Research provides critical information that shapes the strategic direction of Visit North Carolina, the public-private organization that manages the task of marketing North Carolina as a visitor destination under contract with the N.C. Department of Commerce.

The state’s communications, tourism advocacy and customer service efforts are based on ongoing analysis of research. The Visit North Carolina research team works closely with third-party research organizations and government agencies to monitor North Carolina domestic and international visitation.

With data from the research team, program areas and industry partners can tactically plan, implement and evaluate processes and programs. Calculating the economic impact of travel and tourism helps policy makers make strategic decisions about the long-term health of tourism, assess capital investment and gauge the amount of government support.


  1. Increase awareness of North Carolina’s tourism economic impact.
  2. Increase understanding of the economic impact of tourism on the state and on individual areas.
  3. Enhance partner understanding of tourism research and current statistics.

Target Audience

North Carolina travel industry partners, government officials and affiliated businesses.

Most North Carolina travel industry entities do not do their own research and rely on Visit North Carolina for their competitive analysis data and interpretation. Officials who are not in the tourism industry (and many people who are) either do not understand the economic impact of tourism or do not have access to tourism research statistics and studies.