Vic Isley, president & CEO of Explore Asheville and the Buncombe County Tourism Development Authority, has been honored with the annual Destination Organization Leadership Award by Destinations International (DI), the world’s largest membership association for destination organizations.

The Destination Organization Leadership Award was created in 2017 and is amongst the association's most prestigious honors, recognizing those outstanding individuals who, through their exceptional work and achievements, have made a significant contribution to the destination marketing industry and a profound difference in the communities they serve.

Only destination organization leaders who have made significant contributions to the destination marketing industry may be nominated. Candidates should show leadership, innovation, and credibility while implementing best practices and cutting-edge technology. Isley was one of four honorees this year.

"Destinations International is proud to honor Vic Isley, president & CEO of Explore Asheville and the Buncombe County Tourism Development Authority with the Destination Organization Leadership Award, recognizing her outstanding leadership, vision and enduring contributions to both her destination and the broader travel and tourism industry," said Don Welsh, president & CEO of Destinations International. "Vic has helped elevate the standard of excellence in our field, inspiring peers and advancing the mission of destination stewardship worldwide." 

Isley started her current position in Asheville in December 2020, bringing more than 30 years of experience in destination marketing to this role. Throughout her career, she has represented destinations including Bermuda, Washington DC, Tampa Bay, Durham, and now Asheville, leading recovery efforts from major crises including 9/11 and Hurricane Helene while promoting high-profile events from presidential inaugurations to Super Bowl XXXV. Recognized as one of HSMAI's Top 25 Minds in Hospitality & Travel Sales Marketing and named among North Carolina's most influential leaders by Business NC magazine, Isley previously served as Chief Operating Officer for Destinations International, the world's largest destination marketing trade association. A University of North Carolina at Chapel Hill graduate who grew up on a tobacco farm in rural North Carolina, she began her hospitality career as a restaurant server and currently serves on the boards of the U.S. Travel Association, Asheville Independent Restaurant (AIR) Association, and Asheville Buncombe Hotel Association. 

"I am honored to be recognized alongside such respected colleagues in the Destinations International family," said Vic Isley, president & CEO of Explore Asheville and the Buncombe County Tourism Development Authority. "This has been one of the most challenging and meaningful years of my career. When Hurricane Helene hit, we launched the Always Asheville Fund and powered it with star-studded events like Concert for Carolina. From New Orleans to New York, special events helped raise over $25 million in relief and more than $2 million for small business grants. I'm moved by how many showed up for our region—grit, innovation, and heart run deep in Appalachia. We’ve made remarkable progress and while some people and places need more time, Asheville is open and ready.”

Source: Explore Asheville.