Tourism spending rises in Burke, Caldwell counties

Visitor spending increased in Burke and Caldwell counties in 2025, even as the larger Asheville and Foothills region posted a slight decline in the aftermath of Hurricane Helene.

Burke County saw $162.88 million in visitor spending in 2025, a 5.6% increase from the previous year, according to data released by the N.C. Department of Commerce. Caldwell County had $81.2 million in visitor spending, a 6.5% increase.

The preliminary findings come from an annual study commissioned by Visit NC, a unit of the Economic Development Partnership of North Carolina, and conducted by Tourism Economics. The study measures the economic impact of tourism on local economies across the state.

In Burke County, visitor spending supported 970 tourism jobs and generated $35.61 million in personal income. The spending also generated $6.25 million in state taxes and $4.91 million in local taxes.

In Caldwell County, visitor spending supported 489 tourism jobs and generated $19.16 million in personal income. The spending generated $3.12 million in state taxes and $2.8 million in local taxes.

Together, Burke and Caldwell counties accounted for more than $244 million in visitor spending, 1,459 tourism jobs, and more than $7.7 million in local tax revenue in 2025.

The two counties were among the stronger performers in the Asheville and Foothills region. The region saw visitor spending decline by 0.7% overall, while Caldwell, Burke, and Cleveland counties posted notable growth. Cleveland County had a 4.6% increase.

Statewide, visitor spending increased in 59 of North Carolina’s 100 counties in 2025.

“From the mountains to the coast, the findings underscore North Carolina’s enduring appeal to travelers,” N.C. Commerce Secretary Lee Lilley said. “They also speak to the resilience that has fueled the mountain recovery, and we can celebrate the strength of our tourism industry, which generated $37.2 billion in visitor spending last year.”

North Carolina’s total visitor spending reached $37.2 billion in 2025, a 1.3% increase from 2024. Domestic travelers spent a record $36.1 billion, while international travelers spent $1.1 billion, down 2.8% from the previous year.

Tourism also generated more than $4.7 billion in federal, state, and local taxes statewide. State tax receipts from visitor spending rose 2% to nearly $1.4 billion, while local tax receipts grew 2.6% to more than $1.3 billion.

Direct tourism employment in North Carolina increased 0.3% to 230,997 jobs. Direct tourism payroll increased 3.5% to $9.8 billion.

The state said 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.

The new report also showed growth across most of the state’s tourism regions. Ten of North Carolina’s 11 regions experienced growth in visitor spending.

In the mountain counties, the numbers reflected both the damage caused by Hurricane Helene and the continued recovery that followed. The Smoky Mountains and Cherokee region, which sustained the least damage, saw the largest regional increase at 4.3%. The High Country region posted 2.5% growth.

Mecklenburg County led the state with $6.5 billion in visitor spending, followed by Wake County at $3.6 billion. Buncombe County ranked third with $2.6 billion, despite a 2.1% decline.

The study uses data from Visit NC, federal and state government sources, private and nonprofit travel organizations, and other travel industry sources.