Removes CVB from Name to Simplify Destination Brand

SOUTHERN PINES, N.C. (February 2, 2026) – Effective immediately, the Pinehurst, Southern Pines, Aberdeen Area Convention and Visitors Bureau (CVB) will change their DBA name to Visit Pinehurst, Southern Pines, Aberdeen. The CVB board of directors approved the name change at their December board meeting. Since 1987, the organization has been recognized as the official destination marketing organization for Moore County, NC.

“Hundreds of CVBs across the country have been simplifying their name to better reflect their destination and the role we play in the visitor economy,” said Phil Werz, President and CEO of Visit Pinehurst, Southern Pines, Aberdeen. “Plus, the term ‘CVB’ can be very confusing for some, sounds bureaucratic and we do not have a convention center. Visit Pinehurst, Southern Pines, Aberdeen has a broader appeal and says exactly what we are and better reflects what we do as an organization.”

Aside from the name revision, a new logo reflects the word “visit” and a new website will launch this spring to amplify the change. Additionally, the organization is working on a new advertising campaign to reflect on the concept of “home” and what that means to the thousands of people who visit the Pinehurst area annually. In 2024, according to an annual report provided by Tourism Economics and Visit North Carolina, more than $860 million in visitor spending was realized in Moore County, saving residents an average of $546 per year. The report lists Moore County as the tenth highest tourism economy in North Carolina out of 100 counties.

For more information on Visit Pinehurst, Southern Pines, Aberdeen and tourism in Moore County, visit HomeofGolf.com.

Visit Pinehurst, Southern Pines, Aberdeen Area
Visit Pinehurst, Southern Pines, Aberdeen is the economic development agency responsible for travel and tourism promotion, product development, and visitor services for Moore County, NC. The organization devises strategies to enhance the County’s tourism brand value and product to accommodate the next generation of visitors, thereby stimulating the local economy and enhancing the quality of life for residents and visitors alike. In 2024, Moore County ranked as the 10th largest tourism economy in North Carolina, generating $860 million annually in visitor spending, which supports the second largest employment sector in the county and saves county residents approximately $546 a year in state and local taxes.