Tourism Economy Grew 6.8 Percent and Remains 10th Highest in North Carolina

SOUTHERN PINES, NC (August 27, 2025) – In 2024, Moore County witnessed an unprecedented $860 million in economic impact from visitor spending, representing a 6.8 percent increase from the previous year. Moore County remains the tenth highest tourism economy in the state, maintaining its highest ranking in history.

These statistics come from the “Economic Impact of Travel on North Carolina Counties 2024,” which can be accessed at partners.visitnc.com/economic-impact-studies. The study was prepared for Visit North Carolina by Tourism Economics.

“We anticipated a sizable increase in visitor spending for 2024 due to the impact of the U.S. Open in that calendar year,” said Phil Werz, President and CEO of the Pinehurst, Southern Pines, Aberdeen Area Convention and Visitors Bureau. “The goal is maintaining and increasing that momentum as we approach the next U.S. Open. With the opening of Pinehurst No. 10, the return of the World Golf Hall of Fame and NASCAR to Rockingham and the growth of our destination in several other areas, we continue to be one of the most appealing tourism areas in North Carolina.”

Tourism impact highlights for 2024:

• Moore County ranks tenth among 100 counties in North Carolina for annual visitor spending.
• The tourism industry employs nearly 6,300 people in Moore County, an increase of 2.7% from the previous year.
• Tourism in Moore County saved each resident $546.46 in taxes per capita. The state average was $241. The report also showed that $28.1 million in local taxes was derived from visitor spending in 2024, an increase of 7.6%.
• State tax revenue generated by tourism in Moore County totaled $32.2 million, up from $30.8 million from 2023, an increase of 5.4 percent.

The report also provided visitor spending based on a variety of sectors. Overall, Moore County reports visitor spending totals for 2024 in these areas: Lodging ($213 million, up from $203 million in 2023, an increase of 5.0 percent); Food and Beverage ($259.6 million, up from $242.1 million in 2023, an increase of 7.2 percent); Recreation ($126.4 million, up from $115.4 million in 2023, an increase of 9.5%); Retail ($71.6 million, up from $65.4 million in 2023, an increase of 9.4 percent) and Transportation ($188.5 million, up from $179.0 million in 2023, an increase of 5.3 percent).

“The study confirms the strength of North Carolina’s tourism industry,” said Wit Tuttell, executive director of Visit NC. “The fact of spending growth, even in the headwinds of Hurricane Helene, underscores the industry’s vitality and the appeal of our destinations and the authentic cultural, recreational and culinary experiences that travelers find rewarding.”

Statewide, visitor spending in 2024 rose 6.9 percent to reach a record $36.7 billion. That sum represents a 3.1% increase over 2023 expenditures.

Other Statewide Highlights:

• Domestic travelers spent a record $35.6 billion in 2024. Spending was up 2.7 percent from $34.6 billion in 2023.
• International travelers spent $1.2 billion in 2024, up 16.5 percent from the previous year.
• Visitors to North Carolina generated nearly $4.6 billion in federal, state, and local taxes in 2024. The total represents a 2.9 percent increase from 2023.
• State tax receipts from visitor spending rose 1.1 percent to nearly $1.4 billion in 2024.
• Local tax receipts grew 4.3 percent to nearly $1.3 billion.
• Direct tourism employment in North Carolina increased 1.4 percent to 230,338.
• Direct tourism payroll increased 2.6 percent to $9.5 billion.
• Visitors spend more than $100 million per day in North Carolina. That spending adds $7.3 million per day to state and local tax revenues (about $3.7 million in state taxes and $3.6 million in local taxes).
• Each North Carolina household saved $593 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $241.

The overall analysis for the report draws on the following data sources:

• Spending and visitor profile characteristics for visitors to North Carolina based on OmniTrak survey data.
• U.S. Census Bureau, Bureau of Economic Analysis, and Bureau of Labor Statistics: employment, wages, and sales data by industry and the value of seasonal and second homes.
• STR (Smith Travel Research) and Key Data: hotel and short-term lodging performance data, including room demand, room rates, occupancy, and room revenue.
• Federal Highway Administration and U.S. Energy Information Administration: automotive and gasoline price data.
• Tax collections: lodging and total taxable sales tax receipts.
• Tourism Economics: international travel data and overseas, Canadian, and Mexican travel to North Carolina based on aviation, survey, and credit card information.

To quantify the level of visitor activity in North Carolina, Tourism Economics combines a number of data sources that look at tourism from different angles to understand visitor economic contributions in North Carolina. The data provides insights from the visitor, local industry, and government perspectives to pinpoint the scope of the travel sector in terms of direct visitor spending, as well as the direct economic impacts, jobs, and fiscal (tax) impacts in the broader economy.

Tourism Economics calibrated the historical TEIM model to align with the official Travel and Tourism Satellite Account maintained by the Bureau of Economic Analysis, while maintaining consistency with historical growth rates.

Various data on travel activity and its resulting impacts were collected from the sources and synthesized into growth estimates maintained by the Bureau of Economic Analysis, while maintaining consistency with historical growth rates. Visitors in the context of this study include those who stayed in overnight accommodations or those who came from a distance greater than 50 miles and deviated from their normal routine.

The findings from the annual report are based on the 2024 calendar year. The Pinehurst, Southern Pines, Aberdeen Area CVB concluded its 2024-25 fiscal year on June 30^th with occupancy tax collections of nearly $3.8 million.

The Pinehurst, Southern Pines, Aberdeen Area Convention & Visitors Bureau
The Convention & Visitors Bureau (CVB) is the economic development agency responsible for travel and tourism promotion, product development, and visitor services for Moore County, NC. The CVB devises strategies to enhance the County’s tourism brand value and product to accommodate the next generation of visitors, thereby stimulating the local economy and enhancing the quality of life for residents and visitors alike. In 2024, Moore County ranked as the tenth largest tourism economy in North Carolina, generating $860 million annually in visitor spending, which supports the second largest employment sector in the county and saves county residents approximately $546 a year in state and local taxes.

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