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Explore Asheville
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Asheville and Buncombe County Visitor Spending Remains Third in State Despite Hurricane Helene
Visit NC 2025 Economic Impact Report Unveiled; In-Depth Buncombe County Insights Coming This Fall
ASHEVILLE, N.C. — Domestic and international visitors to and within Buncombe County spent nearly $2.6 billion in 2025 supporting local area businesses, remaining the third-largest visitor economy in North Carolina despite some lingering economic effects from Hurricane Helene. The data comes from an annual study commissioned by Visit North Carolina, part of the Economic Development Partnership of North Carolina.
“Nearly two years after Hurricane Helene, our travel and hospitality community continues to lead the Asheville Area’s rebound and propel us forward,” said President and CEO of Explore Asheville and the Buncombe County Tourism Development Authority, Vic Isley. “The dedication of our artists, chefs, outdoor guides, retail shopkeepers, experience providers, and all travel and hospitality professionals signals our region’s resilience and remains essential in restoring both our community's livelihood and pride.”
Travel and tourism impact highlights for 2025:
- Visitor spending dropped 2% to $2.6 billion in 2025, which is down to 2021 levels.
- 2024 Visitor spending in Buncombe County - $2.65 billion
- 2023 Visitor spending in Buncombe County - $2.97 billion
- 2022 Visitor spending in Buncombe County - $2.88 billion
- 2021 Visitor spending in Buncombe County - $2.6 billion
- 2020 Visitor spending in Buncombe County - $1.5 billion
- 2019 Visitor spending in Buncombe County - $2.2 billion
- Buncombe County's travel & hospitality industry accounts for 7.5% of all travel and hospitality jobs in the state.
- In Buncombe County, travel and hospitality-related state sales and excise taxes, along with taxes on personal and corporate income, generated a total of $113 million in revenue. Local businesses that support and benefit from travel produced about $102 million in local taxes through occupancy, sales, and property tax revenue.
- Each Buncombe County resident saved more than $764 in state and local taxes as a direct result of visitor spending in the county. Savings per capita statewide averaged $244.
These statistics come from “The Economic Impact of Travel on North Carolina Counties 2025” and can be accessed at VisitNC.com/economic-impact. 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 are 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. “With the approach of the two-year milestone of Hurricane Helene, we can draw inspiration from mountain counties that have experienced a turnaround as we continue the effort to see every destination reach higher ground.”
Noting the economic uncertainties that have been present since the pandemic, Tuttell encouraged state residents and tourism leaders alike to spread the message about the rewards of North Carolina travel.
“Those who take trips to and within North Carolina are elevated by the authenticity of what they experience,” he said. “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.”
North Carolina tourism facts:
- Total spending by domestic and international visitors in North Carolina reached $37.2 billion in 2025. That sum represents a 1.3 increase over 2024 expenditures.
- Domestic travelers spent a record $36.1 billion in 2025. Spending was up 1.5% from $35.6 billion in 2024.
- International travelers spent $1.1 billion in 2025, down 2.8% from the previous year.
- Visitors to North Carolina generated more than $4.7 billion in federal, state and local taxes in 2025. The total represents a 2.5% increase from 2024.
- State tax receipts from visitor spending rose 2.0% to nearly $1.4 billion in 2025.
- Local tax receipts grew 2.6% to more than $1.3 billion.
- Direct tourism employment in North Carolina increased 0.3% to 230,997.
- Direct tourism payroll increased 3.5% to $9.8 billion.
- Visitors spend more than $101 million per day in North Carolina. That spending adds $7.5 million per day to state and local tax revenues (about $3.8 million in state taxes and $3.7 million in local taxes).
- Each North Carolina household saved $605 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $244.
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ABOUT EXPLORE ASHEVILLE AND THE BUNCOMBE COUNTY TOURISM DEVELOPMENT AUTHORITY
Explore Asheville is the official destination marketing and management organization for one of the most deeply rooted and creative destinations in the mountains of western North Carolina. Explore Asheville is powered by the Buncombe County Tourism Development Authority, a public authority that has been investing in and building community since 1983. The authority has committed $108 million in grants to 55 community projects as well as more than $2.18 million in grants through the Always Asheville Fund to more than 500 small travel and hospitality businesses to reopen in the wake of Hurricane Helene.
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