Wit Tuttell, Executive Director, Visit NC

In an interview with Invest:, Wit Tuttell, executive director of Visit NC, discussed North Carolina’s tourism growth, the emphasis on sustainability, and how the state is leveraging authentic experiences to attract travelers. “North Carolina is one of the most diverse states in the country — you can golf, ski, and hit the beach all in one day with a fast enough car,” said Tuttell.

What have been the most significant milestones and achievements for Visit NC over the last 12 to 18 months?

One of the highlights is the return on investment from our ad campaigns, but more importantly, we’re focused on the state’s overall performance. The most recent full-year data, for 2023, shows North Carolina had a record-breaking $35.6 billion in visitor spending, a 7% increase from the previous year. Tourism payroll also hit a record $9.3 billion.

Direct tourism employment is up, though not yet at pre-2019 levels. While wages have reached record highs, the number of jobs hasn’t fully recovered, likely due to innovation as businesses operate with fewer workers amid the workforce shortage. About 227,000 people are employed in the sector.

What we’re most proud of is the nearly $4.5 billion in tax revenue generated by visitors, who act as temporary taxpayers. They spend over $97 million a day, much of which contributes to local tax revenue, benefiting communities across North Carolina and boosting the state’s economy.

How has demand for travel to North Carolina evolved in recent years, and what trends are you seeing among different types of travelers?

North Carolina is one of the most diverse states in the country — you can golf, ski, and hit the beach all in one day with a fast enough car! That diversity is both a blessing and a challenge for marketers. While offering so many experiences is great, it’s hard to focus on promoting one without leaving something out.

Since the pandemic, we’ve seen shifts. North Carolina lost about $10 billion in visitor spending but bounced back quickly because our attractions — outdoor activities and soft adventure — were exactly what people wanted post-pandemic. Rural areas, especially the mountains and coast, saw a surge in visitors as people sought nature and avoided crowds, aided by remote work.

In 2023, urban areas like Charlotte saw a shift back, with record visitation as people became comfortable with larger gatherings, concerts, and events. Even in cities, North Carolina offers natural beauty. Visitors often say they feel like they’re landing in a forest when arriving in Raleigh or Charlotte, highlighting the state’s unique blend of urban and natural environments.

How does North Carolina promote sustainable tourism and protect its natural resources?

Sustainability has become incredibly important. After the pandemic, we saw a surge in outdoor activity, which was great but presented challenges. Many visitors unfamiliar with hiking or camping crowded the same areas, leading to overuse. In response, we launched Outdoor NC, a program with Leave No Trace, encouraging responsible enjoyment of nature for both safety and preservation. This has been widely embraced by tourism offices across the state.

We’ve also shifted our marketing to focus on sustainability and visitor dispersal, attracting the right visitors at the right time to spread out tourism’s impact, benefiting both the environment and local communities. Educating visitors on safety is also key. For example, with over 500 waterfalls in the state, while beautiful, they can be dangerous. Our campaign emphasizes being prepared, reminding people that nature is both beautiful and powerful.

What role does technology play in enhancing traveler experiences, and how has Visit NC leveraged digital platforms?

There are two key aspects here. First, the tourism industry had to adapt quickly to the workforce shortage, which isn’t just a North Carolina problem, but a national one. Many people retired during the pandemic, and we don’t have enough younger workers to replace them. As a result, businesses have had to innovate.

We’ve seen restaurants shift to counter-service or implement technology solutions, like QR codes, to streamline operations with less staff. Hotels have adapted too, offering guests the option to forego daily room cleaning, which not only helps with staffing but also conserves resources. Some restaurants have even started using robots to deliver food, which is fascinating to see.

The second aspect is how technology helps us reach travelers. Three years ago, we didn’t even have a TikTok account, but now a lot of people use platforms like TikTok and Instagram to research and plan their trips. We have to be where our audience is, and that means staying on top of these ever-evolving digital trends. The speed at which technology changes requires us to be quick and adaptable in how we market North Carolina as a destination.

How is Visit NC incorporating authentic experiences to appeal to travelers seeking deeper connections with their destinations?

That’s the heart of our new campaign, “For Real, Visit NC,” launched last year. What sets North Carolina apart is its abundance of authentic, unique places, each with its own character. “For Real” isn’t just about natural beauty — it’s about genuine experiences. For example, Charlotte offers a truly unique experience you won’t find anywhere else.

We’re emphasizing this because people want to escape the sameness of other places. Despite being the fifth most visited state, North Carolina lacks the name recognition of others, partly because we don’t have a big attraction like Disney. Many of our best spots — national parks or local gems — don’t advertise at all.

Take Bossy Beulah’s in Charlotte, known for its chicken sandwiches, but not spending millions on ads. It’s these authentic, under-the-radar places that make North Carolina special.

Looking ahead, what are your top priorities for Visit NC over the next few years, and how do you see North Carolina’s tourism evolving?

Our top priority moving forward is attracting the right visitors at the right time. We’re focusing on dispersing tourism across the state and encouraging visits during shoulder seasons to manage crowds and make tourism more sustainable. We want to avoid over-tourism and ensure it continues benefiting North Carolina residents without becoming a burden.

Looking ahead, I see the state growing while protecting its natural resources. As more people visit, the challenge will be preserving what makes North Carolina special. Our goal is to manage visitor flow to keep these unique places intact for future generations.

Tourism should complement the community without taking over. It should bring real benefits without overshadowing everything else. Having grown up outside Orlando, Florida, I’ve seen the effects of a tourism-dependent community. Economic diversity is always better, and that’s one of North Carolina’s strengths. While we’re a great tourism state, we’re also a hub for manufacturing, life sciences, and more. The key is balancing tourism with other industries.

Take Charlotte, for example. Mecklenburg County leads in visitor spending, contributing 16.4% of the state’s tourism revenue. In 2023, visitor spending in Charlotte grew by 9.6%, much higher than the state average. Charlotte brings in nearly $6 billion annually, with much of that from business travel — meetings, conventions, and major events. Charlotte excels at hosting large-scale events. During Copa América, the city shined with beautiful weather and a welcoming atmosphere. That kind of hospitality sets North Carolina apart and will continue to draw more visitors.