Tourism & Film

After Hurricane Helene devastated much of western North Carolina in September 2024, the North Carolina General Assembly allocated funds for the effort of bringing western North Carolina’s tourism sector back to life. The Mountain Recovery campaign got the word out about western North Carolina and its readiness to accept visitors – and proved incredibly successful. The campaign generated more than 880,000 incremental trips and more than $1.6 billion in incremental spending. Overall, the EDPNC’s tourism marketing efforts delivered a return of $133 in visitor spending and $12 in tax revenue for every dollar invested.

The inaugural American South Guide by MICHELIN Guide recognized the culinary excellence of 47 restaurants in North Carolina. Visit NC helped bring MICHELIN to sample some of the state’s top restaurants, including Counter- in Charlotte, which earned a coveted star, while seven restaurants from Asheville to Knightdale received Bib Gourmand distinctions for high-quality food at a strong value. The recognition further elevated North Carolina’s standing as a premier culinary tourism destination.

Film productions across the state generated more than $185 million in direct in-state spending in 2025, reflecting a nationwide downturn from previous years as more projects opt to film internationally. During the year, the state welcomed 38 productions across the state, with 11 projects receiving awards from the N.C. Film and Entertainment Grant. Filming took place in 45 counties and supported more than 7,000 job opportunities in the state.