Published on
September 7, 2025
By: Tuhin Sarkar
Durham has joined Wake County, Asheville, Fayetteville, and Mecklenburg in driving the US tourism surge, despite the challenges posed by Trump’s trade war and the Canada-America breakup. In 2024, Durham saw record-breaking tourism spending, cementing its position as a major player in North Carolina’s thriving tourism industry. This surge reflects a broader trend across the state, where cities like Wake County and Mecklenburg have been experiencing impressive increases in visitor spending and economic growth.
As tourism numbers continue to climb, Durham stands out for its ability to weather global economic uncertainties, including the fallout from the US-Canada trade tensions. The county has managed to attract millions of visitors, boosting local businesses, creating jobs, and significantly contributing to tax revenue. The resilience of Durham, along with Wake County, Asheville, Fayetteville, and Mecklenburg, showcases the strength of North Carolina’s tourism sector, even in the face of economic hurdles.
Tourism spending in these cities not only supports local economies but also attracts new investments and global attention. The tourism boom, despite the challenges posed by the Trump trade war and the tension between Canada and the US, highlights the enduring appeal of North Carolina as a travel destination. The state’s diverse offerings, from vibrant city life to stunning natural landscapes, continue to captivate visitors from around the world.
North Carolina’s Record-Breaking Tourism Spending
North Carolina has seen a massive surge in tourism spending over the past two years, with 2024 reaching an all-time high of $36.7 billion in total visitor spending. This marks a 3.1% increase from the previous year, reflecting the state’s rising popularity as a destination for both leisure and business tourism. In 2024, domestic visitors spent $35.6 billion, while international tourists contributed $1.2 billion to the state’s economy. The tourism boom is no surprise, as North Carolina’s unique attractions, diverse events, and natural beauty continue to captivate travelers from across the globe.
The impressive spending figures have far-reaching implications for the state’s economy. Local businesses, restaurants, hotels, and attractions have all benefited from the influx of visitors. Moreover, the surge in tourism has contributed significantly to local and state tax revenues, helping to fund infrastructure improvements and public services. The strong economic impact of tourism in North Carolina demonstrates the state’s importance as a key player in the US tourism industry.
Beyond the immediate financial gains, the state’s tourism sector is fostering long-term economic growth by creating thousands of jobs. From hotel staff to tour guides and event organizers, the tourism industry supports a wide range of employment opportunities, benefiting workers and businesses alike.
Durham County: A Key Contributor to North Carolina’s Tourism Growth
Durham County has been a standout performer in North Carolina’s tourism growth. In 2024, visitors to Durham County spent over $1.16 billion, marking the third consecutive year that the county has surpassed this milestone. This growth reflects Durham’s rising popularity as both a leisure and business destination, offering a unique blend of cultural attractions, vibrant food scenes, and business-friendly environments.
Durham’s thriving tourism sector also played a crucial role in generating local and state tax revenue, contributing more than $80 million in 2024. These funds support essential public services, infrastructure, and community projects. Additionally, the tourism industry in Durham supported thousands of local jobs, particularly in the hospitality and food sectors. As tourism continues to grow, Durham is becoming an even more important economic hub within North Carolina.
The county’s tourism industry’s success has been driven by several factors, including its welcoming atmosphere, diverse events, and a rich array of cultural experiences. Whether it’s attending a music festival, exploring the city’s museums, or enjoying its wide range of dining options, visitors are drawn to Durham for its unique blend of modern amenities and historic charm.
Wake County: Raleigh’s Booming Business Tourism Sector
Wake County, home to North Carolina’s capital, Raleigh, has also seen substantial growth in its tourism sector. In 2024, Wake County reported a 5.1% increase in visitor spending, totalling $3.4 billion. This increase is largely due to Raleigh’s growing appeal as a business tourism hub. The city hosts numerous conferences, conventions, and corporate events, making it a go-to destination for business travelers.
In addition to the thriving business tourism sector, Raleigh also draws leisure visitors to its world-class museums, parks, and vibrant nightlife. The city’s well-developed infrastructure, including an international airport and modern hotels, makes it an attractive destination for both business and leisure travelers. In 2024, Wake County generated $321 million in local and state tax revenues from tourism, helping to fund vital public services and reduce the financial burden on local residents.
