05
nc
annual report
north carolina
division of
tourism, film
and sports
development
Carol S. Lohr
Chair
Morehead City
Appointed by:
Senate President Pro Tempore
Jim Fain
Secretary, Department of Commerce
Raleigh
Ex Officio
Lynn Minges
Executive Director, Division of Tourism,
Film and Sports Development
Raleigh
Ex Officio
Thomas R. Ruff
Asheville
Appointed by: NCRA
Donna Bailey-Taylor
Smithfield
Appointed by: NCACVB
Douglas Brindley
Corolla
Appointed by:
Senate President Pro Tempore
Chris Cavanaugh
Asheville
Appointed by: Governor
Haddon Clark
Charlotte
Appointed by: NC Petroleum Marketers
Cindy Curry
Charlotte
Appointed by: House Speaker
Joyce Dugan
Cherokee
Appointed by: Governor
Mohammad Jenatian
Charlotte
Appointed by: House Speaker
Phil Kirk
Raleigh
Appointed by: NCCBI
J. Craig Madison
Asheville
Appointed by: NCHLA
Mary Baggett Martin
Wrightsville Beach
Appointed by: NCHLA
John McLellan
Lumberton
Appointed by: NCRA
Kelly Miller
Asheville
Appointed by: NCRA
Ed Phillips
Morganton
Appointed by: NCACVB
Bob Seligson
Chair
Raleigh
E.A. Tod Thorne
Vice Chair
Charlotte
T.E. Austin II
Durham
Timothy M. Bourne
Wilmington
Nancy Buirski
Durham
Frank Capra, Jr.
Wilmington
Mark de Castrique
Charlotte
Craig Fincannon
Wilmington
Joseph A. Gomez
Raleigh
Monty Hagler
High Point
Cress Horne
Marshville
Brenda Parks Hughes
Wrightsville Beach
Betsy L. Jordan
Wilmington
Daniel F. McComas
Representative, District 19
Wilmington
Michael K. McGaha
Greensboro
Donna E. Mack
Raleigh
Steve Metcalf
Asheville
Thom Mount
Beverly Hills, CA
Dale Pollock
Winston-Salem
Herman A. Stone
Charlotte
Travis Tatham
Asheville
Kelly R. Tenney
Castle Hayne
Beth Troutman
Concord
Maragret C. Ward
Burlington
Arthur Watkins
Raleigh
R.Willard Hinnant
Chair
Goldsboro
Edward T. Cook
Matthews
Sandon Dennis
Albemarle
Jerry Douglas
Asheville
Mark Friszolowski
Lexington
David Fussell, Sr.
Rose Hill
Michael Helton
Yadkinville
Frank W. Hobson
Boonville
Joe Neely
Mocksville
Charles M. Shelton
Charlotte
Dan Smith
Wagram
BOARD MEMBERS
Wilma M. Sherrill
Representative, District 116
Asheville
Appointed by: House Speaker
Susan Galyon Spangler
Greensboro
Appointed by: Governor
Ann Sternal
Kannapolis
Appointed by: NCACVB
A.B. Swindell
Senator, District 11
Nashville
Appointed by:
Senate President Pro Tempore
Scott Thomas
Senator, District 2
Raleigh
Appointed by:
Senate President Pro Tempore
Charlie Utz
Morehead City
Appointed by:
Senate President Pro Tempore
Cathy Wallace
Raleigh
Appointed by: NCTIA
Thomas Wright
Representative, District 18
Wilmington
Appointed by: House Speaker
North Carolina Travel and Tourism Board
North Carolina Film Council
North Carolina Wine Council
The Division of Tourism, Film and Sports Development made great strides in 2005. Visitors to North Carolina spent
$14.2 billion in the state, an increase of 7.3 percent and the largest single-year increase in five years. Tourism remains a
vital industry for our citizens as domestic expenditures directly supported 185,200 jobs for North Carolina residents and
generated more than $2.3 billion in tax revenue.
New film incentives legislation took effect in 2005 and helped to make North Carolina more competitive in luring film
production into the state. Increased film activity was realized across the state – particularly in the area of independent
films, television, and commercial production.
The state’s official website, VisitNC.com, remained a vital portal of information for nearly 4.1 million visitors looking for
North Carolina travel information in 2005. New web-based experiences, fall color and fishing reports, as well as improved
integration with the state’s official publications, strengthened the value of VisitNC.com while encouraging visitors to
discover all that North Carolina has to offer. In addition to website improvements, structural and technological renovations
at the Division’s I-85 and I-26 Welcome Centers were also completed in 2005.
