To benefit all: Haywood's tourism plan focuses on quality of life
Feb. 17—The Haywood County Tourism Development Authority's 10-year master plan is not just for visitors and the tourism industry.
Rather, the plan focuses on quality of life for both visitors and Haywood residents, convinced that what is good for one group will be good for all.
The plan, slightly delayed by Hurricane Helene, was presented to the Haywood County Board of Commissioners earlier this month, where the board roundly praised TDA director Corrina Ruffieux's thoroughness, balanced approach, and attention to quality of life for Haywood County residents.
The master plan, which will go into effect in 2026, is designed to address Haywood's tourism challenges: Low occupancy rates in traditional hotels, overuse of outdoor resources, lack of recreational access to the Pigeon River, and visitation periods heavily weighted toward summer and fall, among other things.
"One of the questions I've been asked a lot is, 'Why did you do this?' And the reason is, because change is coming whether we're ready for it or not," Ruffieux told commissioners. "And so, if we can do our best to have a plan, we can hopefully manage that change so that Haywood County can keep what makes Haywood County so special."
Breaking down the plan
The plan is broken up into four pillars. Pillar one aims to focus on launching the "Visit Haywood" brand while strengthening the external awareness of Haywood County as a destination. This segment of the plan also zeroes in on attracting visitors who have the "flexibility and interest in traveling mid-week and/or off-season."
"I'm sure all of you have heard this — a lot of people say 'no more visitors, there's too many visitors. 'It isn't always about quantity; it's about quality," Ruffieux said. "So, one of the things we want to do is target high-quality visitors. If we can do a good job getting the right visitors to come here and get them to come year-round, it keeps our small businesses up and running year-round and our people working."
The year-round aspect of the plan is particularly noteworthy following an extraordinarily slack fall in the wake of Hurricane Helene. In 2023, October occupancy tax peaked at slightly over $400,000. In 2024, that number reached just under $250,000. In the long term, not relying on a peak tourism season will make the overall economy of Haywood County more durable.
To that end, the TDA proposes improving recreational infrastructure within Haywood County — with a focus on upgrading access to water-based activities, particularly around the Pigeon River. These initiatives fall under the plan's second pillar: Product development.
"Our visitors and our locals said they want to get out on the river. So how do we help make that happen in a safe, effective way?" Ruffieux said.
"Agritourism is a bigger part of the picture now than it's ever been. I really hate that we lost the paper mill. That has been kind of a blue-collar bread and butter staple income for our county. But things change. I've heard of people catching trout in downtown Clyde, and I've never heard of that much in my lifetime. That's a draw," Commissioner Tommy Long agreed.
Ruffieux also pointed to the state of Haywood's aging traditional hotels, noting that upgrades and improvements there are priorities. The goal is to attract visitors who might otherwise stay in short-term rentals, hopefully freeing up future housing for Haywood residents.
Quality of life
For Ruffieux and the plan's designers, developing recreational infrastructure is a case of two birds, one stone — many of the improvements that will draw new visitors to the county will also improve the lot of Haywood residents.
"To me, it's about elevating quality of life in Haywood County, and my favorite thing to say is, if we make Haywood County a better place to visit, we make it a better place to live," Ruffieux said.
The TDA director pointed out other gaps in Haywood's tourism opportunities, namely a lack of indoor or family-friendly activities, the kinds of things that will attract the younger audiences Ruffieux is hoping to see in the county.
The mill site predictably came up, with Ruffieux saying she hopes to work with the new owners to develop the property in a way that benefits all stakeholders — including Haywood locals.
"I visited the river walk in San Antonio, and they had hotels, motels, restaurants, and tours on boats, and they told about the culture and the history of the town and what all had happened, and I could see something possibly like that along the Pigeon River at the old mill site," vice-chairman Brandon C. Rogers said.
Rogers also floated the idea of a museum showcasing the mill's history and impact on the county, referencing the Hershey Story Museum in Pennsylvania as an example of an industry site pivoting to tourism.
The master plan's third pillar is outdoor recreation, specifically supporting and promoting the stewardship of the outdoor spaces that make Haywood County such a draw. Planned actions include establishing a destination stewardship committee, developing ways to monitor outdoor resources for overuse, and co-developing an emergency communications plan with Haywood County Emergency Services.
This last bullet point shot to the top of the priority list in the wake of Helene, Ruffieux explained.
"A living, breathing plan"
The final pillar involves the continuing evolution of the TDA as a force for business development and the welfare of the county.
The TDA 10-year master plan was a year in the making. It was developed with the input of a 17-person steering committee, the TDA board, 130 community members who attended two input sessions, public land officials, emergency response managers, outdoor recreation stakeholders, and TDA marketing committee members. Originally slated for launch in late September, the TDA postponed the unveiling due to Helene. The final plan was adopted in December.
The 10-year master plan is available on haywoodtda.com, but take note: "It's a living, breathing plan, so there will be changes as we go," Ruffieux said.
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