The Annual Report contains details on the Division's 2011 program of work and accomplishments, which is required by statute and is due each year on Oct. 15. Collaboration and wisely leveraging resources generated positive results again for North Carolina's tourism economy in 2011. While recovering from the worst recession since the Great Depression, direct domestic visitor spending grew more than 8 percent to $18.4 billion, all 100 counties realized increases in visitor spending, and North Carolina ranked as the nation's sixth most-visited state for overnight travel.
Among Many 2011 Highlights
Tourism leads way to more jobs and tax revenues
The tourism industry has been a key contributor to North Carolina's economic recovery with 2.5 percent employment growth to 188,400 jobs directly supported by tourism, and $1.52 million in state and local tax revenues in 2011. See more on the industry's economic impact milestones.
Partner investment adds $6 million in brand exposure
Strong working relationships with public and private sector organizations in all 100 counties sparked approximately $6 million in partner investment to help broaden the reach of North Carolina's messaging. With the Division of Tourism's marketing budget ranking 27th nationally and ninth among peer Southern states, cooperative efforts are key to keeping North Carolina competitive. See how.
Consumer interest in visitnc.com reaches new high
The Division's visitnc.com family of websites attracted a record 3.87 million user sessions in 2011 including 1.14 million downstream referrals from visitnc.com to North Carolina industry partner websites. See more.
Tax incentive sparks blockbuster year for NC Film
The NC Film Office leveraged the enhanced film tax incentive to welcome 45 productions to the state generating 31,050 jobs and $241.8 million in direct spending in North Carolina. See more.