Tourism

Experience All That North Carolina Has to Offer

5th

Most Visited State for Domestic Travel (2024)

Tourism

Accounts for 6.2% of Total Employment in NC

$36.7B

in Direct Visitor Spending (2024)

Tourism

father splashing daughter while tubing down a river in the mountains

For Real, Visit NC

Everything about North Carolina is authentic. Even our state motto, Esse Quam Videri, emphasizes the value we place on being, rather than seeming. Deeply authentic trips and travel discoveries are out there.

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A Statewide Tourism Effort

Relationships with all 100 counties continue to drive tourism, aiding economic development and commerce. Meanwhile, partnerships with destinations, attractions, lodging and dining properties, and associations remain key to North Carolina’s success.

The North Carolina Museum of Art restaurant with people dining

Visitors Are Boosting Small Business

Nearly 50,000 North Carolina businesses produce goods and services to support tourism and hospitality. Travelers contribute more than 25 percent to their total products and services.

Colorful buildings in River Arts District Asheville

A Substantial and Hospitable Tourism Workforce

More than 227,000 North Carolina residents are directly employed by the tourism and hospitality industry. Spending by travelers across the state directly supports these jobs. In fact, the visitor economy accounts for 6.2% of total employment in NC.

Smiling group of young friends sitting together at a table in a bar in the afternoon laughing and talking over drinks

Programs Promoting Tourism

Visit North Carolina includes programs designed to drive travel and economic vitality in the state. Its travel, film, retirement, and sports programs have dedicated staff and resources to grow engagement with their respective audiences.

Shaping the Culinary Scene: Ashley Christensen Restaurants & Visit NC

Chef and restaurateur Ashley Christensen shares how her relationship with the EDPNC has grown over the years and the vital role the organization plays in bringing visitors, businesses, and new residents to North Carolina.

By amplifying her story and promoting North Carolina as a premier destination, Visit NC does more than attract visitors—they create opportunities for businesses to succeed.