Raleigh’s continued growth as a business tourism destination can be attributed to its excellent meeting facilities, ease of access, and diverse range of activities available to attendees. As more companies host events in Raleigh, the city’s tourism sector is likely to continue its upward trajectory, benefiting both the local economy and businesses across the region.
Mecklenburg County: Charlotte’s Dominance in Visitor Expenditures
Mecklenburg County, home to Charlotte, has emerged as the top tourism destination in North Carolina, with $6.4 billion in visitor spending in 2024. This marks a 9% increase from the previous year, cementing Charlotte’s position as a key player in both business and leisure tourism. The city’s business tourism sector continues to thrive, with major events like sports tournaments, trade shows, and conventions bringing thousands of visitors to the area.
In addition to business tourism, Charlotte also attracts a significant number of leisure visitors, drawn by its cultural attractions, shopping districts, and thriving food scene. In 2024, tourism in Mecklenburg County supported nearly 38,000 local jobs, further strengthening the local economy. The significant rise in visitor spending has contributed to a boom in local business activity, particularly in the hospitality and retail sectors.
Charlotte’s success in attracting both business and leisure tourism is a testament to the city’s broad appeal. With a growing array of attractions, excellent transportation links, and a dynamic economy, Charlotte is set to remain a major tourism destination in the years to come.
Asheville: Resilient Growth Amid Challenges
Asheville, located in the western part of North Carolina, faced significant challenges in 2024 due to the impact of Hurricane Helene, which temporarily disrupted tourism in the region. Despite these setbacks, Asheville’s tourism sector has shown remarkable resilience. The city has focused on rebuilding and revitalizing its tourism offerings, particularly in the arts and culture sectors, which have long been key to Asheville’s appeal.
In 2024, Asheville’s tourism industry began to recover, with new infrastructure projects and community engagement initiatives helping to attract more visitors. The city’s vibrant arts scene, stunning natural surroundings, and unique local businesses continue to draw both domestic and international visitors. As the city rebuilds, Asheville is poised for further growth in the tourism sector, particularly in the cultural tourism market.
High Point: A Global Trade Show Destination
High Point, a city known for its role in the global furniture industry, has solidified its status as a key destination for business tourism. The city is home to the High Point Market, the world’s largest home furnishings industry trade show. The event attracts more than 70,000 attendees from around the world, generating significant economic activity in the city.
High Point’s success in business tourism is driven by its strong connections to the global trade community and its focus on providing high-quality services to trade show attendees. The event is a key driver of local economic growth, providing opportunities for local businesses to showcase their products and connect with international buyers. High Point’s tourism sector is expected to continue growing as the city solidifies its position as a global hub for trade shows and business events.
Fayetteville: The Role of Arts and Culture in Economic Growth
Fayetteville, a city with a rich cultural heritage, has leveraged its arts and culture sector to drive economic growth. In 2024, nonprofit arts organizations in the region generated $72.2 million in total economic activity, with more than 900,000 visitors attending arts-related events. This growth in cultural tourism has had a significant impact on local businesses, particularly in the hospitality and retail sectors.
Fayetteville’s commitment to preserving its cultural heritage while fostering new arts initiatives has helped position the city as a cultural tourism destination. Visitors are drawn to Fayetteville’s arts festivals, galleries, and museums, contributing to the local economy and providing job opportunities for residents. As the city continues to invest in its cultural assets, Fayetteville is set to remain an important player in North Carolina’s tourism sector.
Cherokee County: Harnessing Natural Attractions for Economic Growth
Cherokee County, located in the western part of North Carolina, has capitalized on its natural beauty to boost tourism. The county, known for its stunning outdoor attractions, including hiking trails, waterfalls, and the Great Smoky Mountains, has become a popular destination for nature-based tourism.
In 2024, Cherokee County generated over $100 million in visitor spending, supporting at least 590 jobs. The region’s natural attractions have proven to be a significant economic driver, attracting visitors from around the world. As more people seek outdoor experiences, Cherokee County is poised for continued growth in the tourism sector.
