Publisher's note: Exemplary tourism

By Marty Cayton, posted Jun 26, 2025 on BizFayetteville.com

Cumberland County and the broader Fayetteville MSA are truly coming into their
own as a destination. Local events such as the Fayetteville Dogwood Festival
(pictured) draw thousands to downtown Fayetteville. Photo provided by DistiNCtly Fayetteville.

Welcome to the first day of summer and to our latest issue, where we shine a spotlight on a vital and growing sector of our regional economy: hospitality and leisure.

Cumberland County and the broader Fayetteville MSA are truly coming into their own as a destination, and the numbers speak volumes. In 2023, domestic and international visitor spending in Cumberland County reached an impressive $697 million, representing a healthy 4.6% increase over the previous year. This wasn’t just a countywide trend – North Carolina as a whole also saw record tourism spending, surpassing $36.7 billion in 2024, maintaining its position as a top-tier destination.

What does this mean for us locally? It means jobs, investment and a continued diversification of our economic base. The leisure and hospitality sector has been a significant driver of job growth across North Carolina, and Fayetteville is no exception. This industry provides thousands of jobs and builds careers for our residents, contributing significantly to our local tax base and overall prosperity.

We’re seeing exciting developments on the ground that underscore this growth. Just recently, we've celebrated the opening of new extended-stay properties like the Everhome Suites Fayetteville – Fort Bragg. This new construction, along with other recent additions like the Home 2 Suites by Hilton Fayetteville North, highlights a clear demand for quality accommodations, particularly catering to our growing defense, industrial and healthcare sectors, and of course, our strong military ties with Fort Bragg. These modern, amenity-rich hotels are crucial for supporting longer-term stays and business travel, which often translates to more local spending.

We’re also seeing a strategic push to elevate Fayetteville’s profile as a leisure destination. DistiNCtly Fayetteville, our local tourism development authority, is taking significant steps. They’ve recently announced the first-ever Fayetteville Tourism Awards and Annual Tourism Summit, set for Sept. 18, 2025. This is a crucial initiative. It’s an opportunity to recognize the outstanding work being done by businesses and individuals in the hospitality industry, but more importantly, the Summit will foster collaboration among community partners, elected officials and industry leaders to discuss the “state of the industry” – where we’ve been, and where we’re headed.

While our community has a significant portion of visitors categorized as “visiting friends and relatives” – largely attributed to our strong connection with Fort Bragg – there’s a concerted effort to diversify our tourism market. We have incredible assets, from the U.S. Army Airborne and Special Operations Museum and the Cape Fear Botanical Garden to vibrant downtown experiences and outdoor recreation opportunities. We’re well-positioned to attract a broader range of travelers, capitalizing on our strategic location on I-95 and our unique local offerings.

Challenges certainly remain, from navigating rising operational costs to ensuring a robust workforce. However, the energy and commitment within our hospitality and leisure sector are undeniable. Businesses are investing in technology, focusing on employee well-being and continuously enhancing the visitor experience.

This issue will delve deeper into these trends, highlighting some of the businesses and individuals driving this growth, and exploring the opportunities that lie ahead. The hospitality and leisure industry in Fayetteville isn’t just about hotels and restaurants; it’s about the vibrancy of our community, the jobs it creates and the welcoming spirit we extend to all who visit. Let’s celebrate its success and continue to support its promising future.

God bless you and yours!

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