The mountains are an undeniable tourist magnet, but with so many WNC destinations to chose from, the crusade to stand out from the pack is prompting county tourism agencies to constantly refine and redefine their message.

What will entice a vacationer to their corner of the Smokies — will outdoor adventures catch their eye, a quaint downtown draw them in or mountain music festivals win them over?

If anyone opposes an increase in Haywood County’s overnight lodging tax, they did not make their enmity known at Monday’s board of commissioners meeting.

Haywood County tourism leaders want to increase the tax on overnight lodging to fund special tourism-related capital projects, including a Jonathan Creek sports complex — a proposal that seems to have traction with county commissioners as well.

The newly formed Jackson County Tourism Development Authority is taking on the task of “branding,” an important first step for the entity that’s been tasked with developing a unified tourism promotion strategy for the county.

The Haywood County Tourism Development Authority has launched a new website with information specifically for lodging owners.

Tourism numbers are looking good for Haywood County so far this year, and tourism leaders are keeping their fingers crossed that a cold winter will drive visitors to Cataloochee’s slopes.

After more than a year of wrangling, a new Jackson County tourism authority was finally created this week, its board members officially named, and formal marching orders handed down.

The overhaul of tourism operations in Jackson County are intended to bring a new approach to tourism marketing and promotions, and hopefully increase tourism. Past tourism marketing efforts were stymied by turf wars and duplication of efforts by similar agencies.

A task force charged with creating guidelines for a joint Jackson County Tourism Development Authority is still struggling to figure out exactly how everything will work — and the deadline for making recommendations to the county leadership is drawing nearer.

Jackson County has two tourism agencies — one for the county as a whole and one for Cashiers — that oversee room tax money collected from overnight visitors by the lodging industry. Whether to merge the two entities has been a point of contention since last year.

A Haywood County Tourism Development Authority board member has resigned from her seat after disagreeing with the rest of the board’s decision to close a couple of its visitors centers.

Departing from the normal talks of budget cuts and tightening belts, Haywood County commissioners asked a group of tourism and town leaders how the county could pitch in to help bring visitors or new second-home owners to the county.

The commissioners met with members of the county tourism board and elected officials from Canton, Maggie Valley and Waynesville, among others, last week to discuss tourism and how the county can attract more residents or second-home owners.

“I would be interested in the county putting money into something,” said Commissioner Kirk Kirkpatrick. “How can the county help?”

One option Kirkpatrick offered up was commercial advertising. The county could look into a commercial that would collectively market Haywood County to people in other parts of the U.S.

“I would be interested in doing something like that if it’s in the best interest of everybody,” Kirkpatrick said.

“We would be interested in the county putting money into something too,” came the quick reply of Alice Aumen, a board member with the Haywood County Tourism Development Authority.

Aumen’s swift acquiescence to the county tossing in a few shekels drew chuckles from other leaders seated around the large square table.

The trick is getting people here, not so much selling them on the place — the area generally speaks for itself once people come to visit, several attendees stated.

“It all starts with a visit. It all starts with them being a tourist here,” said Lynn Collins, executive director of the TDA. Collins said that many retirees and second-home owners were initially tourists in the county before they were residents.

The meeting last week, billed as a roundtable discussion, was a chance for county commissioners to get up to speed on the tourism authority’s marketing campaign and strategy.

Jennifer Duerr, a member of the tourism board, suggested marketing Haywood County as centrally located between Gatlinburg and Asheville. People could stay in Haywood County and easily make daytrips to either location, she said.

Duerr also emphasized the county and towns should use more pictures and videos of the area. It is their best form of advertisement but often is under-utilized.

“It is so simple,” Duerr said. “This gorgeous area has been given to us like a gift, and we always walk away from that.”

The Tourism Development Authority recently purchased its own film equipment and has been shooting video to use in its advertising efforts.

As discussions dove deeper, several leaders noted that it is difficult to market “Haywood County” per se when few people know where it is or even that it exists. Out-of-town visitors are more likely to recognize Maggie Valley, many stated.

“Well, we are glad to let you use (the name) Maggie Valley,” half-joked Maggie Mayor Ron DeSimone.

Haywood County as a whole should build upon the efforts of places, such as Maggie Valley, Waynesville and Lake Junaluska, which have name recognition nationwide.

Ben Glover, owner of Maggie Mountain Rentals, said that he shied away from naming his business Haywood Mountain Rentals because he feared it would attract fewer customers.

“Haywood County, we were scared of and that is kind of sad,” Glover said.

Glover said a concerted effort may be able to change that.

“The term ‘Haywood County’ needs to be collectively promoted,” said Glover, a member of the TDA board.

Wintertime recreation was also a particular topic of concern at the meeting. Beyond Cataloochee Ski Area, the list of activities is meager.

“In the wintertime, we are truly at a loss for things to tell them to do,” Collins said. “We do have a shortage of things for children to do.”

Aumen agreed, adding that the county should focus on attracting entire families that can come back generation after generation.

County Commissioner Mike Sorrells suggested creating more indoor events to occupy people during the cold winter months and offering package deals for travelers.

Several leaders said that the towns are not adequately communicating what they have to offer to tourism leaders who tout the activities as reasons to visit Haywood County.

“I think that is everybody’s shortcoming,” said Canton Town Manager Al Matthews. “We can’t fault (tourism promoters) for not telling (visitors) about something that they don’t know exists.”