Superpower: Connecting people and resources
Executive Director, McDowell County Convention & Visitors Bureau
There’s a certain kind of person every community needs. The one who sees possibility where everyone else sees problems. The one who refuses to let a place be defined by its past. For McDowell County, that person is Jennifer Justice.
Through the McDowell County Convention & Visitors Bureau, Justice has helped shift the narrative from what McDowell County was to what it’s becoming. She understands that tourism isn’t simply about filling hotel rooms. It’s about bringing life back to the community by creating opportunities for small businesses and inspiring entrepreneurship.
That philosophy shapes everything she does. As president of the McDowell County Chamber of Commerce, secretary of McDowell County Historical Society, vice president of Prosper McDowell, and recently elected vice president of the McDowell County Board of Education, Justice has earned a reputation as a connector—bringing people, ideas, and resources together around a shared vision.
“I tell my daughters I’m building my legacy,” Justice says. “For me, that legacy is making McDowell County better than I found it. When I’m gone, I want people to say I did everything I could to help McDowell County be better—to make it stronger economically, to create opportunity, and to bring people back. Tourism is one of the ways we do that. It doesn’t happen overnight, but every visitor, every new business, and every partnership is a step in the right direction.”
As a 2023 fellow of the Appalachian Leadership Institute, Justice sharpened her skills in community leadership, regional collaboration, and securing funding for transformational projects. She is also a graduate of the Southeast Tourism Society Marketing College, a nationally respected professional development program for destination marketers.
Under her leadership, the McDowell County CVB achieved statewide accreditation twice, launched a new tourism brand and marketing strategy, and helped elevate multiple signature events—all while proving that tourism can be a powerful catalyst for economic renewal.
Justice isn’t simply promoting a destination. She’s helping shape its future.
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