County Spending by Visitors Increases by 5.8 Percent to $1.2 Billion

Wilmington, N.C.- August 14, 2026— Domestic and international visitors to New Hanover County spent more than $1.2 billion ($1,206.11 million) in 2025, which represents an increase of 5.8 percent from 2024. New Hanover County ranks 7th in visitor spending among North Carolina’s 100 counties. Additionally, tourism employment in New Hanover County increased to 7,250 in 2025, up from 7,003 in 2024. The data comes from an annual study commissioned by Visit North Carolina, a unit of the Economic Development Partnership of North Carolina.

“The Wilmington and Beaches CVB is pleased to announce that visitor spending in New Hanover County once again set a new benchmark in 2025, marking our fourth consecutive year to exceed the $1 billion mark,” states Kim Hufham, president/CEO of the New Hanover County Tourism Development Authority. 

Another metric that the CVB uses to measure tourism growth is room occupancy tax collections [ROT]. During calendar year 2025, countywide ROT collections exceeded $25.56 million dollars ($25,562,488), an increase of 4.56% over the previous ROT benchmark set in 2024. 

“Tourism growth in New Hanover County continues at a steady pace, contributing to the county’s overall economy and quality of place,” states Hufham. “Additionally, travel-generated state and local tax revenues saved each New Hanover County resident an estimated $344.60 in taxes as a direct result of visitor spending.”

Travel and tourism is vital to the economic success of New Hanover County, especially in terms of jobs, small businesses, growth and quality of place. Our community benefits from visitor spending through job creation and a room tax base that helps fund beach renourishment, the Wilmington Convention Center, ocean safety programs, and other tourism-related projects. 

Tourism impact highlights for 2025:

  • Domestic visitors to and within New Hanover County spent more than $1.2 billion ($1,206.11 million) in 2025, which represents an increase of 5.8 percent from 2024 spending, setting a new record. 
  • Travel and tourism directly employs more than 7,250 people in New Hanover County. 
  • Total payroll generated by the tourism industry in New Hanover County was $316.97 million.
  • State tax revenue generated in New Hanover County totaled $40.21 million through state sales and excise taxes, and taxes on personal and corporate income. About $45.13 million in local taxes were generated from sales and property tax revenue from travel-generated and travel-supported businesses.
  • Travel-generated state and local tax revenues saved each New Hanover County resident an estimated $344.60 in taxes as a direct result of visitor spending.

These statistics come from the “Economic Impact of Travel on North Carolina Counties,” which can be accessed at partners.visitnc.com/economic-impact-studies. The study was prepared for Visit North Carolina by Tourism Economics.  

Statewide, visitor spending in 2025 rose 1.3 percent to reach a record $37.2 billion. Direct tourism employment increased 0.3% to 230,997. Fifty-nine percent of counties experienced increases in visitor spending from 2024 to 2025 with 14 percent recording flat performance. By county, and by region, dispersion and resilience is the story. 

“As much as we’d love to see growth in each of our 100 counties, the study confirms the vitality of North Carolina’s tourism economy,” said Wit Tuttell, executive director of Visit NC. “Those who take trips to and within North Carolina are elevated by the authenticity of what they experience. Our culture, our cuisine and our vast outdoor wonders not only bring pleasure, they also serve as an economic engine that makes our lives better.”

The New Hanover County Tourism Development Authority (TDA), d/b/a Wilmington and Beaches Convention & Visitors Bureau, markets and develops the county and its communities’ leisure and group travel experiences for economic growth and quality of place.

 

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