Fayetteville Shines at 2025 NCTIA Tourism Awards, Earning Gold and Rising Star Honors, Here’s All You Need to Know

Published on December 3, 2025

For exceptionally one-of-a-kind Fayetteville, the official destination marketing organization for Fayetteville and Cumberland County, North Carolina, was the recipient of two prestigious awards at the 2025 North Carolina Travel Industry Association NCTIA Tourism Achievement Awards. The event celebrated those who contributed greatly to tourism in a creative, innovative way and with excellence. The awards recognized not only individual achievement but also organizational efforts that contributed to increased tourism within the region.

Sierra Robbins Named 2025 Rising Star for Sports Tourism Contributions

One of the highlights of the evening was the recognition of Sierra Robbins, the Sports Development Manager for DistiNCtly Fayetteville, who was named the 2025 Rising Star. This award is presented annually to an individual in the destination marketing field with three years or fewer of experience who has made a notable impact on their organization and the tourism industry.

Since joining DistiNCtly Fayetteville in August 2024, Robbins has played a pivotal role in elevating the region’s sports tourism. Her work was instrumental in the establishment of the Fayetteville/Cumberland County Sports Commission, a collaboration with local universities, sports organizations, and parks and recreation leaders aimed at bringing new sports events to the community. Robbins was also responsible for managing sports site visits, familiarization tours for event organizers, and creating the first-ever Sports Destination Guide for Fayetteville. Her comprehensive sports facility database, designed to aid in the recruitment and planning of sports events, further exemplifies her commitment to enhancing the region’s tourism potential.

“Her leadership, enthusiasm, and dedication have had an immediate and lasting impact,” said Robert Cox, Director of DistiNCtly Fayetteville’s Sales & Sports Commission. “Sierra’s work reflects the spirit of innovation and collaboration that we strive for, and we are incredibly proud of her recognition on a statewide level.”

DistiNCtly Fayetteville Receives Gold Award for Sports Destination Guide

In addition to Robbins’ recognition, DistiNCtly Fayetteville received a Gold Award in the Small Bureau Category for its Sports Destination Guide. Produced entirely in-house by the sales and marketing teams at DistiNCtly Fayetteville, this guide has played a critical role in the region’s sports tourism efforts. Created in a remarkably short time—just four weeks—the Sports Destination Guide serves as an essential resource for recruiting and hosting sporting events in Cumberland County.

Since its launch in April 2025, the guide has had a significant impact on the region’s tourism landscape. It has already helped secure multiple events, generating over 576 room nights and an estimated economic impact exceeding $1.2 million. The success of the Sports Destination Guide highlights DistiNCtly Fayetteville’s commitment to fostering growth in sports tourism, which plays a crucial role in the local economy.

The guide also helps to showcase the region’s sports facilities, including a variety of venues suitable for tournaments, leagues, and competitions. By offering detailed information and comprehensive support for event organizers, DistiNCtly Fayetteville has positioned itself as a leading destination for sports tourism in North Carolina.

Impact on Tourism and the Local Economy

Both the recognition of Sierra Robbins and the Gold Award for the Sports Destination Guide underscore the importance of sports tourism in driving Fayetteville and Cumberland County’s economy. Sports events attract not only athletes and organizers but also spectators and fans, which leads to increased demand for accommodations, dining, entertainment, and other tourism services.

The success of the Sports Destination Guide and Robbins’ work in attracting sports events to the region contribute to a significant boost in room nights and economic impact for the community. The estimated $1.2 million in economic impact from events secured through the guide showcases the tangible benefits of tourism development in the area.

Moreover, the rise in sports tourism helps diversify the local economy, reducing reliance on traditional sectors and creating new opportunities for local businesses. The increased visibility of Fayetteville as a sports tourism destination also opens the door for future growth in other areas of tourism, such as leisure and cultural travel, as event visitors may return for vacation purposes.

DistiNCtly Fayetteville’s Commitment to Tourism Excellence

The achievements of DistiNCtly Fayetteville at the 2025 NCTIA Tourism Achievement Awards demonstrate the organization’s ongoing commitment to excellence in tourism development. The team at DistiNCtly Fayetteville continues to push the boundaries of innovation, using targeted marketing and community collaboration to enhance the region’s tourism profile.

Fayetteville and Cumberland County’s tourism efforts have become a model for other destinations seeking to tap into the potential of niche markets such as sports tourism. The success of these initiatives emphasizes the importance of collaboration between local government, businesses, and tourism organizations in driving growth and ensuring long-term sustainability.

Looking Ahead: A Bright Future for Fayetteville’s Tourism Industry

As the sports tourism efforts of Fayetteville continue to bear fruit in recognition, the future of its tourism industry looks bright. The strategic development of the sports tourism sector, in conjunction with continuous innovations from DistiNCtly Fayetteville relative to the marketing and promotion of events, ensures that the region will remain at the top of tourists’ lists, especially those seeking sports-related travel experiences.

Sierra Robbins’ recognition and that of the DistiNCtly Fayetteville team at the 2025 NCTIA Tourism Achievement Awards underscore the relevance of continued efforts to advance tourism, engage in community development, and contribute to the economy. As the tourism world keeps changing, Fayetteville’s vibrant destination marketing and management of events will position it for further success.