Visitor spending in Durham has surpassed $1 billion for the third year in a row.

A report by Visit NC, a unit of the Economic Development Partnership of North Carolina, found that domestic and international visitors to Durham County spent about $1.16 billion in 2024 and contributed more than $80 million in state and local tax revenue that same year.

“The economic impact of tourism isn’t always obvious,” said Susan Amey, president and CEO of Discover Durham.

Amey calls the study significant because it “illustrates how the tourism sector supports many industries that impact our quality of life as residents.”

The study found that travel and tourism supported more than 7,700 jobs in Durham County and generated $317 million in total payroll for the county, a $13 million increase from 2023.

“Approximately two-thirds of food and beverage jobs are directly supported by tourism, which puts into perspective how so many of our favorite, locally owned small businesses are sustained by visitors,” Amey continued.

State and local tax revenue generated by Durham County visitors totaled about $81.4 million. It included revenue from occupancy, sales and excise taxes as well as property, personal and corporate tax income associated with travel-generated and supported businesses.

According the Visit NC executive director Wit Tuttell, North Carolina continues to remain a top choice for travelers because of the beauty, adventure, culinary adventure and authenticity.

“That appeal might be hard to quantify,” he said. “But as we follow the numbers, we see the payoff in terms of the money that goes to businesses as well as state and local tax bases.”

Statewide, the study found tourism spending reached $36.7 billion in 2024, a 3.1% increase from the previous year. Durham County’s year-over-year spending growth 3% nearly matched the state average.

Other statewide tourism impacts include:

  • Domestic travelers spent a record of $35.6 billion in 2024, up 2.7% from $34.6 billion in 2023.
  • International travelers spent $1.2 billion in 2024, up 16.5% from the previous year.
  • Visitors to North Carolina generated nearly $4.6 billion in federal, state, and local taxes in 2024. The total represents a 2.9% increase from 2023.
  • State tax receipts from visitor spending rose by 1.1% to nearly $1.4 billion in 2024.
  • Local tax receipts also grew 4.3% to nearly $1.3 billion.
  • Direct tourism employment in North Carolina increased 1.4% to 230,338.
  • Direct tourism payroll increased 2.6% to $9.5 billion.
  • Visitors spent more than $100 million per day in North Carolina, totaling up to $7.3 million per day in state and local tax revenues.
  • Each North Carolina household saved $593 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $241.

Discover Durham helped develop a Destination Master Plan in 2024, which resulted in establishing Durham Next.

With the new data from Visit NC, Durham Next’s Executive Director Tara Kenchen said it allows them to explore how greater investments in tourism can create additional benefits for people who live and work in Durham.

“By reinvesting a small portion of just the occupancy tax generated by visitors to further develop infrastructure and programming that drives tourism, we can more positively impact our community’s opportunities and quality of life,” Kenchen said. “Durham Next’s core work lives at this intersection, and we’re excited to get to work.”