DOBSON -- The Northwest North Carolina Southwest Virginia Regional Tourism Initiative, which announced that it was branding the area "The Cascade Highlands" last month, has received $75,000 to implement the organization's program for the next two years.

An Economic Innovation Grant from the North Carolina Rural Economic Development Center will support activities including the Initiative's business plan, branding strategy for the region and development programs, as well as create a tourism guide map and brochure for the area.

The organization announced on April 11 that it was merging the tourism efforts of Alleghany, Surry, Stokes, Yadkin and Wilkes counties in North Carolina and Carroll and Grayson counties and the city of Galax in Virginia.

The purpose of the partnership, according to organization leaders, is to blur town, state and county lines to integrate marketing efforts for tourism.

Dr. Jim Harrell Jr., who chairs the board of directors for the organization, said the Rural Economic Development Center's partnership will enable the program to move forward and foster job creation with the tourism sector of the economy.

"Our quality of life and attractions are enormous tools that we will utilize in encouraging tourists to frequent our region, creating greater demand for services, which will in turn promote job creation," Harrell said in a press release.

In areas hard hit by economic downfall and plant closings, Jessica Icenhour, the director of tourism for the Greater Mount Airy Chamber of Commerce, said that tourism partnerships are vital to the area because they provide more than 700 jobs annually in Surry County.

"This grant money will allow tourism officials in the area to focus on a visitor's delight with the area and the desire to return in the future," she said.