Durham tourism reaches record $1.17 billion in spending

Durham County reached a record tourism milestone in 2025, welcoming an estimated 13.4 million visitors. Total visitor spending reached $1.17 billion, the highest reported for the area, according to data from Discover Durham.

While the total spending represents a record, the growth rate was modest at 0.9% compared to $1.16 billion in 2024. This pace of spending growth was noted to be below the North Carolina statewide average.

Key drivers for the region include Duke University athletics, local dining, and significant medical travel, with visitors arriving for cancer treatment and long-term care. Approximately 70% of visitors traveled from within North Carolina, while 30% came from outside the state.