'Steady momentum': New Wake County tourism report shows gains in tax collections, hotel bookings

RALEIGH, N.C. (WTVD) -- Tourism in Wake County is off to a strong start in 2026, with steady growth in key indicators despite a slower national travel economy, according to a new report from Visit Raleigh.

The Wake County Tourism Industry Report for the first quarter shows gains in hospitality tax collections, hotel occupancy and future bookings, signaling continued momentum for the region's visitor economy.

Visit Raleigh President and CEO Dennis Edwards said the region's diverse mix of events, business travel and leisure tourism continues to support growth.

"Wake County is maintaining steady momentum at the start of 2026, with continued growth in hospitality tax collections, rising hotel occupancy and a steady pipeline of future business fueling our visitor economy," Edwards said.

He added that the area continues to attract a wide range of visitors, from conventions and sporting events to concerts and leisure travel.

Here's a breakdown of the numbers.

Tax collections continue to climb

Hospitality-related tax collections saw noticeable growth through the first three months of the year.

• Hotel lodging taxes topped $10 million, marking a 3.6% increase compared to the same period in 2025
• Prepared food and beverage taxes reached $11.9 million, up 2% year over year

Overall, Wake County collected more than $21.9 million in combined hospitality taxes during the first quarter.

Hotel occupancy outpaces state, nation

Hotels in Wake County continued to outperform broader trends, with occupancy and revenue rising.

• Hotel occupancy reached 66.2%, up 3.7% from last year
• That rate exceeds both the state average (57%) and national average (59.2%)
• Revenue per available room (RevPAR) climbed 4.6% to $90.22
• Average daily room rates rose slightly to $136.34

Room demand also increased, with more than 1.11 million room nights sold -- a 2.9% increase year over year -- even as overall room supply dipped slightly.

Events drive visitor traffic

Tourism leaders credit strong event activity for helping drive visitation in early 2026.

Visit Raleigh and the Greater Raleigh Sports Alliance hosted 111 events, conferences and tournaments through March, drawing more than 136,000 attendees to the area.

The report also highlights continued confidence in Wake County as a destination, with new bookings expected to fuel economic growth.

Through March, tourism officials booked 137 future events, generating:

• More than 66,000 hotel room nights
• An estimated $46.5 million in economic impact

International access expanding

Even as travel demand slows nationally, Raleigh continues to expand its global reach.

RDU International Airport now offers more than 10 direct international routes. That includes a new Aer Lingus flight to Dublin that launched in April 2026, providing a direct connection to Europe.