DistiNCtly 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.
“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 Devin Heath, President & CEO of DistiNCtly Fayetteville. “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.”
2024 Tourism Impact Highlights:
- Visitor spending reached $698 million
- Tourism supported nearly 4,800 local jobs
- Combined income from those jobs totaled $176.49 million
- Local and state tax revenue generated: $47.32 million
- Average tax savings per county resident: $140.03
The report also highlights major milestones, including reaccreditation through Destinations International’s Destination Marketing Accreditation Program (DMAP), a 38 percent increase in paid media impressions, and a 211 percent rise in organic social media engagement.
In addition to driving visitation, the organization made a strong community impact. The 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.
The full 2024/2025 Annual Report can be accessed here.
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