Visitor spending in North Carolina reached a new high in 2024, with 71 of the state’s 100 counties reporting increased tourism expenditures, according to data released by the N.C. Department of Commerce. The report shows that total visitor spending statewide rose to $36.7 billion, marking a 3.1 percent increase from the previous year.
Governor Josh Stein commented on the findings, stating, “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. 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 highlighted the broad benefits seen across many regions despite challenges during the year: “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,” said Lilley. “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 study was conducted by Tourism Economics and commissioned by Visit NC—a division of the Economic Development Partnership of North Carolina (EDPNC). It offers preliminary estimates on domestic and international traveler expenditures along with data on employment and tax revenue generated directly by tourism activity.
Lilley also pointed out that while hurricane impacts were included in three months of data from 2024, full losses have not yet been quantified at either statewide or local levels most affected by Hurricane Helene. He emphasized that “the study’s timing, methodology, and purpose are not intended to be an evaluation of storm impact on visitation or spend, but a gauge of the overall health of the visitor economy for 2024.”
Among key findings:
– Cleveland, Burke, and Iredell counties led growth as part of a group where seven counties saw double-digit increases in visitor spending.
– Nearly two-thirds of counties experienced job growth related to tourism; Stokes County led with an 8.8 percent rise.
– Mecklenburg County topped all others with $6.4 billion in traveler expenditures (up 9.1 percent) and had the highest number of direct tourism employees at nearly 38,000.
– Statewide travel spending set another record after rising nearly seven percent in 2023.
Wit Tuttell, executive director at Visit NC, explained how industry complexity means results should not be seen as definitive storm loss assessments: “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 qualities like scenic beauty continue drawing 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.”
Full tables are available online at partners.visitnc.com/economic-impact-studies.
Additional data shows domestic travelers spent $35.6 billion—an increase from $34.6 billion last year—and international visitors contributed $1.2 billion (up over sixteen percent). Visitor-related federal,state,and local taxes totaled almost $4.6 billion.Average household savings due to tourism-generated taxes amounted to nearly $600 per family.
Visit NC operates within EDPNC,the private nonprofit leading business recruitment,tourism,and film marketing for North Carolina.The organization aims to position North Carolina as a premier destination through unified marketing strategies.For more information about travel opportunities within North Carolina,the public can visit VisitNC.com.
