Pinehurst Area Tourism Bureau Changes Name as Visitor Spending Hits $860M

The Pinehurst, Southern Pines, Aberdeen Area Convention and Visitors Bureau switched its name to Visit Pinehurst, Southern Pines, Aberdeen. Board directors voted for the change during their December meeting.

This group has served as Moore County's official destination marketing organization since 1987. Phil Werz, president and CEO, explained that hundreds of similar groups nationwide have made comparable shifts.

"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 Werz, per the Sandhills Sentinel. "Plus, the term 'CVB' can be very confusing for some, sounds bureaucratic, and we do not have a convention center."

Werz believes the updated name reaches more people. It tells you straight what they do.

A fresh logo displays the word "visit" while a new website will go live this spring. Staff members are building an advertising campaign around the idea of "home" and what that word means to thousands who travel here each year.

Visitors spent more than $860 million in Moore County during 2024. That spending saved residents an average of $546 per year. Moore County placed tenth among North Carolina's 100 counties for tourism revenue.

The group runs without a convention center despite its old name suggesting otherwise. The rebrand clarifies the mix-up for both visitors and locals.