Tourism in North Carolina Sees Significant Growth Amidst Recovery Efforts
In 2025, visitor spending surged in 59 out of North Carolina’s 100 counties, as highlighted by the latest data from the N.C. Department of Commerce. This annual study, orchestrated by Visit NC, a branch of the Economic Development Partnership of North Carolina, underscores the profound economic influence of tourism throughout the state.
Visitor spending grew in ten of North Carolina’s eleven regions, notably in the mountain areas recovering from Hurricane Helene. The Smoky Mountains & Cherokee area experienced a 4.3% increase, spurred by a 14% rise in Cherokee County and 11% in Macon County. The High Country region also rebounded with a 2.5% increase, led by Yancey and Ashe counties. Conversely, Asheville & the Foothills saw a slight overall decline of 0.7%, although counties like Caldwell, Burke, and Cleveland showed growth.
N.C. Commerce Secretary Lee Lilley noted, “From the mountains to the coast, the findings underscore North Carolina’s enduring appeal to travelers. 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.”
The study echoes the objectives of North Carolina’s First in Opportunity Strategic Economic Development Plan, emphasizing the importance of vibrant communities and quality-of-place investments for economic growth.
The study, commissioned by Visit NC and executed by Tourism Economics, provides an assessment of visitor expenditures and related economic impacts, drawing data from various federal and state sources.
Key Insights
- Visitor spending increased in 59 counties, driving state-wide growth of 1.3% to reach $37.2 billion in 2025.
- Cherokee and Macon counties led with increases of 13.9% and 11.1%, respectively.
- Richmond, Chatham, and Bertie counties also saw notable gains in visitor spending.
- Tourism employment rose in approximately half of the counties, with Jackson County leading at a 7.3% increase.
- Mecklenburg County topped the expenditure chart with $6.5 billion, while Wake County followed with $3.6 billion.
Wit Tuttell, executive director of Visit NC, stated, “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. Our appeal is rooted in our culture, our natural wonders, and the creative forces that shape the experiences in each destination.”
For a comprehensive view, access the full tables of the economic impact study.
North Carolina Tourism Facts
- Total visitor spending in 2025 reached $37.2 billion, a 1.3% rise from 2024.
- Domestic traveler spending hit a record $36.1 billion.
- Spending by international visitors was $1.1 billion, down 2.8% from the previous year.
- Tourism generated $4.7 billion in tax revenues, marking a 2.5% increase from 2024.
- Direct tourism employment slightly rose to 230,997, with payrolls increasing by 3.5% to $9.8 billion.
About Visit North Carolina:
Visit North Carolina serves as the state’s official destination marketing organization, under the Economic Development Partnership of North Carolina. Its mission is to position North Carolina as a premier travel destination, supporting economic vitality through tourism, which is a significant contributor to the state’s economy. Each year, about 40 million visitors spend over $37 billion in the state. For more information, visit VisitNC.com.
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