Statewide marketing efforts received a boost in 2005 with the legislature allocating an additional $1 million in marketing
dollars to the Division’s annual budget. Our television presence and partnership with UNC-TV remains an effective way
for the Division to get its message out about tourism as “North Carolina Weekend” continues to be one of UNC-TV’s
top-rated shows, encouraging North Carolinians to discover the rich treasures within their own state. As an indication of
the strength of the Division’s advertising efforts, the Division’s television campaign and website were recognized by the
National Council of State Tourism Directors in 2005 as the winners of the prestigious Mercury Award for Best Television
Advertising and Best Technical Marketing among the 50 states.
Interest in sports remained strong throughout 2005 as the Division continued to partner with North Carolina Amateur
Sports in efforts to coordinate a state presence at industry events. In addition, the thousands of motorsports fans traveling
in our state represent a popular and vital economic vehicle, highlighted especially as 2005 saw the beginning of North
Carolina’s quest for the NASCAR Hall of Fame. The Division continues to pursue and nurture partnerships that facilitate
North Carolina’s mission to be the “Heart of Motorsports™.”
The return of the U.S. Open Championship to North Carolina presented an opportunity for the Division to promote the
state as a premier golfing destination to the international community. With more than 150 of the world’s greatest golfers
and 350,000 spectators in attendance, the Division collaborated with the Department of Commerce to take full advantage
of the attention generated by this extraordinary global event.
Indeed, our international efforts yielded some impressive results. North Carolina ranked 18th in the nation for international
visitors and was one of the key sponsors in the U.S. Department of Commerce visitor campaign. Canada provided North
Carolina’s highest number of international visitors in 2005. The Division strengthened its partnership with Travel South
to reach out to more Canadian visitors in a new marketing initiative to bring more visitors to the South. The Division also
implemented a new marketing campaign in the United Kingdom with plans for dedicated marketing support including a
new website, travel guide, and travel industry training academy.
The year 2005 saw the arrival of the North Carolina Wine & Grape Council to the Division. This move was the result of
a desire by the state’s winemakers to focus on marketing and tourism as well as the recognition of agritourism and
grape-growing as a viable part of the state’s future economic make-up.
You will see in this annual report that the Division was “bullish on tourism” in 2005 and that these efforts yielded great
results. However, our efforts would not have been successful without the continued partnership and support of tourism,
film, wine and sports leaders across the state who charged ahead with the message to our visitors to explore all that
North Carolina has to offer.
Despite the social, economic and global challenges the tourism industry faced, 2005 was an exemplary year for the
Division. We look forward to continuing to work with our partners to maintain and strengthen the brand that is North
Carolina and its position as one of America’s premier travel, film, wine and sports destinations.
Jim Fain Lynn D. Minges
Secretary of Commerce Executive Director
1
year in review
Photo courtesy of Pinehurst Resort
2005 State Rankings
by Travel Volume
1. California
2. Florida
3. Texas
4. Pennsylvania
5. New York
6. Ohio
7. Michigan
8. NORTH CAROLINA
9. Georgia
10. Virginia
Average Overnight Trip Spending
United States Travelers $565
N.C. Visitors (total) $416
N.C. Resident Visitors $294
N.C. Out of State Visitors $511
Average Overnight Trip Duration
United States 3.9 nights
North Carolina 3.0 nights
Top Activities
Dining 28%
Shopping 20%
Touring/Sightseeing 19%
Entertainment 18%
Beach/Waterfront Activities 12%
Nightlife 9%
Historic Site 6%
National/State Park 6%
Festival/Craft Fair 5%
Concert/Play/Dance 4%
Gaming 4%
Museum/Art Exhibit 4%
Watch Sports Event 4%
Golf 3%
Group Tour 3%
Hunt/Fish 3%
Nature/Culture 3%
Theme/Amusement Park 3%
Source: 2005 TravelScope/Directions©, Travel Industry Association.
Impact of Tourism on North Carolina
• Tourism is one of North Carolina’s largest industries.
In 2005, domestic travelers spent $14.2 billion across
the state (7.3 percent increase over 2004).
• Domestic tourism expenditures directly supported
185,200 jobs for North Carolina residents.
• Traveler spending generated over $2.3 billion in tax
receipts.
— $1.1 billion in federal taxes.
— $1.2 billion in state and local taxes.
- $747.7 million in state tax revenue.
- $461.0 million in local tax revenue.
2005 Travel Volume
Approximately 64.5 million visitors traveled to North
Carolina, ranking eighth in trip volume by state behind
California, Florida, Texas, Pennsylvania, New York,
Ohio and Michigan.
2
2005 results
NC’s Top States of Overnight Visitor Origin
1. NORTH CAROLINA 42%
2. South Carolina 8%
3. Virginia 8%
4. Georgia 6%
5. New York 4%
6. Florida 4%
7. Pennsylvania 4%
8. Maryland 3%
9. Tennessee 2%
10. Ohio 2%
11. New Jersey 2%
12. Texas 2%
Source: 2005 TravelScope/Directions©, Travel Industry Association.
