Tourism Program Highlights




According to the Travel Industry Association of America’s (TIA) most recently completed study, around 49 million tourists traveled to North Carolina in 2004 making our state the eighth most visited state in the nation. In fact, this sector of the economy, one of North Carolina’s largest industries, generated more than $13 billion in revenue within North Carolina’s economy – a 4% increase over last year.

Spending in Orange County by domestic U.S. travelers totaled $119.5 million during 2004 ranking us 23rd in travel impact among North Carolina’s 100 counties. According to TIA, state and local tax revenues from travel to Orange County amounted to almost $10 million. This represents a $79 tax saving to each county resident. In Hillsborough, revenues generated from the one percent tax on prepared food and beverages for the year ending June 2005 increased five percent over the year ending June 2004, and visitors to the Alexander Dickson House/Orange County Visitors Center increased by seven percent (8,724 in 2004; 9,374 in 2005). Compared to 1994 when visitor figures for the Dickson House Visitor Center began being collected, there has been a 134% increase!

And, while many travelers come to our area for business, sporting events, the university or conventions, many more seek out our treasure trove of historic and cultural sites, arts and homegrown entertainment unique to our community and our community alone. These visitors are “cultural heritage tourists” who seek out places and activities that authentically represent the stories and people of the past and includes historic, cultural and natural resources. In addition, heritage travel represents significant economic activity for communities such as Hillsborough that are positioned to capture this niche market. According to 2003 Tourism Works for America Report, in addition to creating new jobs, new business and higher property values, well-managed tourism improves the quality of life and builds community pride.

Consider these 2003 figures made available from the National Trust for Historic Preservation’s Heritage Tourism Program:

• 81% of American adult travelers included culture or heritage on their trip in 2002; this represents 118.1 million travelers.
• Heritage travel increased 13% between 1996 and 2002, more than twice the growth of travel overall (5.6%).
• 25% of heritage travelers take three or more trips each year.
• Heritage travelers stay, on average, 5.2 nights away from home as compared to 3.4 nights for other travelers.
• Heritage travelers spend, on average, $623 per trip compared to $457 for all U.S. travelers.
• 44% include shopping compared to 33% of all other travelers.
• One-third of all heritage travelers have a household income over $75,000.

Since its initiation in 1994, Hillsborough’s tourism program has focused on the cultural heritage tourism market and promoted our community to cultural heritage tourists– the fastest growing segment of the travel market and a major component of the economic development efforts for rural and metropolitan areas alike.

That means places like the Dickson House Visitors Center, the Burwell School Historic Site, the Orange County Historical Museum, Ayr Mount, Occaneechi Village, Hughes Academy, Norwood Law Office, the Ruffin-Roulhac House, and Historic Occoneechee Speedway Trail (HOST); gardens, recreational areas and facilities such as Montrose Gardens, Occoneechee Mountain State Park, and the Triangle Sportsplex; events like the Hillsborough Arts Council’s Last Fridays, the Alliance for Historic Hillsborough’s Spring Garden Tour, and the Hillsborough/Orange County Chamber of Commerce’s Hog Day and Candlelight Tour offer a special advantage for us over other destinations.

Guided tours provided by the Alliance for Historic Hillsborough from the Visitor Center, historical re-enactments like the Revolutionary War Living History Day, Burwell School Historic Site’s Living History Tea, and the Occaneechi Village Living History Day, and plentiful educational programs through the Orange County Historical Museum’s “Collecting. . .” series, the Burwell School’s literary readings, and the Historical Society’s and Museum’s lectures and symposia add to the cultural richness and visitor experience enjoyed by us all. And let’s not forget all the accommodations, shopping and dining opportunities in Hillsborough—from antiques and crafts shops in the Daniel Boone Village, boutiques of every kind in the Downtown to auction houses in West Hillsborough and S. Churton St., and restaurants that satisfy any appetite, Hillsborough provides visitors a wide variety of offerings—whether they are here for a day or awhile!