NC Tourism Spending Reaches Record $37.2 Billion in 2025 Amid Hurricane Helene Recovery

Visitor spending increased across 59 of North Carolina’s 100 counties in 2025, reaching a statewide total of 37.200 millones de dólares, according to data released by the North Carolina Department of Commerce. The preliminary findings from an annual study commissioned by Visit NC, a unit of the Economic Development Partnership of North Carolina, highlight a 1,3% overall increase in statewide travel spending compared to the previous year, driven largely by resilient recovery efforts in western mountain regions following Hurricane Helene.

State officials reported that domestic travelers accounted for 36.100 millones de dólares of the total, marking a 1,5% increase from 35.600 millones de dólares in 2024. International visitor spending reached 1.100 millones de dólares, representing a 2,8% decline from the prior year. Across the state’s 11 designated travel regions, 10 experienced growth in visitor expenditures, underscoring broad economic contributions to local businesses, jobs, and regional tax bases.

“From the mountains to the coast, the results highlight North Carolina’s enduring appeal for travelers,” stated Lee Lilley, secretary of the North Carolina Department of Commerce. “They also reflect the resilience that has driven the recovery of the mountain areas, and we can celebrate the strength of our tourism industry, which generated 37.200 millones de dólares in visitor spending last year.”

Mountain Recovery and Regional Performance Amid Helene’s Aftermath

The economic impact figures illustrate significant rebound capacity within western North Carolina following the disruptions caused by Hurricane Helene. The Smokies and Cherokee region, which experienced the lightest storm impacts among mountain destinations, recorded the highest regional increase at 4,3%, led by double-digit gains in Cherokee County at 14 % and Macon County at 11 %.

The High Country region posted a 2,5 % increase in visitor spending, anchored by gains in Yancey County at 6 % and Ashe County at 4 %. While the Asheville and foothills region saw a slight overall decrease of 0,7 %, specific pockets within the territory posted notable growth, including Caldwell County up 7 %, Burke County up 6 %, and Cleveland County up 5 %.

Mecklenburg County maintained its position as the state’s top-performing county for tourism revenue, pulling in 6.500 millones de dólares in visitor spending—a 1,5 % increase. Wake County secured second place with 3.600 millones de dólares, reflecting a 2,4 % rise. Buncombe County ranked third with 2.600 millones de dólares despite a 2,1 % decline, while Dare County placed fourth with 2.100 millones de dólares, marking a 0,6 % decrease.

Employment, Tax Revenue, and Broader Economic Impacts

The tourism sector’s growth directly supported broader economic development goals outlined in North Carolina’s “First in Opportunities” Strategic Economic Development Plan. State data indicates that visitor activity generated more than 4700 millones de dólares in total federal, state, and local tax revenue in 2025, representing a 2,5 % increase over 2024. State tax receipts grew by 2,0 % to nearly 1400 millones de dólares, while local tax revenues increased by 2,6 % to exceed 1.300 millones de dólares.

Direct tourism employment across North Carolina grew by 0,3 %, reaching 230,997 jobs. Direct payroll within the industry expanded by 3,5 % to 9.800 millones de dólares. According to the study conducted by Tourism Economics, visitors spent an average of more than 101 millones de dólares per day in the state, generating 7,5 millones de dólares daily in combined state and local taxes. State officials noted that this generated revenue saved the average North Carolina household $605 in state and local taxes.

“While we would love to see growth in each of our 100 counties, the study confirms the vitality of North Carolina’s tourism economy,” stated Wit Tuttell, executive director of Visit NC. “Our appeal lies in our culture, our natural wonders and the creative forces that shape experiences in each destination. These strengths can withstand a hurricane and the economic uncertainties we have experienced since the pandemic.”

County Highlights and Sector Growth

Growth extended beyond major metropolitan centers. Several counties recorded substantial double-digit or high single-digit increases in visitor spending, led by Cherokee at 13,9% and Macon at 11,1%. Other notable county increases included Richmond County up 9,7%, Chatham County up 8,9%, Bertie County up 8,8%, Johnston County up 7,2%, Caldwell County up 6,5%, New Hanover County up 5,8%, Burke County up 5,6%, and Yancey County up 5,5%.

Direct tourism employment also registered gains in roughly half of the state’s counties. Jackson County led job growth with a 7,3% increase in tourism employment, followed by Johnston County up 5,3%, Bertie County up 5,0%, Avery County up 5,0%, and Richmond County up 4,9%.

Complete economic impact tables and detailed regional breakdowns are available through the official North Carolina Department of Commerce and Visit NC data portals.