It pays to play: meetings, conventions and tourism create jobs, tax revenue and economic-development opportunities in North Carolina.

• Position: MEETING AND TOURISM ROUND TABLE

TOURISM IS AN ECONOMIC ENGINE. North Carolina visitors spent a record $21.3 billion in 2014, which is 5.5% more than the previous year. The industry employs more than 200,000 Tar Heels, including those who host meetings and conventions. Visits can result in more than memorable vacations. They are opportunities to recruit companies. Business North Carolina magazine recently gathered a panel of experts to discuss the industry's role in the state's economy and what it needs to continue that support.

The discussion was moderated by Ben Kinney, Business North Carolina publisher, and held at the Cary headquarters of Economic Development Partnership of North Carolina Inc., which leads the state's tourism promotions. Winston-Salem Convention and Visitors Bureau provided support. The transcript was edited for brevity and clarity.

Kimberly Bryan senior director of national accounts, Pinehurst Resort

Christopher Chung CEO, Cary-based Economic Development Partnership of North Carolina Inc.

Marshall Hilliard vice president of sales and marketing, Charlotte-based Bissell Hotels Inc.

Lynn Minges president and CEO, Raleigh-based North Carolina Restaurant & Lodging Association

Alan Skipper president, Raleigh-based Association Executives of North Carolina and director of specialty society and meeting services, Raleigh-based North Carolina Medical Society

Wit Tuttell vice president of tourism and marketing, Cary-based Economic Development Partnership of North Carolina Inc.

WHAT IS TOURISM'S ROLE IN THE STATE'S ECONOMY?

[CHUNG] Tourism is how many people form their first impression of a place. They use it to decide where to live, vacation, work--even locate their company. Now that the Economic Development Partnership of North Carolina is up and running, there is a concerted effort to use tourism to support business recruitment. Take [Washington, D.C.-based] American Society of Association Executives for example. Its membership includes executives from industries and companies that North Carolina wants. Local convention and visitor bureaus, along with tourism business associations, can target that group, encouraging them to schedule meetings and conferences here. That creates a perfect opportunity to introduce them to all that North Carolina offers businesses. We attend many events outside the state that are focused on the industries we want, but there are more. [Washington, D.C.-based] National Venture Capital Association and [Arlington, Va.-based] Worldwide Employee Relocation Council events will be great to attend.

[TUTTELL] About $2.5 billion of the $21.3 billion in 2014 visitor spending was used for business-related trips. A meeting in Pinehurst or Charlotte is fantastic for those communities, but the entire state wins if it results in a corporate relocation. This state does a fantastic job of cooperative marketing. Partnerships are important when the economy is soft and money is tight. But when conditions improve, people tend to go solo. We need to keep collaborating.

[BRYAN] When a visitor comes to North Carolina, they spend money at local properties. That supports the economy, not only through direct expenditures, but ancillary ones, too. Those dollars pay the wages of the state's employees. They pay their rent, buy their children shoes and purchase cars with that money, some of which goes to taxes. When Pinehurst hosted back-to-back men's and women's U.S. Opens in 2014, which was the first time that was done anywhere, about $145 million in direct visitor spending was generated across 26 counties--a quarter of the state. Last year's U.S. Opens put Pinehurst in 85 million households worldwide for two weeks. You can't afford that level of marketing. [Far Hills, N.J.-based] United States Golf Association and other key partners continue to support our brand. The...