Tourism

Mission and Purpose

The Hillsborough Tourism Board was established by the Hillsborough Town Board in 1994 "to promote travel, tourism, and visitor services," "to preserve, enhance, and program our historic built and natural environment" and to sponsor programs and activities designed to improve Hillsborough's attraction to visitors." The Tourism Board "has the specific mission, in furtherance of these objectives to solicit individuals and groups to visit and stay in Hillsborough, to assist these individuals and groups with visitor services during their stay, to encourage visitors to enjoy Hillsborough's historic built and natural environment, and its cultural, entertainment, and recreational opportunities; and to preserve, enhance, and program our non-revenue producing historic built and natural environment and attractions to entice such individuals and groups to visit our town." The Tourism Board's activities are supported by the proceeds from a one percent tax on prepared food and beverages. Forty percent of the net proceeds of this "meals tax" are allocated to "facilities, programs and services designed to attract tourists to the town or made necessary or desirable because of the impact of tourism on the town." Sixty percent of the net proceeds are allocated toward the operation of the visitors center, production and distribution of promotional materials including a restaurant directory, marketing, market research, visitor services, and "other services to visitors designed to make their stay pleasant and instructive." The Alliance for Historic Hillsborough operates the visitors center from the Alexander Dickson House at 150 E. King St. and administers Hillsborough's tourism program from its offices there and include a gift shop, tours, exhibits, and a period garden.

Background

As the fastest growing segment of the tourism industry, cultural heritage tourism has brought new opportunities to small communities and metropolitan areas alike. With its focus on those places and resources already in a community, cultural heritage tourism is one of the most sensible economic development tools around. No new roads, schools or water/sewer infrastructure to build. Cultural heritage tourism takes advantage of what a community already has - its historic places, culture, and scenery. Hillsborough has this in abundance!

While many communities across North Carolina are only now discovering the benefits and positive impact cultural heritage tourism has on the local economy, Hillsborough has been emphasizing historic preservation and the promotion of its history and built resources for many years. Beginning in the 1950-60s with "pilgrimages" of historic sites organized by the Garden Club and adopted and expanded by the Hillsborough Historical Society, the establishment of the Orange County Historical Museum by the Hillsborough Garden Club, the purchase and restoration of the Burwell School by the Historic Hillsborough Commission, and the bounty of historical research resulting in tours, pamphlets, and the National Register nomination of Hillsborough's historic district - Hillsborough has long been a draw for tourists seeking a glimpse of Piedmont history.

Ten years ago, the Hillsborough Town Board supported the passage of a tax on prepared food and beverages to be used to support local tourism efforts through the promotion, preservation and programming of local historic sites and attractions. In conjunction with this, several local groups primarily responsible for the existing tourism activities and sites in Hillsborough came together to form the Alliance for Historic Hillsborough, a 501c3 non-profit representing six (now seven) organizations. The Alliance for Historic Hillsborough, structured to represent the interests of Hillsborough tourism and preservation stakeholders, administers the cultural heritage tourism program for the town. This public/private partnership has resulted in a flourishing cultural heritage tourism program that promotes Hillsborough to visitors; operates the Orange County Visitors Center; provides a variety of visitor services; assists with strengthening Hillsborough's tourism organizations so that they may continue to meet the needs of visitors; and develops and expands new interpretive opportunities and beautification projects that not only appeal to tourists, but add to the quality of life for residents.

There has been tremendous growth in Hillsborough's tourism program during its first decade and the next ten years promise to continue the trend of bringing our community the economic benefits of cultural heritage tourism, while also adding to our quality of life. Arts events, concerts, tours, festivals, exhibits, educational programs, streetscape improvements - few of these would be possible without the support and vision of the Hillsborough Tourism Board, the AHH, and the hard work of Hillsborough hospitality industry partners including historic sites, restaurants, retail shops, cultural organizations and countless volunteers.

Thanks to everyone who has contributed to this success!