The Highlands Chamber of Commerce/Visit Highlands, NC is proud to announce the appointment of Johanna Fein as its new Executive Director. Effective June 2, 2025, Fein will begin transitioning into the role and will assume full responsibility on July 1. She brings nearly 30 years of leadership experience in destination marketing and hospitality, with a proven record of advancing strategic initiatives, building stakeholder relationships, and elevating brand presence. Most recently, she served as the organization’s Director of Marketing & Communications.
“Johanna loves Highlands, and we believe that her passion for this community combined with her strategic mindset, will enable her to be a true ambassador for our business community and lead the organization into its next chapter,” said Blye Hunsinger, Chair of the Board of Directors. “Her approachability, work ethic, and integrity will benefit our members, residents, and visitors alike.”
Fein joined the Highlands Chamber of Commerce/Visit Highlands, NC in early 2023. She previously held positions at renowned organizations including Pinehurst Resort, Ventana Inn & Spa, Sea Island Resorts, and the San Luis Obispo Visitors & Conference Bureau. Fein is also a 2025 graduate of the Certified Destination Management Executive (CDME) program, the highest individual educational achievement in the tourism industry. She will officially be recognized at the Destinations International (DI) Annual Conference held July 9-12 in Chicago.
“I am honored and excited to step into this leadership role,” said Fein. “Highlands is a remarkable place – rich in beauty, culture, and community spirit. I look forward to building upon the strong foundation Kaye has established and continuing to support our members and partners through thoughtful leadership and collaboration.”
Fein succeeds Kaye McHan, who is retiring after a successful tenure as Executive Director. McHan has led the organization through pivotal moments, including the COVID-19 pandemic, while advancing board governance, strategic planning, impactful programs, and sustainable financial practices.
“Working alongside Johanna over the past two years has been a joy,” said McHan. “She brings creativity, focus, and a genuine commitment to service. I have complete confidence in her ability to lead the Highlands Chamber of Commerce/Visit Highlands, NC with strength and purpose.”
As Executive Director, Fein will oversee the Highlands Chamber of Commerce/Visit Highlands, NC’s operations, lead strategic initiatives, serve as the organization’s spokesperson, and continue fostering positive relationships with local government, business, and civic leaders to advance the prosperity and vitality of the Highlands community.
For more information about the Highlands Chamber of Commerce/Visit Highlands, NC, go to their website highlandschamber.org.
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