Moore County: Golf Tourism as an Economic Engine
Moore County is known for its world-class golf courses, including the renowned Pinehurst Resort. The county has become a major destination for golf tourism, with visitors flocking to the area for tournaments like the U.S. Open. In 2021, Moore County benefited from $673 million in tourism spending, largely driven by golf tourism.
The continued success of Moore County’s golf tourism sector is a testament to the region’s ability to attract high-spending visitors. With its world-class facilities and scenic surroundings, Moore County is poised to continue its growth as a top destination for golf tourism in the United States.
Statewide Economic Impact and Future Outlook
The overall economic impact of tourism in North Carolina extends beyond direct spending. In 2024, tourism supported over 230,000 jobs and generated nearly $4.6 billion in federal, state, and local taxes. These contributions help fund public services, improve infrastructure, and support local businesses. Looking ahead, North Carolina’s tourism sector is set to continue its growth, with investments in infrastructure, marketing, and community development helping to attract even more visitors.
As the state continues to focus on sustainability and innovation, it is well-positioned to remain a leading destination for both domestic and international tourists. With its diverse attractions, rich culture, and welcoming communities, North Carolina is set to thrive in the competitive tourism industry for years to come.
Conclusion
North Carolina’s tourism industry has shown exceptional growth in 2024 and 2025, with cities across the state reaping the benefits of increased visitor spending and economic activity. The tourism sector has become a major driver of economic growth, supporting thousands of jobs and contributing to public services and infrastructure projects. As the state continues to invest in its tourism offerings, North Carolina is poised for even greater success in the future.
Durham County Sets Record with Over $1.16 Billion in Tourism Spending in 2024
In 2024, Durham County, North Carolina, achieved a record-breaking milestone as tourists spent over $1.16 billion. This impressive figure reflects an 8% increase in visitor spending from the previous year, reinforcing Durham’s status as a top destination in the U.S. for leisure and business tourism. According to Discover Durham, this achievement highlights not only the growth of the region’s tourism sector but also its impact on the local economy.
Beyond the substantial spending, Durham County generated over $80 million in state and local tax revenue from tourism activities. This vital tax revenue helps fund local infrastructure, public services, and community programs, benefiting residents and businesses alike. As the number of visitors continues to grow, the economic ripple effect from tourism is clearly evident. Tourism in Durham County is now a major contributor to the region’s financial success, sustaining businesses, creating jobs, and fostering long-term economic growth.
The region’s tourism infrastructure, which includes hotels, restaurants, and attractions, is thriving as a result of this increase in tourism spending. This positive trend not only demonstrates the strength of Durham’s appeal but also solidifies the county’s position as a key player in North Carolina’s tourism landscape.
Record-Breaking Number of Visitors to Durham County in 2024
In addition to the significant spending, Durham County welcomed an all-time high of 13.2 million visitors in 2024. This figure marks a major milestone in the county’s tourism efforts and highlights its growing recognition as a must-visit destination. The surge in visitors showcases Durham’s diverse appeal, offering something for everyone, from cultural events and outdoor activities to world-class dining and shopping.
The variety of attractions and events in Durham continues to draw tourists from all over the globe. In particular, the city’s vibrant arts scene, thriving food culture, and historic landmarks have proven to be major draws for visitors. Durham’s annual festivals and events, such as its popular arts and music festivals, also contribute to the rise in tourism, providing unique experiences that entice repeat visitors.
With the county’s tourism infrastructure expanding to accommodate the increasing number of tourists, it’s clear that Durham is committed to providing a high-quality experience for its visitors. The combination of a welcoming atmosphere, diverse attractions, and continued investment in tourism services has ensured the city’s place as one of North Carolina’s most popular destinations.
How Tourism Drives Employment in Durham County
Tourism in Durham County does more than just bring in spending—it also plays a crucial role in sustaining jobs throughout the region. According to Discover Durham, approximately two-thirds of food and beverage jobs are directly supported by tourism, which underscores the industry’s importance in the local job market. This is especially significant for Durham’s hospitality sector, where tourism has helped to sustain many locally-owned businesses.
