Visitors spend over $36 billion in NC in 2024

In 2024, growth in 71 of North Carolina’s 100 counties contributed to a total of $36.7 billion in visitor spending statewide, up from the 2023 record of $35.6 billion.

These numbers are based on a Tourism Economics 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 Gov. Josh Stein in a press release. “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.”

The study offers preliminary estimates of both domestic and international traveler spending. It also measures the employment, payroll income, and state and local tax revenues generated by this activity. The analysis is based on a statistical model incorporating detailed Visit NC data and information from federal and state agencies, nationally recognized private and nonprofit travel organizations, and other sources within the travel industry.

“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 Commerce Secretary Lee Lilley in a press release. “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.”

Lilley emphasized that although the study encompasses the three months of 2024 following Hurricane Helene, it does not provide a comprehensive accounting of hurricane-related losses statewide or in the hardest-hit counties of western North Carolina. The report’s timing, methodology, and purpose are not designed to measure the storm’s impact on visitation or spending but to assess the overall health of the visitor economy in 2024.

In 2024, visitor spending increased in 71% of North Carolina counties compared to the previous year. According to the press release, Cleveland, Burke, and Iredell led the state’s overall 3.1% growth, pushing visitor spending to a record $36.7 billion. Seven counties experienced double-digit gains in visitor spending: Cleveland, Burke, Iredell, Stokes, Union, Gaston, and Ashe. Nearly two-thirds of the state’s counties also saw growth in direct tourism employment, with Stokes leading at 8.8%.

 Other top increases were recorded in Burke (7.6%), Gaston (7%, Union (6.7%), and Ashe (6.2%). Mecklenburg County topped all counties with $6.4 billion in traveler expenditures, a 9.1% increase, followed by Wake at $3.5 billion (up 7.8%), and Buncombe at $2.7 billion, though it declined by 10.6%, according to a press release from the NC Department of Commerce. Dare County saw $2.1 billion in expenditures (down 2.2%). In comparison, Guilford ($1.8 billion, up 6.8%), Brunswick ($1.2 billion, up 4.9%), Durham ($1.2 billion, up 3.1%), New Hanover ($1.1 billion, up 1.6%), Forsyth ($1.1 billion, up 0.9%), and Moore ($860 million, up 6.8%) rounded out the top counties. Mecklenburg also reported the most significant number of direct tourism employees at 37,985, an increase of 4.6%, with four other counties each employing more than 10,000 people directly in tourism.

Wit Tuttell, executive director of Visit NC, emphasized that the report highlights the tourism industry’s importance to every county across the state. He explained that although the data include the three months following the storm, the study’s design — its timing, methodology, and purpose — was not intended to measure the storm’s impact on visitation or spending. Instead, it serves as an overall assessment of the visitor economy’s health in 2024.

“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.”

North Carolina welcomed nearly 40 million visitors from across the country, ranking fifth in domestic travel behind California, Florida, Texas, and New York, according to a May report from Visit NC. Over the past four years, the state has closely competed with Pennsylvania and Tennessee for that position. In 2024, domestic travel spending reached record levels, and the state also experienced substantial growth in the international market. More than 900,000 international visitors came to North Carolina, driving a 16.5% increase in spending to nearly $1.2 billion.

The post Visitors spend over $36 billion in NC in 2024 first appeared on Carolina Journal.

The post Visitors spend over $36 billion in NC in 2024 appeared first on First In Freedom Daily.