Tourism Impact Highlights for 2024
In Johnston County, visitors spent $314.59 million in 2024, which is an 5.2% increase over 2023 spending. In the Triangle Region, Johnston County is ranked second in total visitor spending behind Wake (7.6%), with Orange (4.9%) and Durham (3.0%) in third and fourth place
What does $314.59 million in visitor spending mean for the county?
• Visitors to Johnston County spend $861,890 a day at local businesses such as hotels, retail and outlet shopping, attractions, dining, and travel services.
• $12.83m in state tax and $9.76m in local tax receipts which provide county services and reduce the tax burden on every household in the county by almost $180.
• 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 $80m.
** (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)