Personnel Services $1.9 million
Other Administrative Costs $200,000
Media Purchase/Production $5.38 million
Publications and Printed Materials $400,000
Inquiry Fulfillment $700,000
Domestic Sales Promotion $500,000
International Advertising/Promotion $1 million
Public Relations $340,000
Research $250,000
Grants Programs $130,000
Film Office $500,000
SUB-TOTAL $11.3 million
Welcome Centers $1.7 million
TOTAL BUDGET $13 million
Projected State Tourism Office Budgets 05–06
Ranking State Budget (millions)
1. Hawaii $69.2
2. Illinois $47.8
3. Pennsylvania $31.8
4. Florida $30.7
5. Texas $28.3
6. West Virginia $24.4
7. Arizona $18.3
8. Louisiana $18.0
9. South Carolina $16.9
10. Tennessee $16.6
11. Virginia $16.5
12. California $16.0
13. Utah $15.9
14. Michigan $15.8
15. Kentucky $15.7
16. Wisconsin $14.4
17. Arizona $14.2
18. Nevada $13.6
19. New Mexico $13.2
20. Missouri $13.2
21. NORTH CAROLINA $13.0
22. New Jersey $12.8
23. Georgia $11.0
24. Maryland $11.0
25. Alaska $10.7
According to the Travel Industry
Association of America (TIA), the
average state tourism office budget
for FY 2005-06 was $13.6 million.
Eighteen state budgets fall above the
average.North Carolina, with a budget of
$13.0 million, ranked 21st in projected state
tourism office budgets.
budget overview 05-06
3
The North Carolina
Division of Tourism,
Film and Sports
Development was
funded by general
appropriation from
the legislature in
the amount of $13
million including the
Welcome Centers
for FY 2005-2006.
Advertising and
Sales Promotion Budgets
Among the 50 states, the average state
domestic advertising budget was $4.7 million.
North Carolina ranked 19th with a reported
advertising budget of $4.8 million.
Source: TIA’s 2005-06 Survey of State and Territory Tourism
Office Budgets
Per-Inquiry Advertising Programs
Per-inquiry lead generation programs for 2005 included both television and Internet opportunities. These programswere
designed to complement and broaden the reach of the overall advertising campaign.
Per-inquiry programs are negotiated based on leads generated rather than audience reach, generate highly qualified leads,
and provide a cost-effective cooperative opportunity for the Division’s industry partners.
Per-Inquiry Television
The Division continued to offer per-inquiry television (PITV) as a part of its cooperative marketing menu in 2005 coupling its
own 30-second commercials with 30-second partner commercials. The result was a 60-second North Carolina commercial
promoting the overall appeal of North Carolina statewide and the specific benefits of the partner destination. Lead costs
were shared equally by the Division and each participating partner, allowing both parties to extend their investment and
generate twice the number of leads they would have realized otherwise.
Program Highlights:
Targeted spot market buys in key markets of origin for North Carolina were coupled with cost-effective exposure on a
variety of national cable networks including Discovery Channel, Travel Channel, A&E, Animal Planet, Outdoor Life, Fine
Living, MSNBC and the Weather Channel. Canadian audiences were also reached through both spot and cable outlets.
• Division investment of $208,000 was matched 1:1 by partners resulting in total investment of more than $400,000.
• More than 20,000 leads generated.
• PITV partners in 2005 included Asheville, Brunswick Islands, Cape Fear Coast, Crystal Coast and Transylvania County.
Per-Inquiry Internet
Online lead generation programs also helped further extend the Division's budget in 2005 generating more than 29,000
leads in the family travel, arts and culture, and outdoor/active lifestyle categories.
• Print advertising generated 168,088 inquiries, an
increase of 8.3 percent over 2004.
• In 2005, the Division introduced a series of new print
ads that emphasized a sense of relaxation, curiosity
and discovery, appealing to those travelers increasingly
looking to escape their harried, time-starved lives.
• Top-performing publications were Better Homes and
Gardens;Midwest Living;O, the Oprah Magazine;
and Southern Living.
• TIA’sNational Council of State Tourism Directors recog-nized
the Division with two prestigious Mercury Awards
in 2005, one in the category of Broadcast Advertising
for television commercials and another in the category
of Technical Marketing for the VisitNC.com website.
• Another source of peer recognition was awarded to the Division by the 2005 Southern Governors’ Association for
best practices in overall integrated brand marketing.
• The Division was a finalist for a 2005 Kelly Award, presented by the Magazine Publishers of America. This award
evaluates print advertising across all categories and the Division was honored for one of the top 25 campaigns in the
country along with such prominent brands as BMW, Porsche, Got Milk, Mini-Cooper and Altoids.
