Durham tourism reaches record $1.17 billion in visitor spending in 2025
DURHAM, N.C. (WTVD) -- Visitors spent a record $1.17 billion in Durham County in 2025, helping support thousands of jobs and generating more than $82 million in state and local tax revenue, according to a new tourism impact study.
The report, commissioned by Visit NC, found Durham County welcomed a record 13.4 million visitors last year. Visitor spending increased 0.9% from 2024, when travelers spent $1.16 billion in the county.
According to the study, the travel and tourism industry directly supported more than 7,700 jobs in Durham County and generated $319 million in payroll in 2025.
"These numbers tell a story we should all be proud of," said Cara Rousseau, president and CEO of Discover Durham. "That $1.17 billion in visitor spending represents the wages that support our neighbors, the revenue that keeps Durham's businesses local and the tax dollars that support services that improve residents' quality of life."
Rousseau noted that visitor spending growth has slowed compared with previous years but said Discover Durham is continuing to invest in initiatives designed to attract visitors and strengthen the local economy.
Statewide, visitors spent a record $37.2 billion in North Carolina in 2025, a 1.3% increase from the previous year, according to Visit NC. Visitors generated more than $4.7 billion in federal, state and local taxes across the state.
MORE: Visit Raleigh reports record visitor numbers and spending in 2025
