Wake County Welcomed 19 Million Visitors in 2025, Visit Raleigh Says
The tourism bureau reports record levels of visitation and more than $3.4 billion in spending last year, and says 2026 is on track to top it.
Raleigh's visitor economy had a banner year in 2025, according to figures released this week by Visit Raleigh, the area's destination marketing organization.
The bureau reports that 19 million visitors came to Wake County in 2025 and spent more than $3.4 billion. Their spending generated more than $343 million in local and state tax revenue. ABC11, which reported the numbers, described 2025 as reaching record levels, though the report did not give a year-earlier comparison.
2026 Looks Even Stronger
Visit Raleigh's president and CEO, Dennis Edwards, said the tax revenue is being reinvested in the community. With four months left in the year, he said, 2026 is on track to surpass 2025. The 2025 figures do not include the visitors drawn by the Carolina Hurricanes' Stanley Cup run this year, the report noted.
The Statewide Picture
The Wake County numbers arrive against a statewide backdrop of growth. In May, Governor Josh Stein announced that North Carolina set a record for tourism spending in 2025, with travelers spending more than $37.2 billion, a 1.3 percent increase over the previous high of $36.7 billion. The gain was modest, and VisitNC noted that the state lost some market share even as spending rose.
For visitors, the story is visible in the downtown skyline and the restaurants, museums and venues below it. For the county, it is a reminder that travel spending has become a significant source of tax revenue.
Sources: ABC11; Visit Raleigh; N.C. Department of Commerce.
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