That program, UPLIFT (an acronym for “understanding, planning, linking, innovating, financing and telling”) is spearheading community-driven tourism initiatives in North Carolina. This is accomplished by assisting local tourism offices and tourism-related businesses through a variety of services.

“UPLIFT has been an incredible asset for our rural tourism efforts.”

-Angela Allen

Rural communities across North Carolina are receiving a lift in their tourism efforts thanks to a unique program. That program, UPLIFT (an acronym for “understanding, planning, linking, innovating, financing and telling”) is spearheading community-driven tourism initiatives in North Carolina. This is accomplished by assisting local tourism offices and tourism-related businesses through a variety of services.

The ultimate goal of tourism, particularly in NC’s rural areas, is economic development — creating jobs, supporting businesses and boosting economies that have experienced turbulence during an era of globalization. After all, it’s one industry that can’t be offshored.

“Tourism makes a tremendous impact on our rural economies,” says Travis Bode, economic development manager for Surry-Yadkin EMC. “This includes agritourism at area farms and wineries, and recreational tourism revolving around trails, waterways and other outdoor activities. It brings revenue to our region, which supports jobs for our member-owners and small businesses.”

Statewide reach

It’s the brainchild of Simon Jones, founder of NatureScapes in Raleigh, an organization that unites industry experts to build sustainable tourism destinations, and Carol Kline, director of the Hospitality and Tourism Management program at Appalachian State University.

The organization has been a game-changer for the executive director of the Granville County Tourism Development Authority. Angela Allen credits the organization for helping her develop visitor itineraries, improve social media efforts, enhance storytelling, plan events and strengthen regional alliances.

“UPLIFT has been an incredible asset for our rural tourism efforts,” Angela says. “The resources and guidance are especially important for small destinations like ours that don’t have large in-house marketing teams.”

Angela says UPLIFT has also made an impact in the realm of social media.

“Our participation in a social media audit significantly improved how we plan, post and engage online. It gave us a roadmap to elevate our content and connect more effectively with our audience,” she explains. “It also helped justify contracting a professional social media coordinator to manage our platforms and implement these strategies with consistency.”

Recent tourism spending figures show the program is making an impact in Granville County. In 2022, the year the county began with UPLIFT, Angela says visitor spending increased 17.8% from the previous year, placing the county among the leaders statewide for visitor spending growth. That upward trend continued in 2023, as visitor spending in Granville County reached $60.8 million, a 3.5% increase over 2022.

“While several factors contributed to this growth,” Angela says, “I believe the strategies and tools we’ve gained through UPLIFT have absolutely played a role in increasing our visibility and tourism impact.”

Promoting connections

Operating with ARPA funding from the North Carolina Department of Commerce, UPLIFT provides services to all tourism and recreation entities in the state, with an emphasis on 21 rural counties across five regions: Caldwell, Wilkes, Surry and Yadkin in the Yadkin Valley; Stanly, Montgomery and Richmond in the Sandhills; Caswell, Person, Granville and Vance along the Virginia border; Columbus, Robeson, Bladen and Sampson in southeastern North Carolina; and Edgecombe, Martin, Washington, Bertie, Chowan and Hertford in the state’s northeast corner.

In Sampson County, UPLIFT works with the Coharie Tribe to spread the word about Coharie River Tours, a kayaking guide service for visitors to explore nature and connect with the outdoors.

“It’s an incredible experience,” UPLIFT Program Lead Simon Jones says. “You go out with a member of the Coharie Tribe and kayak down the river while they’re talking to you about the connection of the tribe with the river, as well as the history of the area and the wildlife.”

This has led to an increase in tour participation. Visitors choose from shorter, two-hour paddles, or longer versions that go to Three Sisters, a Bald Cyprus swamp with trees dating back more than 2,600 years.

UPLIFT has supported us most in visibility, storytelling and strategic relationship-building.”

—Jennifer Everett, Culture Queens Outdoors

Jennifer Everett in Richmond County participated in UPLIFT’s inaugural incubator program. She owns Culture Queens Outdoors, a Black, women-focused nonprofit that encourages equity in outdoor adventure by hosting retreats, hikes, fireside chats and cultural experiences in places often overlooked by mainstream tourism.

“UPLIFT has supported us most in visibility, storytelling and strategic relationship-building,” Jennifer says. “Their team helped us share our mission with clarity and confidence, leading to features in Smithsonian Folklife Magazine, panel invitations, and connections to key stakeholders across rural North Carolina.”

Culture Queens has taken groups to outdoor destinations across the state, including Uwharrie National Forest, Badin Lake, and Soco Falls and Mingo Falls in Maggie Valley. Each time the group visits an area, it provides direct economic impact.

“In Maggie Valley, restaurant owners shared that our group brought energy and economic impact, while parks and attractions noted a noticeable rise in Black and brown visitors afterward,” Jennifer says. “We intentionally partner with tourism offices and chamber members to drive visitation, book lodging, dine local, and amplify our journeys online, creating both cultural and economic ripple effects.”

With the culmination of grant funding for UPLIFT on the not-so-distant horizon, those involved are hopeful new funding sources can be procured to keep those economic ripple effects coming.

“UPLIFT is a tremendous resource for small, emerging destinations like ours,” says Angela of Granville County. “Their knowledge, tools and support have made a real difference for our community, and I believe they’ll continue to help rural North Carolina shine.”