DistiNCtly Fayetteville was recognized with two prestigious honors at the 2025 North Carolina Travel Industry Association (NCTIA) Tourism Achievement Awards, celebrating innovation, creativity and excellence across the state’s tourism industry.

Sierra Robbins, sports development manager for DistiNCtly Fayetteville, was named the 2025 Rising Star, an award given annually to one individual who has worked in destination marketing for three years or less and has made a significant impact on their organization and the tourism industry in North Carolina.

Since joining DistiNCtly Fayetteville in August 2024, Robbins has been instrumental in elevating the destination’s sports tourism efforts. She played a key role in establishing the Fayetteville/Cumberland County Sports Commission, collaborating with universities, sports organizations and parks and recreation leaders to attract new events to the community. Robbins has also managed sports site visits and familiarization tours, assisted in the creation of the organization’s first Sports Destination Guide and developed a comprehensive sports facility database to enhance recruitment and planning.

“Sierra’s enthusiasm, professionalism and leadership have made an immediate and lasting impact on our team,” said Robert Cox, director of DistiNCtly Fayetteville’s Sales & Sports Commission. “Her work exemplifies the spirit of innovation and collaboration that defines DistiNCtly Fayetteville, and we are thrilled to see her recognized on a statewide level.”

In addition to Robbins’ individual recognition, DistiNCtly Fayetteville received a Gold Award in the Small Bureau Category for its Sports Destination Guide, produced entirely in-house by the sales and marketing teams. Created in just four weeks, the guide serves as a key resource for recruiting and hosting sporting events in Cumberland County. Since its launch in April 2025, the guide has helped secure multiple events, generating more than 576 room nights and an estimated economic impact exceeding $1.2 million.

The North Carolina Travel Industry Association’s Tourism Achievement Awards honor destinations and individuals whose work showcases creativity, innovation and measurable success in promoting travel across the state.