CUMBERLAND COUNTY, N.C., NOV. 2, 2022 – The Fayetteville Area Convention & Visitors Bureau (FACVB) yesterday unveiled its new name and brand identity, DistiNCtly Fayetteville. Anchored in foundational tourism research that gleaned insights into what visitors find attractive about the Fayetteville area, the then-FACVB team started on a journey to envision a new brand that better reflects the region and all it has to offer. 

“In Fayetteville and Cumberland County, radically different experiences create one distinct destination,” said Randy Fiveash, Interim President & CEO, DistiNCtly Fayetteville. “It is time we have a name, look and feel that celebrates and embraces our region’s energy, diversity and distinctiveness. Our new DistiNCly Fayetteville brand does just that. We are ready to share everything that makes the Fayetteville area special – with our community, our region and beyond.” 

In addition to the new name, logo and overarching brand, DistiNCtly Fayetteville will be launching a new website and announcing a bold new marketing campaign in the months to come. The DistiNCly Fayetteville team worked with marketing and advertising agency, Mythic, out of Charlotte, N.C., on the rebrand. 

“As a community-based destination marketing organization, our priority is on growing economic health and increasing quality of life for Fayetteville and Cumberland County, while also ensuring a valuable, positive experience for the people who visit this wonderful region,” continued Fiveash. “This new brand and our upcoming bold marketing campaign will help us continue to promote our community and broaden our reach to new folks across the region and the nation to come experience, time and again, what makes us distinct.” 

Travel and tourism for Cumberland County generates more than $608 million annually and accounts for more than 4,550 jobs and $163.2 million in payroll, according to a study by Tourism Economics, prepared for Visit NC.

See DistiNCtly Fayetteville’s new branding logo here. To learn more about Fayetteville/Cumberland County and to come experience what makes the region distinct, visit



DistiNCtly Fayetteville is a private, not-for-profit organization responsible for positioning Fayetteville and Cumberland County as a distinct destination for conventions, sporting events and individual travel. It is the tourism marketing arm of Fayetteville/Cumberland County, fueled by research-based marketing. The economic impact of tourism in Cumberland County in 2021 can be directly attributable to 4,550 jobs and worth $608.85 million to our local economy, which equals a tax savings of $139.49 per county household (VisitNC). Visit to learn more about all the Fayetteville area has to offer.