Joy Brown, the Executive Director of Morehead-Rowan County Tourism, shares insights on leveraging hiking trails to enhance tourism in Morehead, Kentucky. She discusses the community's unique appeal and the collaboration with local airlines to attract tourists seeking outdoor adventures. Joy emphasizes the importance of educating locals about the spending power of hikers and shares innovative approaches, including the use of AI tools to track tourism data. The conversation highlights balancing economic growth with maintaining the area's natural charm.