Swain County Tourism predicts unpredictability this winter
Spring and summer tourism season, which runs from April through Labor Day, trended behind 2-3%.
Occupancy tax was up by 32% in the 2024/2025 fiscal year, beginning and ending in July, exceeding the Swain County Tourism Development Authority’s budget by just under 2%. The TDA is a county entity funded by a 6% occupancy tax, which changed from 4% to 6% in May 2024.
“Our summer tourism season has certainly been full of ups and downs,” said Sarah Conley, TDA executive director. “Relating our occupancy tax with the 2024 visitor spending statistics released by the North Carolina Department of Commerce, this summer visitor spending averaged about 2-3% behind the 2023/2024 season. But, after looking at statewide numbers, Swain is not experiencing the worst.”
Conley pointed to Singin’ in the Smokies, which brought in over 5,000 people, alone, and a successful Freedom Fest for boostting numbers in July. “Along with everything economically, right now, nothing is predictable, especially the traveler,” said Conley. “Tourism is never consistent, and it ebbs and flows just as much as the stock market. The success in it is not a sprint; it’s a marathon and you must be prepared for all outcomes. I think some of the biggest factors that support the success of tourism is exactly what Swain County and Bryson City have to offer. We have ‘evergreen’ options here that aren’t seasonal and shut down. Regardless of the season, we can always market ourselves as an outdoor adventure destination.”
This is the TDA’s focus.
“Working together, not only do we concentrate on marketing campaigns that encompass the whole of Swain County, but initiatives to provide enjoyable experiences for visitors such as beautification, holiday decorating, supporting and promoting events, highlighting specialty and unique experiences and serving as an information hub for the visitor,” Conley said. “Obvious things that any county TDA does not have control over like, natural disasters, politics, economy, etc., can and do contribute to the decline in tourism numbers.”
Autumn and winter tourism kicks off in October and runs through December. But fall estimates could be tough to decipher.
“There is so much supply in the county as far as lodging is concerned and as each business determines their rates for advance bookings that swings the predictions daily,” Conley said. “For example, if a lodger is adjusting their rates for future dates every other day the prediction of occupancy is harder to decipher because the consumer is not confident in the rate and is holding off booking. With the amount of supply there is now more competition. Swain County will never be booked out. There are so many options now and businesses can be pricing themselves out of the competition. One thing that you can be sure of is a tourist is going to make their dollar go as far as it can. They are doing their research and being smart consumers, even when considering traveling.”
The TDA’s approved fiscal year 2025/2026 budget was approximately $2.25 million. Approximately, 42.5% was allotted to marketing and advertising, as well as all other initiatives that support it.
According to Conley, the TDA has used its projected monetary resources to promote tourism.
“Our initiatives through social, digital, print and online reach all four of our top markets and beyond,” said Conley. “In 2024/2025, our marketing campaigns PR value rates totaled in the millions, meaning the press value Swain County received far exceeded what was spent, which is what you always want. We are working with travel writers from around the country, brands like Travel & Leisure, OurState, Southern Living, Blue Ridge Outdoors, etc. We have really hit the jackpot with some wonderful digital bloggers and influencers whose numbers reach millions as far as views and interactions on social media. Our website is a major function in our tourism campaign. Having a robust website with fresh visuals and content that can be easily navigated and points to all the right places on the web further assisting the traveler in their travel plans is so important. The investment in an exciting and active social media presence has proven to be tremendously valuable. Our content is in real time and updated every day.”
Conley added the TDA’s fall and winter campaigns are visually strong, showcasing experiences unique to the area.
“The board is not limiting themselves when brainstorming about what is to come, regardless of the challenges the answer is always going to be, the very best that they can produce for Swain County, Bryson City,” said Conley.
Research gathered by NC Dept. of Commerce as released by Visit North Carolina show that tourism supported 2,027 jobs in the county over the 2024/2025 fiscal year. Further, tourism generated approximately $94 million dollars in labor wages.
“About $13.5 million in state tax and $9 million in local taxes were generated from tourism in Swain County, saving an average of $1,637.52 for each Swain County tax paying resident in state and local taxes,” said Conley.
During the 2024/2025 fiscal year, approximately $83.3 million dollars was spent by tourists on overnight lodging; $30.8 million dollars was spent by tourists on retail; $103.6 million dollars was spent by tourists on food and beverages; and $341.8 million dollars was spent in overall goods and services spending.
“The current TDA board is so passionate about what Swain County has to offer while also being passionate about the business and general community,” said Conely. “Every member of our board has skin in the tourism game, they are business owners and know the effort it takes to stay the course and focus on the goals of success. They are your neighbor, friend, business partner, your child’s best friend’s mom or dad, they are part of this community and want to make a positive impact.”