Rural Tourism…It’s a Thing

Although rural communities may not be often thought of as a destination for a vacation, visitors and tourists are a vital part of a thriving rural economy.

Because rural tourism activities take place in non-urban areas they include low population density, landscape and land-use that is dominated by agriculture/forestry and traditional social structure and lifestyles. This is a unique twist to traditional tourism and visitors have different expectations. In rural tourism, visitors often are more interested in the experiences of the area, exploring the landscapes, outdoor activities and enjoying a slower pace of touring that also incorporates learning opportunities.

According to the United National World Tourism Organization, “rural tourism has a high potential to stimulate local economic growth and social change because it complements other economic activities.” It contributes to the overall local growth and job creation in a way that the communities can absorb the change impacting the area in a positive way.

In rural areas like much of North Carolina, agritourism, which is the practice where farms offer a variety of recreational, educational, and tourism activities on the farm - helping them be more financially resilient while creating a tourism experience. In Caswell with the decline of the tobacco industry, agritourism provides a promise of great opportunity that can include U-Pick berry farms, housing/camping offerings on farms, farm tours, classes and workshops. Some farmers are already involved in these activities and given the increased traffic and people passing through the county, this will continue to expand.

In 2022 several Caswell County resident volunteers acted on a state statute that provided an occupancy tax be collected that is required by law to be spent on marketing the area to visitors. These volunteers working together were able to form a quasi-governmental entity like other NC counties and develop the Caswell County Tourism Development Authority (CCTDA). This organization is managed by a board of five volunteer members that are appointed by the local commissioners.

These taxes are paid by the visitors that stay overnight in a hotel or short-term rental property (Airbnb/Verbo) that come to visit. Because the local citizens are not taxed for the TDA’s work, the community is more apt to support the efforts and participate in building them.

The Caswell County TDA is participating in a statewide tourism program through the North Carolina Department of Commerce. This initiative, called UPLIFT (Understand, Plan, Link, Innovate, Finance and Tell), is now in its second year. This program is part of the America Rescue Plan Act and has been a welcome resource for rural tourism. In Caswell County the UPLIFT support has assisted in developing a strong foundation for the TDA’s future growth. Assistance with a short- and long-term strategic plan is one such project. This plan is paramount in the future growth of the tourism economy which is certain to expand given the development of the $650 million Caesars Virginia Resort bordering Caswell County to the north.

One of the top priorities of the strategic plan is to focus on building a strong network of advocates in the county to help spread the word in the county of the benefits of tourism. Although in smaller communities and rural areas, resistance to change can be a factor, with open dialog and an intentional focus on building tourism that the agricultural community can support and promote, is the path to success.

The Caswell County Tourism Development Authority’s strategic plan also calls for the organization to hire a staff member in the near future. This will ensure the continued promotion of visiting Caswell and seeing all this beautiful rural community has to offer. A tourism website VisitCaswell.com has been launched to provide an overview of the things to see and do in Caswell. This website is being introduced and shared through the community at town hall type meetings where the individual community members have a chance to discuss their insights and ideas on tourism as well as share comments for future direction.

Most recently, the new website concept was presented at the Caswell County Veterans monthly breakfast where there was great feedback, interest and positive ideas shared. Presentations for local nonprofit boards, small businesses, schools and more are happening and assisting in gaining the confidence of the community.

In addition to the new website that has been launched, the CCTDA is required to use funds to promote the community. The authority has awarded six grants so far ranging from $500 - $2,500. These have gone to Caswell small businesses and nonprofits in their efforts to attract tourism.

These grants are available for all small businesses and organizations in Caswell that promote tourism in the county. Entities can apply for assistance, for example to begin a new service for visitors, maybe shore up their signage, or to produce marketing materials like a brochure or website. The goal is to help draw in business from visitors coming in from outside the county. The grant application is on the website.

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The website also has a place to sign up for a newsletter that will keep the community updated as well as a form to add other entities that are in the county if a new business opens or if something was overlooked. A Facebook page has just launched too.

If you live in Caswell County and would like more details on how to engage with agritourism on your farm or grow your rural business that may engage tourists, please contact the Caswell County TDA at hello@VisitCaswell.com. If you are in the region, we invite you to stop in for a few hours or so as you travel through our rural landscape. There are quite a few interesting sites to see and things to do here. We hope you enjoy getting to know the rural county next door at VisitCaswell.com.

By Amanda Hodges, as published in Hyco Lake Magazine, River City Area Magazine & SoBo Halifax Magazine - Spring 2024