Visitor Spending In North Carolina Reaches All-Time High

RALEIGH, N.C. — North Carolina set a new tourism spending record in 2025, with visitors spending more than $37.2 billion on trips to and within the state, according to figures released Thursday by Governor Josh Stein.

The total surpasses the previous record of $36.7 billion set in 2024 and represents a 1.3% increase year over year.

“North Carolina remains a great place to visit from our beautiful shore to our breathtaking mountains,” Stein said in a statement. “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.”

The announcement comes during National Travel and Tourism Week, observed May 3-9.

State officials said tourism continues to play a major role in North Carolina’s economy, supporting jobs, small businesses, and tax revenues across the state.

According to preliminary research commissioned by Visit North Carolina and conducted by Tourism Economics:

• Domestic and international visitors spent a combined $37.2 billion in 2025;
• Domestic travel spending reached a record $36.1 billion, up 1.5% from 2024;
• International visitor spending totaled more than $1.1 billion, down 2.8% from the previous year;
• Tourism-supported employment increased 0.3% to 230,997 jobs;
• Tourism payroll grew 3.5% to $9.8 billion;
• Visitor spending generated more than $2.7 billion in state and local tax revenue.

Officials said visitors spend more than $101 million per day in North Carolina, generating approximately $7.5 million daily in state and local tax revenues.

North Carolina Commerce Secretary Lee Lilley said tourism benefits communities across all 100 counties.

“From our smallest towns to our largest cities, tourism means jobs for nearly 50,000 small businesses and our first-in-talent workforce,” Lilley said.

The state estimates tourism-related tax revenues save North Carolina households an average of $605 annually in state and local taxes.

State leaders also pointed to continued efforts to boost tourism in western North Carolina following recovery challenges related to Hurricane Helene.

Earlier this year, Stein promoted tourism in the state’s mountain region through the “Rediscover the Unforgettable” campaign and visits to North Carolina ski resorts. Officials said the ski industry alone generates more than $244 million annually and attracts more than 780,000 visitors each year.

North Carolina currently ranks seventh nationwide in domestic visitation, behind California, Florida, Texas, New York, Pennsylvania, and Georgia.