Raleigh, N.C. — With tourism indicators soaring and a packed 2025 event lineup, Raleigh is staking its claim alongside iconic U.S. sports tourism cities like New York, Las Vegas, Chicago, and Miami. Wake County achieved record-breaking figures in 2024, welcoming nearly 19 million visitors—a 2.7% increase over 2023—who spent $3.4 billion, up 5.1% from the previous year. These gains mark a pivotal moment in Raleigh’s ascent as a national destination.
Record Growth Fuels Economic Impact
Tourism accounted for $321 million in tax revenue for Wake County in 2024, offering a relief of approximately $720 per household in public funding savings.Rising occupancy rates—69.7% in 2024—surpassed both North Carolina’s 62.7% and the national average of 63%.
Collections from hotel lodging and food and beverage taxes also hit a record $87.45 million, securing critical revenue for tourism infrastructure.
Events that Drive the Momentum
Wake County hosted over 425 major events in 2024, attracting approximately 665,000 attendees through meetings, sports, and conventions. The Greater Raleigh Sports Alliance has already booked nearly 500 future events, expected to bring in $220 million in economic impact.
In the first quarter of 2025, 115 events delivered 126,000 visitors and secured 87,700 future room nights worth an estimated $58 million in impact. Plus, college basketball games drew 23,000 fans in early 2025—further proof of sports’ magnetic pull.
September 2025: A Sports-Driven Showcase
Raleigh is set to shine during the 2025 Labour Day weekend, featuring the African American Cultural Festival, NC State football at Carter–Finley Stadium, family concerts at the Lenovo Center, Hopscotch Music Festival (Sept 4–6), and NHL preseason games.
These events will fill hotel rooms, restore restaurants, and animate public spaces—affirming Raleigh’s position as a rising star in sports and cultural tourism.
Infrastructure Expansion Powers Future Growth
Raleigh is backing its tourism ambitions with bold infrastructure projects:
- A $425 million expansion of the Raleigh Convention Center will double its meeting space and include a new “flex hall.”
- The Omni Hotel, receiving up to $75 million in funding, will rise downtown to support the convention district.
- The PNC/Lenovo Center is slated for upgrades funded from increased hospitality taxes.
These investments enhance Raleigh’s ability to host large-scale national and international events.
Why This Matters: Raleigh’s Tourism Strategy Wins
Raleigh’s success comes from blending sports, culture, infrastructure, and hospitality. Visit Raleigh’s strategic efforts, combined with competitive tax benefits, affordable accommodations, and robust connectivity via Raleigh-Durham International Airport (serving 15.5 million passengers in 2024), have positioned the city for sustained visitation and growth.
Cultural institutions like the North Carolina Museums of Art and Natural Sciences and growing family-friendly assets like Gipson Play Plaza at Dorothea Dix Park further diversify the city’s appeal.
Summary of Key Facts
| Metric | 2024 Data |
|---|---|
| Visitor Volume | ~19 million (+2.7%) |
| Visitor Spending | $3.4 billion (+5.1%) |
| Hotel Occupancy | 69.7% (above state/national average) |
| Tourism Tax Revenue | $87.45 million |
| Future Events Booked | ~500 (projected $220M impact) |
| Q1 2025 Impact | 126,000 visitors, $58M future bookings |
Raleigh is no longer a hidden gem—it’s entering the premier league of sports tourism destinations. With record-breaking tourism numbers, landmark events, and ambitious infrastructure projects, the city has firmly set its course toward long-term success.
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