Wit Tuttell, Executive Director, Visit North Carolina

June 2026 — In an interview with Invest:, Wit Tuttell, executive director of Visit North Carolina, emphasized the state’s resilience-focused recovery from natural disasters, noting a 3.1% increase in tourism spending despite major storms. He highlighted tourism as “the front porch of economic development,” with efforts now centered on sustainable growth, improved access, and enhancing North Carolina’s appeal as a year-round destination. “We don’t want tourism concentrated only in peak seasons or specific areas. Through coordinated promotion and event planning, we’re encouraging year-round travel to more destinations across the state,” Tuttell said.

What have been the most significant trends impacting Visit NC’s operations over the past year?

At the state level, the biggest trends over the past 18 months have revolved around natural disasters and recovery efforts. Storms have impacted the coast, Piedmont, and mountains, requiring communities to come together to rebuild. What’s been encouraging is the emphasis on resilience. Instead of simply rebuilding, we’ve focused on strengthening these areas and better preparing for future challenges. That has been the focus. It’s encouraging to see collaboration across state and federal agencies and throughout the tourism industry, and it’s working. Even in the year when we experienced the largest hurricane disaster in North Carolina’s history, visitor spending still increased by 3.1% statewide. That says a lot about the strength, breadth, and diversity of our tourism economy.

What makes North Carolina a compelling destination for visitors, investors, and conventions compared to other Southeast states?

North Carolina is known for its natural scenic beauty. We have the highest mountains in the eastern United States and some of the most undeveloped coastline in the country. That’s a big draw.

What often surprises people is how green and natural our urban areas feel. Visitors to Raleigh and Charlotte frequently comment on how beautiful and lush they are. We’ve preserved that natural aesthetic even in our largest cities. It’s one of our strengths — blending strong business environments with an accessible, outdoorsy feel. Whether someone is visiting or considering relocation, they experience that same quality of life.

How does tourism tie into broader economic development across the state?

Tourism is truly the front porch of economic development. It creates that initial impression, whether for a potential resident, investor, or company exploring relocation. If someone wants to visit a place, it stands to reason they might also want to live or work there.

We do a great job showcasing our lifestyle and opportunities to those audiences. North Carolina has strong infrastructure, excellent schools, a community college system aligned with workforce needs, and robust support systems for business. Tourism helps attract talent and investment, which fuels broader economic growth.

What trends are shaping traveler behavior, and which demographics are driving demand?

Authenticity is the main driver. Travelers are looking for unique, local experiences that provide a true sense of place. North Carolina offers that through our distinct local businesses, history, and culture. Whether it’s arts venues or sporting events, visitors encounter something that feels rooted in the community.

Millennials and Gen Xers are especially drawn to these types of experiences. They want more than just convenience. They want experiences that feel rooted and real. Our museums, attractions, and natural landscapes offer just that.

Charlotte led the state in visitor spending growth last year. What’s driving that momentum?

Charlotte and Raleigh benefit from excellent transportation networks. From light rail and highways to strong airport service, connectivity is a huge asset. Charlotte saw about 9% growth in visitor spending last year, making up around 17% of the state’s total.

A big part of that is continued investment in tourism and convention infrastructure. But it’s also tied to recovery-related activity: Charlotte served as a staging area during recent storms, drawing in evacuees and emergency response operations. Those secondary effects have an economic impact that supports local businesses. Charlotte also had a strong year with conventions and events. The meetings industry is a major economic driver for Charlotte, anchored by the Charlotte Convention Center. The sector is experiencing significant growth, fueled by a recent $126.9 million convention center expansion, robust corporate event schedules from local Fortune 500s (like Bank of America and Honeywell), and a highly walkable, transit-connected downtown.

How is Visit NC ensuring sustainable tourism growth across the state?

We’re really focused on sustainability and distribution. Our Outdoor NC initiative, which started a few years ago, educates visitors about responsible recreation. That applies to urban areas as well as our mountains and coast. It’s about protecting natural resources and helping people have safe, informed outdoor experiences.

We are also working to disperse visitors geographically and seasonally. We don’t want tourism concentrated only in peak seasons or specific areas. Through coordinated promotion and event planning, we’re encouraging year-round travel to more destinations across the state.

What role does workforce development play in supporting the tourism industry’s growth?

The workforce is essential. While the national labor market is tightening, North Carolina benefits from strong in-migration. That gives us a growing talent pool, but we still need to ensure workers have the right skills.

Our community college system plays a key role here, especially in areas like advanced manufacturing and tourism, which are being transformed by technology and AI. Government programs and higher education partnerships are helping to ensure people are prepared for these evolving jobs.

Are there specific infrastructure needs that should be prioritized to support continued tourism growth?

Yes, especially around key pinch points. For instance, Raleigh-Durham Airport may need a new runway. I-40 needs to be more storm-resilient, especially at the Pigeon River crossing into Tennessee. We also need to ensure that access to places like the Outer Banks is maintained during emergencies.

It’s also important to continue supporting rail as a mode of transportation, not just for visitors but for goods. Having a diverse, modern infrastructure system is essential to keeping our tourism economy strong.

What areas or markets in the state hold the greatest upside for future growth?

Technology will be the key. AI is changing the way every job is done; not necessarily replacing jobs, but transforming them. We need to work closely with universities and the higher education system to stay ahead of that curve.

Beyond that, we’re seeing strong momentum in regions like Eastern North Carolina. Places like Greenville are doing interesting things that deserve more attention. That’s why statewide collaboration is so important; there’s growth potential beyond just the big metro areas.

What are your top strategic priorities for the next three to five years?

Looking ahead over the next three to five years, our strategic priorities are centered on strengthening the overall visitor experience, improving access across the state, and reinforcing the signature hospitality North Carolina is known for. We’re focused on making sure there are compelling attractions and experiences for people to enjoy, whether they’re visiting our cities, small towns, or natural areas.

We are also committed to ensuring it’s easy for visitors to reach those destinations. That means continuing to support and enhance transportation infrastructure. Most importantly, we want every visitor to feel genuinely welcomed and to leave with a lasting, positive impression of the state. These efforts work together to drive continued growth and position North Carolina as a top-tier destination well into the future.

What should more people understand about the broader economic impact of tourism in North Carolina?

Tourism is a $37 billion industry in North Carolina, directly supporting more than 250,000 jobs; that’s about 1 in every 11 jobs in the state. It also generates around $6 billion in tax revenue. What’s great about the tourism model is that visitors come, spend money, contribute significantly to the tax base, and then leave. It’s a highly efficient economic driver that benefits communities across the state without placing long-term demands on public resources. That’s why continued investment and support for tourism are so important for North Carolina’s economy.