Visitor Spending in Durham: Over £1 Billion Once More

Visitor expenditure in Durham has astonishingly exceeded £1 billion for the third consecutive year.

Record-Breaking Findings

A report from Visit NC, part of the Economic Development Partnership of North Carolina, revealed domestic and international visitors to Durham County spent a remarkable £1.16 billion in 2024. This impressive influx contributed over £80 million in state and local tax revenue.

The Broader Impact on the Economy

Susan Amey, president and CEO of Discover Durham, remarked on the often unrecognised economic impact of tourism. She emphasised the sector’s vital role in supporting various industries, enhancing the overall quality of life for residents.

Moreover, the study demonstrated tourism supported 7,700 jobs in the county, generating £317 million in total payroll—a notable £13 million increase from the previous year.

Sustenance of Local Businesses

Amey further noted that approximately two-thirds of food and beverage positions owe their existence to tourism. This dependency puts into perspective how vital visitor spending is for many beloved local enterprises.

Tax Revenue Insights

Visitors to Durham County generated around £81.4 million in state and local tax revenue. This sum includes income from occupancy, sales, excise taxes, and other related levies.

North Carolina’s Widespread Appeal

According to Visit NC’s executive director Wit Tuttell, North Carolina remains a cherished destination, known for its beauty, adventure, and genuine experiences.

“It’s not just about numbers,” Tuttell said, “but about how these figures benefit local businesses and tax bases.” Statewide, tourism spending reached an astounding £36.7 billion in 2024, up 3.1% from the previous year. Durham’s growth mirrored this with a 3% increase.

Statewide Tourism Impact

• Domestic travellers spent a record £35.6 billion in 2024, a 2.7% rise from 2023.
• International travellers contributed £1.2 billion, marking a 16.5% increase.
• Tax receipts rose, with state taxes up by 1.1% to £1.4 billion and local taxes by 4.3% to £1.3 billion.
• Direct tourism employment saw a 1.4% increase to 230,338 positions, with payrolls growing 2.6% to £9.5 billion.
• Visitors spent over £100 million per day, accumulating £7.3 million daily in tax revenues.
• Each household in North Carolina saved, on average, £593 due to visitor spending.

The Path Forward with Durham Next

The creation of the Destination Master Plan in 2024 led to the formation of Durham Next. Executive Director Tara Kenchen expressed enthusiasm for harnessing the new data from Visit NC.

By reallocating a fraction of the occupancy tax generated by visitors, Durham Next aims to foster infrastructure and programme development, enhancing community opportunities and quality of life.

Kenchen conveyed, “Durham Next’s core work thrives at this intersection, and we’re ready to embark on this journey.”