Raleigh and Wake County are riding a wave of travel momentum. A new report from the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) reveals that 2024 was the largest year on record for local tourism, with the highest number of visitors and spending ever recorded.
Record Visitation and Spending
Wake County welcomed 19 million visitors in 2024, a 2.7% increase over the previous year. These visitors pumped an astounding $3.4 billion into the local economy—breaking the previous year’s record by more than $160 million.
Food and beverage sales topped the list, accounting for $967 million, or 29% of all visitor spending. Lodging followed closely with $850 million, representing a quarter of the total. Shopping, entertainment, and transportation rounded out the rest.
“Travel confidence rebounded in 2024, and Raleigh was clearly on the map,” said Dennis Edwards, president and CEO of Visit Raleigh. “We saw record spending across nearly every sector of the visitor economy.”
Hotels Outperform National Averages
Wake County’s hotel market outpaced both the state and the nation. In 2024, countywide occupancy reached 69.7%, an increase of 1.8% from 2023 and significantly above the state average of 62.7% and the national average of 63%. That momentum also fueled record-breaking tax revenues tied to hotels and restaurants.
Hotel occupancy tax collections reached $41.03 million, up 7.6% year-over-year, while prepared food and beverage tax collections totaled more than $46.42 million, up 3.9%.
Big Boost in Local Tax Revenues
Visitor spending generated $321 million in state and local tax revenues in 2024—dollars that directly benefit residents. According to the report, those funds supported education, school construction, water and sewer systems, and amenities that improve everyday life for locals. Without tourism, the average Wake County household would face an additional $720 in taxes each year.
“This demonstrates the real, measurable value tourism brings to our community,” Edwards said. “Visitors aren’t just enjoying themselves—they’re helping fund the infrastructure and programs that improve life for our residents.”
Tourism and Jobs
The influx of visitors also supported 26,261 jobs across Wake County, with a payroll totaling $920 million. That’s a 1.8% increase from 2023, though still just shy of pre-pandemic employment levels. One in every 24 jobs in the county is tied directly to tourism, underscoring the industry’s importance to small businesses and the local workforce.
Momentum for the Future
Tourism leaders say the record-breaking year is only the beginning. Several high-profile projects are set to further enhance Raleigh’s appeal as a destination, including:
• Expansion of the Raleigh Convention Center
• Groundbreaking of the Omni Hotel
• Debut of the Gipson Play Plaza at Dorothea Dix Park
• Enhancements to the Lenovo Center
• The forthcoming Michelin Guide: American South
“From leisure travel to major sporting events, meetings, and conventions, Wake County’s tourism profile is at an all-time high,” Edwards said. “With major developments enriching the visitor experience, we’re well-positioned for even greater success in the years ahead.”
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