In collaboration with other government agencies and Western North Carolina tourism businesses, chambers of commerce, and economic development agencies, the NC Department of Commerce's Division of Tourism continues to focus energy and resources in response to the I-40 rock slide. Efforts are well underway for additional communications in key markets to be sure prospective travelers understand their access to North Carolina’s mountains is unimpeded during the holiday and winter seasons.
Research conducted by the Division of Tourism, in partnership with the Asheville Convention & Visitors Bureau and Biltmore Company, in key markets including Atlanta, Knoxville, Columbia, Greenville/Spartanburg, Raleigh, Charlotte and Greensboro/Winston-Salem determined that many potential travelers believe the road closure would be a major inconvenience or require a detour for travel to the region.
To stimulate holiday and winter travel to this region and to support the tourism-related businesses that directly benefit from this travel, the Division is implementing a cooperative advertising program to reach key visitor markets for the mountains. The program will include advertising on Metro Radio Networks using a broad range of stations with accessibility as the key to the message.