Steve Bagwell, CEO, Charlotte Regional Visitors Authority (CRVA)

In an interview with Invest:, Steve Bagwell, CEO of the Charlotte Regional Visitors Authority (CRVA), discussed stewarding regional growth by supporting jobs, delivering tax savings for residents, and helping advance long-term infrastructure investment for the community. According to Bagwell, visitor spending totaled $6.4 billion last year, representing about 17% of all tourism revenue in North Carolina. “Visitor demand today is shaped by experiences that feel authentic and connected to place,” said Bagwell. “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.”

Over the past year, what shifts in leisure and hospitality have most shaped CRVA’s priorities?

Charlotte continues to lead North Carolina’s visitor economy, and the latest statewide visitor spending report reinforced that momentum. Tourism statewide is a $36 billion industry, with Charlotte serving as one of its primary engines.

Hospitality remains a cornerstone of the local workforce, with roughly one in nine jobs in Mecklenburg County tied to the visitor economy and meaningful tax savings flowing back to residents each year.

We’re also seeing visitors gravitate toward destinations with a strong sense of identity and character. People are looking for food, arts, sports, and authentic neighborhood experiences, not just a downtown and a hotel. Charlotte is meeting that demand through a growing culinary scene, a vibrant arts landscape, and a year-round events calendar that keeps hotels, restaurants, and venues operating at high levels.

Last year, Charlotte surpassed $1 billion in hotel revenue, exceeded RevPAR goals, and delivered one of the strongest demand years in the city’s history. Seven of the 10 best hotel occupancy nights ever recorded occurred in just the past year, driving repeat visitation and sustained interest in Charlotte as a destination.

What makes Charlotte stand out nationally as a tourism destination?

A longtime expression of the brand, “Charlotte’s got a lot,” reflects the breadth of experiences that continue to define the destination.

Culinary is one of the clearest differentiators right now. Charlotte’s dining scene has earned national recognition with the release of the new Southeastern MICHELIN Guide. Counter — became the only restaurant in North Carolina to receive a MICHELIN star, and 11 other local restaurants received recommendations. That recognition validates the strength and diversity of Charlotte’s food community.

Bravo’s Top Chef filmed season 23 in Charlotte and premiered in March, placing a national spotlight on local chefs and food culture. That exposure complements CRVA-led efforts such as Savor Charlotte, a two-week culinary celebration featuring special menus, offers, and hands-on experiences with chefs, bakers, and mixologists. Over time, Savor Charlotte has become an important platform for telling the city’s culinary story.

Beyond food, Charlotte has built a year-round calendar of arts, sports, and major events that consistently fills hotels and spreads visitor spending across neighborhoods.

CRVA closely tracks how its marketing investments perform. In fiscal year 2025, those efforts generated 473,000 hotel room nights that can be directly tied to advertising, exceeding goals. Advertising perception reached a record 34.4%, showing that the message is breaking through and that marketing dollars are delivering measurable returns for the community.

What visitor demand trends are you seeing, and how is CRVA evolving its marketing?

Experience-based travel continues to shape visitor demand, and CRVA’s marketing reflects how people actually choose where to go. CRVA invests more than $9 million each year in paid advertising and closely tracks results to ensure those dollars are working. That investment generated 336,000 leisure room nights, 192,000 room nights tied to convention business, and nearly one million guests across CRVA-managed venues.

Those results show up in real ways. The NASCAR Hall of Fame generated $68.3 million in economic impact, and Bojangles Entertainment Complex recorded its most successful year to date, welcoming more than half a million guests. Marketing helps keep these venues and events visible and competitive for regional and national audiences.

CRVA has also expanded its reach to a roughly 400-mile radius around Charlotte, using a mix of traditional and streaming platforms to meet visitors where they are. Creative is refreshed regularly to reflect changing behavior and trends, with culinary playing a larger role as national recognition continues to grow.

What role do infrastructure and venues play in Charlotte’s competitive positioning?

Infrastructure and amenities play a central role in Charlotte’s long-term competitiveness and quality of life. Many of the experiences residents enjoy, from major sports and concerts to cultural attractions and community events, are supported by a strong visitor economy that helps fund and sustain them, reducing the tax burden on residents.

Charlotte continues to invest in its major venues to remain competitive on a national stage. Bank of America Stadium is undergoing modernization to support high-impact events, while recent upgrades at Spectrum Center have improved fan experience and operational efficiency. These investments benefit residents year-round and help attract marquee events that drive visitor spending.

CRVA-managed venues, including the Charlotte Convention Center, Bojangles Entertainment Complex, and the NASCAR Hall of Fame, are also seeing continued capital investment. These investments reflect alignment among the city, county, and private partners around long-term growth and shared success. Across the visitor economy, this work supports local jobs, small businesses, and shared amenities, while generating visitor spending that helps fund investments across the city.

Looking ahead three to five years, what are CRVA’s top strategic priorities?

Charlotte is entering a period defined by sustained growth, major events, and long-term capital investment, all of which will shape the city’s competitiveness and quality of life.

Meetings and conventions represent one of the most significant opportunities within that growth. Our sales team booked more than half a million new room nights last fiscal year, exceeding targets and setting a record for production, signaling strong demand and confidence in Charlotte as a host city.

A major milestone on the horizon is the 2027 annual meeting of the American Society of Association Executives, often referred to as the “Super Bowl of conventions.” The event will bring thousands of association executives to Charlotte and offer a national platform to showcase the city’s hospitality, venues, and destination strengths. A successful experience can translate into long-term economic impact as those organizations consider Charlotte for future events.

At the center of this momentum, visitor spending will continue to serve as a pillar of Charlotte’s economic resilience, supporting jobs, infrastructure, and quality of life across the region. With intentional investment and strong partnerships, Charlotte is well positioned to sustain that growth in the years ahead.