2024 Visitor Impact for Catawba County: Visitor Spending Increases by 0.81% to $351.03 Million

 

HICKORY, N.C. — Domestic and international visitors to and within Catawba County spent $351.03 million in 2024, an increase of $2.81 million (0.81%) from 2023. This amount includes lodging, food and beverage, recreation, retail, and transportation. The data comes from an annual study commissioned by Visit NC of the Economic Development Partnership of North Carolina. These numbers were released on August 27, 2025.

 

“Tourism isn’t just about visits—it’s about impact. Every traveler who comes to Catawba County fuels local jobs, supports our businesses, and invests in the heartbeat of our community. These numbers prove that Hickory and Catawba County aren’t just on the map—we’re a destination people are choosing again and again,” said Mandy Hildebrand, President & CEO.

 

Renee Keever, Board Chair, added: “What’s exciting about these results is knowing the ripple effect tourism creates. When visitors dine at our restaurants, shop in our stores, and stay overnight, the benefits reach far beyond hospitality. Tourism makes life better for everyone who calls Catawba County home—and we’re proud to see that momentum continue to grow.”

 

Tourism impact highlights for 2024:
  • The travel and tourism industry directly employs more than 2,532 people in Catawba County.
  • Total payroll generated by the tourism industry in Catawba County was $88.10 million.
  • State tax revenue generated in Catawba County totaled $14.08 million through state sales and excise taxes, and taxes on personal and corporate income. About $12.31 million in local taxes were generated from occupancy, sales, and property tax revenue from travel-generated and travel-supported businesses.
  • Tourism spending saved each Catawba County resident approximately $157.06 in state and local taxes in 2024.

 

These statistics come from the Economic Impact of Travel on North Carolina Counties 2024, which can be accessed at partners.visitnc.com/economic-impact-studies. This study was prepared for Visit North Carolina by Tourism Economics.

 

Statewide, visitor spending in 2024 rose 3.1 percent to reach a record $36.7 billion. Direct tourism employment increased 1.4 percent to 230,338.

 

“The study confirms the strength of North Carolina’s tourism industry,” said Wit Tuttell, executive director of Visit NC. “The fact of spending growth, even in the headwinds of Hurricane Helene, underscores the industry’s vitality and the appeal of our destinations and the authentic cultural, recreational, and culinary experiences that travelers find rewarding.”

 

Tuttell noted that while the data includes the three months of 2024 that followed the storm, the study’s timing, methodology, and purpose are not intended to be an evaluation of the storm's impact on visitation or spending, but rather a gauge of the overall health of the visitor economy for 2024.

 
NC Tourism Facts:
  • Total spending by domestic and international visitors in North Carolina reached $36.7 billion in 2024, a 3.1% increase over 2023 expenditures.
  • Domestic travelers spent a record $35.6 billion in 2024, up 2.7% from $34.6 billion in 2023.
  • International travelers spent $1.2 billion in 2024, up 16.5% from the previous year.
  • Visitors to North Carolina generated nearly $4.6 billion in federal, state, and local taxes in 2024, a 2.9% increase from 2023.
  • State tax receipts from visitor spending rose 1.1% to nearly $1.4 billion in 2024.
  • Local tax receipts grew 4.3% to nearly $1.3 billion.
  • Direct tourism employment in North Carolina increased 1.4% to 230,338.
  • Direct tourism payroll increased 2.6% to $9.5 billion.
  • Visitors spent more than $100 million per day in North Carolina, adding $7.3 million per day to state and local tax revenues (about $3.7 million in state taxes and $3.6 million in local taxes).
  • Each North Carolina household saved an average of $593 in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $241.

 

CONTACT:
Sarah Jones, Vice President of Sales, Marketing & Tourism Development
Visit Hickory | Hickory-Conover Tourism Development Authority
(828) 322-1335
Sarah@visithickorync.com