Visitor spending in North Carolina reached a record $36.7 billion in 2024, with 71 of the state’s 100 counties reporting increases, according to new county-level data from the N.C. Department of Commerce. The findings are based on a study commissioned by Visit NC, part of the Economic Development Partnership of North Carolina.
“This news underscores what we all know: North Carolina is not only a fantastic place to live, but it’s a special place to visit,” said Governor Josh Stein. “Whether you are visiting our coast, touring the Piedmont, or returning to support western North Carolina’s comeback, there’s an incredible trip waiting for every visitor. I am excited to welcome more tourists to North Carolina this fall to discover our unforgettable state.”
N.C. Commerce Secretary Lee Lilley commented on the results: “North Carolina has something for everyone, and that’s why so many of our destinations shared the wealth in a record year for visitor spending,” he said, referencing the $36.7 million travelers contributed to state and local economies in 2024. “Despite the impact of Hurricane Helene, this report speaks to the resilient and enduring appeal of the cultural, recreational and culinary experiences that make North Carolina a top choice for so many travelers.”
The annual study by Tourism Economics estimates both domestic and international traveler expenditures as well as related employment figures and tax revenues generated by tourism activity. The model uses data from Visit NC along with information from federal and state agencies and other travel industry sources.
Secretary Lilley noted that while three months following Hurricane Helene are included in the study period, hurricane-related losses statewide or in western counties most affected are not fully quantified by this report. The intent is not to evaluate storm impacts specifically but rather assess overall visitor economy health for 2024.
Among key findings: Visitor spending grew in 71 percent of counties compared to 2023; Cleveland, Burke, and Iredell led growth as part of a statewide increase of 3.1 percent over last year; seven counties saw double-digit increases (Cleveland, Burke, Iredell, Stokes, Union, Gaston and Ashe). Nearly two-thirds of counties experienced growth in direct tourism employment—with Stokes County leading at an 8.8 percent rise.
Mecklenburg County received $6.4 billion (up 9.1 percent) in traveler expenditures—the highest among all counties—followed by Wake ($3.5 billion), Buncombe ($2.7 billion), Dare ($2.1 billion), Guilford ($1.8 billion), Brunswick ($1.2 billion), Durham ($1.2 billion), New Hanover ($1.1 billion), Forsyth ($1.1 billion) and Moore ($860 million). Mecklenburg also had the largest number of direct tourism employees at nearly 38,000.
Statewide travel spending increased by 3.1 percent over last year after growing by nearly seven percent in 2023.
Wit Tuttell, executive director of Visit NC, addressed how hurricane effects are reflected: “It’s certainly an indication of where the effects were felt,” Tuttle said, “but given the complexities of the tourism industry and the timeframe of this research, we need to resist the temptation to view the data as a definitive report of the storm’s economic impact. As travelers return, we will celebrate the resiliency behind the mountain recovery efforts that fortify the industry and underscore its value to our workforce, our businesses, and our tax base.”
Tuttell added that factors such as scenic beauty and culinary innovation continue attracting visitors: “That appeal might be hard to quantify,” he said, “but as we follow the numbers, we see the payoff in terms of the money that goes to businesses as well as state and local tax bases.”
According to additional data released with this report:
– Domestic travelers spent $35.6 billion—a new high—while international visitor spending rose more than sixteen percent.
– Tourism generated almost $4.6 billion in federal, state and local taxes.
– State tax receipts from visitors increased slightly while local tax receipts grew more than four percent.
– Direct tourism employment reached over 230,000 jobs statewide.
– On average each household saved $593 on state/local taxes due directly to visitor spending.
Full tables are available at partners.visitnc.com/economic-impact-studies.
Visit North Carolina operates under EDPNC with a mission focused on promoting leisure travel and events throughout North Carolina.
