As the fifth most visited state in the nation, travel spending within North Carolina’s tourism industry reached a record-breaking $36 million in 2023 as the state welcomed roughly 43 million visitors, sparking praise from state leaders and officials in the tourism sector.

Travel spending statewide grew by 6.9% over 2022 expenditures. The NC Travel and Tourism Coalition applauded the milestone this week in a statement, attributing the recent growth to investments from the General Assembly that bolstered North Carolina’s ability to market itself effectively and compete with neighboring states for visitor spending. 

“In recent years, the General Assembly allocated $30 billion in new funding to enhance North Carolina’s tourism promotion efforts,” the statement reads. “This commitment has played a pivotal role in driving growth across the state’s tourism and hospitality sectors.”

According to recent data from the NC Department of Commerce, visitor spending increased in 98 of 100 counties, with the most significant growth in Orange, Wake, Camden, and Warren Counties.

“Tourism provides vital jobs and revenue for all 100 counties. I’m pleased to see that our strategic investment in tourism promotion is yielding such positive results,” said House Rules Chair Rep. Destin Hall, R-Caldwell. 

Direct tourism employment also increased statewide by 4.8% to 227,000. The tourism industry generates nearly $2.6 billion in state and local tax revenues. 

“Tourism is a powerful economic engine for many counties across our state. By promoting North Carolina as a premier travel destination, we’re not only creating jobs but also supporting local businesses,” said Senate Appropriations Chair Sen. Ralph Hise, R-Mitchell.

State legislators have worked hard to make North Carolina a desirable state for both businesses and individuals. The state population is growing faster than almost anywhere else in the nation as more individuals migrate due to appealing weather, taxes, and a business-friendly environment.

After ranking as the best state in America to do business in 2022 and 2023, North Carolina moved to second place in CNBC’s 2024 business scorecard. Remaining a top-tier state for business, North Carolina’s strengths are its business friendliness, workforce, and economy. The state’s weaknesses are the cost of living and quality of life. 

SEE ALSO: NC remains a top state for business in 2024, loses No.1 spot to VA