4
advertising accomplishments
The Division’s consumer website continued to attract a large number of visitors each month. The site
contained valuable statewide travel information including events, attractions and accommodations,
which were provided and updated by tourism industry partners.
• 4,077,825 total unique visits to the site in 2005.
• Over 49 percent of visitors interacted significantly with the site, an extremely high conversion rate. Visitors ordered
a publication, signed up for an eNewsletter or eSpecial, performed a search to a fully rendered page or filled out a
“Contact Us” form.
Home Page Experiences
Microsites celebrating distinctive North Carolina experiences were offered on VisitNC.com throughout the year with
experiences appropriate to the season highlighted on the homepage.
• Outdoor Drama – Four-month summer feature for
5,972 total click-thrus.
• Fall Color – Three-month fall feature for 28,876
total click-thrus.
• Motorsports – Two-month feature for 3,860 total
click-thrus.
• Golf – This five-month feature was the second most
viewed experience, receiving 9,333 click-thrus.
• Civil War – Three-month spring feature for 4,239
click-thrus.
• Ski – Three-month winter feature for 2,043 click-thrus.
• Holiday –One-and-one-half month winter feature
for 4,877 total click-thrus.
5
Print Co-op
The Division negotiated favorable rates with leading travel,
lifestyle and special interest publications to provide industry
partners with cost-effective opportunities to broaden the
reach of their own advertising efforts.
• 29 partners were showcased in magazine insertions
including Arthur Frommer's Budget Travel, Good House-keeping
and The New York Times Sophisticated Traveler.
• Co-op efforts promoting North Carolina's Civil War
Trails, destinations and attractions across the state
featured an additional 39 partner placements in
Civil War Traveler and Preservation.
eSpecials
Partners in this program were able to go directly to
consumers’ email inbox on a monthly basis to promote
special offers, hot deals or travel packages.
• Active contacts in 2005 exceeded 13,000.
• Active contacts for golf eSpecials in 2005 reached
nearly 2,800.
VisitNC.com Banner Program
Industry partners who participated in the VisitNC.com
banner advertising program benefited from front-line
exposure to the site’s more than 4 million visitors.
• 43 partners
• 25,725,221 total views
• 201,660 click-thrus
visitnc.com
The Division coordinated and hosted familiarization tours and attended several media missions both domestically and
internationally. All of these efforts resulted in the following:
• The Division generated $14.9 million in media coverage.
• Domestic media result was $12.1 million and international coverage was $4.5 million.
• The Division hosted 78 travel writers from abroad and domestically who visited 35 counties in 2005.
• Division staff:
— Responded to 190 domestic media requests from journalists and travel writers.
— Produced and distributed more than 50 press releases in both domestic and international markets.
— Hosted 39 golf writers and tour operators from across the United States, Canada and Europe, using
the U.S. Open to tout the state’s golf courses and complementary activities.
In-state Awareness
North Carolina benefited from the Division’s comprehen-sive
in-state awareness campaign. The North Carolina
Association of Broadcasters, the North Carolina Press
Association, the North Carolina Outdoor Advertising
Association and UNC-TV all supported efforts to promote
the state as a travel destination to residents.
Broadcast
Member television and radio stations across North
Carolina aired over 25,000 radio and television
commercials representing a value of $1,837,671 worth
of non-paid announcements promoting the state.
• 22,035 radio commercials aired representing a
value of $1,275,979.
• 3,460 television commercials aired representing
a value of $561,692.
UNC-TV
Exclusively underwritten by the N.C. Division of Tourism,
“North Carolina Weekend” continued to be UNC-TV’s top
rated locally produced show. The attractions featured on
the show reported that the number of visits to their sites,
events and businesses increased tremendously after the
segment in which they were featured aired to the public.
In addition, the number of visits to the North Carolina
Weekend webpage has grown and continues to attract
visits. Overall, viewers are most impressed by the high
quality of the productions. “North Carolina Weekend”
airs Thursdays at 9:00 p.m. with repeats on Fridays at
8:00 p.m. on UNC-TV.
• NC Weekend visited approximately 75 North Carolina
counties in 2005.
• There were approximately 60 segments produced for
the program in 2005.
• The production crew has traveled close to 25,000 miles.
The Division continued an active public relations program by working with various targeted media,
government entities and tourism outlets to promote North Carolina as a premier travel destination both
domestically and internationally.
6
public relations
North Carolina Outdoor Advertising Billboard
• The I-95 North Welcome Center continued to be the
state’s most visited, hosting 2,027,111 travelers in 2005,
up almost ten percent over 2004.
