President, CEO & Foundation Executive Director Don Walsh; Visit Seattle President & CEO Tammy Canavan; President & CEO of Explore Asheville & Buncombe County Tourism Development Authority Vic Isley; Louisville Tourism President & CEO Cleo Battle. Image Credit: Destinations International.

VIC ISLEY RECOGNIZED BY DESTINATIONS INTERNATIONAL
WITH THE DESTINATION ORGANIZATION
LEADERSHIP AWARD

Please Join Us in Congratulating Vic on this Merited Recognition

We are proud to announce that 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. Candidates must demonstrate 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 Isley 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. 

"This has been one of the most challenging and meaningful years of my career," said Vic Isley, president & CEO of Explore Asheville and the Buncombe County Tourism Development Authority. "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.”

Vic's visionary leadership has been integral in supporting our community through its immediate and ongoing economic recovery from Hurricane Helene. Through strategic planning, collaborative partnerships, and unwavering commitment to our region's resilience, she has demonstrated the kind of transformative leadership that this award celebrates.

This recognition reflects on our entire community. Vic's work—and this award—shines a light on the resilience, creativity, and collaborative spirit that defines Asheville's travel and hospitality industry.

Please join us in congratulating Vic on this well-deserved recognition. We are grateful for her leadership, determination, and the positive impact she continues to make in our community and beyond!