Photo Credit: Gerry Brabham

 

ROCKY MOUNT, N.C. — Domestic and international visitors to and within Nash County spent $334.69 million in 2025, a decrease of 1.8% from 2024. The data comes from an annual study commissioned by Visit North Carolina, part of the Economic Development Partnership of North Carolina.

“While we are never satisfied with a decrease in visitor spending, we are encouraged that the rate of decline slowed in 2025. Nash County continues to have a strong tourism economy with tremendous opportunity for growth. With our strong lodging base, year-round sports and events, and the many experiences our communities offer visitors, we are optimistic about the future and look forward to seeing visitor spending return to growth,” said Barbara Green, executive director of Nash County Travel & Tourism.

Tourism impact highlights for 2025:

  • The travel and tourism industry directly employed 2,518 people in Nash County.

  • Total payroll generated by the tourism industry in Nash County totaled $91.18 million.

  • State tax revenue generated in Nash County totaled $12.87 million through state sales and excise taxes, and taxes on personal and corporate income. About $10.98 million in local taxes were generated from occupancy, sales and property tax revenue from travel-generated and travel-supported businesses.

  • Each Nash County resident saved $235.43 on average in state and local taxes as a direct result of visitor spending in the county. Savings per capita statewide averaged $244.

These statistics come from “The Economic Impact of Travel on North Carolina Counties 2025,” which can be accessed at VisitNC.com/economic-impact. The study was prepared for Visit North Carolina by Tourism Economics.

Statewide, visitor spending in 2025 rose 1.3% to reach a record $37.2 billion. Direct tourism employment increased 0.3% to 230,997. Fifty-nine percent of counties experienced increases in visitor spending from 2024 to 2025, with 14% recording flat performance. By county and by region, dispersion and resilience is the story.

“As much as we’d love to see growth in each of our 100 counties, the study confirms the vitality of North Carolina’s tourism economy,” said Wit Tuttell, executive director of Visit NC. “With the approach of the two-year milestone of Hurricane Helene, we can draw inspiration from mountain counties that have experienced a turnaround as we continue the effort to see every destination reach higher ground.”

Noting the economic uncertainties that have been present since the pandemic, Tuttell encouraged state residents and tourism leaders alike to spread the message about the rewards of North Carolina travel.

“Those who take trips to and within North Carolina are elevated by the authenticity of what they experience,” he said. “Our culture, our cuisine, and our vast outdoor wonders not only bring pleasure. They also serve as an economic engine that makes our lives better.”

North Carolina tourism facts:

  • Total spending by domestic and international visitors in North Carolina reached $37.2 billion in 2025, a 1.3% increase over 2024 expenditures.

  • Domestic travelers spent a record $36.1 billion in 2025. Spending was up 1.5% from $35.6 billion in 2024.

  • International travelers spent $1.1 billion in 2025, down 2.8% from the previous year.

  • Visitors to North Carolina generated more than $4.7 billion in federal, state and local taxes in 2025, a 2.5% increase from 2024.

  • State tax receipts from visitor spending rose 2.0% to nearly $1.4 billion in 2025.

  • Local tax receipts grew 2.6% to more than $1.3 billion.

  • Direct tourism employment in North Carolina increased 0.3% to 230,997.

  • Direct tourism payroll increased 3.5% to $9.8 billion.

  • Visitors spent more than $101 million per day in North Carolina. That spending added $7.5 million per day to state and local tax revenues (about $3.8 million in state taxes and $3.7 million in local taxes).

  • Each North Carolina household saved $605 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $244.

 

MEDIA CONTACT

Barbara Green
Executive Director
Nash County Travel & Tourism
1104 Falls Rd.
Rocky Mount, NC 27804
Phone: 800-849-6825
Email: barbara@explorenashcounty.com