North Carolina ranks as the fifth most-visited state in the U.S., welcoming approximately 43 million visitors in 2023. The state's tourism efforts are driven by VisitNC, part of the Economic Development Partnership of North Carolina. Scott Peacock, the Director of Marketing for VisitNC, works alongside state tourism director Wit Tuttell and the VisitNC team to implement strategies that attract visitors and boost spending across the state.

The Pinehurst, Southern Pines, Aberdeen Area CVB collaborates closely with VisitNC to ensure statewide promotions also highlight the Sandhills region, known as the Home of American Golf.

In this episode of Paradise in the Pines, Scott Peacock shares insights into VisitNC's mission, the ongoing effects of Hurricane Helene, and what’s ahead for North Carolina tourism in 2025.

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