RALEIGH, NC — As Western North Carolina continues its recovery from Hurricane Helene, Visit North Carolina has launched a new campaign titled “Rediscover the Unforgettable” to promote economic vitality in the region. The initiative was unveiled with Governor Josh Stein and emphasizes the scenic beauty and cultural richness of the North Carolina mountains.
“It’s been nine months since Hurricane Helene — let’s let our neighbors know we haven’t forgotten them,” stated Gov. Stein. He encouraged those planning vacations to consider Western North Carolina as a destination.
The reopening of Chimney Rock at Chimney Rock State Park marks a significant milestone in the recovery efforts. Governor Stein led the celebration at this National Natural Landmark, although Chimney Rock Village remains closed. Visitors can access the park via NC 9 through Lake Lure with timed reservations required for entry on Fridays through Mondays. During the event, Gov. Stein signed a $500 million relief package passed by the General Assembly, which includes $5 million for promoting tourism in the area.
Visit NC initially launched its recovery campaign last November when major highways reopened, using the tagline “Our best way to get back is for you to come back.” This message aimed to reassure travelers that Western North Carolina was ready to welcome visitors again.
“That original messaging was effective,” said Wit Tuttell, executive director of Visit NC. “Since the start of the campaign, we have seen perceptions of travelers improve with regards to accessibility and readiness to host visitors.”
The current “Rediscover the Unforgettable” campaign invites travelers back to experience activities such as fishing, paddling, hiking, and exploring signature attractions like craft destinations. The campaign features a video narrated by country star Eric Church.
In collaboration with Gov. Stein, Visit NC seeks to stimulate local economies reliant on tourism by promoting visits that support local businesses and workforce development. Previous allocations from the General Assembly provided $4 million for tourism marketing efforts.
“The legislative and executive support allows Visit NC to serve our hard-hit mountain region without limiting our mission to inspire travel across the entire state,” Tuttell added.
Western North Carolina offers diverse experiences from natural landmarks like Grandfather Mountain’s Mile High Swinging Bridge and Sliding Rock waterslide to cultural hubs such as Asheville and Boone. Travelers can enjoy everything from adventure sports like mountain biking in Pisgah National Forest to relaxation at wellness centers or golf resorts like Waynesville Inn & Golf Club.
“Mountain getaways are clearly a win-win,” Tuttell concluded. “This is travel at its best with the added reward that comes from knowing that every dollar spent contributes to recovery.”
For more information on how to “Rediscover the Unforgettable,” visit VisitNC.com.
Visit North Carolina is part of the Economic Development Partnership of North Carolina (EDPNC), focusing on positioning North Carolina as a preferred travel destination while boosting economic vitality statewide. Each year, about 40 million visitors spend nearly $37 billion in North Carolina, supporting over 230,000 jobs and generating nearly $2.7 billion in tax revenues.
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