North Carolina Sets New Tourism Spending Record in 2025

North Carolina has reached a new milestone in tourism, with visitors spending a record-breaking $37.2 billion across the state in 2025.

Governor Josh Stein announced the new figures last week, saying the tourism industry continues to be one of the state’s strongest economic drivers despite challenges from Hurricane Helene recovery efforts in western North Carolina.

The new total surpasses the previous record of $36.7 billion set in 2024 and represents a 1.3 percent increase in visitor spending statewide. Domestic travelers accounted for the majority of the spending, contributing a record $36.1 billion, while international visitors added another $1.1 billion.

State officials say tourism continues to support jobs and small businesses across North Carolina. The tourism-supported workforce grew to nearly 231,000 jobs in 2025, while tourism payroll increased to $9.8 billion.

Visitor spending also generated more than $4.7 billion in federal, state, and local tax revenues, including more than $2.7 billion for state and local governments. Officials estimate the tourism industry saves North Carolina households an average of $605 annually in taxes.

North Carolina currently ranks seventh in the nation for domestic visitation, behind California, Florida, Texas, New York, Pennsylvania, and Georgia. State leaders credit the growth to North Carolina’s wide range of attractions, from beaches and mountain destinations to sporting events, festivals, and outdoor recreation.

The numbers were released during National Travel and Tourism Week and are based on research conducted for Visit North Carolina and the Economic Development Partnership of North Carolina.