Shaping Gaston County Through Tourism: Insights from Our Community and Visitor Study

On February 24, 2026, nearly 100 tourism partners gathered at  The Gastonia Conference Center  for a milestone in Gaston County’s tourism journey—the reveal of our Visitor Perception Study results. This research is a foundational step in shaping GoGastonNC’s new brand—helping define who we are, how we’re perceived, and where we’re headed as a destination.

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Why This Matters

Gaston County is growing, and now more than ever, a strong, unified brand matters. A clear brand helps us:

• Define our unique story in the region

• Reflect both our history and our future

• Communicate consistently and professionally

• Build confidence among residents, visitors, and investors

👉 A strong destination brand doesn’t just attract visitors—it strengthens the entire community.

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Tourism in Gaston County Is Growing

The timing couldn’t be better. Recent data shows tourism is on the rise:

• $389 million in visitor spending in 2024, up from $352.4 million in 2023—a 10% increase, one of the few counties in North Carolina to see double-digit growth

• $50.5 million in hotel revenue across 26 hotels and 1,957 rooms

• 64 events bringing in more than 26,000 attendees

  
  

👉 Tourism is more than a nice-to-have—it’s a major economic driver.

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Our Research Approach

To guide the rebrand, we partnered with NorthStar Place Branding to conduct in-depth research across the region. The process included:|

• Stakeholder and community engagement

• Data analysis and strategy development

• Brand messaging and creative development

• Action planning

  
  

Over 70 stakeholders participated, including public leaders, municipal partners, event planners, attractions, hotels, local businesses, and residents. Surveys with residents and visitors in key travel markets, plus input from regional tourism leaders, helped round out the findings.

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What We Heard from the Community

The community survey revealed both challenges and opportunities—and that’s a good thing.

• 61% of residents said Gaston County needs more visitors

• Residents rated GoGastonNC positively, with:

  • 12% rating performance as excellent

  • 45% as good

  • 37.9% as neutral

Some feedback pointed to perception challenges—showing that awareness hasn’t fully caught up with reality. This is an opportunity to tell our story more clearly.

Gaston County Today: Strengths & Challenges

Top Assets:

• Parks, trails, and outdoor recreation

• Convenient location near Charlotte

• Friendly, welcoming community

• Water-based recreation

Recognized Experiences:

• Natural areas for hiking and biking

• Daniel Stowe Conservancy

• Schiele Museum of Natural History

• Charming downtown districts

  
  

Opportunities to Address:

• Traffic and congestion

• Low awareness of Gaston County as a travel destination

• Need for continued investment in infrastructure

• Lack of a single “signature” attraction

• Supporting small and local businesses

👉 These aren’t roadblocks—they’re areas to grow and align.

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How Visitors See Us

A regional perception study across markets like Raleigh-Durham, Greensboro, Asheville, and Greenville-Spartanburg revealed encouraging insights:

Among those familiar with Gaston County, we are seen as:

• Family-friendly

• Great for outdoor recreation

• Known for hospitality

Top reasons to visit: charming downtowns, water recreation, and proximity to other destinations.

For those who haven’t visited yet, the main reasons were: lack of time, preference for other destinations, or simply not knowing what to do here. 👉 Awareness—not product—is one of our biggest opportunities.

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Visitor Behavior & Opportunities

Among visitors:

• Most visit 1–2 times

• 47% stay only a few hours; 28% stay overnight

• 53% stay with friends or family

Top reasons for visiting:

• Visiting friends and family (30%)

• Downtown experiences (14%)

• Passing through (13%)

Growth opportunities include:

• Festivals and events

• Dining and shopping promotions

• Overnight stay incentives

• Outdoor recreation, food tourism, wineries, and agritourism

• Sports tourism and seasonal events like Christmas Town USA

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Looking Ahead

Gaston County has strong assets. Now, it’s about telling the story clearly, consistently, and confidently. With an aligned brand, engaged partners, and continued investment, we can:

• Shift perception

• Increase visitation

• Strengthen the local economy

• Build pride in our community
  

👉 This is more than a tourism effort—it’s a shared vision for Gaston County’s future.