Winston-Salem—best known for its Moravian heritage—is stepping into a new era with a bold initiative to fully assess and elevate its tourism assets beyond tradition. The initiative, led by eminent consultants, seeks to identify hidden gems, attract new audiences, and enhance economic vitality across Forsyth County.
What’s Driving the New Tourism Strategy?
Local tourism leadership, through the Forsyth County Tourism Development Authority (TDA), is commissioning a full audit of tourism assets. While the Moravian settlement remains iconic, the plan aims to spotlight untapped attractions—like the vibrant arts scene, innovation district, higher education presence, culinary diversity, and grassroots cultural venues.
Economic Stakes: Tourism as a Local Powerhouse
- Historic Impact: Forsyth County recorded nearly a billion dollars in visitor spending by 2018, supporting more than 7,200 jobs and generating substantial tax dollars.
- Recovery & Resilience: In the wake of COVID-19, tourism bounced back sharply with visitor spending jumping to over $800 million in 2021—a 58% rebound from 2020.
- 2023 Growth: The latest figures show the industry now supports more than 6,700 jobs and contributes over $270 million in personal income, cementing its status as a local economic engine.
The stakes are high: diversifying and strengthening tourism offers a powerful avenue for economic growth.
What’s on the Radar This Time?
The planned assessment dives deep—aiming to uncover opportunities across multiple sectors:
- Cultural Arts: Leverage institutions like the Arts Council—America’s first such agency dating back to 1949—that supports local theater, galleries, and festivals.
- Live Music & Festivals: Build on brands like the National Black Theatre Festival and RiverRun Film Festival to broaden cultural tourism impact.
- Innovation Tourism: Promote the booming Wake Forest Innovation Quarter as a unique draw for business tourism, academia, and tech talent.
- Heritage Tourism: Revitalize Old Salem and museum assets to offer immersive Moravian experiences, history, and arts.
- Event Promotion: Expand marketing support via Visit Winston-Salem’s Arts & Events Marketing Assistance (AEMA), which helps local festivals reach wider audiences.
- Strategic Planning Synergy: Align tourism goals with broader county plans like Legacy 2030 and Forward 2045 to ensure cohesion across land use, infrastructure, and growth initiatives.
Summary Table: Building a Holistic Tourism Blueprint
| Tourism Element | Strategic Opportunity |
|---|---|
| Economic Recovery | Build on growing visitor spending and job creation |
| Culture & Arts | Expand performance, gallery, and festival programming |
| Innovation & Business | Showcase Innovation Quarter and academic-tourism synergy |
| Heritage Expansion | Deepen and modernize Moravian and historical tourism |
| Marketing Programs | Leverage AEMA to reach new audiences |
| Planning Integration | Align tourism with county-wide strategic plans |
Frequently Asked Questions (FAQs)
Q: Why is Winston-Salem reassessing its tourism strategy now?
Tourism has rebounded post-pandemic but faces growing competition. The county aims to refresh its appeal by showcasing broader assets—from innovation hubs to diverse culture—to secure sustainable growth.
Q: How significant is tourism to the local economy?
Very. Visitor spending has regularly approached or exceeded $800 million annually, with thousands of jobs and substantial tax revenue linked to tourism activity.
Q: Which new tourism areas are being considered?
Potential areas include the Innovation Quarter, community arts venues, university-driven cultural programs, live festivals, and a more integrated heritage experience.
Q: How does this align with existing county planning?
Tourism strategy is being integrated with comprehensive long-term plans like Legacy 2030 and Forward 2045 to ensure land use, infrastructure, and growth support the tourism vision.
Q: Who’s leading the effort?
The Forsyth County Tourism Development Authority (TDA) is hiring specialized consultants to guide the audit—and works under public-private partnerships like Visit Winston-Salem.
Q: What’s the process timeline?
While specific dates weren’t shared, the consulting effort typically unfolds in phases—assessment, planning, public input, and final rollout—likely in the coming year.
Final Thought
Winston-Salem and Forsyth County now face an exciting moment: the chance to redefine their tourism identity—not just as a historic Moravian site—but as a vibrant, innovation-driven, and culturally rich destination with something for everyone.
Sources Business Journal
