DistiNCtly Fayetteville Gets New President to Lead Tourism Push

A new leader has taken the helm at DistiNCtly Fayetteville, the organization charged with promoting tourism and travel in Cumberland County.

Michelle Williams stepped into the role of president and CEO on January 1, bringing more than three decades of hospitality and tourism experience to the position.

"I am honored to step into this role and develop the strategic vision for Cumberland County," Williams said. "This community has played a meaningful role in my career, and I’m excited to bring my passion and care to build on the momentum already underway, and welcome visitors to experience everything that Fayetteville has to offer."

Williams most recently served as regional director of sales for Newport Hospitality Group, where she spent 15 years overseeing sales operations for a wide range of hotel brands, including big names like Marriott and Hilton. During her tenure with Newport, she also played a significant role in opening three hotels in Fayetteville. Her background includes senior leadership roles with other hospitality companies, where she focused on revenue strategy and marketing across multiple properties.

Her ties to the local community run deep: Williams has been active with several civic and industry groups throughout Cumberland County. She has served on boards like the Greater Fayetteville Area Chamber of Commerce and the Fayetteville Area Government Affairs Council, and held leadership roles in the Fayetteville Area Hospitality Association. Her work has earned her industry recognition, including awards such as Ambassador of the Year from the chamber and Director of Sales of the Year honors.

"Michelle's career reflects a rare combination of strategic vision, operational expertise and a deep understanding of Fayetteville’s hospitality landscape," said Nat Robertson, president and CEO of the Greater Fayetteville Chamber. "Her leadership will be instrumental as we continue to elevate Fayetteville as a distinctive destination for leisure travel, sports tourism, meetings and events."

In her new position, Williams will be responsible for driving visitation and strengthening partnerships that support Fayetteville's tourism goals. DistiNCtly Fayetteville aims to position the region as a welcoming destination for travel throughout the year