TDA: Visitors spent $357 million in Haywood County in 2024; director touts marketing recovery

Karina Ruffier, director of the Haywood County Tourism Development Authority, told the Board of Commissioners on April 6 that visitors spent more than $357,000,000 at local businesses in 2024, supporting an estimated 2,200 full-time jobs and contributing what she described as roughly $903 in tax savings per household.

Ruffier said the TDA is funded by a 4% occupancy tax collected by lodging properties and presented marketing metrics showing the Visit Haywood brand drove roughly 63,000,000 impressions and more than 1,000,000 visits to visit haywood.com. She credited a coordinated year-round brand and the OpenHaywood campaign with reversing a year-over-year shortfall in future bookings and reported 99% growth in website traffic following the campaign.

"This year was very much shaped by the impacts of Hurricane Helene," Ruffier said, "but at the same time, we remain committed to our master plan," and she described recovery-focused campaigns and grant investments the TDA made to support local businesses. She listed grants and investments of $377,000 in 2025 for projects such as the Raccoon Creek Bike Park, Waynesville Rec Master Plan and festival support.

Ruffier highlighted earned-media placements (113 placements and 204,000,000 impressions reported) and awards for the TDA's multichannel marketing campaign. She also previewed upcoming initiatives: a new TDA website planned for August, the return of Ice Fest in January, Fatburger Month, and hosting the Society of American Travel Writers in October 2026, which she said will bring 225–250 travel writers and journalists to Haywood County.

Commissioners asked about agritourism and local restaurant participation in promotions; Ruffier said agritourism content and partnerships are featured on the TDA website and will be highlighted more fully on the new site. The board took no direct action on the annual report.