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Haywood County TDA reports $357 million in visitor spending for 2024; council hears plans to host major travel‑writers convention
Summary
Haywood County Tourism Development Authority presented 2024 figures showing $357 million in visitor spending, roughly $12 million in local taxes and 2,200 jobs; the TDA outlined marketing wins, Elk Bucks incentives and plans to host the Society of American Travel Writers in October 2026.
Karina Rufier, executive director of the Haywood County Tourism Development Authority, told the Town Council that visitors spent $357 million at Haywood County businesses in 2024, generating roughly $12 million in local tax revenue and supporting more than 2,200 full‑time jobs. "These taxes help you balance your budget," Rufier said, while noting tourism remained the county’s largest employer.
Rufier described a multi‑channel marketing campaign that drove more than 63 million impressions and a 99% increase in traffic to the VisitHaywood website. She pointed to events such as IceFest and a themed “Fatburger Month” campaign as examples of targeted promotions that increased local restaurant and retail visits. The TDA also reported that journalists hosted in 2025 produced 113 stories that the agency valued at $3.9 million in earned media.
Asked about a planned Society of American Travel Writers (SATW) convention, Rufier said the organization will bring 200–250 travel writers and editors to Haywood County Oct. 4–8, 2026. The TDA intends to route attendees countywide—staying at area hotels and visiting local businesses—to generate multi‑year media exposure, she said.
Rufier highlighted a pilot incentive program called “Elk Bucks,” a closed‑circuit digital gift card backed by Mastercard that works only at participating Haywood County businesses. That program, she said, helped reverse soft booking trends and increased local engagement; the TDA plans to reuse the Elk Bucks model for a holiday shop‑local campaign.
The presentation included a reminder that the TDA’s operating funds come from the 4% occupancy tax on lodging; Rufier gave council members hard copies of the 2025 annual report and said detailed figures were available at haywoodda.com.
The council did not take formal action on the presentation but thanked Rufier for the report and discussed coordination with downtown business groups for upcoming events.
