Destination Marketing Podcast 357: Capitalizing on Hiking Trails to Drive Tourism in Morehead with Joy Brown
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Dec 10, 2024 Joy Brown, the Executive Director of Morehead-Rowan County Tourism, shares insights on leveraging hiking trails to enhance tourism in Morehead, Kentucky. She discusses the community's unique appeal and the collaboration with local airlines to attract tourists seeking outdoor adventures. Joy emphasizes the importance of educating locals about the spending power of hikers and shares innovative approaches, including the use of AI tools to track tourism data. The conversation highlights balancing economic growth with maintaining the area's natural charm.
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College Town Rooted In National Forest
- Morehead is a college town nestled inside Daniel Boone National Forest with Cave Run Lake nearby.
- Joy Brown stayed after attending Morehead State University and built her career there, blending college culture with outdoor recreation appeal.
Outdoor Recreation Fueled Pandemic Growth
- Outdoor recreation drove unexpected growth during the pandemic and produced a $9 million increase in local economic impact.
- Joy Brown says Cave Run Lake and trails drew visitors when people wanted to leave screens, proving outdoor assets power rapid tourism gains.
Align Tourism With Regional Economic Development
- Collaborate regionally and align tourism with economic development to manage stakeholder expectations.
- Joy sits on the Economic Development Council to balance dollars with new businesses or attractions across surrounding counties.