With eight million people reached by news coverage and 17,000 unique website visitors, the NC Oyster Trail hit new milestones in 2023! The NC Oyster Trail is North Carolina’s premier tourism product promoting the state’s oyster brand and increasing the size of the state’s shellfish market. Statewide membership includes 80 Trail sites inland to the coast. The Trail is managed by a unique university, community and industry partnership. NOAA’s NC Sea Grant at NC State University coordinates the Trail with a coastal environmental non-profit NC Coastal Federation and an aquaculture industry group the N.C. Shellfish Growers Association. Consumer demand, economic impact, and tourism asset research have all contributed to the success of the Trail, bringing additional visitor experience and value as the Trail grows.