North Carolina and Onslow County are seeing tourism generate substantial economic activity as new 2025 figures show visitor spending across the state reached a record $37.2 billion. Onslow County alone recorded nearly $415 million in visitor spending, placing it among North Carolina’s leading county tourism economies.
The numbers bring the state’s beaches, cities and mountains into focus at a time when travellers continue to support accommodation, restaurants, transportation, attractions, recreation and retail businesses across North Carolina.
North Carolina Tourism Reaches $37.2 Billion
Visitors spent $37.2 billion on trips to and within North Carolina during 2025, an increase of 1.3% from the previous record of $36.7 billion in 2024. Domestic travellers accounted for $36.1 billion, while international visitors contributed $1.1 billion.
Tourism spending generated more than $4.7 billion in federal, state and local taxes. Direct tourism employment increased 0.3% to 230,997 jobs, while tourism payroll rose 3.5% to $9.8 billion.
Visitors spent more than $101 million per day in North Carolina during the year, demonstrating the scale of travel-related activity across the state.
Onslow County Records Nearly $415 Million in Visitor Spending
Onslow County recorded close to $415 million in visitor spending during 2025, ranking 19th among North Carolina’s 100 counties. The expenditure covered categories including lodging, food and beverages, recreation, retail and transportation.
The county’s tourism economy is closely connected with its coastal location and communities including Jacksonville, North Topsail Beach, Surf City and Sneads Ferry.
For visitors, the area combines Atlantic beaches, boating, fishing, outdoor recreation and coastal dining with access to Jacksonville’s shopping, restaurants and cultural activities.
Coastal North Carolina Keeps Travellers Moving
Onslow County forms part of a larger coastal tourism network stretching across eastern North Carolina. Visitors can use the county as a base for beach holidays, fishing trips and water-based activities.
Nearby New Hanover County, which includes Wilmington and surrounding coastal destinations, recorded approximately $1.2 billion in visitor spending in 2025, while Dare County, home to much of the Outer Banks, recorded $2.1 billion.
Carteret County, another major coastal destination, also ranked among the state’s top tourism-spending counties.
These destinations give travellers options ranging from beach resorts and historic waterfronts to national seashores and marine activities.
Charlotte Leads North Carolina’s Tourism Spending
The largest tourism economy in North Carolina remained Mecklenburg County, home to Charlotte, where visitors spent approximately $6.5 billion in 2025. Wake County, home to Raleigh, ranked second with $3.6 billion.
Charlotte provides a major urban tourism experience built around sports, entertainment, dining, shopping and business travel. Raleigh combines museums, performing arts, restaurants, universities and nearby outdoor attractions.
The two cities also serve as transportation gateways for visitors exploring central North Carolina.
Mountains Continue Their Tourism Recovery
North Carolina’s mountain destinations recorded varied results following Hurricane Helene, which affected western communities in 2024. Ten of the state’s 11 tourism marketing regions recorded growth in visitor spending during 2025.
The Smoky Mountains & Cherokee region recorded the largest regional increase at 4.3%, while the High Country region grew 2.5%. Cherokee County increased visitor spending by 13.9%, while Macon County rose 11.1%.
The mountain region provides a contrasting travel experience to Onslow County’s coast, with hiking, waterfalls, forests, scenic drives and outdoor recreation.
Asheville Remains a Major Tourism Gateway
Buncombe County, home to Asheville, recorded $2.6 billion in visitor spending in 2025 despite a 2.1% decline from the previous year.
Asheville remains a major base for exploring western North Carolina, with access to the Blue Ridge Mountains, the Blue Ridge Parkway and surrounding communities.
Travellers can combine city-based cultural experiences with hiking, scenic drives and visits to mountain towns.
Visitor Spending Reaches Every Corner of the State
Visitor spending increased in 59 of North Carolina’s 100 counties during 2025. The figures show that tourism activity is spread across coastal communities, major cities, rural destinations and mountain counties rather than being concentrated in a handful of locations.
Counties recording notable increases included Richmond, Chatham, Bertie, Johnston, Caldwell, New Hanover, Burke and Yancey. Tourism employment also increased in approximately half of the state’s counties.
Travel Experiences Drive Local Spending
North Carolina’s tourism economy covers a wide range of travel experiences. Coastal visitors spend on accommodation, seafood restaurants, boat excursions, fishing, beach activities and retail.
Mountain travellers contribute through hotels, cabins, restaurants, outdoor recreation, attractions and transportation. Cities benefit from conventions, sporting events, museums, entertainment, restaurants and shopping.
For travellers, this means a single North Carolina journey can connect several tourism environments while supporting businesses in different communities.
Planning a North Carolina Travel Route
Travellers can build itineraries around the state’s geographic diversity. A coastal trip can combine Onslow County with Wilmington, the Crystal Coast and Outer Banks, while a city itinerary can connect Charlotte and Raleigh.
Visitors interested in mountains can travel west towards Asheville, Cherokee and the High Country. North Carolina’s highway network connects the state’s principal cities and tourism regions, while airports in Charlotte, Raleigh-Durham, Wilmington and other cities provide additional access.
Key Stats
- North Carolina visitor spending in 2025: $37.2 billion
- Growth from 2024: 1.3%
- Domestic visitor spending: $36.1 billion
- International visitor spending: $1.1 billion
- Onslow County visitor spending: nearly $415 million
- Onslow County national ranking within North Carolina: 19th
- Direct tourism employment: 230,997
- Tourism payroll: $9.8 billion
- Counties with increased visitor spending: 59
Conclusion
North Carolina’s record $37.2 billion in visitor spending during 2025 places tourism firmly across the state’s coastal, urban and mountain destinations. Onslow County contributed nearly $415 million, while Charlotte, Raleigh, the Outer Banks, Wilmington, Asheville and western mountain communities generated substantial visitor economies of their own. For travellers, the figures reflect the breadth of experiences available across North Carolina, from Atlantic beaches and marine adventures to city attractions and Appalachian landscapes.
