“Never before had there been a coordinated statewide effort to showcase North Carolina as a destination. Tourism had the potential to lift the state out of economic despair. So in 1937, the newly created Division of State Advertising embarked on a campaign under the slogan ‘Variety Vacationland’….
“The phrase … would become mostly history by the 1980s, falling out of favor to another alliterative phrase: First in Flight….”
— From “How North Carolina Became ‘Variety Vacationland’ “ by Bryan Mims in Our State (July 23, 2015)