Experience Fayetteville releases marketing, sales plan to public
Experience Fayetteville, the tourism marketing agency for the city of Fayetteville, said Monday (June 15) that it will release its first public marketing and sales plan, combining into a single document the organization’s marketing, communications, public relations, sales, and destination services strategies.
The 2026 Marketing & Sales Plan outlines how Experience Fayetteville will promote Fayetteville as a destination and is expected to provide greater transparency and accountability for residents, businesses and community stakeholders.
“For us, our role is about much more than attracting visitors,” said Ryan Hauck, CEO of Experience Fayetteville. “It’s about supporting local businesses, creating opportunities for community events, strengthening our sense of place and investing in the quality of life that residents enjoy every day. This plan helps show how that work happens and where we’re headed.”
The plan includes five key imperatives identified in the Destination Master Plan: driving visitation, bringing out the best of the community, inspiring investment, keeping community at heart and building organizational effectiveness. It also establishes measurable goals and performance indicators to guide decision-making and evaluate success throughout the year.
Following are plan priorities:
• Increase regional and national awareness of Fayetteville
• Support area restaurants, hotels, attractions and small businesses
• Expand meetings, sports tourism and group travel opportunities
• Strengthen partnerships with community organizations and stakeholders
• Enhance visitor experiences while preserving Fayetteville’s authentic character
• Increase transparency around tourism investments and outcomes.
According to Experience Fayetteville, the decision to publish the plan “reflects a growing commitment to helping residents better understand how tourism supports the local economy and contributes to community priorities.”
“When people think about tourism, they often think about visitors,” Hauck said. “What they may not always see is how tourism supports the restaurants they love, helps activate downtown, attracts events, creates jobs and generates revenue that benefits the broader community. We want residents to have a clear understanding of the role tourism plays in Fayetteville’s success.”
The marketing and sales plan is expected to be released annually. Experience Fayetteville is considering creating a combined annual report starting in 2027 to provide a look back at the previous year and a look ahead to future priorities.
“For years, much of this work happened behind the scenes,” said Brannon Pack, director of marketing for Experience Fayetteville. “By publishing this plan, we’re opening that process up and giving residents, partners and stakeholders a clearer view of how we invest tourism dollars, how we measure success and how our marketing efforts support both visitors and the community. We believe transparency builds trust, and we hope this becomes a valuable resource for anyone interested in Fayetteville’s future.”
The plan will be posted on Experience Fayetteville’s website this evening after the Monday meeting of the Fayetteville Advertising and Promotion Commission, the governing body of Experience Fayetteville.