Record High Tourism in Wake County With 19 Million Visitors and $3.4 Billion in Spending

Raleigh, N.C. (Aug. 21, 2025) – A report released today by the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) revealed that Wake County welcomed a record 19 million visitors in 2024, a 2.7% increase over 2023. The 19 million visitors who traveled to Wake County spent a record-breaking $3.4 billion in our community, a 5.1% increase over 2023. Both visitation and visitor spending represent the highest totals on record for Wake County. 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 spiked in 2024 in Wake County. With an uptick in visitors compared to the previous year, total visitation grew 2.7% over the volume of 2023. Wake County hotel occupancy ran at 69.7% in 2024, up 1.8% from last year, outpacing the state average of 62.7% and the national average of 63%.

Visitor Spending:
Food and beverage sales accounted for $967 million (29%) of the $3.4 billion visitor spending in 2024, followed by lodging at $850 million (25%). Overall, visitor spending in 2024 surpassed last year by 5.1%, topping last year’s spending record of $3.2 billion in Wake County.

Tax Revenue:
As a result of the overall $3.4 billion in visitor spending, a record $321 million in state and local tax revenues were generated by visitors in Wake County in 2024. Tourism-generated tax receipts are used for education, school construction, water, sewer and other necessities, as well as quality-of-life amenities for residents. The research showed that each household in Wake County would pay an additional $720 in taxes without the funds provided to local and state governments through travel and tourism – demonstrating 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 growth and record-breaking collections in 2024. Hotel occupancy tax collections totaled $41.03 million (up 7.6% over 2023), and prepared food and beverage tax collections equaled more than $46.42 million (up 3.9% over 2023).

Employment:
According to the research, tourism created work for 26,261 people in Wake County, with a payroll of $920 million in 2024. This is a 1.8% increase in tourism and hospitality jobs over 2023. While the number of jobs directly supported by visitors increased year-over-year, it remains just shy of pre-pandemic levels. One out of every 24 Wake County jobs is supported by visitation. In many cases, these visitors can make the difference in allowing small businesses to remain open.

“From leisure travel to major sporting events, meetings and conventions, Wake County’s tourism profile is at an all-time high, surpassing previous records in visitation and hospitality tax collections,” said Dennis Edwards, President and CEO of Visit Raleigh. “This year’s data reinforces the vital role tourism plays in our local economy, supporting more than 26,000 jobs. With major developments enriching the visitor experience, like Lenovo Center enhancements, the Raleigh Convention Center expansion, groundbreaking of the Omni Hotel, the forthcoming MICHELIN Guide: American South and the debut of Gipson Play Plaza – Wake County is well-positioned for even greater success in the years ahead.”

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

Interviews will be granted with Visit Raleigh President and CEO Dennis Edwards immediately following the conclusion of the 2025 Annual Meeting on August 21 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 19 million visitors annually, whose spending tops $3.4 billion. The visitor economy supports more than 26,000 local jobs in Wake County and generates $321 million in state and local tax revenues, saving each Wake County household $720 in taxes annually. visitRaleigh.com

Media Contact:
Visit Raleigh
Dana Goodwin
Public Relations Manager
C: 919.830.1289
dgoodwin@visitRaleigh.com

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