Tourism Facts

Statistics

Local tourism research and data provide valuable insight needed to help you make the best marketing decisions possible. View monthly and annual visitor profile reports, and review the results of the comprehensive 2005 Visitor Profile Study. This section also gives a numerical picture of tourism's powerful impact on the area, and includes information on how local bed tax funds are allocated.

Value of Tourism

Tourism Is a Vital Component of Our Economy

The travel and tourism industry is one of North Carolina's largest industries, generating billions in travel expenditures. Not only do we benefit from the economic impact of the industry in dollars and cents, but we also benefit from the quality of place to which it contributes. In essence, tourism is a tool for enhancing what we love about our county - from its small town charms to its history and culture.

JoCo Tourism impact highlights for 2022:

In Johnston County, visitors spent $284.93 million in 2022, which is an 11.5% increase over 2021 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 $780,630 a day at local businesses such as hotels, retail and outlet shopping, attractions, dining, and travel services.
• $11.9m in state tax and $9m in local tax receipts which provide county services and reduce the tax burden on every household in
the county by almost $300.
• 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 $70m.

** (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)

Bed Tax Information

The state tourism trade association works closely with the NC General Assembly on the creation and use of room tax revenues in North Carolina. The Tourism Authority works under these guidelines to use funds to market and develop tourism in Johnston County. For more information on the standard uses of room tax, learn more from the uniform municipal and county
administrative provisions for occupancy tax legislation – G.S. 153A-155 and G.S. 160A-215. These provisions provide uniformity in the areas of levy, administration,
collection, repeal, and penalties.

The (JCVB) is funded by a three percent (3%) occupancy tax collected on accommodations county wide and additionally a (2%) occupancy tax in the municipalities of Benson, Kenly, Selma and Smithfield.

In the FY 25 budget for the Visitors Bureau room tax funding is allocated in the following manner: