2024 Chapel Hill/Orange County Tourism Assessment: Insights and Opportunities for Local Residents

The Chapel Hill/Orange County Visitors Bureau has published the 2024 Chapel Hill Orange County DestinationNEXT (DNEXT) Assessment results. The study, conducted with MMGY NextFactor, analyzes the future of tourism in Orange County. It provides insights into trends, challenges, and opportunities for the local tourism economy.

The study shows Orange County's strong position in the tourism sector. It scores high in destination alignment and strength, excelling in arts, culture, outdoor recreation, attractions, and health and safety. The Visitors Bureau's contributions to economic development and local values alignment were also praised. However, the study suggests improvements in workforce-related issues like affordable housing, childcare, and healthcare for hospitality workers.

Despite its strengths, Orange County has challenges. These include local mobility and access, with some respondents favoring Durham for visitor trips. The study also raised concerns about hotel variety and pricing, local conventions and meetings infrastructure awareness, and the need for larger public meeting spaces. Other issues include funding for major events, RDU Airport access, parking facilities awareness, homelessness, and multi-language directional signage.

The study collected respondent opinions through three open-ended questions. Popular destinations for non-resident family and friends were restaurants, UNC sporting events, outdoor/nature trails, cultural attractions, and downtown areas. Respondents' limited knowledge about local farms and amenities indicates a promotional opportunity. There was also strong support for occasional use of UNC sports facilities for athletic and entertainment events.

In a separate section, participants stressed the need for better connectivity among Orange County's three towns. This includes transportation, shared events, and communication efforts. Laurie Paolicelli, Executive Director, said these findings will guide strategic initiatives to improve the visitor experience and stimulate economic growth. The study also discusses global trends like artificial intelligence, unique travel experiences demand, community involvement in tourism development, and sustainability focus.

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