Tourism officials in both Carolinas are working to get visitors down roads less traveled this summer.
South Carolina tourism director Duane Parrish says a $2.5 million ad campaign to get visitors to undiscovered parts of the state is paying off with more traffic to rural areas.
North Carolina's Project 543 website launched late last year, and it showcases attractions, many in small towns, found in the 543-mile width of the state, from Manteo on the Outer Banks to the Murphy in the mountains of the west.
The state's director of tourism marketing says it's part of an overall campaign to get visitors to make a deeper connection with state. Wit Tuttell says many attractions listed on Project 543 are things that you can't do elsewhere in the Southeast.