In a recent statement, North Carolina Governor Josh Stein shared that the state's tourism economy has soared to new heights, despite the adversities brought by Hurricane Helene. According to the Office of the Governor's press release, visitors spent a record-breaking $36.7 billion in 2024, trumping the previous record set in 2023 by over a billion dollars. During National Travel and Tourism Week, these figures are especially notable, as they emphasize the industry's integral role in the state's economy and job creation.
Despite the destruction left in western North Carolina by Hurricane Helene, regions like the Piedmont and coastal areas continued to draw tourists, supporting the steady climb in tourism revenue. "Today's news underscores what we all know: North Carolina is a fantastic place to visit," Governor Stein said in a statement, addressing the findings during National Travel and Tourism Week. He added that ongoing support for regions recovering from Helene is paramount to bolster the entire state's tourist appeal.
The preliminary data from the commissioned research by Visit North Carolina, a part of the Economic Development Partnership of North Carolina, reveals that the workforce sustained by tourism grew by 1.4 percent, equating to over 230,000 jobs in 2024. This increase in employment was coupled with a 2.6 percent rise in tourism payroll, reaching $9.5 billion for the year. With a keen eye on the details, the extensive model used for this economic analysis incorporates a variety of data sources, including federal agencies, lodging reports, and visitor profiles.
North Carolina’s robust performance in attracting both domestic and international travelers has ensured its place as the fifth most visited state in the U.S. "From our smallest towns to our largest cities, tourism means jobs for more than 50,000 small businesses and our first-in-talent workforce," said Commerce Secretary Lee Lilley in the Office of the Governor's press release. These workers, eager to fulfill the needs of travelers, play a key role in driving not only transportation but also wider industries such as lodging, dining, and shopping.
The financial impact of tourism resonates further as it translates into tax revenue for the state, with household tax savings averaging $593 annually thanks to visitor spending. Diving deeper into the numbers, international visitors upped their spending by a robust 16.5 percent from the previous year, an indicator of growing global interest in the charms of North Carolina.
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