Tourism Impact Highlights for 2023
In Johnston County, visitors spent $298.95 million in 2023, which is an 4.9% increase over 2022 spending. This places the county 28th in the state in total spending and 32nd in spending growth rate. In the Triangle Region, Johnston County is ranked third in total visitor spending behind Wake ($2,951.56m) and Durham ($1,018.33m), and Orange County ($236.29m)
fourth.
What does $284.93 million in visitor spending mean for the county?
• Visitors to Johnston County spend $819,041 a day at local businesses such as hotels, retail and outlet shopping, attractions, dining, and travel services.
• $12.4m in state tax and $9.2m in local tax receipts which provide county services and reduce the tax burden on every household in the county by almost $145.
• Johnston County’s visitor spending represents 9% of the state’s tourism economic impact.
• Room tax collection paid by visitors is the sole source of operating funds for the Visitors Bureau’s marketing campaigns; no local
town or county taxes fund the bureau.
• More than 2,000 people are employed in the tourism sector, with labor income more than $76m.
** (The VisitNC report excludes retail outlet spending, related sales tax from retail, and jobs at Carolina Premium Outlets as the research is not customized for Johnston County)
