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 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.”

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% increase in paid media impressions and a 211% rise in organic social media engagement.

Additionally, 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.

The full 2024/2025 Annual Report can be accessed here.