North Carolina’s tourism industry just hit a historic milestone, with visitors spending a record $37.2 billion across the state in 2025. The total tops last year’s $36.7 billion and marks continued growth in one of the state’s largest economic drivers.
Domestic travelers led the surge, spending $36.1 billion, while international visitors added another $1.1 billion.
Tourism now supports nearly 231,000 jobs statewide, with payroll climbing to $9.8 billion. Visitor spending also generated more than $4.7 billion in tax revenue, including nearly $2.7 billion for state and local governments.
“Residents of all 100 North Carolina counties benefit from the money that visitors spend,” said NC Commerce Secretary Lee Lilley in a press release. “From our smallest towns to our largest cities, tourism means jobs for nearly 50,000 small businesses and our first-in-talent workforce.”
Officials say that translates to real savings for residents, with North Carolina households saving about $605 per year in taxes due to tourism revenue.
The state ranks seventh nationally in domestic visitation, behind only larger states like California and Florida.
Leaders credit ongoing marketing efforts and diverse attractions, from beaches to mountains, for driving growth. Western North Carolina remains a key focus, with its ski industry generating over $244 million annually.
State officials are also pushing recovery efforts in areas impacted by Hurricane Helene, aiming to sustain tourism momentum.