• Welcome Centers registered 9,008 visitors from other
countries, including 5,566 from Canada, 1,021 from
German-speaking Europe and 498 from the United
Kingdom/Ireland.
• In 2005, Welcome Centers booked 10,513 room
nights. This represented total revenue of $741,482
at an average of $70.53 per room night.
• On average, over 1,064 brochures representing
100 counties are displayed throughout the Welcome
Centers and available to travelers.
The nine North Carolina Welcome Centers hosted 8,552,811 visitors in 2005.
7
Counties Travel Counselors Visited on Familiarization or Mini-Familiarization Tours
Ashe, Avery, Buncombe, Burke, Cabarrus, Catawba, Durham, Forsyth, Gaston, Guilford, Mecklenburg, New Hanover,
Robeson, Surry, Wake, Watauga.
welcome center/visitor services
Welcome Center Attendance
I-95S 1,173,413
I-95N 2,027,111
I-85S 858,918
I-85N 773,245
I-77S 426,798
I-77N 1,145,182
I-40W 985,468
I-26W 370,305
I-26E 792,371
TOTAL 8,552,811
Governor’s Conference on Tourism in Asheville (April 3-5)
Tourism economic impact numbers were revealed to over 500 attendees at the Winner’s Circle Luncheon at The Grove
Park Inn Resort & Spa in Asheville. In addition to announcing the 2004 economic impact figures that showed tourism in
North Carolina to be a $13 billion industry, the Division released comprehensive economic impact figures from 2003
based on a detailed economic impact study by Global Insight. The conference featured top tourism industry speakers,
informative learning sessions and concurrent breakout sessions.
Tourism Day in Raleigh on Bicentennial Mall (May 10)
Governor Michael F. Easley proclaimed May 10, 2005 as North Carolina Tourism Day from the NASCAR/Nextel All-Star
Challenge stage flanked by current and former motorsports drivers. Thousands of people from across the state, including
current legislators, attended the day-long festivities. The Division also supported the North Carolina Travel Industry
Association in their successful efforts to exhibit tourism attractions and destinations in the Legislative Building during the
day and host an evening reception for policymakers at the North Carolina Museum of History.
2005 U.S. Open Championship Golf Tournament in Pinehurst (June 13-19)
The Division utilized the U.S. Open to host domestic and international travel and golf writers, sports developers and
marketers, meeting planners, airline and film executives, and tour operators. In conjunction with the U.S. Open, the Division
hosted two familiarization tours that included 26 travel and golf writers and 13 tour operators from the United States,
Germany, Great Britain and Canada. This event brought 350,000 visitors to North Carolina.
Mid-Year Marketing Update in Raleigh (September 13)
The Division informed over 150 attendees at the North Carolina Museum of Art of upcoming marketing and advertising
opportunities in addition to industry research compiled to assist in improving business and increase tourism in North Carolina.
industry relations
The Official 2006 North
Carolina Travel Guide
• This 192-page publication
features the state’s mountain,
piedmont and coast regions
with listings for727attractions,
337 campgrounds and 3,444
accommodations.
• An inviting photo of Pea Island National Wildlife
Refuge is featured on the cover.
• Production of the Travel Guidewas made possible
through the Division’s partnership with Journal
Communications and the North Carolina travel industry.
— 700,000 copies were distributed via
1-800-VISIT NC, the Welcome Centers,
trade shows and other marketing initiatives.
— 190 partners placed advertisements in the
Travel Guide.
The Official 2006 North Carolina Golf Guide
• This 56-page guide featured listings for over 450
public and semi-private golf courses around the state.
• The cover of the guide featured Nags Head Golf
Links in Nags Head.
• Production of the Golf Guide was also made possible
through the Division’s partnershipwith Journal
Communications and the North Carolina Travel
Industry.
— 270,000 copies were dis-tributed
via 1-800-VISIT NC,
the Welcome Centers, trade
shows and other marketing
initiatives. The quantity was
increased from the previous
year due to the anticipated
demand for the U.S. Open
golf tournament.
— 60 partners advertised in the Golf Guide.
8
publications
The Division partnered with the North Carolina
Department of Transportation to include travel
information as an optional part of the statewide
511 telephone system for current road and traffic
conditions. Visitors traveling in North Carolina
were able to connect with an operator at
1-800-VISIT NC or by dialing 511 from their mobile
phones and using a voice-activated menu.
The Call Center sent 255,409 travel packages to potential visitors in 2005 and received a total of
2,221,915 requests for North Carolina travel information by phone, magazine reader service cards,
mail and via the website.
inquiry/call center
2005 Information Requests
Mail 5,885
Reader Service 168,088
Phone 58,685
Misc. (Fax, email) 250
Web 1,985,007
TOTAL 2,217,915
In 2005, Travel Trade Development initiatives worked to reach group tour planners, travel agents,
motorcoach tour operators and planners of meetings and conventions. Some key travel trade events were:
9
travel trade development
• American Bus Association – February. Met with 35 tour operators from the United States.