The tourism industry’s contributions go beyond the food and beverage sector, as it also supports jobs in transportation, retail, and entertainment. In total, the tourism sector generated a payroll of $317 million in Durham County in 2024, marking a $13 million increase from the previous year. This growth in wages directly correlates with the increased spending from tourists, demonstrating the vital role that tourism plays in providing employment opportunities across the region.
Local businesses, especially those in the service and hospitality industries, are the backbone of Durham’s tourism economy. These businesses are able to thrive thanks to the continuous flow of visitors, with many offering seasonal employment opportunities that cater to peak tourism periods. With the rise in tourism spending, there is also an increase in the number of jobs, helping to boost the overall employment rate in Durham County.
Tourism’s Impact on Local Businesses in Durham County
Tourism in Durham County has had a profound impact on local businesses, particularly small and family-owned establishments. As more tourists visit the area, they contribute to the sustainability and growth of these businesses. From local restaurants and cafes to retail shops and service providers, many small businesses depend on tourism to stay afloat.
Durham’s food and beverage scene has been particularly influenced by tourism. The influx of visitors has led to a rise in demand for locally owned restaurants, cafes, and bars, which are essential to the county’s unique cultural identity. The diversity of cuisines offered in Durham is a direct result of the growing number of tourists who come to the area to experience its vibrant dining scene. These businesses not only provide jobs but also contribute to the overall economic success of the region by attracting more visitors.
The tourism industry also enables businesses to expand and diversify their offerings. Hotels and accommodation providers have been able to grow and invest in more rooms and services to cater to the growing number of visitors. In addition, local attractions such as museums, parks, and historical sites have benefited from tourism spending, enabling them to enhance their offerings and maintain their operations.
The Economic Future of Durham County’s Tourism Industry
Looking ahead, the future of Durham County’s tourism industry appears bright. The region’s continued success in attracting visitors and generating spending highlights the potential for future growth. As tourism continues to grow, Durham County is investing in the necessary infrastructure and services to meet the needs of an expanding visitor base. This includes improving transportation options, expanding accommodations, and enhancing the overall visitor experience.
The focus on sustainability is also a key factor in Durham’s tourism future. As the county continues to attract more visitors, it is essential to ensure that growth is managed in an environmentally responsible way. Durham is making efforts to promote eco-friendly tourism practices that support both economic development and environmental preservation. This includes initiatives to reduce carbon emissions, protect natural resources, and support sustainable local businesses.
The county’s tourism authorities are committed to maintaining a balanced approach that promotes long-term growth while preserving the area’s unique charm and character. With its strategic investments in infrastructure and sustainability, Durham County is well-positioned to remain a leading tourism destination for years to come.
Tourism: A Critical Component of Durham’s Economic Growth
Tourism is now a vital component of Durham County’s economic development. With over $1.16 billion in tourism spending in 2024, the industry is one of the largest drivers of economic activity in the region. Beyond the financial benefits, tourism also supports thousands of jobs and local businesses, ensuring that the economy remains diverse and resilient.
As Durham County continues to grow as a tourism destination, its role as an economic powerhouse will only strengthen. The sustained increase in tourism spending and visitor numbers provides a solid foundation for the region’s long-term growth. With a focus on expanding tourism infrastructure and promoting sustainability, Durham is set to continue reaping the benefits of a booming tourism industry for years to come.
A Thriving Tourism Sector in Durham County
The success of Durham County’s tourism industry is a clear indication of the region’s economic prosperity. With record-breaking spending, an increasing number of visitors, and significant contributions to the local job market, tourism is an integral part of Durham’s economic success. As tourism continues to grow, so too will the opportunities for businesses, residents, and visitors alike.
Durham County’s thriving tourism industry is a testament to the area’s unique appeal, offering a mix of cultural, natural, and modern attractions that draw visitors from around the world. With continued investment in tourism services and infrastructure, the county is poised for even greater success in the years ahead, cementing its place as a top destination in North Carolina and beyond.
