Visitor and Market Study
The purpose of conducting the Visitor and Market Study is to amplify the voice of the regional marketplace by measuring Fayetteville, NC/Cumberland County’s brand health as a destination and contextually comparing it among other regional destinations of similar size and scope. This study explores regional traveler sentiment, measures the destination’s brand health, provides insight into the Fayetteville, NC/Cumberland County visitor profile, examines barriers to visitation, and provides a demographic/behavioral profile of visitors and non-visitors.
The consumer truths generated from this research will provide the launching point for the FACVB’s new Strategic Marketing & Media Plan moving forward in 2022 & beyond.
Comprised of Three Studies
The Stakeholder Study provided insights from local stakeholders.
Included were stakeholders from:
* DistiNCtly Fayetteville, formerly the FACVB
* Greater Fayetteville Chamber
* Cool Spring Downtown District
The Scout Report provides real-time data (phone signals) to be able to show the geographic distribution of Fayetteville/Cumberland County’s visitors fueled by visitors from outside Cumberland County.
The Tourism Market Study targeted regional travelers to assess and measure traveler sentiment, brand health, visitor profile, and barriers to visitation.
The Cumberland County Tourism Development Authority (the “TDA”) aims to promote increased travel, tourism, and use of lodging, meeting, and convention facilities in Cumberland County. The TDA is charged with expending the net proceeds of the occupancy tax authorized by and levied under Session Laws 2001 Chapter 484 for the purposes provided in that act.