Famous in the US for its autumn colours, beautiful beaches and snow-capped mountains, North Carolina, on the Eastern Seaboard, seems to have it all.
But for the UK market it is still a relatively untapped destination, well known for its golf courses but with nothing like the profile enjoyed by Florida or California.
To help change this, the North Carolina Division of Tourism has signed a three-year contract with London-based marketing company Hills Balfour, which will represent the state in the UK.
Over the next three years, the NCDT will spend more than £1.25 million on an aggressive campaign to showcase the state through public relations activities, as well as television, radio and print advertising.
“North Carolina is a wonderfully diverse region that is easily accessible from the UK,” said NCDT director of tourism programmes Christine Mackey.
From Gatwick,US Airways operates a daily service to Charlotte and American Airlines flies daily to Raleigh-Durham.
Some UK operators have had a successful year selling the state, and are confident it can do even better.
Vacations Group managing director Richard Wimms said: “Although bookings are up 50% this year on 2003, North Carolina still has plenty of untapped potential – especially in the Asheville region.”
Wimms described Asheville as one of the great undiscovered regions of the US. It boasts the spectacular Blue Ridge Parkway, the Great Smokey Mountains and Cherokee Indian heritage.
“We will be working hard to raise awareness of these lesser-known attractions among consumers and the travel trade, as it is an area with a great deal of potential for tourism,” he added.
Currently, the most popular North Carolina options for the UK market are golf and scenic flydrive holidays around the coastline and mountain regions. Coach tours and niche activities such as hiking trips along the Appalachian Trail, white-water rafting and Civil War heritage itineraries are also becoming increasingly popular.
However, the next promotional hook for the state is likely to be the US Open golf championship, which is due to be held at the Pinehurst course in June next year.
America As You Like It product director Catherine Pusey said: “We’ve already seen a 25% increase in bookings for 2004.
“But the US Open and the associated publicity will certainly increase international interest in North Carolina as a destination, and hopefully create demand not only for the event itself, but for travel to the state as a whole.”
- America As You Like It is offering a Carolina Dreaming flydrive package to North Carolina for a family of four for a total price of £1,700. This includes seven days’ accommodation for two adults and two children, international flights to Charlotte, car hire and hotel taxes. Call 020-8742 8299 for further information or visit americaasyoulikeit.com.
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