Visitor Spending Percentage Increase is Highest in the State

Chapel Hill, NC - (August 13, 2023)— Domestic and international visitors to and within Orange County spent $266.92 million in 2023, an increase of 13% from 2022, the highest spending increase out of all North Carolina’s 100 counties. The data comes from an annual study commissioned by VisitNC, a unit of the Economic Development Partnership of North Carolina.

2023 saw growth in visitor spending in 98 of 100 counties. Eight of the state’s 100 counties had double digit increases in visitor spending with Orange County’s 13% increase leading the way.

“This record-breaking $266.92 million in visitor spending in Orange County has a major impact on our businesses, our workforce and our tax base. It’s with a welcoming spirit that we celebrate visitors to Chapel Hill, Carrboro, Hillsborough and the University of North Carolina,” said Karen DeHart, who serves as Associate Commissioner - Development, Marketing and Administrative Services for the North Carolina High School Athletic Association in Chapel Hill and chair of the Chapel Hill/Orange County Visitors Bureau Advisory Board.

”We saw a real spike in tourism this past year due, in part, to the increase focus on the Triangle as an ideal place to live, work and play.  With the introduction of new tech and life sciences in the RTP, many national and international guests are visiting to consider Orange County as a place to live, retire and raise a family. With these new residents, we see an increase in visiting friends and family,” added DeHart. “In addition we've hosted large festivals in arts and culture and have had the national spotlight turned on our communities for international soccer and other UNC sporting events.”

Tourism impact highlights for 2023 for Orange County

• Domestic and international visitors spending totaled $266.92 million up from $236.29 million in 2022. Visitors spending represents a tax savings of $123.11 per county resident.
• The travel and tourism industry directly employs 1,990, an increase of nearly 10%.
• Total payroll generated by the tourism industry in Orange County was $73.6 million.
• State tax receipts from visitors spending generated in Orange County totaled $10.3 million, while local taxes generated $8.3 million. This total of $18.6 million is up from $16.5 million in state and local tax revenue generated in 2022. State tax revenue is generated through state sales and excise taxes, and taxes on personal and corporate income. Local taxes were generated from occupancy and sales and property tax revenue from travel-generated and travel-supported businesses.

These statistics come from the “Economic Impact of Travel on North Carolina Counties 2023,” which can be accessed at partners.visitnc.com/economic-impact-studies. The study was prepared for Visit North Carolina by Tourism Economics and measures visitor spending in lodging, food and beverage, recreation, retail and transportation as well as employment, labor income and tax revenues directly generated by these expenditures.

Statewide, visitor spending in 2023 rose 6.9 percent to reach a record $35.6 billion.  Director tourism employment increased 4.8 percent to 227,224.

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About the Chapel Hill/Orange County Visitors Bureau

As the official accredited destination marketing organization of Chapel Hill and Orange County, the mission of the Chapel Hill/Orange County Visitors Bureau is to develop and coordinate visitor services in Orange County and to implement marketing programs that will enhance the economic activity and quality of life in the community. The Visitors Bureau is a department of Orange County, NC Government. For information: www.VisitChapelHill.org.

 

Photography

https://drive.google.com/drive/folders/1qaVu3ZXwjBU7iTNoYlgI6eJRckcgC0Gt?usp=sharing

Header photo - Dining on West Franklin Street in downtown Chapel Hill by SP Murray/Visit Chapel Hill. Photo is in google drive.