Titled “LEAD: Tourism,” the second annual conference is expected to attract elected and appointed government officials, representatives of tourism and economic development organizations and chambers of commerce, and owners and operators of private sector businesses in the hospitality and tourism industry. The focus on planning festivals and events designed to lure visitors to Western North Carolina arose during last year’s inaugural tourism conference, said Steve Morse, director of WCU’s Hospitality and Tourism Program.

“Attendees last year said they wanted to learn more about planning festivals and events to highlight local culture, music, food, crafts and history,” Morse said. “In Western North Carolina, seasonal festivals and events are sometimes the highlight of many tourist trips, offering the opportunity to share local flavor and culture while also generating local jobs and taxes. These festivals and events can have a tremendous impact on the local economy, if they are successful and run properly.”

In addition to examining the impact of festivals and events, the conference will include seminars and workshops on the essential elements of planning; secrets to getting financial sponsorships and volunteers; success with food and craft vendors; strategies for generating more revenue; and the top ways to ensure success of a festival or event. Representatives from three regional tourism-marketing groups — Smoky Mountain Host, Blue Ridge Host and High Country Host — will provide updates on the state of the travel and hospitality industry.

The conference also will repeat a popular attraction from last year’s event, when the nearly 150 tourism and economic development professionals from across WNC and the Southeast in attendance received customized “tourism economic fact sheets” with detailed analysis on the impact of tourism on the economies of counties across WNC. The fact sheets are compiled by a senior-level tourism business analysis class in hospitality and tourism taught by Morse.

Cost of attendance at the conference is $99 for those who register before April 3, and $149 thereafter. Registration fee includes lunch. For information or to register, visit the website www.tourism.wcu.edu or contact the Division of Educational Outreach at 828.227.7397 (toll-free at 800.928.4968).

The conference is presented by the Western Carolina University College of Business and sponsored by Harrah’s Cherokee Casino Resort, Duke Energy, the Blue Ridge National Heritage Area and Nantahala Outdoor Center.