HICKORY, N.C. (WHKY) — Visitors to and within Catawba County spent more than $363 million in 2025, generating thousands of jobs and millions of dollars in payroll and tax revenue, according to the latest economic impact study from Visit North Carolina.

The $363 million in visitor spending represented a 3.5% increase from 2024, underscoring the growing role tourism plays in the local economy.

The annual Economic Impact of Travel on North Carolina Counties study was prepared for Visit North Carolina by Tourism Economics. The study measures spending by visitors on lodging, food and beverages, recreation, retail, transportation and other travel-related services.

In Catawba County, tourism supported 2,551 direct jobs and generated approximately $90.77 million in payroll in 2025.

Visitor spending also generated an estimated $14.58 million in state tax revenue and $12.89 million in local tax revenue. The resulting tax revenue equates to approximately $161.56 in state and local tax savings per Catawba County resident, according to the study.

“These numbers are a powerful reminder that tourism is a tremendous economic driver for Catawba County,” said Mandy Hildebrand, President and CEO of Visit Hickory and the Hickory Metro Convention Center.

Hildebrand said visitor spending benefits the community through jobs, payroll, support for local businesses and tax revenue.

Tourism spending can come from a range of visitors and activities, including business travel, meetings and conventions, sporting events, arts and cultural attractions, outdoor recreation, restaurants, retail and other local attractions.

Regional impact

The economic impact extends beyond Catawba County.

Catawba, Burke, Caldwell and Alexander counties collectively recorded more than $638 million in visitor spending in 2025, supporting more than 4,200 tourism and hospitality jobs, according to the figures provided by Visit Hickory.

“Visitors don’t see city or county lines — they experience our region as one destination,” Hildebrand said.

She pointed to cooperation among the four counties as an important part of the region’s tourism strategy, saying growth in one community can create opportunities throughout the region.

Tourism’s statewide impact

Tourism remains a significant contributor to North Carolina’s economy as a whole.

Visitors spent $37.2 billion in North Carolina in 2025, a 1.3% increase over 2024. Travel and tourism supported 230,997 direct jobs and generated approximately $9.848 billion in payroll statewide.

Visitors also generated more than $2.72 billion in state and local tax revenue, according to the study. That translated to an average of $243.67 in state and local tax savings per North Carolina resident.

The statewide and county-level figures include spending by both domestic and international visitors.

For Catawba County, the latest numbers illustrate how visitor activity can extend beyond hotels and attractions to restaurants, retailers, entertainment venues, transportation providers and other businesses that benefit from tourism dollars.

A hotel stay, a restaurant meal following a sporting event, an extra night added to a business trip or a visit to a local attraction can all contribute to the broader economic impact.

As visitation continues to grow, local tourism officials say those dollars provide an ongoing economic benefit to the people and businesses that make up the Catawba County community.