Wake County has led the way in a historic tourism surge, shattering records alongside Alamance, Cabarrus, and Chatham counties, boosting North Carolina Trips. This remarkable boost signals a game-changing revival of US domestic travel. In 2024, Wake County set new milestones, surpassing expectations with record-breaking visitor numbers and spending. The tourism surge reflects a renewed sense of confidence among travellers, sparking a renaissance in domestic trips across North Carolina.
As Wake County breaks all-time tourism records, counties like Alamance, Cabarrus, and Chatham have also seen impressive growth, contributing to a broader revival of the state’s travel sector. The increase in visitor spending has not only boosted local businesses but has also strengthened the regional economy. This remarkable success showcases how Wake County and its neighboring counties are driving the resurgence of domestic travel in the US, particularly within North Carolina.
The combined efforts of these counties to enhance their tourism offerings and infrastructure have paid off, with more people exploring the beauty and opportunities North Carolina has to offer. With a continued focus on attracting both leisure and business travellers, the state is on track to build on this success in the coming years.
North Carolina’s tourism industry has reached new heights in 2024 and 2025, with the state’s counties reporting record-breaking visitor spending, a significant increase in visitor volume, and a surge in local tax revenues. Despite challenges such as global economic uncertainty and trade tensions, North Carolina has demonstrated resilience, with key counties like Wake, Mecklenburg, Durham, and New Hanover leading the way. As a result, the state’s tourism sector is now a cornerstone of the local economy, providing jobs, supporting local businesses, and contributing to the state’s growth.
In 2024, North Carolina saw a remarkable $36.7 billion in visitor spending, a 3.1% increase from the previous year. This growth reflects the state’s rising appeal as a destination for both business and leisure travel. As the tourism industry continues to thrive, it has become a significant driver of economic activity, supporting thousands of jobs, boosting local businesses, and generating millions in tax revenues. The overall tax contribution from tourism in 2024 reached nearly $4.6 billion, including federal, state, and local taxes.
In 2024 and 2025, several counties in North Carolina saw an impressive increase in visitor spending. Mecklenburg County, home to the city of Charlotte, led the way with $6.4 billion in tourism spending, marking a 9% increase over the previous year. This growth is attributed to the county’s ability to host major events, sports tournaments, and conventions that attract visitors from around the world. Charlotte’s diverse attractions, including its vibrant arts scene, shopping districts, and dining options, continue to draw both leisure and business tourists.
Wake County, which includes the state capital Raleigh, followed closely behind with $3.5 billion in tourism spending in 2025. This represents a 5.1% increase from 2024. Raleigh has become a top destination for business tourism, with many corporate events, meetings, and conferences taking place in the city. The city’s expanding convention and meeting facilities, such as the Raleigh Convention Center, continue to play a crucial role in attracting business travellers.
Durham County and New Hanover County also experienced impressive growth in 2024. Durham, known for its rich history, vibrant cultural scene, and growing tech industry, saw visitor spending surpass $1.16 billion. New Hanover County, which includes the popular coastal destination Wilmington, saw visitor spending exceed $1.14 billion, a 1.5% increase over 2023. These counties continue to diversify their tourism offerings, attracting tourists for everything from cultural festivals and outdoor activities to business conventions and beach holidays.
The increase in visitor spending was matched by a significant rise in visitor volume across North Carolina. In 2024, Wake County welcomed 19 million visitors, marking a 2.7% increase over 2023. This growth in visitor numbers was a direct result of increased confidence in travel, with many people eager to explore new destinations and experiences. Wake County’s hotel occupancy rate also rose to 69.7% in 2024, surpassing both the state and national averages.
The rise in visitor numbers has had a direct impact on employment. In Wake County, 26,261 jobs were supported by tourism in 2024, contributing to a payroll of $920 million. This marked a 1.8% increase in tourism-related jobs over the previous year. Jobs in the hospitality sector, including hotel staff, restaurant employees, and event coordinators, have grown as a result of the increased demand for services from visitors. This trend was also reflected in Mecklenburg, where the tourism industry supported nearly 38,000 jobs in 2024, an increase of 3% from the previous year.
Across North Carolina, tourism-related employment continued to grow, with many counties seeing increases in jobs supported by visitor spending. This includes jobs in the hospitality, food and beverage, transportation, and retail sectors. The tourism sector remains a key source of employment for many North Carolinians, particularly in areas like Raleigh, Charlotte, and Wilmington, where the demand for services is consistently high.
In addition to generating employment, North Carolina’s tourism industry is a vital source of tax revenue. In 2024, tourism generated $321 million in state and local tax revenues for Wake County alone, helping to fund crucial services such as education, infrastructure, and public amenities. This tourism-driven tax revenue is a key benefit for local residents, as it helps reduce the tax burden on households. Without the influx of tourism-related tax revenues, each household in Wake County would pay an additional $720 in taxes.
