Raleigh, N.C. (August 14, 2026) – Visit Raleigh has released the Wake County Tourism Industry Report for the second quarter of 2026. Key performance indicators (KPIs), hospitality tax collections and prepared food and beverage tax collections have seen reliable growth over 2025 year-to-date (YTD) levels. Hotel occupancy rates continue to outperform state and national averages, demonstrating sustained interest for overnight visitation in Wake County.

Highlights:
Continued Growth for Tax Collections

  • Hotel lodging tax collections totaled more than $21.5 million through June 2026, up 2.9% over 2025.
  • Prepared food and beverage tax collections totaled nearly $25 million through June 2026, up 3.5% over 2025.

Group Business Overview

  • Visit Raleigh and the Greater Raleigh Sports Alliance (GRSA) hosted 113 events, tournaments, conferences and groups through June 2026, welcoming more than 205,000 attendees to the area.
  • Through the end of June, hotel occupancy increased to 69.1%, continuing to outpace state and national averages.

Future Business/Tourism Outlook

  • Through June 2026, Visit Raleigh and GRSA booked 100 events for future dates, bringing more than 56,000 room-nights of future business to Wake County and generating a projected $56.4 million in economic impact.

“Meetings and conventions, sports and leisure tourism continue to be powerful economic drivers in the greater Raleigh region. These positive numbers are a testament to the strength of our destination, the quality of our hospitality infrastructure and the exceptional experiences Wake County provides to visitors and attendees alike,” said Dennis Edwards, president and CEO of Visit Raleigh. “We are looking forward to several new hotel openings in the second half of 2026, which will add even greater capacity to welcome visitors and support Wake County’s flourishing tourism industry.”

Below is a full breakdown of the tourism and hospitality industry performance throughout Wake County in the second quarter of 2026.

Wake County hospitality industry KPIs – according to the Smith Travel Research:
(January 1 – June 30, 2026)

KPI

Wake County
YTD

Wake County
% Change YTD

State Average
YTD

National Average YTD

Hotel Occupancy

69.1%

↑ 2.5%

61.7%

63%

Average Daily Rate (ADR)

$139.24

↓ 0.4%

$130.37

$165.98

Revenue Per Available Room (RevPAR)

$96.26

↑ 2.2%

$80.38

$104.59

Hotel Room Night Supply

3.39 M

↓0.3%

↑ 0.5%

↑ 0.5%

Room Nights Sold

2.34 M

↑ 2.2%

↓0.3%

↑ 1.8%

Wake County’s occupancy rate has increased by 2.5% over the first half of 2026, outpacing that of state and national averages. The County’s revenue per available room has also increased by 2.2% compared to the same time last year.

Hospitality Industry Tax Collections in Q2 2026:
Wake County saw consistent increases in hospitality industry tax collections in the second quarter of 2026. Hotel lodging tax collections totaled more than $21.5 million, a 2.9 % increase over 2025. Prepared food and beverage tax collections totaled nearly $25 million, a 3.5% increase over the second quarter of 2025.

Tax Collections
(Jan. – June)

Wake County
(2026)

Wake County
(2025)

Amt. Change

% Change

Hotel Occupancy

$21,533,381

$20,934,259

↑ $599 K

↑ 2.9%

Prepared Food and
Beverage

$24,978,410

$24,135,367

↑ $843 K

↑ 3.5%


Events Hosted in Q2 2026:
During the second quarter of 2026, Visit Raleigh and the Greater Raleigh Sports Alliance (GRSA) together hosted 113 conventions, sporting events and groups and welcomed 205,169 attendees to Raleigh, N.C. The second quarter of 2026 was highlighted by key conventions, meetings and sporting events impacting overnight visitation including:

New Business Booked in Q2 2026:
The second quarter of 2026 was productive in bookings for future conventions, sporting events and groups in Wake County. Visit Raleigh and GRSA combined booked 100 groups totaling more than 56,294 room-nights of future business. Visit Raleigh and GRSA’s collective future bookings from this quarter will create an estimated direct economic impact of $56.4 million.

Future meetings, conventions and sporting events booked during the second quarter include:

Interviews with a Visit Raleigh spokesperson can be arranged via phone, video conference or in person. To arrange an interview, please contact Hannah Hankins, at hhankins@visitraleigh.com.
 

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

About the Greater Raleigh Sports Alliance (GRSA):
A division of the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) – the Greater Raleigh Sports Alliance (GRSA) markets and promotes Raleigh and all of Wake County to generate and/or retain sports-related businesses (tournaments, championships, special events and meetings) for economic development. 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. raleighsports.org

Media Contact:
Hannah Hankins
Public Relations and International Tourism Manager
919.819.8292
hhankins@visitraleigh.com

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