Helene victims in western North Carolina, and launched the Can Do Tourism Academy—an initiative offering free training to hospitality professionals across the region.\n\n— news from Greater Fayetteville Business Journal\n\n— News Original —\nDistiNCtly Fayetteville showcases record-breaking tourism growth and economic impact in annual report\n\nDistiNCtly Fayetteville, the destination marketing organization for Fayetteville and Cumberland County, has released its 2024/2025 Annual Report, sharing record-breaking visitor spending, strong marketing results and key organizational achievements. The report highlights a powerful rebound for the region’s tourism economy and the growing role of travel in driving local jobs and tax savings. \n\n“As we reflect on the 2025 fiscal year, I am proud to share that this year marked a powerful resurgence for DistiNCtly Fayetteville—and for the entire Cumberland County tourism community,” said President & CEO of DistiNCtly Fayetteville Devin Heath. “We achieved record-breaking performance across our Sales, Marketing, and Visitor Services teams, surpassing all results since before the onset of the COVID-19 pandemic. This momentum not only speaks to the strength of our strategy but, more importantly, to the dedication and talent of our team.” \n\n2024 tourism impact highlights: \n\nVisitor spending reached $698 million \n\nTourism supported nearly 4,800 local jobs \n\nCombined income from those jobs totaled $176.49 million \n\nLocal and state tax revenue generated: $47.32 million \n\nAverage tax savings per county resident: $140.03 \n\nThe report also highlights major milestones, including reaccreditation through Destinations International’s Destination Marketing Accreditation Program (DMAP), a 38% increase in paid media impressions and a 211% rise in organic social media engagement. \n\nAdditionally, the DistiNCtly Fayetteville team exceeded its volunteer-hour goal, organized a Hurricane Helene relief effort that delivered critical supplies to western North Carolina and celebrated the inaugural year of the Can Do Tourism Academy, a free program designed to train and inspire hospitality workers across the county.
