Record High Tourism in Wake County With 18.5 Million Visitors and $3.2 Billion in Spending

Raleigh, N.C. (Aug. 22, 2024) – A report released today by the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) revealed that Wake County welcomed a record 18.5 million visitors in 2023, a 3.9% increase over 2022. The 18.5 million visitors who traveled to Wake County spent a record-breaking $3.2 billion in our community, an 8.1% increase over 2022. Both visitation and visitor spending represent the highest totals on record for Wake Couty. Visit Raleigh independently contracted with industry-leading travel and tourism research firm Tourism Economics to estimate these and other key tourism figures.

Visitor Volume:
Data showed travel confidence hit new peaks in 2023, surpassing the pre-pandemic record of 17.9 million visitors in 2019. With increased visitors over the previous year, total visitation grew 3.9% over its 2022 volume.

Visitor Spending:
Food and beverage sales accounted for $913 million (29%) of the $3.2 billion visitor spending in 2023, followed by lodging at $790 million (25%). Overall, visitor spending in 2023 exceeded last year by 8.1%, topping 2019 spending of $2.9 million in Wake County.

Tax Revenue:
As a result of the overall $3.2 billion in visitor spending, a record $307 million in state and local tax revenues were generated by visitors in Wake County in 2023. Tourism-generated tax receipts are used for education, school construction, water, sewer and other necessities, as well as quality-of-life amenities for residents. In fact, the research showed that each household in Wake County would pay an additional $712 in taxes without the funds provided to local and state governments through travel and tourism – showcasing how beneficial tourism continues to be for the local economy.

Two visitor-related taxes, the hotel occupancy and prepared food and beverage taxes, both saw increases and record-breaking collections in 2023. Hotel occupancy tax collections totaled $38.1 million (up 15.6% over 2022), and prepared food and beverage tax collections equaled more than $44.66 million (up 9.3% over 2022).

Employment:
According to the research, tourism created work for 25,796 people in Wake County, with a payroll of $890 million in 2023. This is a 4.9% increase in tourism and hospitality jobs over 2022. While the number of jobs directly supported by visitors increased year-over-year, it remains 8% below pre-pandemic levels. One out of every 23 Wake County jobs is supported by visitation. In many cases, these visitors can make a difference, allowing small businesses to remain open.

“From leisure visitation to sporting events, meetings and conventions, Wake County outpaced previous tourism records in terms of visitor spending and tax generation last year,” said Dennis Edwards, President and CEO of the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh). “The latest data echoes hospitality and tourism’s crucial role in the countywide job market and the broader economic development of our region. This momentum will continue with dynamic projects underway like the PNC Arena renovation, Raleigh Convention Center expansion, development of the area’s first Omni Hotel and opening of Gipson Play Plaza at Dorothea Dix Park.”

The high-level figures in the report are below; the full report can be found at visitRaleigh.com/EI.

Interviews will be granted with Visit Raleigh President and CEO Dennis Edwards and Longwoods International President and CEO Amir Eylon immediately following the conclusion of the 2024 Annual Meeting at 11am at the A.J. Fletcher Opera Theater at Martin Marietta Center for the Performing Arts.
 

About the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh):
As the official destination marketing organization for Wake County, Visit Raleigh is responsible for promoting Wake County as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the industry and community's economic position and provides opportunities for people throughout Wake County. Raleigh, N.C./Wake County welcomes 18.5 million visitors annually, whose spending tops $3.2 billion. The visitor economy supports nearly 26,000 local jobs in Wake County and generates $307 million in state and local tax revenues, saving each Wake County household $712 in taxes annually. visitRaleigh.com

Media Contact:
Visit Raleigh
Jessica Holt
Director of Public Relations
C: 919.614.2895
jholt@visitRaleigh.com

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