In Johnston County, visitors spent
$337.30 million in 2025, which is a 7.2% increase over 2024 spending. In the Triangle Region, Johnston County had the highest year-over-year visitor spending growth at 7.2%, compared with Wake County at 2.4%, Durham County at 0.9%, and Orange County, which declined 0.5%.
What does $337.30 million in visitor spending mean for the county?
• Visitors to Johnston County spend approximately $924,110 a day at local businesses such as hotels, retail and outlet shopping, attractions, dining, and travel services.
• Visitor spending generated $13.98m in state taxes and $10.65m in local taxes, which provide county services and reduce the tax burden by approximately $97 on every household in the county.
• Room tax collection paid by visitors is the sole source of operating funds for the Visitors Bureau’s marketing campaigns; no local county property taxes fund the bureau.
• 2,180 people are employed in the tourism sector, accounting for $89.51m in total personal income.
**The Visit North Carolina 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.
