North Carolina Sets Record with $37.2B in Tourist Spending for 2025

Record-Breaking Year for North Carolina Tourism in 2025

North Carolina has achieved a new milestone in tourism spending, with visitors contributing more than $37.2 billion to the state’s economy in 2025. This surpasses the previous record of $36.7 billion set in 2024, showcasing the state’s ongoing appeal to travelers.

Governor Josh Stein expressed enthusiasm about the achievement, stating, “North Carolina remains a great place to visit from our beautiful shore to our breathtaking mountains. 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 aligns with National Travel and Tourism Week (May 3-9), highlighting the significant role of travel in supporting the economy and community well-being. The state’s Welcome Centers are actively participating in the week’s events.

Promoting North Carolina’s Unique Attractions

Governor Stein is dedicated to promoting North Carolina’s unique attractions. Earlier this year, he visited the state’s ski resorts, underscoring North Carolina’s reputation as the Winter Capital of the South. The ski industry alone contributes over $244 million annually and draws more than 780,000 visitors. Additionally, the “Rediscover the Unforgettable” initiative was launched to boost travel to western regions and stimulate local economies.

Recent efforts also include the release of the third Hurricane Helene recovery state budget proposal, which allocates funds to revitalize tourism in western North Carolina.

Economic Impact of Tourism

The tourism industry in North Carolina supports a workforce of 230,997, marking a 0.3% increase in employment. Wages have seen a 3.5% rise, reaching $9.8 billion. The economic benefits extend to state and local governments, which have collected over $2.7 billion in tax revenues due to visitor spending.

Research commissioned by Visit North Carolina, part of the Economic Development Partnership of North Carolina, provides a comprehensive analysis of the tourism sector. The study utilizes data from various sources, including the U.S. Bureau of Economic Analysis and the North Carolina Department of Revenue. More details can be found at visitnc.com/industry/research/economic-impact-studies.

National and International Visitor Trends

In terms of domestic visitation, North Carolina ranks seventh in the U.S., following states like California and Florida. Domestic travelers spent a record $36.1 billion in 2025, a 1.5% increase from 2024. However, international spending saw a slight decline of 2.8%, totaling $1.1 billion.

NC Commerce Secretary Lee Lilley highlighted the broad impact of tourism, stating, “Residents of all 100 North Carolina counties benefit from the money that visitors spend. From our smallest towns to our largest cities, tourism means jobs for nearly 50,000 small businesses and our first-in-talent workforce.” Thanks to tourism, North Carolina households save an average of $605 annually on taxes.

NC Tourism Facts

Total visitor spending in North Carolina reached $37.2 billion in 2025, a 1.3% increase from 2024.

Domestic travelers contributed a record $36.1 billion, while international spending was $1.1 billion.

Visitor-generated taxes amounted to over $4.7 billion, up 2.5% from 2024.

State tax receipts increased by 2.0% to nearly $1.4 billion, with local tax receipts growing 2.6% to more than $1.3 billion.

Direct tourism employment rose to 230,997, with payrolls increasing by 3.5% to $9.8 billion.

Daily visitor spending exceeds $101 million, contributing $7.5 million in daily tax revenues.

Average household tax savings due to tourism spending is $605, with a per capita saving of $244.

About Visit North Carolina

Visit North Carolina, under the Economic Development Partnership of North Carolina, aims to position the state as a premier destination for various travel-related activities. The tourism industry in North Carolina is a major economic driver, attracting millions of visitors who spend over $37 billion annually. This sector supports more than 230,000 jobs and generates significant tax revenues. For more information, visit VisitNC.com.