Chapel Hill, NC - (August 28, 2025)— Domestic and international visitors to and within Orange County spent $280.04 million in 2024, an increase of 4.9% from 2023. The data comes from an annual study prepared for Visit North Carolina by Tourism Economics. Visit North Carolina is a unit of the Economic Development Partnership of North Carolina.

2024 saw growth in visitor spending in 71% of the state’s counties and seven of the state’s 100 counties had double digit increases. Orange County’s percentage increase ranked 27th out of 100 counties and 30th in total visitor spending. 

“This record-breaking $280 million in visitor spending is fueling jobs, strengthening businesses, and boosting our tax base,” said D.R. Bryan, Chair of the Chapel Hill/Orange County Visitors Bureau Advisory Board. “From UNC athletics to international soccer, from festivals to business gatherings, Orange County is on the national stage—and more people are choosing our communities as places to visit, live and convene for business.” 

Tourism impact highlights for 2024 for Orange County:
• Domestic and international visitors spending totaled $280.04 million up from $266.96 million in 2023. Visitors spending represents a tax savings of $126.31 per county resident.
• The travel and tourism industry directly employs 2,039, an increase of 2.5%.
• Total payroll generated by the tourism industry in Orange County was $76.26 million.
• State tax receipts from visitors spending generated in Orange County totaled $10.6 million, while local taxes generated $8.65 million. This total of $19.25 million is up from $18.6 million in state and local tax revenue generated in 2023. 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 2024,” which can be accessed at https://partners.visitnc.com/economic-impact-studies. The study prepared for Visit North Carolina by Tourism Economics measures visitor spending in lodging, food and beverage, recreation, retail, transportation, as well as employment, payroll income and tax revenues directly generated by these expenditures.

Statewide, visitor spending in 2024 rose 3.1 percent to reach $36.7 billion.  Direct tourism employment increased 1.4 percent to 230,338.

 

###

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.

Photo at header by Donn Young of West Franklin Street, downtown Chapel Hill.