Visit Raleigh reports record visitor numbers and spending in 2025
RALEIGH, N.C. (WTVD) -- Tourism in Raleigh and Wake County reached record levels in 2025, generating billions in visitor spending and hundreds of millions of dollars in tax revenue, according to Visit Raleigh.
The tourism organization reported that 19 million visitors came to Wake County in 2025, spending more than $3.4 billion and generating more than $343 million in local and state tax revenue.
Residents and tourism officials said the growth has brought new opportunities for the area.
"I've seen more people come in and embrace the city," Raleigh resident Isaiah Smith said.
The increase in tourism has coincided with growth in restaurants, attractions and tourism-related jobs, according to Visit Raleigh.
"The restaurants. I feel like I have new spots that I did not originally have when I first got here," Smith said.
Visit Raleigh President and CEO Dennis Edwards said tourism-generated tax revenue benefits the broader community.
"The $343 million of sales tax revenue is being reinvested as well. That's the money that can go into schools and teachers and public safety and roads," Edwards said.
Interest in local museums and attractions also continues to grow. The North Carolina Museum of History recently released new renderings showing what the museum will look like after renovations are completed in 2028.
"It's real history. And so, I think that's important. And I think it's important for people from around the state to understand where they came from," said C.J. Roberts, executive director of the North Carolina Museum of History.
Roberts said the renovated facility is expected to improve the visitor experience.
"This building will give us a new entry area, queuing space for our guests during the day. It will work much better for our school groups," Roberts said.
Visit Raleigh officials pointed to several developments they believe will support continued tourism growth, including the Omni Hotel and a new Red Hat Amphitheater. Edwards also said the Carolina Hurricanes' Stanley Cup championship helped Raleigh attract an MLB team.
"I think the Stanley Cup certainly helped gain that visibility nationally as well as internationally. And it has proven as some of the skeptics out there that we can handle Major League Baseball," Edwards said.
Visit Raleigh officials said the 2025 tourism figures do not include visitors associated with the Hurricanes' Stanley Cup run this year. They said 2026 is already on track to surpass 2025, despite four months remaining in the year.