• Travel South Showcase – February. The Division hosted a luncheon during Travel South spotlighting North Carolina to
700 delegates and introduced five new themed trails which were developed into a booklet for distribution to tour
operators: Crafty People & Crafty Places; Good Tunes & Great Tastes; Landmarks & Legends; Homegrown, Handmade
& Absolutely Wild; and Film & Literary.
• Pow Wow –May. An international trade show produced by the Travel Industry Association of America.
• Ontario Motorcoach Association –October. Met with 20 tour operators.
• National Tour Association (NTA) –November. Met with over 40 tour operators from the United States and Canada.
• Blue Ridge Parkway Familiarization Tour – April. The Division partnered with Virginia and Tennessee to host a nine-day
tour of the Blue Ridge Parkway with 30 AAA and CAA representatives from the United States and Canada.
• A domestic sales mission with industry partners from Asheville, Randolph County, Fayetteville and Johnston County
traveled to Pennsylvania and New Jersey, and called on 22 tour operator and AAA offices in the two states, resulting in
eight immediate new tours to North Carolina.
The North Carolina Calendar of Events
• Two editions of the Calendar of Events were published:
– 2005 July – December (56 pages)
– 2006 January – June (56 pages)
• The booklets highlighted over 1,800 different tourism-related
events across the state.
• The Division produced 275,000 copies of each edition
at a cost of $35,750 or $0.13 per copy.
NewsLink
• Emailed weekly to over 1,250 subscribers, this electronic
publication provided current information to the tourism
industry, legislators and the media.
• Timely information was provided on tourism-related
research, statewide and international trends, media
leads, updates on conferences and events plus other
items of interest to those in the tourism field. There was
no subscription charge for this eNewsletter and it was
available to anyone with a valid email address.
The UpdateNC Newsletter
• This six-page publication updated the North Carolina
travel industry, related businesses and lawmakers on
current Division initiatives, news and other relevant
information.
• The Division produced two editions of UpdateNC –
one on Tourism Satellite Accounting and one on
International Marketing. A total of 3,500 each were
printed and distributed.
Annual Report /Strategic Plan
• This publication informed North Carolina taxpayers,
state legislators, local governments and other tourism-related
entities of the Division’s activities throughout
the year, and the financial impact of tourism on the
North Carolina economy.
• Production of 2,500 copies of the Annual Report
at no cost to the state of North Carolina was made
possible through the Division’s partnership with
Loeffler Ketchum Mountjoy.
• Production and development of 2,500 2005-2006
Strategic Plans were distributed at Mid-Year Marketing
Update and throughout the year.
10
• In partnership with South Carolina, participated in a sales mission to the Los Angeles area, calling on 12 tour
operators and participating in two travel agent shows and one NTA luncheon.
• Hosted a familiarization tour during the U.S. Open in Pinehurst – 16 participants included tour operators from the
United States, United Kingdom, Germany and Canada. They visited Durham, Seagrove, Wilmington, Lexington,
Winston-Salem, and Alamance County, including visits to the Childress and Iron Gate wineries, in addition to
attending the U.S. Open.
CANADA
Canada provided North Carolina’s highest number of international visitors. Ease of access via direct air service
and highways, high disposable income, plus strengthening of the Canadian dollar contributed to tourism growth
from Canada.
In 2005, overnight visitation from Canada increased 15.6 percent from 342,600 visitors in 2004 to 396,200
visitors in 2005. Over 70 percent of those visitors came from the province of Ontario, with the majority of the
remaining 30 percent arriving from the province of Quebec.
• North Carolina has 11 daily flights from Canada offered by US Airways and Air Canada into the Charlotte and
Raleigh/Durham gateways.
• 73 percent of visitors arrive from Canada by car.
• 76 percent of Canadian visitors come for holidays, vacations or visiting friends and relatives.
• 13 percent of Canadian travelers come for business, meetings, conventions or other work-related travel.
Sales and Marketing Results
• 31 Canadian tour operators (both group tour and F.I.T.)
now feature one or more North Carolina trips in their
product offerings. This represents a 19 percent increase
over 2004.
• Attended five golf and travel consumer shows with
attendance totaling over 70,000.
• Participated in the Ontario Motorcoach Association’s
annual convention, meeting with 20tour operators.
• Organized and implemented five group and/or individual
familiarization trips.
• Media relations efforts generated over $697,474 in
broadcast and print media exposure.
Special Projects/Promotions
• A special National Post newspaper promotion across
Canada themed around Father’s Day and the U.S. Open
in Pinehurst generated $38,000 in PR value.