Visitor spending also contributed to a 7.6% increase in hotel occupancy tax collections, which reached $41.03 million in 2024. The prepared food and beverage tax, which is another major contributor to the local economy, grew by 3.9%, reaching $46.42 million. These tax revenues play a crucial role in supporting local government services and ensuring the continued growth and development of the region.
As tourism continues to grow, the tax revenue generated by visitors will remain an essential source of funding for local governments. This funding is used for infrastructure projects, public services, and quality-of-life initiatives that benefit both residents and visitors alike.
One of the key drivers of Wake County’s tourism growth has been its ongoing investment in infrastructure and development. The expansion of the Raleigh Convention Center and the construction of new hotels, such as the Omni Hotel, have helped attract more business travellers to the area. The addition of these facilities has allowed Raleigh to compete with other major cities for high-profile events, conferences, and conventions.
In addition to business tourism, Wake County has seen a rise in leisure tourism, thanks to the development of new attractions and cultural initiatives. The upcoming debut of the MICHELIN Guide: American South will put the region’s culinary scene in the spotlight, attracting food tourists from around the world. The opening of Gipson Play Plaza, a new family-friendly attraction, will further enhance the county’s appeal to leisure travellers, offering activities for visitors of all ages.
The continued investment in tourism infrastructure ensures that Wake County will remain a top destination for both business and leisure travel. These developments not only attract more visitors but also provide new opportunities for businesses and job seekers in the tourism sector.
Wake County, home to the vibrant city of Raleigh, has experienced a strong tourism surge in 2025, reaching impressive new heights. Despite facing challenges like global economic uncertainty, including the ongoing impacts of the Trump trade war and the Canada-America tension, Wake County’s tourism industry continues to thrive. In 2025, the county welcomed 18.5 million visitors, slightly down from 19 million in 2024, but still a significant number. What stands out is the record-breaking $3.2 billion in visitor spending, a 5.1% increase from the previous year. This marks another milestone in the region’s tourism success, reinforcing Wake County’s status as one of North Carolina’s most sought-after destinations for both business and leisure travel.
The county’s tourism growth is a result of several factors, including strategic infrastructure investments, a focus on tourism marketing, and a diverse range of attractions. Raleigh, the county seat, has become a cultural hub that draws both domestic and international tourists. The record visitor numbers are a testament to the area’s growing appeal and the increasing importance of tourism as a driver of local economic activity.
Despite the challenges of global economic shifts, Wake County’s tourism sector has remained resilient, ensuring that the region continues to reap the benefits of increased spending and job creation. This resilience highlights the robustness of the county’s tourism sector and its ability to adapt to changing global conditions.
Wake County’s tourism industry continues to generate substantial economic impact, with visitor spending reaching a remarkable $3.2 billion in 2025. This represents a significant 5.1% increase over 2024, underscoring the growing importance of tourism as a key driver of economic activity. The spending covers a wide range of sectors, with food and beverage sales accounting for $967 million (29%) of the total spending. Lodging comes second, with $850 million (25%) spent on hotel accommodation. The remaining portion is spent on shopping, transportation, and entertainment, all contributing to the overall economic success of the region.
This robust spending demonstrates the enduring appeal of Wake County to a broad range of visitors. From business travellers attending conferences and meetings to leisure tourists exploring the area’s attractions, the region continues to attract high-spending visitors. The increase in spending is particularly noteworthy as it highlights the county’s growing reputation as a must-visit destination.
The steady flow of visitor spending also helps support local businesses, particularly in the hospitality and retail sectors. Restaurants, hotels, shops, and entertainment venues all benefit from the influx of tourists, creating a thriving local economy that is reliant on tourism dollars. The growth in visitor spending has also helped create new opportunities for small businesses, allowing them to flourish and expand in the competitive tourism market.
Tourism in Wake County is not only beneficial for local businesses but also plays a crucial role in funding public services. In 2025, the tourism sector generated a record $321 million in state and local tax revenue. These funds are vital for supporting essential services such as education, infrastructure development, and public amenities. Without the contribution of tourism-related tax revenues, local residents would face a significantly higher tax burden.
The tax revenue generated from tourism is a key factor in reducing the financial strain on local residents. It is estimated that each household in Wake County saves an average of $720 in taxes thanks to the economic impact of tourism. This underscores the importance of the tourism sector in maintaining a high quality of life for residents while providing the resources necessary to fund critical public services.
The growth in tourism-generated tax revenue is also a reflection of the increasing demand for Wake County as a travel destination. As more visitors flock to the area, the revenue generated from taxes continues to rise, providing a sustainable source of funding for local governments. This growth in tax revenue has helped strengthen Wake County’s economy and support the development of infrastructure and public services that benefit both visitors and residents alike.
The tourism sector in Wake County continues to be a major source of employment, supporting 26,261 jobs in 2025. This represents a 1.8% increase in tourism-related jobs from the previous year, further emphasising the importance of tourism to the local economy. Jobs in the hospitality, retail, and service industries are directly supported by the influx of visitors, with many small businesses relying on tourism to remain open and operational.
