In 2024, North Carolina’s tourism industry broke records – as it welcomed nearly 40 million domestic visitors, who added $37 billion to our state’s economy, continuing the state’s streak as the fifth most visited state in the nation.
For UNC Greensboro’s Bryan School of Business & Economics (BSBE) alumni Salem Clarke ’11 and Melody Varner ’21, a love of all that North Carolina offers drives their ongoing mission to shape the state’s tourism landscape.
Clarke and Varner leverage their education and experiences to promote N.C.’s hidden gems, foster economic growth, and share the stories that make their communities unique.
Building Partnerships, Growing Communities
For Clarke, tourism is about more than travel – it’s about sharing what makes her community special. As Onslow County tourism manager, she oversees a wide range of initiatives highlighting the area’s natural beauty and cultural diversity. From the scenic shores of North Topsail Beach to the bustling restaurants of Jacksonville, she works with local partners to highlight what makes the county unique.
“My job involves everything from marketing and budgeting to coordinating with hoteliers, attractions, and restaurants,” Clarke says. “Tourism is a big circle. Our marketing drives the county’s economic growth, creates jobs, and builds stronger communities.”
Clarke’s work includes promoting unique experiences like oyster farm tours, clamming excursions, and the Onslow County International Food Trail, which celebrates the region’s global flavors. She also collaborates with the NC Coast Host network, state parks, and conservation groups to strengthen regional partnerships.
Originally from Lufkin, Texas, Clarke came to UNCG as an out-of-state student and found her footing at the Bryan School. She credits program experiences, as well as mentorship from Associate Professor of Hospitality and Tourism Erick Byrd, with helping her land her first tourism position following graduation.
“The connections I made at UNCG have been invaluable,” Clarke says. “Tourism is such a collaborative field, and UNCG prepared me for that.”
Connecting People, Places
While Clarke’s career took her to the coast, Melody Varner found her calling closer to home. A sustainable tourism and hospitality graduate, she now serves as tourism marketing coordinator for the Randolph County Tourism Development Authority, promoting the county where she grew up.
“I love the variety that comes with this role,” she says. “Every day is different. One moment I’m updating our travel guide or assisting with travel media hosting and the next I’m helping a group plan a tour of our attractions.”
Those attractions include Seagrove’s famous pottery studios, the North Carolina Zoo, and the Liberty Showcase Theater, among others. Varner also leads the production of the annual Randolph County Travel Guide, a major project that brings together local partners and creative professionals to highlight the region’s appeal.
A transfer student from Randolph Community College, Varner says she always knew UNCG was where she wanted to continue her education. “The classes I took in the Bryan School helped me figure out what I wanted to do,” she says. “Dr. Byrd’s guidance and experience in the field were huge for me. He helped me make the connections that led to my current job.”
Now, Varner gives back to UNCG by speaking to tourism and hospitality students as well as participating in alumni events. “I tell students to be open-minded and trust their journey,” she says. “Use the resources around you – professors, classmates, and alumni. Those relationships will take you far.”
Education Driving Economic Impact
From Onslow County’s coastal experiences to Randolph County’s cultural landmarks, Clarke and Varner’s wide-reaching work demonstrates how UNCG alumni strengthen North Carolina’s economy through tourism.
Byrd, who is also the Director of the BSBE Center for Industry Research and Engagement, is committed to delivering programs that offer students the skills and confidence necessary to lead collaborative, community-focused initiatives.
“Tourism, at its heart, is about creating meaningful experiences in the places and communities where people visit and live.”
-Erick Byrd, Associate Professor, Marketing, Entrepreneurship, Hospitality & Tourism
“Tourism, at its heart, is about creating meaningful experiences in the places and communities where people visit and live.” Byrd says. “The success of any destination depends on the dedication of tourism professionals like Salem and Melody. They help make North Carolina a top tourism destination, I am incredibly proud of the role UNCG played in their educational and professional journeys.”
As N.C. continues to grow as a popular travel destination, BSBE graduates like Clarke and Varner play an essential role in shaping how visitors and residents alike experience the state.
Story by Jenna Hall, AMBCopy
Photography provided by Salem Clarke and Melody Varner, BSBE Alumni