• A first-time Canadian Sales Mission to Montreal in
January included six industry partners from Randolph
County, Charlotte, Fayetteville, Johnston County,
Durham and the Cape Fear Coast. This group met with
15 tour operators and hosted a luncheon attended by
25 media and tour operators.
• In partnership with Travel South, the Division participated
in a sales mission to Toronto with over 70 tourism
industry participants. The event included a golf media
dinner, travel media luncheon, sales calls to area tour
operators, CAA training, and a consumer show attended
by more than 2,000 people.
GERMAN-SPEAKING EUROPE
• Above-average length of stay: Visitors from German-speaking Europe stayed an average of 15 nights in the United
States and approximately six nights in North Carolina (1.8 states were visited on average).
• Leisure and Business Travel: A high proportion of visitors from Germany indicated they had visited the Charlotte-
Gastonia-Rock Hill area (46 percent) as the most common Metropolitan Statistical Area (MSA), which demonstrates
the importance ofCharlotte as a business and leisure hub, as well as the importance of the Lufthansa (Munich) and
US Airways (Frankfurt) non-stop flights to Charlotte.
11
In 2005 the U.S. Office of Travel and Tourism
Industries reported a seven percent increase in
German visitors to the United States and a one
percent increase in United Kingdom visitors,
while ranking North Carolina 18th in the nation
for overseas visitors.
international marketing
Sales and Marketing Results
• Trade and Consumer Marketing: North Carolina was
featured in 65 tour operator brochures; an increase of
over 30 percent from 2004.
• Database: Developed a new North Carolina-specific
consumer database of approximately 200,000
addresses as a result of brand marketing campaigns.
• Participated in ITB and partnered with VisitUSA for
breakfast seminars, consumer shows, travel agent
on-line training and four consumer shows in German-speaking
Europe.
• Educationals/Familiarizations: Partnered with Lufthansa
and US Airways for VIP familiarizations to the U.S.
Open Championship in Pinehurst (eight trade and
media participants from German-speaking Europe).
• European Sales Mission: Mission to Germany,
Switzerland and Italy included tourism event in Zurich
and a media luncheon in Munich.
PR Results
• Five individual media familiarizations.
• 200 journalists were provided information on North
Carolina.
• Generated PR leads with a value of $2,737,516 and
a circulation of 34,996,848.
Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries
Overseas Visitors to Select
U.S. States & Territories 2005
2005 State/Territory 2005 2005
Rank Visitation Market Share Visitation
1. New York 28.1% 6,092,000
2. California 22.1% 4,791,000
3. Florida 20.2% 4,379,000
4. Hawaii 10.4% 2,255,000
5. Nevada 8.4% 1,821,000
6. Illinois 5.3% 1,149,000
7. Guam 5.2% 1,127,000
8. New Jersey 4.6% 997,000
9. Texas 4.4% 954,000
10. Massachusetts 4.0% 867,000
11. Georgia 3.0% 650,000
12. Pennsylvania 2.9% 629,000
13. Arizona 2.6% 564,000
14. Ohio 1.7% 369,000
14. Washington 1.7% 369,000
16. Michigan 1.5% 325,000
17. Colorado 1.4% 303,000
18. NORTH CAROLINA 1.3% 282,000
12
PR Results
• Four individual media familiarizations/one group golf
familiarization tour (four journalists /two film crews).
• 340 journalists were provided with information on
North Carolina including features, release distribution
and press packs.
• Generated PR leads with a value of $1,868,453 and a
total circulation of 67,672,834.
International Traffic on VisitNC.com
International traffic from the United Kingdom, Germany
and Canada supported on-going marketing efforts in
these countries.
2005 Traffic From Traffic From Traffic From
United Kingdom Germany Canada
Jan. 8,216 visits 1,664 visits 7,338 visits
Feb. 2,349 visits 1,653 visits 5,103 visits
Mar. 2,959 visits 2,113 visits 6,709 visits
Apr. 3,139 visits 2,400 visits 5,884 visits
May 3,545 visits 2,916 visits 8,197 visits
June 3,469 visits 2,727 visits 7,313 visits
July 2,573 visits 2,480 visits 4,613 visits
Aug. 2,608 visits 2,610 visits 4,335 visits
Sept. 2,610 visits 2,885 visits 3,817 visits
Oct. 2,299 visits 2,360 visits 3,566 visits
Nov. 2,872 visits 2,872 visits 4,982 visits
Dec. 3,149 visits 2,995 visits 7,143 visits
ENGLAND, NORTHERN IRELAND, SCOTLAND AND WALES
• 63.6 percent of these visitors stayed solely for leisure purposes, including visiting friends and family.
