About Us
At Visit Pinehurst, Southern Pines, Aberdeen, we share the Moore County we love with visitors to support local businesses, create opportunities, and enrich life for the people who call it home.
Sharing the Place We Love. Supporting the Community We Call Home.
A favorite trail. A downtown shop where someone knows your name. A local restaurant you always recommend. The traditions you look forward to every year.
These are the things that make Moore County special. They’re also why we love sharing it.
At Visit Pinehurst, Southern Pines, Aberdeen, our job is to inspire people to discover our community—and help their visits support the people, businesses and experiences that make it such a wonderful place to call home.
Who We Are
We are Moore County’s official tourism organization, also known as the Moore County Tourism Development Authority. In everyday terms, we help people choose Moore County for their next trip. We introduce them to our towns, connect them with local businesses, and help them discover reasons to stay longer and return.
Our work serves the entire county, from our internationally celebrated golf courses to our downtowns, farms, arts communities, and trails.
What We Do
Tell Moore County’s Story
Through our website, visitor guide, social media, advertising, and media outreach, we introduce travelers to the people and places that make our community worth exploring. Golf may bring someone here for the first time, but a pottery studio, memorable meal, or walk through a charming downtown can give them another reason to come back.
Turn Interest Into Visits
Inspiration is the beginning. We help travelers find places to stay, things to do, and experiences to build a trip around. We also work with partners to attract meetings, group travel and events that bring customers to local businesses. A visitor’s decision to spend another night can mean another restaurant meal, another shopping stop, and more dollars spent here in Moore County.
Create Connections and Experiences
We bring tourism partners together and help develop experiences that visitors and residents can enjoy. Programs such as Pinecone Pathways and Peach Week invite people to explore our communities, discover local businesses, and make memories along the way. Our HOME public art initiative celebrates local identity while giving people another reason to stop, explore, and connect.
Care About What Comes Next
Sharing Moore County comes with responsibility. Our goal is to support tourism that respects our natural places, celebrates our history, and strengthens the character of our communities. That means working alongside local partners and considering how tourism can contribute to Moore County’s future while caring for what people love about it today.
How a Visit Can Benefit a Community
Think about someone coming to Moore County for a weekend. They book a room, have breakfast at a local café, browse a shop, and buy tickets to a performance. Their spending supports businesses and the people who work in them. It can also help sustain the dining, shopping, recreation and cultural experiences residents enjoy throughout the year.
Sometimes, that first visit begins a longer relationship. A traveler may return with family, consider a job opportunity or eventually choose to build a life or business here. This is the idea behind Destinations International’s Community Vitality Wheel: a community’s appeal as a place to visit connects with its appeal as a place to live, work, and invest. Those connections can strengthen one another over time.
Our role is to help that cycle work for Moore County through thoughtful promotion, partnerships, and tourism development.
What Tourism Means for Moore County
In 2025, tourism in Moore County generated:
- $901.4 million in visitor spending
- More than 6,500 tourism jobs
- $30.1 million in local tax revenue
Moore County ranked 10th among North Carolina’s 100 counties for visitor spending. Behind those numbers are people: the restaurant employee, hotel housekeeper, shop owner, artist, golf professional, and many others whose livelihoods are connected to travel. Visitors also contribute tax revenue that helps support public services and reduces the tax burden residents would otherwise carry.
Source: The Economic Impact of Travel on North Carolina Counties, 2025. This study was prepared for Visit North Carolina by Tourism Economics.
Our Community Is at the Heart of Our Work
We share your affection for this place—and your interest in its future. We want local businesses to thrive. We want our towns’ stories to be heard. We want residents to keep discovering something wonderful close to home, and visitors to leave with a deeper appreciation for the Sandhills. We cannot do that alone. Our work depends on the businesses, artists, community organizations, local governments, and residents who make Moore County welcoming and distinctive.
We invite people to visit because we believe in this community. We do this work because we care about the people who call it home.
Stay Connected
Have a question, an idea, or a local story to share? We’d love to hear from you. Meet our team, learn about our Board of Directors, and review our financial reports below.
Visit Pinehurst, Southern Pines, Aberdeen
155 W. New York Avenue, Suite 300 Southern Pines, NC 28387
Phone: 800-346-5362
Email: info@homeofgolf.com
Staff
| Phil Werz President & CEO | Melissa Holt Vice President, Destination Marketing |
| Donna Murphy Staff Accountant | Megan McDonald Digital Specialist |