New Hanover tourism push targets locals, I-95 drivers

What they're saying: "If people know that we're here, we want to encourage them just to take that exit and explore," said Rachel Smith, Hanover's inaugural tourism director, in a recent county podcast.

Driving the news: The county's first major tourism push launched this month with "Visit Hanover VA," which aims to turn pass-through drivers and locals into tourists.

• The strategy focuses on history, outdoor recreation, agritourism and events — complete with a smiling tomato mascot.
• On its site, that mascot invites visitors to plan an itinerary from over 160 spots.
• The tagline "Ripe for Discovery" also leans on: Big Thrills (Kings Dominion), Deep Roots (history and farms) and Legendary Tomatoes.

Zoom in: Smith tells Axios the county is "especially proud" to partner with farmers, a collaboration that will lead to more "interactive farm experiences," festivals and potentially concerts in the coming months.

• And while the Hanover tomato might be the star, the pitch also includes Ashland's Strawberry Faire in June, classic car shows and a Highland cow farm.

What's next: Smith says the app has over 500 downloads and the website has logged thousands of visits in its first two weeks.

• The data on lodging and visitor counts for April is expected in mid-May.