Amanda Hodges 
Although rural communities may not often be thought of as a destination for a vacation, visitors and tourists are a vital part of a thriving rural economy.
Rural tourism activities take place in non-urban areas that 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 that also incorporates learning opportunities.
According to the United Nations World Tourism Organization, (UNWTO) “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 is a practice where farms offer a variety of recreational, educational, and tourism activities – helping them be more financially resilient while creating a tourism experience. In Caswell County, with the decline of the tobacco industry, agritourism provides a promise of great opportunity that can include U-Pick berry farms, housing/camping 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 required an occupancy tax to be collected and is required by law to be spent on marketing the area to visitors. Working together, these volunteers were able to form a quasi-governmental entity like other North Carolina counties and develop the Caswell County Tourism Development Authority (CCTDA). This organization is managed by a board of five volunteer members appointed by the local commissioners.
These occupancy taxes are paid by visitors who stay overnight in a hotel or short-term rental property (Airbnb/VRBO). Because 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 American 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 of the benefits of tourism. Although resistance to change can be a factor in smaller communities and rural areas, 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. It is being introduced and shared through the community at town hall-type meetings where 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 and interest, and positive ideas were 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 introduction, the CCTDA is required to use funds to promote the community. The authority has awarded six grants so far, ranging from $500 to $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.
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 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 [email protected]. 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 sights to see and things to do here. We hope you enjoy getting to know the rural county next door at VisitCaswell.com.
