NEW VISTAS: North Carolina's travel and tourism industry is seeing new heights and challenges.

PositionTRAVEL AND TOURISM ROUND TABLE

NORTH CAROLINA ALWAYS HAS BEEN POPULAR WITH TOURISTS AND EVENT PLANNERS. Its diverse geography, attractions and accommodations provide something for everyone. They've made it the sixth most visited state, according to Raleigh-based N.C. Department of Commerce. In 2016, tourism spending reached $22.9 billion, up from $19.4 billion in 2012. But increasing demand hasn't come without challenges. Business North Carolina magazine recently assembled a panel of experts to discuss the changes and challenges in this economically important industry.

Participants, from left, in photo on opposite page:

Mark Shore, director of tourism marketing, Visit NC arm of Cary-based Economic Development Partnership of North Carolina Inc.

Bryan Moore, director of marketing, meetings and events, Blowing Rock-based Chetola Resort Andrew Schmidt, executive director, Greenville-Pitt County Convention and Visitors Bureau Alison Murray, instructor, Greenville-based East Carolina University's Department of Recreation and Leisure Studies

Roland Vaughan, mayor, town of Edenton

Mark Sherburne, area general manager, Englewood, Colo.-based Destination Hotels' The Carolina Inn and The Rizzo Center in Chapel Hill and Aloft Charlotte Uptown

Rich Phaneuf, executive director and CEO, Raleigh-based Association Executives of North Carolina

Ben Kinney, Business North Carolina publisher, moderated the discussion, which was held at Visit NC's Cary headquarters. Support was provided by Greenville-Pitt County CVB. The transcript was edited for brevity and clarity.

THE STATE'S TOURISM INDUSTRY IS GROWING. HOW IS GREATER DEMAND AFFECTING WHAT YOU DO?

[MURRAY] ECU serves eastern North Carolina. Our department--Recreation and Leisure Studies--helps communities promote tourism. Kinston, for example, is on U.S. 70, which used to be the way to the coast. But beachgoers now use U.S. 64 and Interstate 40. While it has lost exposure, the city is reinventing itself in unique ways such as farm-to-table dining and craft brewing.

[PHANEUF] AENC membership was up each quarter last year. We're seeing more interest in sponsorships for our events. Our fall conference, for example, had about five sponsors last year. It had more than 20 this year.

[VAUGHAN] Our downtown is three streets of shops, banks, professional services and history. You can't find a parking space after 8 p.m. on a Friday. That's unique for a town of 5,000 people in eastern North Carolina. Most of our tourists are from Virginia's...

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