Visitor spending increased for 59 of North Carolina’s 100 counties in 2025, according to data released Wednesday by the N.C. Department of Commerce. The annual study, commissioned by Visit NC, a unit of the Economic Development Partnership of North Carolina, highlights the economic impact of tourism on local economies across the state. The study provides insights into the resilience of the tourism industry, particularly in the state’s mountain regions, following Hurricane Helene. Overall, visitor spending reached a new high of $37.2 billion in 2025, marking a 1.3% growth from the previous year.
Ten of the state’s 11 regions experienced growth in visitor spending. In the three mountain regions, numbers reflect continued resilience after Hurricane Helene, with the Smoky Mountains & Cherokee region seeing the largest boost at 4.3%. Cherokee and Macon counties led this growth with increases of 14% and 11% respectively. The High Country region recorded a 2.5% growth, driven by Yancey and Ashe counties. However, the Asheville & Foothills region saw a slight decline of 0.7%, despite growth in Caldwell, Burke, and Cleveland counties.
N.C. Commerce Secretary Lee Lilley highlighted the state’s enduring appeal to travelers, noting the tourism industry’s contribution of $37.2 billion in visitor spending last year. The findings align with North Carolina’s “First in Opportunity” Strategic Economic Development Plan, which emphasizes the importance of vibrant communities and quality-of-place investments. Tourism supports jobs, small businesses, and local economies across North Carolina, reinforcing these economic goals.
The visitor spending study was conducted by Tourism Economics and offers preliminary estimates on traveler expenditures, including employment, payroll income, and tax revenues generated by these expenditures. The study utilizes detailed data from Visit NC and other sources, drawing on federal and state government data, as well as private and non-profit travel organizations.
Key findings
- 2025 saw growth in visitor spending for 59 of North Carolina’s 100 counties compared to 2024.
- Cherokee (+13.9%) and Macon (+11.1%) counties helped lead the state’s 1.3% growth in visitor spending, reaching $37.2 billion in 2025.
- Other counties that posted significant gains included Richmond (+9.7%), Chatham (+8.9%), Bertie (+8.8%), Johnston (+7.2%), Caldwell (+6.5%), New Hanover (+5.8%), Burke (+5.6%), and Yancey (+5.5%).
- Growth in direct tourism employment was seen in about half of all counties, with Jackson County leading at a 7.3% increase.
- Mecklenburg County received $6.5 billion (up 1.5%) in traveler expenditures, leading all counties, followed by Wake, Buncombe, and Dare counties.
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