HICKORY, N.C. — Visitors to and within Catawba County spent more than $363 million in 2025, supporting local businesses, jobs, payroll and tax revenues throughout the community. The latest figures reinforce the significant role tourism plays in Catawba County—and the growing impact of visitors across the broader region.
The annual economic impact study, commissioned by Visit North Carolina and prepared by Tourism Economics, measures the economic contribution of travel and tourism in communities across the state. Visitor spending includes expenditures on lodging, food and beverage, recreation, retail, transportation and other travel-related services.
But tourism impact is about more than a number on a page.
It is the hotel room booked for a weekend getaway. The restaurant table filled after a sporting event. The meeting attendee who stays an extra night. The family discovering a local attraction. The visitor who finds a favorite shop, restaurant, or outdoor experience—and decides to come back.
In other words, every visit has a ripple effect.
“These numbers are a powerful reminder that tourism is a tremendous economic driver for Catawba County,” said Mandy Hildebrand, President & CEO of Visit Hickory and the Hickory Metro Convention Center. “More than $363 million in visitor spending in 2025 translates into jobs, payroll, support for local businesses and millions of dollars in state and local tax revenue. Just as importantly, it reflects the many reasons people choose to visit our community—from business travel, meetings and conventions, and sporting events to our arts and culture, outdoor amenities, restaurants, retail, and unique attractions. Catawba County has so much to offer, and we are fortunate to be a community filled with genuine hospitality, both in our establishments and in the people who welcome visitors from near and far. As visitation and visitor spending continue to grow, so does the positive impact tourism has across our entire community.”
Tourism Impact Highlights for 2025
According to the latest economic impact study, tourism in Catawba County generated:
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More than $363 million in visitor spending in 2025, a 3.5% increase from 2024.
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2,551 direct tourism jobs supported by the travel and tourism industry.
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$90.77 million in tourism-generated payroll.
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$14.58 million in state tax revenue generated through visitor spending.
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$12.89 million in local tax revenue generated from travel-related and travel-supported businesses.
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Approximately $161.56 in state and local tax savings per Catawba County resident as a result of visitor spending.
These numbers demonstrate that tourism is not only an important part of Catawba County’s visitor economy—it is an investment in the broader community. Visitor spending supports the businesses and people that make Catawba County a great place to live, work and visit.
A Regional Destination
The economic impact of tourism also extends beyond Catawba County’s borders.
Catawba, Burke, Caldwell and Alexander counties work together as a regional tourism destination, creating a collective visitor experience that does not stop at a county line. In 2025, visitors spent more than $638 million across the four-county region, supporting more than 4,200 tourism and hospitality jobs.
“And that impact extends beyond our county lines,” Hildebrand said. “Catawba, Burke, Caldwell and Alexander counties work together as a region, and collectively, visitors spent more than $638 million across our four-county region in 2025, supporting more than 4,200 tourism and hospitality jobs. Visitors don’t see city or county lines—they experience our region as one destination. We are thankful for the growth taking place throughout our region and for the strong partnerships among our communities. When one community grows, it creates opportunities for all of us, and we are proud to support one another as we welcome visitors and showcase everything our region has to offer.”
Tourism Continues to Drive North Carolina’s Economy
Statewide, visitor spending in North Carolina reached $37.2 billion in 2025, representing a 1.3% increase from the previous year.
Tourism also supported 230,997 direct jobs and generated $9.848 billion in payroll across the state. Visitors contributed over $2.72 billion in state and local tax revenue, helping reduce the tax burden on North Carolina residents.
NC Tourism Facts:
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Total spending by domestic and international visitors in North Carolina reached $37.2 billion in 2025, a 1.3% change from 2024.
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Visitors generated over $2.72 billion in state and local taxes.
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Direct tourism employment totaled 230,997.
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Direct tourism payroll reached $9.848 billion.
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Each North Carolina resident saved an average of $243.67 in state and local taxes as a direct result of visitor spending.
The statistics are from the Economic Impact of Travel on North Carolina Counties 2025, prepared for Visit North Carolina by Tourism Economics.
More Than a Visit
For Catawba County, the latest numbers reinforce something visitors continue to discover: there is a lot to see, do, taste and experience here.
From meetings and sporting events to outdoor adventures, arts and culture, locally owned restaurants, shopping and unique attractions, visitors continue to find reasons to come to Catawba County—and reasons to come back.
Tourism is about creating memorable experiences for visitors, but its impact lasts long after they leave. It supports local businesses, creates jobs, generates tax revenue, and contributes to the quality of life residents enjoy every day.
About Visit Hickory: Visit Hickory is the official destination marketing organization for Hickory, North Carolina. Dedicated to promoting the community’s rich history, vibrant culture, and scenic beauty, Visit Hickory connects travelers with unforgettable experiences in the heart of Catawba County and throughout our region. The mission of the HCTDA is to market and enhance the economy of the Hickory area by promoting conventions, meetings, and travelers to the area. For more information, visit VisitHickoryNC.com.
Media Contact:
Sarah Jones
Vice President of Sales, Marketing & Tourism Development
Visit Hickory
828.322.1335
Sarah@visithickorync.com
