Outside interest in Burke County has surged since COVID

Burke County earns its tagline “Nature’s Playground” by being home to immense outdoor recreation venues parks, local eateries, wineries/breweries, and other attractions. 

Capitalizing on and promoting all the county offers are priorities for the staff of Burke County Travel & Tourism. The new Visitors Center, which opened last fall, serves as a homebase for their operations and central point for tourists to learn more about the county.

During the first months of 2024, the center welcomed 429 travelers to Burke County, compared to 235 visitors in the same timeframe last year. 

This is not a coincidence, according to Director Ed Phillips and Katherine Christie of Sales & Marketing. Stories from this county do not fall into the laps of regional, state, or national media. Phillips and his staff are continuously trying to find ways for people to “Discover Burke.”

Phillip’s team pitches Burke County to various media outlets from written publications, news stations, travel writers, and broadcasting networks. 

The tourism staff also makes guest appearances on news channels like Fox Carolina, WSPA, and WCNC Charlotte Today. 

The tourism team promotes the county by pitching story ideas, hosting travel writers, attending regional conventions, participating in community events, and incorporating other strategies to put this county in front of a wider audience. 

Attention from Publications, TV, Videos

In the past, different Burke attractions have been covered by travel writers who submit their work to regional publications, including JD’s Smokehouse in Our State Magazine or the Brown Mountain Lights phenomenon in Smoky Mountain Living Magazine and Queen City News. 

In 2023, the staff pitched a list of stories that were showcased in different publications: 

• Little Guatemala (Visit NC Magazine & PBS NC Weekend)

•  Perry’s Berry’s Vineyard and Winery (Visit NC Magazine)

•  Lake James State Park (Visit NC Magazine)

•  Bones Jones Burgers & Butchery (PBS NC Weekend)

•  Waldensian Culture and Bocce Ball (Our State Magazine)

•  Fonta Flora State Trail (PBS NC Weekend) 

In spring 2023, Phillips and his crew invited journalists from four countries (Spain, France, Brazil, and Australia). “That resulted in stories that appeared in those countries and it was tens of millions of impressions that saw those articles and videos,” said Phillips. 

As of this past week, the office hosted noted travel writer/blogger Linda Carols as she stayed in town and explored Lake James State Park. 

Year 2024 Plans 

Each year, the tourism team maps out specific stories to focus their energies. In 2024, Christie said the staff is focused on seven distinct narratives, who of which have already been covered by statewide media outlets. 

•  TOSS Mural Project (PBS NC Weekend)

•  Highlands Butchery Valdese (Our State Magazine)

•  Toner’s Irish Pub

•  Linville Gorge as a micro-environment

•  Pisgah Loop Scenic Byway

•  Grassroots group Grow with Drexel

•  Wintering Our Way in Burke County 

Partnering with Others

Travel & Tourism also has help from outside organizations. The Catawba Valley Ale Trail, consisting of 14 breweries throughout neighboring towns, now has its own social media that highlights the restaurants, boutiques, and other stops people can enjoy along the trail, including Burke County locales. 

Along with growing local partnerships, the office anticipates working closely with the NC School of Science and Mathematics-Morganton, which draws in families from throughout the state and boosts the local economy. 

In a survey sent to NCSSM-M families invited for an open house, 32.7% said they stayed overnight (hotel or Airbnb) in the area. These families not only stay locally, but they also shop and eat at Burke’s businesses. 

The tourism staff is also strengthening their presence at regional and local events with merchandise and brochures in hand. For example, Christie and Phillips talked with around 1,300 people at their table at the recent MerleFest in Wilkesboro. 

At the end of this month on Wednesday, May 22, the center is hosting an open house from 4-6 p.m. for National Travel & Tourism Week. This week isn’t about patting themselves on the back but rather a time to engage with the community and businesses and get their input on improving tourism in the county. 

“We are in a beautiful area in the foothills,” said Phillips. “North Carolina is the third-fastest-growing state in the country by population of people moving here. We have a new market of people who want to explore the mountains and we capitalize on that.” 

You don’t have to be an out-of-towner to learn about all our county offers. The Burke County Visitors Center is at 140 N. Sterling St. and is open from 9 a.m. to 5 p.m., Monday through Friday. You can reach the center by calling 828-433-6793. 

Saydie Bean is a general assignment reporter for The Paper. She may be reached at 828-445-8595 or via email at saydie@thepaper.media.