Dennis Edwards, the president and CEO of Visit Raleigh, has been appointed as the new chair of the North Carolina Travel & Tourism Board of Directors. Edwards will take on this leadership role beginning in January 2025, succeeding the current chair. The North Carolina Travel & Tourism Board, which has been a cornerstone of the state’s tourism efforts since its inception in 1991, plays a critical role in shaping the development and promotion of tourism throughout the state.

As the new chair, Edwards is set to bring over four decades of experience in the travel and tourism industry, including more than 17 years at the helm of Visit Raleigh, where he has been instrumental in driving the city’s tourism growth. Under his leadership, Visit Raleigh has expanded its reach, supported economic development, and contributed to the growth of tourism-related jobs across the region.

“I’m honored to be appointed the new chair for the North Carolina Travel & Tourism Board,” said Edwards in an official statement. “Tourism plays a vital role in the job market and economic development, not just in Wake County but across North Carolina. I’m looking forward to using my experience to lead the board over the next two years and help elevate awareness of the robust and resilient tourism infrastructure in our state.”

Strengthening North Carolina’s Tourism Industry

The North Carolina Travel & Tourism Board works closely with Visit North Carolina to advise the North Carolina Secretary of Commerce on key policy matters that affect the state’s tourism sector. The board also serves as a vocal advocate for the growth of the travel and tourism industries, which contribute significantly to North Carolina’s economy.

Tourism in North Carolina is one of the state’s most important industries, generating billions in revenue each year. As chair of the board, Edwards will help guide the strategy for continuing the expansion of this vital sector. His deep understanding of the state’s tourism landscape, paired with his experience in managing a destination marketing organization (DMO), makes him a natural fit for the role.

In addition to his work at Visit Raleigh, Edwards is highly regarded in the broader hospitality and tourism industries. His leadership has not gone unnoticed; in fact, he was recently named one of the state’s most influential figures in the tourism and hospitality sectors, a recognition that speaks to his long-standing commitment to the industry. As the new board chair, Edwards plans to further amplify the importance of tourism as a key driver of economic growth and community development in North Carolina.

A Career Dedicated to Tourism Growth

Edwards has a distinguished career in tourism, with over 41 years of experience in Convention and Visitors Bureau (CVB) management. Having served as president and CEO of Visit Raleigh since 2007, Edwards has overseen a staff of 35 professionals and managed an annual budget of $11.2 million. Under his leadership, the city of Raleigh has seen substantial growth in both leisure and business tourism, becoming a significant destination for meetings, conventions, and events in the southeastern United States.

Raleigh, the capital city of North Carolina, is home to a thriving cultural scene, vibrant nightlife, and an increasingly robust hospitality sector. Visit Raleigh’s efforts under Edwards’ direction have brought national attention to the city’s dynamic tourism offerings. His leadership has contributed to a stronger brand identity for the region and positioned Raleigh as a top destination for both leisure travelers and business professionals alike.

“Tourism has always been an important part of North Carolina’s economic fabric,” Edwards said. “Through my work with Visit Raleigh, I’ve seen firsthand the incredible impact that a well-coordinated tourism strategy can have on a local economy. I’m excited to bring that same passion and vision to the state level as chair of the North Carolina Travel & Tourism Board.”

A Focus on Resilience and Sustainability

One of the key priorities for Edwards as the new board chair will be to ensure the resilience and sustainability of North Carolina’s tourism infrastructure. The tourism industry, like many others, faced significant challenges in recent years due to the global pandemic. Edwards and the board will focus on rebuilding and reinforcing the state’s tourism industry, ensuring that North Carolina remains a top destination for travelers from around the world.

As part of his efforts, Edwards plans to focus on diversifying North Carolina’s tourism offerings to appeal to a wide range of visitors, from those seeking outdoor adventures in the Blue Ridge Mountains to those exploring the state’s rich history, culture, and vibrant urban centers. He believes that the state’s unique blend of natural beauty, cultural heritage, and modern amenities will continue to attract tourists for years to come.

“I believe North Carolina is positioned for great things in the future,” Edwards added. “The tourism industry here is not just about the economic impact. It’s about creating a community that’s welcoming, sustainable, and diverse. We want to ensure that our tourism offerings are accessible to all, while also preserving the natural and cultural resources that make this state so special.”

Looking Ahead

As Edwards prepares to take on his new role in January 2025, he is already looking forward to his first term as chair of the North Carolina Travel & Tourism Board. With an extensive background in tourism development, a passion for North Carolina’s tourism industry, and a strategic vision for its growth, Edwards is poised to play a key role in shaping the future of the state’s tourism landscape.

For Visit Raleigh, Edwards’ leadership has already set a high standard for success. As the new board chair, he is expected to bring the same drive and dedication to the state level, ensuring that North Carolina’s tourism sector remains strong and vibrant for years to come.

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