North Carolina’s tourism sector demonstrated notable resilience and growth in 2025, with visitor spending rising in the majority of the state’s counties. This trend underscores the sustained appeal and economic influence of tourism across North Carolina, showcasing the state’s ability to attract travelers even amid challenges.
According to preliminary findings from a study commissioned by Visit NC, a division of the Economic Development Partnership of North Carolina, 59 out of the state’s 100 counties saw an increase in visitor spending in 2025. The data, released by the N.C. Department of Commerce, highlights the economic contributions of tourism at the county level.
Visitor spending growth was observed in ten of the state’s eleven regions, with the Smoky Mountains & Cherokee region leading the way with a 4.3% increase, particularly fueled by Cherokee’s 14% and Macon’s 11% hikes. The High Country region also marked a 2.5% rise, buoyed by Yancey’s 6% and Ashe’s 4% increases. Meanwhile, Asheville & the Foothills experienced a slight decline of 0.7%, yet counties like Caldwell (+7%), Burke (+6%), and Cleveland (+5%) reported growth.
“From the mountains to the coast, the findings underscore North Carolina’s enduring appeal to travelers,” stated N.C. Commerce Secretary Lee Lilley. “They also speak to the resilience that has fueled the mountain recovery, and we can celebrate the strength of our tourism industry, which generated $37.2 billion in visitor spending last year.”
This economic uplift aligns with North Carolina’s First in Opportunity Strategic Economic Development Plan, which emphasizes the importance of vibrant communities and quality-of-place investments. Tourism plays a pivotal role in supporting jobs, businesses, and regional prosperity across the state.
The study, conducted by Tourism Economics, estimates domestic and international traveler spending, employment, and tax revenues generated from tourism activities. This statistical data is derived from Visit NC, federal and state sources, and reputable travel organizations.
Key Insights
- Visitor spending increased for 59 of the 100 counties in 2025 compared to the previous year.
- Cherokee (+13.9%) and Macon (+11.1%) led the growth, contributing to a state-wide increase of 1.3%, reaching $37.2 billion.
- Significant gains were observed in Richmond (+9.7%), Chatham (+8.9%), Bertie (+8.8%), and several other counties.
- Tourism employment rose in about half of the counties, with Jackson County seeing a 7.3% increase.
- Mecklenburg County led with $6.5 billion in traveler expenditures, followed by Wake and Buncombe counties.
“As much as we’d love to see growth in each of our 100 counties, the study confirms the vitality of North Carolina’s tourism economy,” said Wit Tuttell, executive director of Visit NC. “Our appeal is rooted in our culture, our natural wonders, and the creative forces that shape the experiences in each destination.”
For additional details, access full tables of the economic impact study.
North Carolina Tourism Overview
- Visitor spending totaled $37.2 billion in 2025, a 1.3% rise over 2024 figures.
- Domestic travel spending reached a record $36.1 billion, up 1.5% from the previous year.
- International spending decreased by 2.8% to $1.1 billion.
- More than $4.7 billion in federal, state, and local taxes were generated by visitors, a 2.5% increase from 2024.
- Direct tourism employment grew by 0.3% to 230,997 jobs, with payrolls increasing by 3.5% to $9.8 billion.
- Visitors contribute over $101 million daily, adding $7.5 million per day to state and local tax revenues.
- Each North Carolina household saved $605 on average in taxes due to visitor spending.
About Visit North Carolina
Visit North Carolina is the official destination marketing organization of the state. It operates under the Economic Development Partnership of North Carolina, which focuses on various economic initiatives, including tourism. Annually, the state draws about 40 million visitors who spend over $37 billion. This industry supports over 230,000 jobs and generates more than $2.7 billion in state and local tax revenues. For more information, visit VisitNC.com.
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