Record High Tourism in Wake County With 19.1 Million Visitors and $3.43 Billion in Spending

Raleigh, N.C. (Aug. 20, 2026) – A report released today by the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) revealed that Wake County welcomed a record 19.1 million visitors in 2025, a 0.4% increase over 2024. The 19.1 million visitors who traveled to Wake County spent a record-breaking $3.43 billion in our community, a 2.3% increase over 2024. 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 continually grew in 2025 in Wake County. With an uptick in visitors compared to the previous year, total visitation grew 0.4% over the volume of 2024. Wake County hotel occupancy ran at 67.7% in 2025. While down 2.9% from last year, Wake County is outpaced the state average of 61.3% and the national average of 62.3%.

Visitor Spending:
Food and beverage sales accounted for $1 billion (30%) of the $3.43 billion visitor spending in 2025, followed by lodging at $900 million (25%). Overall, visitor spending in 2025 surpassed last year by 2.3%, topping last year’s spending record of nearly $3.35 billion in Wake County.

Tax Revenue:
As a result of the overall $3.43 billion in visitor spending, a record $342 million in state and local tax revenues were generated by visitors in Wake County in 2025. 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 $743 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 2025 as well. Hotel occupancy tax collections totaled $41.46 million (up 1% over 2024), and prepared food and beverage tax collections equaled more than $48.91 million (up 5.4% over 2024).

Employment:
According to the research, tourism created work for 26,635 people in Wake County, with a payroll of $927 million in 2025. This is a 1.4% increase in tourism and hospitality jobs over 2024. 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 staffed and open.

“We’re proud to share that Wake County broke visitation, visitor spending and hospitality tax collection records in 2025 thanks to leisure travel, major sporting events, meetings and conventions across the county in conjunction with the continued implementation of the county’s destination strategic plan,” said Dennis Edwards, President and CEO of Visit Raleigh. “The vital role tourism plays in our local economy remains strong. Added visitation and spotlight on Raleigh with the Carolina Hurricanes Stanley Cup win in June and The New York Times ’36 Hours in Raleigh’ coverage earlier this year laid the groundwork for another successful year in 2026.”

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 2026 Annual Meeting on August 20 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 19.1 million visitors annually, whose spending tops $3.43 billion. The visitor economy supports more than 26,000 local jobs in Wake County and generates $342 million in state and local tax revenues, saving each Wake County household $743 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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