Orange County Welcomes Shelly Green to Lead Visitors Bureau Transition

Orange County Manager Travis Myren has announced that Shelly Green, a longtime tourism leader and former executive director of the Chapel Hill/Orange County Visitors Bureau, has returned to provide interim leadership to the organization.

Green's appointment comes as Laurie Paolicelli prepares to retire on Nov. 2, 2026, following more than 21 years as executive director of the Visitors Bureau, also known as Visit Chapel Hill.

Green brings both historical knowledge and extensive tourism experience to the assignment. She served as the bureau's first executive director for six years following its founding in 1992. She has more than 30 years of destination leadership experience and has spent the past seven years advising tourism organizations on strategy, governance and operations.

"Orange County is fortunate to welcome Shelly Green back to an organization she helped build," said Myren. "Her experience, leadership and understanding of our tourism industry will help ensure a smooth transition while we evaluate the bureau's future direction. We are committed to supporting our staff, strengthening partnerships and maintaining the important work of promoting Orange County."

Green will oversee daily operations, support bureau employees, work with tourism partners and assess the organization's strengths and opportunities. She will also conduct a review of the bureau's marketing effectiveness and organizational structure.

The transition is expected to take place in two phases, beginning with an organizational assessment through mid-February 2027. A second phase, tentatively scheduled through mid-May, will focus on implementing recommendations and providing continued leadership support. The findings will help Orange County determine the best structure for the bureau and guide the search for its next permanent director.

Recognizing More Than Two Decades of Leadership

Paolicelli's retirement marks the conclusion of more than two decades of leadership in destination marketing, tourism development and community partnerships across Chapel Hill, Carrboro, Hillsborough and rural Orange County.

Since joining the bureau in 2005, Paolicelli has helped expand Orange County's visibility as a destination for leisure travel, meetings, sports, arts and cultural experiences. Her tenure has included major tourism initiatives, partnerships with the University of North Carolina at Chapel Hill, community celebrations and efforts to strengthen the local hospitality economy.

Under her leadership, annual visitor spending in Orange County reached $280 million in 2024, supporting local businesses, employment and tax revenue.

"Laurie has dedicated more than two decades to telling Orange County's story and helping visitors discover what makes our communities special," Myren said. "Her commitment to tourism, economic development and community partnerships has made a lasting difference. We are grateful for her years of public service and the strong relationships she has built throughout the county and across North Carolina."

"This transition gives us an opportunity to build on Laurie's work while taking a thoughtful look at how the Visitors Bureau can best serve Orange County in the years ahead," Myren added. "We thank Laurie for her service and look forward to working with Shelly, our staff and community partners on the next chapter."

About the Chapel Hill/Orange County Visitors Bureau

The Chapel Hill/Orange County Visitors Bureau, also known as Visit Chapel Hill, is Orange County's official destination marketing organization. The bureau promotes travel, meetings, events and visitor experiences throughout Chapel Hill, Carrboro, Hillsborough and rural Orange County, supporting the local tourism economy and hospitality industry.

Media Contact:
Patty Griffin
Chapel Hill/Orange County Visitors Bureau
919-968-2060
www.visitchapelhill.org

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