Visitor spending in the Cape Fear region continues to climb, but the pace has slowed significantly, marking the smallest year-over-year gain since the pandemic, according to data released Tuesday by the N.C. Department of Commerce.
- The annual study, commissioned by Visit North Carolina, revealed that visitor spending in the Cape Fear region rose by 6.6% in 2023 to reach $2.34 billion. This is a significant drop from the 13% increase recorded in 2022 and represents the slowest growth since the pandemic-induced downturn in 2020.
- Both Pender and New Hanover counties surpassed $1 billion in spending for the second consecutive year.
Break It Down: The study broke down spending across key sectors in the Cape Fear region. Lodging spending rose 4.6%, reaching $638.75 million, while food and beverage spending saw a stronger increase of 8.5%, totaling $756.06 million. Recreation spending experienced the highest jump, increasing by 13.9% to $335.19 million. Retail spending and transportation also saw modest gains, with 3.2% and 3.5% increases, reaching $204.56 million and $560.11 million, respectively.
- On a county-by-county basis, Brunswick County led the way with a 7.5% rise in visitor spending, followed by New Hanover County at 5.9%, and Pender County at 5.0%.
- The Cape Fear region as a whole now accounts for 7.0% of all visitor spending in the state.
Statewide: The region’s growth was slightly below the statewide figure, where visitor spending increased by 6.9% to $35.63 billion. Across North Carolina, 98 of the state’s 100 counties saw growth in visitor spending.
What They’re Saying: Tourism remains a key economic driver for North Carolina, as underscored by the remarks from N.C. Commerce Secretary Machelle Baker Sanders. “Scenic beauty, authentic experiences, and graciousness are at the heart of what makes tourism a vital industry,” she said, noting that the state’s tourism industry benefits from a “first-in-talent workforce.” Sanders also highlighted that North Carolina ranks as the nation’s fifth most-visited state, a point of pride for the region.
While the slowdown in growth is notable, the data reflects continued positive momentum for the local tourism industry. As the region continues to draw visitors, officials remain optimistic that New Hanover County and the broader Cape Fear region will remain a major destination for tourists in the years to come.
