After more than three decades of leadership, Lori Medlin, president and CEO of the Halifax County Convention and Visitors Bureau, will retire on November 1.

“It has been the honor of a lifetime to serve Halifax County,” said Medlin. “Together, we have built an industry that not only drives economic growth but also shares our history, culture, and community with visitors from around the world.”

Yvonne Thompson, chair of the HCCVB Board of Directors, said, “Lori’s dedication to Halifax County is unmatched. She has not only grown our tourism economy but has also strengthened our identity and pride as a community. Her work has touched every corner of this county, and her leadership has positioned us for continued success. On behalf of the Board, we are deeply grateful for her service and lasting contributions.” 

The HCCVB board said Medlin’s tenure has been marked by extraordinary growth and lasting impact on Halifax County’s visitor economy. “When she began in 1995, tourism spending in Halifax County totaled $15.6 million. Under her leadership, that number has grown to more than $131.77 million in 2024, positioning Halifax County as a recognized destination within North Carolina.”

The board said that throughout her career, Medlin has played a central role in shaping the county’s tourism landscape. She partnered to secure and write the $400,000 grant that helped launch the Roanoke Canal Museum and has supported enhancements to the Roanoke Canal Trail over the years. She also contributed to the evolution of Sylvan Heights Bird Park from a breeding center into a world-class attraction.

“Medlin led efforts to strengthen sports tourism by improving youth athletic facilities across the Roanoke Rapids area and managed the development of the Halifax County Visitor Center and Dog Park, creating a welcoming gateway for visitors traveling along the I-95 corridor,” the board said.

Her leadership, the board said, extended into development, supporting projects such as Premier Landing and the ongoing Carolina Crossroads Entertainment District. “She also played a key role in expanding Halifax County’s hospitality footprint, welcoming lodging brands including Baymont Inn, Holiday Inn Express, Best Western, Hampton Inn, Hilton Garden Inn, and Fairfield by Marriott. Numerous restaurants, Weldon Mills Distillery, and Timber Waters Brewery have invested in Halifax County’s tourism landscape during her tenure.”

Under her leadership, the HCCVB spearheaded the creation of Halifax County’s Underground Railroad Trail and launched initiatives such as the Roanoke Valley Rocks program.

The HCCVB, under Medlin’s direction, sponsored and supported a wide range of signature events, including the 301 Endless Yard Sale and the Roanoke River Ramble. “Her work has been recognized with numerous awards for excellence in marketing, including the North Carolina Travel Industry Association's highest honor in 2019.”

Most recently, the board noted, Medlin’s leadership and strategic vision helped secure national and statewide attention for Halifax County as part of America’s 250th anniversary. “Her efforts led to Halifax County being featured on the cover of the North Carolina Travel Guide and the April edition of Our State magazine — spotlighting the community’s historic significance and positioning it as a premier destination for the semiquincentennial celebration.”

During the COVID-19 pandemic, she created initiatives such as Count On Me NC and the promotion of Business Recovery funding. “She and her team provided critical support to local tourism partners — demonstrating the strength and resilience of Halifax County’s visitor economy during an unprecedented time.”

Wit Tuttell, director of  Visit North Carolina, praised Medlin’s impact across the state, “Lori Medlin has been a driving force in North Carolina tourism for more than three decades. Her leadership, vision, and passion for place have elevated Halifax County into a destination of statewide significance. She understands that tourism is not just about visitors, it’s about community, heritage, and economic opportunity. Her legacy will be felt for generations.”

The HCCVB is governed by a volunteer board of directors and funded through occupancy tax revenues, working to promote travel and tourism as a key driver of economic vitality and quality of life and, “Medlin is always quick to point out that no local tax dollars are used in their efforts.”

Details regarding transition plans and future leadership will be announced by the board of directors in the coming months.