County's Statewide Visitors Spending Data Released

Statewide, visitor spending in 2024 rose 3.1% to reach a record $36.7 billion. Direct tourism employment increased 1.4% to 230,338. These statistics come from the “Economic Impact of Travel on North Carolina Counties 2024,” a study funded, contracted, and released by Visit NC. 

In Johnston County, visitors spent $314.59 million in 2024, which is a 5.2% increase over 2023 spending.

• Visitors to the county spend $861,890 a day in local businesses such as hotels, retail and outlet shopping, attractions, dining, and travel services.
• $12.83m in state tax and $9.76m in local tax receipts, which provide county services and reduce the tax burden on every household in the county by approximately $180.
• Room tax collection paid by visitors is the sole source of operating funds for the Visitors Bureau’s marketing campaigns; no local county property taxes fund the bureau.
• More than 2,000 people are employed in the tourism sector, with labor income of more than $80m.
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