Tourism Facts


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 $21.96 billion in travel expenditures this past year. Not only do we benefit from the economic impact of the industry in dollars and cents, but we also benefit from the quality of life 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 2015:
  • Domestic visitors to Johnston County spent $221.72 million in 2015, an increase of 3.2 percent from 2014.
  • The travel and tourism industry directly employs more than 1,770 in Johnston County.
  • Total payroll generated by the tourism industry in Johnston County was $34.65 million.
  • State tax revenue generated in Johnston County totaled $12.46 through state sales and excise taxes, and taxes on personal and corporate income. Approximately $5.55 million in local taxes were generated from sales and property tax revenue from travel-generated and travel-supported businesses.
  • If not for the $18.01 million in state and local taxes paid by tourists visiting Johnston County, each of the 60,700 county households would pay $297 more in taxes to replace tax generated by tourism spending.

Bed Tax Information

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. The funding is allocated in the following manner:

30% - human resources

54% - advertising and promotion

14% - operations

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