North Carolina Sets New Record for Tourist Spending in 2025
North Carolina’s allure for travelers reached new heights in 2025 as the state reported unprecedented tourist spending figures. Governor Josh Stein officially announced that tourism spending exceeded $37.2 billion, surpassing the previous year’s record of $36.7 billion.
“North Carolina remains a great place to visit from our beautiful shore to our breathtaking mountains,” said Governor Josh Stein. “Even in the face of challenges from Hurricane Helene recovery last year, we saw record visitor spending – proof that people want to be here and experience all our state has to offer. From one end of the state to the other, tourism is helping to support jobs, sustain small businesses, and keep our economy moving forward.”
This announcement coincided with National Travel and Tourism Week (May 3-9), a time when tourism professionals across the country spotlight the importance of the travel industry. The state’s Welcome Centers are hosting various activities to celebrate the week.
Governor Stein has been proactive in promoting North Carolina’s attractions. Earlier this year, he visited the state’s ski resorts to highlight their significance in establishing North Carolina as the Winter Capital of the South. This sector reportedly contributes over $244 million to the economy and draws more than 780,000 visitors annually. Additionally, a “Rediscover the Unforgettable” initiative launched by Governor Stein and First Lady Anna Stein aims to boost western North Carolina’s tourism post-Hurricane Helene. February also saw the release of a budget proposal to further support this region’s tourism recovery.
Tourism’s impact on the state’s economy is multi-faceted. In 2025, the tourism sector supported 230,997 jobs, reflecting a slight increase of 0.3%, and paid $9.8 billion in wages, a rise of 3.5%. Moreover, the influx of visitors generated over $2.7 billion in tax revenues for state and local governments.
These statistics are preliminary insights from a study by Visit North Carolina, part of the Economic Development Partnership of North Carolina (EDPNC), conducted by Tourism Economics. The research synthesizes data from various sources, including the U.S. Bureau of Economic Analysis and the U.S. Bureau of Labor Statistics, among others. Detailed findings can be accessed through visitnc.com.
North Carolina secured the seventh spot in domestic tourism rankings, following states like California and Florida. Additionally, while domestic travelers spent a record $36.1 billion in 2025, international spending slightly declined by 2.8% to $1.1 billion.
“Residents of all 100 North Carolina counties benefit from the money that visitors spend,” said NC Commerce Secretary Lee Lilley. “From our smallest towns to our largest cities, tourism means jobs for nearly 50,000 small businesses and our first-in-talent workforce.”
Tax contributions from travelers have provided North Carolina households with average savings of $605 annually.
Key Tourism Statistics for 2025:
- Total visitor spending reached $37.2 billion, a 1.3% increase over 2024.
- Domestic travelers spent $36.1 billion, up 1.5% from 2024.
- International spending was at $1.1 billion, a decrease of 2.8% from the previous year.
- Combined federal, state, and local taxes from tourists amounted to over $4.7 billion, a 2.5% growth from 2024.
- State tax receipts increased by 2.0% to nearly $1.4 billion, while local tax receipts rose by 2.6% to over $1.3 billion.
- Tourism employment grew by 0.3% to 230,997 jobs.
- Direct tourism payroll saw a 3.5% increase, totaling $9.8 billion.
- Tourists spent over $101 million daily, contributing $7.5 million per day to taxes.
- Each household in North Carolina saved an average of $605 in taxes due to tourism.
About Visit North Carolina:
Visit NC, the state’s designated destination marketing entity, operates under the Economic Development Partnership of North Carolina in collaboration with the North Carolina Department of Commerce. The organization focuses on positioning North Carolina as a leading destination for various travel-related activities, thereby enhancing the state’s economic vitality. For further details and travel inspiration, visit VisitNC.com.
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