Visit NC, the state’s tourism agency, announced this week that in 2025 Cherokee and Macon Counties led North Carolina in visitor spending growth.
The good news comes on the heels of concerns about Hurricane Helene’s impact on Western North Carolina’s tourism, fluctuating fuel prices and general economic uncertainty nationwide.
According to a study, domestic and international visitors to and within Macon County spent $386 million in 2025, an increase of 11.1% from 2024.
“This kind of growth does not happen by chance,” said Mici Canales, marketing director for the regional tourism marketing organization Visit Smokies. “It reflects years of thoughtful investment, authentic storytelling, strong local businesses and genuine collaboration. The towns and county have continued to position Macon County strategically, welcoming visitors while supporting the people and businesses that make this destination so special.”
Cherokee was the only county to generate a higher percentage of visitor spending growth than Macon County from 2024 to 2025.
2025 visitor spending change in WNC counties:
- Cherokee 13.9%
- Macon 11.1%
- Jackson 5.1%
- Graham 1.9%
- Haywood 0.3%
- Clay -0.8%
- Swain -1.5%
“Tourism is an essential part of the economic well-being of Highlands and Macon County, and these numbers demonstrate just how far its impact reaches,” said Johanna Fein, executive director of the Highlands Chamber of Commerce/Visit Highlands, NC. “An 11.1% increase in visitor spending means more than dollars coming into our community. It means jobs for our neighbors, support for local businesses, meaningful tax revenue and greater opportunities to invest in the quality of life we all value.”
Macon County tourism impact for 2025:
- The travel and tourism industry directly employs more than 1,810 in Macon County.
- Total payroll generated by the tourism industry in Macon County was $96.16 million.
- State tax revenue generated in Macon County totaled $12.83 million through state sales and excise taxes, and taxes on personal and corporate income. About $20.67 million in local taxes were generated from occupancy, sales and property tax revenue from travel-generated and travel supported businesses.
- Each Macon County resident saved $1,520.51 on average in state and local taxes
- as a direct result of visitor spending in the county. Savings per capita statewide averaged $244.
“It is no coincidence that tourism numbers have increased in Macon County as all tourism-related entities have shared a commitment and interest in letting people know that ‘we are open for business’ and that Hurricane Helene did not shut down WNC,” said a statement from the Town of Franklin. “For the past three years, the Franklin TDA has worked diligently with Stewart Communications to improve brand recognition and continue to develop various resources for communicating with those interested in visiting the area. These resources include a new website, targeted social media campaigns and working with travel writers to highlight the unique and beautiful areas in Macon County and beyond.”
According to the study “The Economic Impact of Travel on North Carolina Counties 2025” visitor spending rose 1.3% to reach a record $37.2 billion statewide. Direct tourism employment increased 0.3% to 230,997. Fifty-nine percent of counties experienced increases in visitor spending from 2024 to 2025 with 14% recording flat performance.
“As much as we’d love to see growth in each of our 100 counties, the study confirms the vitality of North Carolina’s tourism economy,” said Wit Tuttell, executive director of Visit NC. “With the approach of the two-year milestone of Hurricane Helene, we can draw inspiration from mountain counties that have experienced a turnaround as we continue the effort to see every destination reach higher ground.”
Tourism impact on Macon
Linda Harbuck, the executive director of the Franklin Area Chamber of Commerce, said visitor spending helps the county and its residents. It supports local businesses and creates jobs. And while not every resident feels the direct impact of the tourism economy, it does help indirectly. For instance, taxes generated by tourism can keep personal property taxes from rising higher.
“There is no single reason for growth of this magnitude, but one thing is abundantly clear: these years of tremendous growth have also been years of tremendous collaboration. From a regional perspective, we are incredibly proud of Macon County’s businesses, commissioners, council members, tourism partners and everyone who works to protect and celebrate this remarkable place,” added Canales of Visit Smokies. “One notable change made by the Franklin Tourism Development Authority during these record setting years was its decision to partner with a new marketing agency. Their dedication to sharing Franklin’s Scottish Tartan heritage, vibrant Main Street and authentic sense of place cannot be overstated.”
Statewide impact
Noting the economic uncertainties that have been present since the pandemic, Tuttell encouraged state residents and tourism leaders alike to spread the message about the rewards of North Carolina travel.
“Those who take trips to and within North Carolina are elevated by the authenticity of what they experience,” he said. “Our culture, our cuisine and our vast outdoor wonders not only bring pleasure. They also serve as an economic engine that makes our lives better.”
North Carolina tourism facts:
- Total spending by domestic and international visitors in North Carolina reached $37.2 billion in 2025. That sum represents a 1.3 increase over 2024 expenditures.
- Domestic travelers spent a record $36.1 billion in 2025. Spending was up 1.5% from $35.6 billion in 2024.
- International travelers spent $1.1 billion in 2025, down 2.8% from the previous year.
- Visitors to North Carolina generated more than $4.7 billion in federal, state and local taxes in 2025. The total represents a 2.5% increase from 2024.
- State tax receipts from visitor spending rose 2.0% to nearly $1.4 billion in 2025.
- Local tax receipts grew 2.6% to more than $1.3 billion.
- Direct tourism employment in North Carolina increased 0.3% to 230,997.
- Direct tourism payroll increased 3.5% to $9.8 billion.
- Visitors spend more than $101 million per day in North Carolina. That spending adds $7.5 million per day to state and local tax revenues (about $3.8 million in state taxes and $3.7 million in local taxes).
- Each North Carolina household saved $605 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $244.
Editor’s Notes: this story is an expanded version of a press release from Johanna Fein and Visit Highlands, NC. Stewart Communications won the Franklin TDA’s marketing contract in 2024. It is owned by Morgan Stewart who also purchased this newspaper in 2026. The top photo was taken by Eric Haggart and is courtesy of ExperienceFranklinNC.
