The North Carolina tourism economy reached its highest level ever with travelers spending more than $35.6 billion on trips to and within the state. The previous record of $33.3 billion was set in 2022.
With nearly 43 million visitors from across the United States, North Carolina ranks No. 5 behind California, Florida, Texas and New York in domestic visitation. The past four years have seen tight competition with Pennsylvania and Tennessee for fifth place. In addition to 2023’s record spending by domestic travelers, North Carolina also saw gains in the international market. With nearly 700,000 international travelers, spending rose 9.5% to $997 million.
“We’re excited that North Carolina continues to be a top 5 state for visitors from around the world,” Cooper said. “Our investments in tourism are paying dividends for our visitors experiencing the great things across North Carolina and for the great jobs it brings across the state.”
The state’s tourism-supported workforce increased 4.8% to 227,200 jobs in 2023. Tourism payroll increased 6.6% to $9.3 billion. Also, as a result of visitor spending, state and local governments saw rebounds in tax revenues to nearly $2.6 billion.
The figures are preliminary findings from research commissioned by Visit North Carolina, part of the Economic Development Partnership of North Carolina, and conducted by Tourism Economics. In measuring the economic value of the travel sector, the research incorporates a broad range of data sources to ensure that the entire visitor economy is quantified in detail.
“North Carolina residents in all 100 counties benefit from the money visitors spend on pursuits from our smallest towns to our largest cities,” NC Commerce Secretary Machelle Baker Sanders said. “Tourism means jobs for more than 50,000 small businesses and our first-in-talent workforce. These workers meet travelers’ needs for transportation as well as lodging, dining, shopping and recreation.”
Sanders noted that as a result of travelers’ contributions to state and local tax revenue, North Carolina households average $518 in yearly savings.
North Carolina tourism facts:
- Total spending by domestic and international visitors in North Carolina reached $35.6 billion in 2023. That sum represents a 6.9% increase over 2022 expenditures.
- Domestic travelers spent a record $34.6 billion in 2023. Spending was up 6.8% from $32.4 billion in 2022.
- International travelers spent $997 million in 2023, up 9.5% from the previous year.
- Visitors spend more than $97 million per day in North Carolina. That spending adds $7.1 million per day to state and local tax revenues (about $3.7 million in state taxes and $3.4 million in local taxes).
- Overall, visitors to North Carolina generated nearly $4.5 billion in federal, state and local taxes in 2023. The total represents a 5.8% increase from 2022.
- State tax receipts from visitor spending rose 5.6% to $1.3 billion in 2023. Local tax receipts grew 5.4% to $1.2 billion.
- Direct tourism employment in North Carolina increased 4.8% to 227,200. Direct tourism payroll increased 6.6% to nearly $9.3 billion.
- Each North Carolina household saved $518 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $239.
Governor Cooper’s announcement coincided with National Travel and Tourism Week (May 19-25), when travel and tourism professionals across the country united to underscore the value of travel to the economy, businesses, communities and personal well-being. The state’s Welcome Centers hosted activities throughout the week.
