Is tourism growth strengthening Charlotte’s business outlook?
Key points:
- • Charlotte’s tourism sector generated $1.2 billion in economic impact in 2025, driven largely by leisure and sports travel.
- • Air connectivity through Charlotte Douglas International Airport continues to anchor visitor growth.
- • Major sporting events and attractions are boosting hotel demand, spending, and year-round tourism activity.
March 2026 — The Charlotte Regional Visitors Authority reported $1.2 billion in economic impact for fiscal 2025 from events it recruited or hosted, along with operations at city-owned venues. That marks a 9% increase from $1.1 billion in the prior year, according to the Charlotte Observer.
The mix reflects a shift toward leisure demand. CRVA attributed $640.2 million to leisure travel marketing and $333.5 million to sports events. Conventions and meetings accounted for $102.9 million. The NASCAR Hall of Fame generated $68.3 million, and events at Bojangles Coliseum and Ovens Auditorium added $60.8 million.
The authority also reported $9.1 billion in direct visitor spending generated by 33 million visitors and 473,000 hotel room nights tied to marketing campaigns. State data reinforce the scale. According to the North Carolina Department of Commerce, Mecklenburg County recorded $6.4 billion in visitor spending in 2024, up about 9% year over year. The sector supported 37,985 jobs locally and generated more than $2 billion in payroll.
“Visitor demand today is shaped by experiences that feel authentic and connected to place. For Charlotte, that means leaning into food, outdoor recreation, arts and culture, and the diversity that defines our community, and investing in those areas in ways that drive real economic impact,” said Steve Bagwell, CEO of Charlotte Regional Visitors Authority, in an interview with Invest:.
Airlift anchors growth.
Air access remains the backbone of the market.
According to the Charlotte Observer, Charlotte Douglas International Airport handled 53.6 million passengers in 2025. Aircraft operations totaled 574,193. That figure declined 4% from 2024. It remained 7% above 2023 levels.
Local passengers now account for roughly 35% of traffic, reflecting steady population growth and rising origin-and-destination demand. The remainder connect through the airport’s dominant hub carrier.
The airport completed a $600 million terminal lobby expansion in 2025. The project added 175,000 square feet and renovated 191,000 square feet. According to the Charlotte Business Journal, the lobby now spans 366,000 square feet, nearly double its prior size. Work continues under the broader $4 billion Destination CLT capital program, including a fourth parallel runway scheduled to open in 2027.
“Nearly six years ago, we set out on an ambitious project … a once-in-a-generation investment in our airport and in the experience of every passenger who walks through these doors,” said Haley Gentry, CEO of Charlotte Douglas International Airport, as cited by the Charlotte Business Journal.
Concord adds a budget lane
A second aviation channel is emerging north of the city.
Avelo Airlines continues to expand its base at Concord-Padgett Regional Airport and has extended bookings through mid-November, according to WSOC-TV. A base model means aircraft and crews are stationed locally, adding point-to-point routes outside the hub system.
“We do expect to continue to create more jobs as we add more flights and more airplanes,” Andrew Levy, CEO of Avelo Airlines, told WSOC-TV.
Leisure leads the cycle
Leisure travel now outpaces business travel in Charlotte’s impact mix. Regional attractions help sustain that trend, including Carowinds, the U.S. National Whitewater Center, and the NASCAR Hall of Fame, along with major venues such as Bank of America Stadium, Truist Field, and Spectrum Center.
North Carolina has also committed funding to join the Michelin Guide’s Southern expansion, with CRVA contributing $45,000 annually for three years. Tourism officials expect culinary recognition to enhance destination branding and lift per-visitor spending.
Sports tourism scales up
The Charlotte Sports Foundation continues to expand its event portfolio as a year-round demand driver. According to the Charlotte Business Journal, the nonprofit reported $57.1 million in direct spending from its events in 2025, an 18% increase from the prior year, with cumulative attendance rising 72% to 362,612.
A marquee example was the Savannah Bananas’ two-night appearance at Bank of America Stadium, which drew 148,000 fans and generated $20.1 million in direct spending, according to CRVA-compiled figures.
The foundation’s calendar also includes the Duke’s Mayo Bowl, the Duke’s Mayo Classic, and ACC neutral-site championships, reinforcing Charlotte’s strategy of using large-scale sports events to drive hotel occupancy, restaurant traffic, and tax revenue across multiple seasons.
The Atlantic Coast Conference remains a cornerstone of Charlotte’s sports tourism calendar, led by the ACC Men’s Basketball Tournament at Spectrum Center. A study by the Charlotte Regional Visitors Authority found the March 11–15, 2025, tournament generated $18 million in direct spending and $33.8 million in total economic impact, along with $1.1 million in county tax revenue. Uptown hotel rates rose 15% year over year to an average of $261.80 per night during tournament week, and occupancy increased to 82.6%, according to STR data cited in the report. The event drew 20,000 visitors, including 15,000 overnight guests, and produced 22,000 hotel room nights, with 80% of fans traveling more than 50 miles. Charlotte will host the men’s tournament again in 2026 and 2028, with the ACC Women’s Basketball Tournament scheduled for 2027.
“We believed Charlotte could be a strong, long-term home for the ACC. It has far exceeded our expectations, and the city’s business community, growth trajectory, and overall energy have helped us strengthen both our operations and our relationships,” Jim Phillips, commissioner of the Atlantic Coast Conference, told Invest:.
Want more? Read the Invest: Charlotte report.
