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County sees healthy increase in tourism revenue

By Bill Moss, Published: August 14, 2026

Henderson County tourism experienced continued post-hurricane growth in 2025 as visitors spent $453.34 million countywide, a jump of 3.6% from 2024, the county Tourism Development Authority said in a news release.

The spending data, released Aug. 13, comes from the annual tourism economic impact study for all 100 North Carolina counties, commissioned by Visit North Carolina.

Henderson County's 2025 performance is a story of resilience and increasing strength as a destination, the TDA said. The county maintained its spot as the 17th largest tourism economy among all 100 counties, while posting a growth rate nearly three times the statewide average. Spending rose in every major category: lodging, food & beverage, recreation, retail and transportation.

Henderson County’s tourism impact highlights for 2025:

  • The local tourism industry employed 2,813 people
  • Total payroll created by the tourism industry was $126.7 million
  • Tourism generated $16.27 million in state taxes and $18.13 million in local taxes
  • Each Henderson County resident saved $278.38 in taxes due to visitor spending

“The key takeaway for me is a spending increase of nearly $15.89 million, which puts us 12th statewide in visitor-spending dollars gained,” said Michelle Owens, executive director of Visit Hendersonville. “Our county’s performance also points to growing strength as a distinct destination with its own identity, experiences and reasons to visit.”

The county’s 3.6% growth rate makes it one of only a few counties in the region to post an increase in visitor spending over the previous year, Owens added.

Statewide, visitor spending rose 1.3% to reach a record $37.2 billion, with tourism jobs increasing to 230,997. Fifty-nine counties experienced an increase in visitor spending, while 14 counties recorded a flat growth rate.

“Those who take trips to and within North Carolina are elevated by the authenticity of what they experience,” said Wit Tuttell, executive director of Visit NC. “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.”

See the full study here: https://www.visitnc.com/industry/research/economic-impact-studies