Strategic Rebrand Highlights the Destination’s Unique Offerings and Tourism’s Role in Economic Growth

SYLVA, N.C. (March 4, 2025) – Today, the Jackson County Tourism Development Authority (JCTDA) launched its new marketing brand campaign, “More Peak Moments.” Inspired by the dynamic landscape of awe-inspiring experiences unique to its eight mountain towns – Balsam, Cashiers, Cherokee, Cullowhee, Dillsboro, Glenville, Sapphire, and Sylva, the new campaign invites travelers to embrace their own “peak moments” by visiting this idyllic Western North Carolina destination.

“Jackson County’s ‘More Peak Moments’ campaign illustrates the connection between our breathtaking mountains and diversity of immersive activities available throughout our destination,” says Nick Breedlove, executive director of the Jackson County Tourism Development Authority. “This 360-degree, integrated approach builds upon our legacy dating back to our 1950s ‘In the Middle of the Most’ campaign, which highlighted both our central southeast location and hospitable ethos grounded in authentic experiences.”

As part of this new campaign launch, JCTDA is implementing a multi-channel roll-out to bring the brand to life. This includes a refreshed website, which will serve as a modernized digital hub designed to inspire travel, drive engagement, and connect visitors with local businesses.

Website traffic skyrocketed to 836,261 visitors in 2024 — up 15% over the previous year. Years ago, Jackson County’s website saw only 58,000 visitors annually; now that number is reached in just one month. This record-breaking engagement signals growing demand for Jackson County’s experiences and highlights the importance of staying ahead. The new website will serve as a strategic tool for converting online interest into actual visits, further boosting the local economy.

Additional campaign enhancements include:

• New brand visuals, storytelling, and video content
• Destination-focused itineraries showcasing Jackson County’s top experiences
• Collaboration with local businesses, partners, and stakeholders to enhance visitor engagement

The brand refresh is particularly critical for differentiation, as 24 other Jackson Counties exist across the U.S. By reinforcing what makes this 494-square-mile region in Western North Carolina unique, Jackson County ensures that visitors continue to create peak moments that linger long after they leave—fueling both unforgettable experiences and long-term economic growth.

Positioning Overview: A Destination Where Peak Moments Await

Some places stay with you long after you’ve left. Jackson County is one of them.

Here, visitors can stand atop the highest peak on the Blue Ridge Parkway, chase waterfalls taller than any east of the Mississippi, and explore the nation’s first fly-fishing trail. They can immerse themselves in ancient Cherokee heritage, savor award-winning cuisine, and witness wild elk emerging from the mist at dawn and dusk. Whether hiking through pristine forests, paddling crystal-clear mountain lakes, or enjoying a craft beer in a charming small town, Jackson County offers moments that rise above the ordinary.

“Through every visual and narrative component, our new strategic positioning invites travelers to discover more peak moments—only found here—in our mountains, our welcoming communities, and the unforgettable memories waiting to be made,” adds Breedlove.

As travelers seek more than just getaways but meaningful, memorable experiences, Jackson County is positioned to deliver exactly that.

Tourism: Jackson County’s Economic Engine

Beyond offering unforgettable experiences, tourism is the backbone of Jackson County’s local economy, sustaining locally-owned businesses, jobs, and public services.

In 2024, visitors contributed significantly to the local economy:

• More than 2,400 jobs in Jackson County are directly supported by tourism
• Visitors spend $1.28 million per day in the community
• Visitors account for 62% of restaurant revenue, 66% of retail spending, and 84% of attraction-related spending
• $15.3 million in visitor-generated sales tax revenue flows into Jackson County’s general fund—reducing tax burdens on residents

The work put forth by the JCTDA makes a positive economic impact on its local community. By investing in strategic destination marketing, Jackson County ensures that businesses stay open year-round, jobs remain secure, and the local economy continues to thrive.

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About Jackson County, NC

Ideally located near Great Smoky Mountains National Park and the Blue Ridge Parkway, Jackson County, NC is home to the charming mountain towns of Cashiers, Cherokee, Dillsboro, Sylva, Balsam, Cullowhee, Glenville and Sapphire. In Jackson County, you’ll experience More Peak Moments, the kind that rise above the ordinary and linger long after you leave. Whether you’re casting a line on the Western North Carolina Fly Fishing Trail®, gazing at Whitewater, the highest series of waterfalls east of the Mississippi River, hiking one of the 185 named mountain summits, soaking in the beauty of NC’s only Certified Forest Therapy trail or watching an elk emerge from the morning mist, the moments will leave you in pure awe. From authentic Native American and Appalachian culture to celebrated farm-to-table cuisine, Jackson County is where you’ll create More Peak Moments – the kind that matter most. Learn more: DiscoverJacksonNC.com or @discoverjacksonnc.

Header Photo courtesy Luke Sutton