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Visit NC works with local tourism offices across the state to market North Carolina to visitors from all over the world. While setting a brand message for the state we also team up with local tourism offices in cooperative marketing, advertising, public relations and research efforts. In 2024, Visit NC partnered with 164 tourism-related organizations representing 70 counties across the state who contributed more than $2 million in additional investment towards the state's marketing efforts.

Visit NC partners with SMARInsights to measure the effectiveness of marketing investments. Awareness of our content generated a 19-point lift in likelihood to visit North Carolina in 2024. The overall campaign influenced an overall travel increment of 2.4 percent.

Other important impacts of Visit NC's marketing include:

  • Sparked 610,255 trips and $815 million in incremental visitor spending
  • Generated $144 in visitor spending per dollar of media investment
  • ROI of $13:1 in state and local taxes generated per dollar of media investment

Core Programming

Visit NC achieves its core business objectives of driving travel to and economic vitality in the state through dedicated programming. Each program has dedicated staff and resources to manage and grow engagement with their respective audiences.

Domestic Travel

Focuses on leisure travel from out-of-state visitors, primarily through marketing, advertising and public relations efforts.

International Travel

Reaches international audiences for leisure travel.

Outdoor NC

Encourages responsible recreation in the outdoors and preservation of natural resources in North Carolina.

RetireNC

Reaches adults 55+ to promote North Carolina as an ideal retirement destination.

FilmNC

Promotes film production in North Carolina and film-inspired tourism.

SportsNC

Encourages amateur and professional sporting events to travel to North Carolina.

Group Travel

Promotes travel to the state among group tour operators.

Annual Report

The Visit North Carolina Annual Report is a publication that serves as a reference of Visit NC’s efforts to promote tourism, as well as a snapshot of the economic impact of tourism in the state as compared to the previous year. The report includes variables such as visitor spending and trip duration, domestic and international marketing analysis, and efforts and results in relation to the North Carolina Film Office, sports development and retirement community programs.

Find the latest Annual Report below. To properly reflect the industry’s economic impact, prior year reports are typically available by October of the following year. 

View Annual Report

Industry Leadership

Visit NC provides value to North Carolina travel industry partners, government officials and affiliated groups by providing high-quality, accurate and timely information including research, reports, information, education, feedback on successful partnerships, outputs and outcomes keeping them abreast of policy issues, market trends and industry demographics.

Objectives

  • Increase awareness of North Carolina’s tourism economic impact, product and Visit North Carolina’s marketing efforts.
  • Increase engagement in Visit North Carolina marketing opportunities and efforts.
  • Enhance engagement with government officials and affiliated boards and entities.

Considerations

  • Foster communication across industry partners for sharing of ideas, best practices, challenges and experiences.
  • Continue to create opportunities for industry dialogue and sharing of expertise.
  • Facilitate partnerships across the state and with other state agencies and industries for maximum efficiency and reach.

Government Relations

Visit NC works with NC General Assembly members to keep them up-to-date on the impact of tourism across the state. Government relations efforts aim to communicate that legislative investment in tourism promotion generates direct economic benefit by visitor-related spending, leading to jobs and tax revenues. Visit NC does not lobby, so locally based partner support from the tourism industry is key to reaching government officials.

Statewide tourism associations also assist in telling the story of the positive economic impact tourism has on North Carolina. Government relations efforts include: 

  1. Providing updates on key tourism benefits to the state
  2. Distribute media clips of successful public relations efforts
  3. Coordinate informative events during National Tourism Week and North Carolina Tourism Day
  4. Generate story placements around key Visit NC-sponsored events

State Agency Partnerships

Visit NC is proud to partner with NC state agencies to combine efforts and resources with the ultimate goal of driving visitation to and within the state. Visit NC collaborates with the Department of Natural and Cultural Resources, Department of Environmental Quality, Department of Agriculture & Consumer Services and others as opportunities arise to promote state-owned tourism sites as part of the domestic travel campaign.

These partnerships provide knowledge for state agencies to help leverage partnership and opportunities to reach greater visitation. Success is measured by state agency participation and engagement, investment in co-op programs, and overall awareness of state assets as they relate to North Carolina tourism.

Visit NC also partners with various tourism industry groups to promote the state to visitors from around the world and on advocacy for North Carolina’s tourism industry.

Current Travel Associations

The US Travel Association is the national, non-profit organization representing all components of the U.S. travel industry—a key contributor to America’s economic success. Its mission is to increase travel to and within the United States, and in doing so, fuel our nation’s economy and future growth.

Brand USA, the nation's destination marketing organization, is committed to promoting the United States as a premier travel destination and providing international travelers with information about U.S. travel policies. The organization exists to enrich lives by welcoming the world to the USA and is dedicated to fostering community prosperity by uniting partners, showcasing innovative leadership, and inspiring travel to benefit the U.S. travel industry and the diverse communities across the United States.

Travel South USA is the official regional destination marketing organization for the southern United States. The non-profit organization promotes travel to and within its member states of Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. Travel South USA serves as an information source for journalists, tour operators, retail travel agents and other travel professionals. Travel South's mission is to establish the tourism industry as a leading sector of the Southern USAs economy and the South as a top-tier global destination through our marketing, sales, public relations, and strategic partnerships.

The North Carolina Travel Industry Association provides resources for anyone interested in issues relative to North Carolina‘s travel and tourism economy. North Carolina is one of the most visited vacation and leisure destinations in the United States, with 300 miles of beautiful beaches, scenic mountains and vibrant cities. Tourists who visit NC generate significant economic benefits for local residents, businesses and governments. Visitors spent over $28.9 billion in our State in 2021.

The Destination Marketing Organization of North Carolina (DMANC) falls under the umbrella of NCTIA. The group meets frequently to coordinate special projects and network among peers. Examples of these projects include the DMO compensation and benefits survey, collaborative marketing initiatives and legislative advocacy.

The North Carolina Travel & Tourism Coalition is a private, nonprofit trade association professional sports teams, leading resorts, popular attractions, convention and visitors bureaus, and other business organizations throughout North Carolina, all working together to promote public policies that encourage the growth and development of our state’s vital travel, tourism, and hospitality industry.

NCRLA brings together restaurant and lodging establishments and partners who support North Carolina’s hospitality community. NCRLA impacts legislation and policies, cultivates relationships, and provides valuable resources to help member organizations run their businesses. NCRLA serves to advance and protect the interests of more than 20,000 businesses that employ 9 percent of the state’s workforce and generate more than $34.9 billion in sales annually. NCRLA’s mission is to protect, educate, and promote North Carolina’s hospitality industry. NCRLA accomplishes this through building the industry’s voice, image and value.

The Southeast Tourism Society was established with the mutual belief that regional promotion of tourism, via a partnership between states, would create a powerful marketing alliance unparalleled throughout our country. More than forty years later, their vision continues as STS is an established leader among tourism organizations. STS empowers a diverse network of tourism professionals through Education, Advocacy, Recognition, and Networking. The organization links tourism professionals, through shared knowledge and partnerships, to grow tourism in the southeastern United States.