Theme travel is trending in 2018, and its rise is apparent in the Wilmington area. That’s largely due to the region’s vast offerings as a destination, along with strategic travel-marketing efforts.
 
“Demographics are blending, so it’s no longer just about targeting age demographics but more about presenting experiences that are available in our destination in a way that appeals to targeted audiences with specific interests,” said Wilmington and Beaches Convention and Visitors Bureau (CVB) spokeswoman Connie Nelson. “Recently we expanded our video library, adding new 360 videos and more drone and Go Local videos.”
 
To further capitalize on the trend, the CVB has also expanded the Things to Do section of its website. Specifically, Nelson said, the CVB has added “more content related to special interests that have shown an uptick in interest.”
 
Among those categories that are attracting visitors to the Wilmington area include craft beer-cations and the softer side of adventure travel, among others.
 
“We have seen an uptick in interest in active lifestyle and wellness activities, as well as watersports, eco-tourism and craft beer/cocktails, nightlife and foodie travel,” Nelson said.
 
By promoting attractions, and the like, that match popular subsets under the theme travel umbrella, the CVB can better compete with other destinations, officials said. In turn, that can help continue to increase visitor spending in New Hanover County.
 
New Hanover Country experienced a 6.3 percent increase in visitor spending in 2016 over the previous year, according to the most-recent Economic Impact of Travel on North Carolina Counties report. The report marked the sixth consecutive record-breaking year for the county, according to tourism officials, equating to an economic impact of about $553.6 million.
 
What’s more, the study revealed that out of the state’s 100 counties, New Hanover County remained in eighth place in tourism expenditures.
 
As the official destination marketing organization of Wilmington and New Hanover County’s three beaches, the CVB’s promotional efforts are ever evolving. That means it’s still employing additional strategies to keep meeting visitors’ theme travel interests.
 
“Through our website, social media, digital paid media, e-newsletters and PR efforts, the Wilmington and Beaches CVB is providing the trip ideas and resources to plan a customized vacation or getaway to Wilmington and our island beaches,” Nelson said.
 
While travel geared toward specific interests isn’t necessarily new, Pender County tourism officials are also seeing its increasing popularity – and subsequent impact on the tourism industry.
 
Pender County Tourism Director Tammy Proctor attributes the growing number of theme travel inquiries that her office receives to visitors seeking more genuine experiences.
 
“Pursuing your interests is relaxing and invigorating for the soul and the mind,” Proctor said.
 
Like Proctor, Nelson attributes the trend to a shift in travelers’ mindsets.
 
“Visitors seek authentic experiences that are unique to a destination and those that speak to their passions and interests,” she said.
 
What’s more, the Pender County Tourism office is also getting a number of adventure-related travel inquiries. Another area of interest, Proctor said, is history.
 
“Our marketing acknowledges that people love the beaches, but by Tuesday they are ready to explore, discover and have an adventure. We promote our attractions to them with that idea in mind,” she said. “We also market our history.
 
“[For example,] we’re the birthplace of rocket technology, and we direct visitors to Missiles and More Museum [and] … Moores Creek National Battlefield does an excellent hike across the bridge where the first Patriots’ victory over the Loyalists occurred.”