Two days after Haywood Chamber President and CEO David Francis announced the creation of a small business grant recovery program for businesses impacted by Hurricane Helene, the Haywood County Tourism Development authority jumped on board — in a big way — while tempering its own expectations of what the post-Helene landscape looks like.

A region largely dependent on the tourism industry is now asking a question not heard since the COVID-19 pandemic — how to support retail and hospitality businesses that depend on foot traffic while respecting public safety guidelines and strained infrastructure across the region.

A “community passport” program with the goal of increasing tourist visits and overnight stays by spotlighting businesses that pledge to fight racism, prejudice and discrimination will roll out in September, and the organization charged with implementing the program is looking to spread the word.  

It’s been a little under a year since Corrina Ruffieux took over for longtime Haywood County Tourism Development Authority Executive Director Lynn Collins, but Ruffieux’s wasted little time bolstering the TDA’s destination marketing strategy with robust and insightful data meant to show the county’s relative strengths and weaknesses while also hedging against uncertainty with new initiatives designed to keep the money flowing into Western North Carolina’s tourism-based economy — especially in post-mill Canton.