Tourism Marketing Arm for Fayetteville Area Embraces New Research to Attract Additional Travelers

FAYETTEVILLE, N.C., APRIL 20, 2022  Tourism is vital to the economic health of the greater Fayetteville area, infusing more than $600 million through domestic visitations alone in 2019. As tourism begins to pick back up following the start of the COVID-19 pandemic in early 2020, the Fayetteville Area Convention and Visitors Bureau (FACVB) is now fully staffed and embracing new tourism research that will serve as the foundation for the strategic marketing and media planning for 2022 and beyond for attracting visitors to the Fayetteville/Cumberland County Area.

The addition of two FACVB directors will allow the organization to begin rolling out its new marketing approach. A veteran of marketing and communications in the tourism industry, Kristy Grove joins the FACVB as Director of Communications. She oversees the development and execution of strategic communications across the FACVB, including content creation, online content, media relations, social media, community advocacy, and more. Sally Slater, the FACVB’s latest Senior Director of Convention Sales and Sports Marketing, has decades of convention and sports sales experience from across the East Coast. Through her role at the FACVB, she will be directing the strategy and approach to convention, meetings, and sports marketing and managing partnerships for large events for the region.

“The addition of Kristy and Sally rounds out our already exceptional team and allows us to continue gaining momentum promoting this wonderful destination,” said Randy Fiveash, President and CEO of the FACVB. “We are committed to boosting the economic health of Fayetteville and Cumberland County and are confident that our work attracting visitors to the area will make a positive impact.” 

The bureau partnered with the Greater Fayetteville Chamber and the Cool Spring Downtown District to conduct foundational tourism research and glean insights into what locals think of the area and what visitors are finding attractive about the area. Using real-time data, the FACVB can also pinpoint the geographic distribution of its visitors, thereby identifying markets with the greatest opportunity to focus its marketing efforts. These insights are guiding the strategy of the FACVB’s tourism marketing team and its communication partners for the 2021-22 fiscal year and into the future.

“The data from our research have provided us with invaluable insights that will guide the meaningful work the FACVB aims to do,” said Fred Surgeon, Chairman of the FACVB board and President/owner of Sweet Valley Ranch. “As a local business person, I am proud of this research and the subsequent strategy that allows us to increase tourism and celebrate all that the Fayetteville area has to offer. The FACVB is focused on not only recovering from the consequences of the pandemic but also strengthening our economic impact to the region entirely.”

The FACVB’s annual goals include securing more meetings, conventions, sporting events, and leisure travel for the greater Fayetteville area. The bureau will continue to work alongside local business owners, local leaders, and its hospitality partners to make Fayetteville and Cumberland County the region’s premier destination for travel. Visit the bureau’s website at to learn more about the FACVB and to stay up to date on all happenings in the Fayetteville area.



The Fayetteville Area Convention & Visitors Bureau strives to position Fayetteville and Cumberland County as a destination for conventions, tournaments, and individual travel. It is dedicated to every corner of the community by promoting and celebrating its homegrown businesses, up-and-coming downtown scene, adventure-driven activities, welcoming military history, and more. Visit to learn more about all the Fayetteville area has to offer.

The City of Fayetteville and Cumberland County are home to decades of rich history, story-telling architecture, and rooted culture. With an inviting atmosphere and budding new businesses, Fayetteville unites individuals and families from near and far to experience a new ‘hometown’ feeling. Whether you’re visiting for the weekend or planning to stay a while, experience all Fayetteville and Cumberland County have to offer – from the eclectic art displayed on Hay Street, to the outdoor excursions among waterfalls and ziplines. With new adventures year-round, let Fayetteville and Cumberland County leave you looking forward to what’s next with family and friends. Learn more about the City of Fayetteville and Cumberland County.