The total payroll for tourism-related jobs in Wake County reached $920 million in 2025, reflecting the growing demand for workers in the sector. The increase in tourism-related employment highlights the broader economic impact of the industry and its ability to create sustainable, well-paying jobs for local residents. Many of these jobs are in the hospitality and food service industries, which have seen significant growth as more tourists visit the area.
Tourism-related jobs not only provide income for workers but also contribute to the overall economic well-being of Wake County. With a steady increase in visitor numbers and spending, the demand for jobs in the tourism sector is expected to continue growing, providing new opportunities for local workers.
Wake County has made significant investments in tourism infrastructure, helping to ensure that the region remains competitive in the global tourism market. Key developments in 2025 include the expansion of the Raleigh Convention Center, which will enable the county to host even larger conferences and events. The groundbreaking of the Omni Hotel is another major project that will add new accommodations to meet the growing demand for hotel rooms.
Additionally, Wake County is benefiting from the opening of several new attractions and cultural initiatives. The upcoming MICHELIN Guide: American South will put the region’s culinary scene on the global map, attracting food tourists from around the world. Other developments, such as the opening of Gipson Play Plaza, will enhance the county’s appeal to families and leisure tourists.
These infrastructure developments are essential for supporting the growing number of visitors to Wake County. By investing in world-class facilities, hotels, and attractions, the region is positioning itself for continued success in the tourism industry. These developments will not only attract more visitors but also provide new opportunities for businesses and job seekers in the tourism sector.
Wake County’s tourism sector has demonstrated remarkable resilience in the face of global challenges, including the Trump trade war and the Canada-America breakup. Despite the economic uncertainty caused by these events, the county’s tourism industry has continued to grow, with both visitor numbers and spending increasing year over year. This resilience highlights the county’s ability to adapt to changing global conditions while maintaining its appeal as a top travel destination.
The ongoing success of Wake County’s tourism sector is a testament to the strength of its local economy and the commitment of both public and private stakeholders to promoting the area as a world-class destination. As the global tourism landscape continues to evolve, Wake County is well-positioned to continue attracting visitors from around the world.
Wake County’s tourism success is part of a broader trend in North Carolina, where the state’s tourism industry continues to break records. The county’s ability to attract both leisure and business travelers has made it a key player in the state’s tourism boom. As one of North Carolina’s most visited destinations, Wake County has helped drive significant growth in the state’s tourism sector, contributing to the creation of jobs, the generation of tax revenue, and the overall economic success of the region.
The continued growth of Wake County’s tourism industry reflects the region’s strong economic foundation and its ability to adapt to new trends and challenges. With ongoing investments in infrastructure, marketing, and community development, Wake County is well-positioned to remain a top tourism destination for years to come.
In conclusion, Wake County’s tourism industry has experienced remarkable growth in 2025, with record-breaking visitor numbers, spending, and job creation. The county’s ability to attract visitors despite global economic challenges demonstrates the strength and resilience of its tourism sector. With continued investments in infrastructure and a focus on enhancing the visitor experience, Wake County is set to remain a key player in North Carolina’s booming tourism industry.
The success of Wake County’s tourism sector not only benefits local businesses but also contributes to the overall economic well-being of the region. As the county continues to grow as a top destination for both leisure and business travel, the tourism industry will play an increasingly important role in shaping the future of Wake County.
While 2024 and 2025 have seen record-breaking tourism numbers, North Carolina’s tourism industry must continue to adapt to global challenges. The ongoing trade tensions, including the impact of the Trump trade war and the Canada-America breakup, have created some uncertainties for the tourism sector. However, North Carolina’s tourism industry has demonstrated remarkable resilience, and the state’s appeal as a destination for business and leisure travel remains strong.
Looking ahead, North Carolina is poised to continue benefiting from its diverse attractions, including its cities, beaches, mountains, and cultural heritage. As the global tourism landscape evolves, the state is investing in new marketing strategies and infrastructure projects to maintain its competitive edge. With a focus on sustainability and community engagement, North Carolina’s tourism sector is well-positioned to continue growing and contributing to the state’s economy.
A Thriving Future for North Carolina’s Tourism Industry
North Carolina’s tourism industry has shown exceptional growth in 2024 and 2025, with record-breaking visitor spending, increased visitor volume, and a significant rise in employment and tax revenue. The state’s investment in infrastructure, marketing, and development has helped it maintain its position as one of the top tourism destinations in the United States. As North Carolina continues to invest in its tourism offerings, the industry will remain a vital contributor to the state’s economy, providing jobs, supporting local businesses, and generating tax revenue for public services.
With ongoing growth and a focus on sustainable development, North Carolina’s tourism sector is set for a bright future. The state’s diverse range of attractions and welcoming atmosphere ensure that it will remain a top destination for visitors from around the world.
