For the fourth consecutive year, Explore Boone hosted its annual partner meeting, the Watauga Tourism Summit, on Tuesday, March 31, 2026. This year’s event was held at the Mill at Rock Creek, a wedding and event venue, where over 80 local tourism and hospitality professionals gathered for a day of insight and celebration of the industry’s continued resilience and innovation.
Explore Boone, which represents both the Boone and Watauga County TDAs, highlighted a strong year of media impact and destination storytelling during a critical period of recovery. These efforts resulted in significant national recognition for the Boone area, including being named “America’s Best Small Mountain Town” by Travel + Leisure. Additional coverage in outlets such as Southern Living, Garden & Gun, Forbes, and National Geographic helped position Boone and Watauga County as a destination where Appalachian heritage and modern experiences intersect.
The summit highlighted the evolving landscape of travel to the High Country while unveiling Explore Boone’s newest marketing campaign direction, “Feel Something More.” The campaign represents a strategic shift toward fostering deeper emotional connections with visitors, inviting them to experience Boone through its people, culture, and natural beauty. The event concluded with a keynote presentation from Chris Adams, Head of Research and Insights with Miles Partnership, who provided tourism partners with a look at travel trends and data on North Carolina’s “Recession-Proof Traveler.”
During the annual awards presentation, Explore Boone recognized outstanding contributions to the local tourism and hospitality industry. The 2026 award recipients included:
Social Media Award – Beech Mountain Resort, recognized for its dynamic and engaging digital storytelling that showcases the High Country’s adventure and beauty year-round while fostering an active and loyal online community.
Sustainable Tourism Award – F.A.R.M. Café, honored for its commitment to community-centered sustainability through its pay-what-you-can model, locally sourced ingredients, and innovative efforts to reduce food waste while strengthening the local food system.
Michelle Ligon Community Service Award – Amber Bateman, Executive Director of the Watauga Arts Council, recognized for her leadership in expanding accessible arts experiences throughout the community, including the Arts in the Outdoors initiative along the Middle Fork Greenway.
Hospitality Professional of the Year Award – Stephanie Reece, General Manager of the Holiday Inn Express of Boone, honored for her exceptional leadership, decades of service, and unwavering commitment to both her team and the broader community.
Tourism Partner of the Year Award – Grandfather Mountain Stewardship Foundation, recognized for its regional impact, environmental stewardship, and leadership in promoting sustainable tourism and advocacy efforts that benefit the entire High Country.
“Tourism has been a cornerstone of our community for decades, and we wouldn’t be able to do the work we do as a destination marketing organization without the incredible local businesses, organizations, and attractions that make Boone such a special place for visitors,” said Wright Tilley, Executive Director of Explore Boone. “We’re proud to honor these partners and the vital role they play in bringing our community to life for every guest who visits.”