• While in the United States, our visitors from the United Kingdom took in 2.5 states, staying for six nights within
North Carolina and 14.5 nights on average.
Sales and Marketing Results
• U.S. Tourism Campaign: North Carolina was one of
the key sponsors of the U.S. Department of Commerce
visitor campaign that targeted potential United
Kingdom visitors to the U.S. The campaign ran under
the theme “You’ve Seen The Film, Now Visit The Set.”
• The Clearing Film Promotion: With the DVD release of
The Clearing, an integrated promotion highlighted
North Carolina as the location of the film and included
joint activity with US Airways, Travelbag and Alamo.
• North Carolina Sales Mission: North Carolina
Department of Commerce and the Division of Tourism,
Film and Sports Development hosted a sales mission
in London (April), inviting key suppliers and potential
business partners of the state. Held at Deans Church,
Westminster Abbey, the event was attended by 76
business partners, 28 being travel-related.
• Educationals/Familiarizations:
— Partnered with US Airways and American Airlines
in hosting VIP familiarizations to the U.S. Open
in Pinehurst (nine tour operators and media
participants).
— In partnership with US Airways, a group from
SATO Travel was hosted in Charlotte to promote
the city as a weekend/stopover destination (eight
agents participated).
• Participated in World Travel Market (London) where
North Carolina partnered with the private sector in
meeting key trade suppliers and media. Events were
also held for targeted tour operators/journalists.
Grants awarded include:
• Alexander County Chamber of Commerce. A $3,000
grant to support production of the chamber’s first
tourism brochure and website.
• Ashe County Chamber of Commerce. A $3,000
grant to fund “High Country Back Roads,” a regional
tourism multimedia marketing effort.
• Audubon North Carolina (statewide). A $3,000 grant
to support the marketing plan for the North Carolina
Birding Trail program.
• Boone Convention and Visitor’s Bureau (Watauga
County). A $3,000 grant to help promote the “Choose
and Cut” Christmas tree program.
• Caldwell County Chamber of Commerce. A $6,300
grant to be used to develop a visitor’s guide promoting
the area’s heritage and cultural assets.
• Carolina Arts Network Inc. (Robeson County). A $6,300
grant to support the advertising and promotion for the
outdoor drama Strike at the Wind!
• Chowan County Tourism Development Authority.
A $3,000 grant to be used to develop a guide map
supporting Edenton’s designation as “The South’s
Prettiest Town.”
• Davidson County.A$3,000 grant to be used to launch
awebsite that coordinates the tourism marketing efforts
of the county’s municipalities.
• Dismal Swamp Canal Welcome Center (Camden
County). A $3,000 grant to fund a print advertising
campaign promoting ecotourism, specifically the
birding opportunities at the center.
• East Carolina Wildfowl Guild (Beaufort County).
A $3,500 grant to support a marketing plan for the
North Carolina DecoyCarving Championship and
Wildfowl Festival.
13
The Division continues efforts to develop tourism across the state, particularly in rural, less advantaged areas.
The Tourism Matching Funds Program awarded nearly $130,000 in matching funds grants to 29 organizations. Each
year the Division typically sets aside matching grant funds to assist statewide, regional and local destination marketing
organizations and some governmental entities in marketing their areas as travel destinations. The program favors
projects from rural and/or economically depressed areas of the state.
tourism matching grants
• Graham County Travel & Tourism Authority. A $6,300
grant to promote new whitewater opportunities on the
Cheoah River.
• Halifax County Tourism Development Authority.
A $6,300 grant to support the development of a
marketing plan for the new Roanoke Canal Museum.
• Lumberton Tourism Development Authority (Robeson
County). A $6,300 grant to be used to promote the
area via targeted trade shows.
• McDowell County Tourism Development Authority.
A $6,000 grant to fund a targeted advertising
campaign on cable television.
• Greater Mount Airy Tourism Development Authority
(Surry County). A $3,000 grant to be used for targeted
advertising in AAA Go magazine.
• Murfreesboro Historical Association (Hertford County).
A $6,300 grant to be used for television advertising
promoting area heritage sites and events.
• Ocracoke Civic & Business Association Inc. (Hyde
County). A $4,000 grant to fund a targeted Internet
advertising campaign.
• Ocracoke Preservation Society Inc. (Hyde County).
A $4,300 grant to fund advertising in Southern Living
magazine.
• Partnership for the Sounds & Tyrrell County
Ecotourism Committee (Tyrrell County). A $6,000
grant to support a marketing plan promoting the
Albemarle Sound as an ecotourism destination.
• Roanoke River Partners (Bertie, Halifax, Martin,
Northampton and Washington counties). A $5,000
grant to fund print and Internet advertising promoting
the Roanoke River as an ecotourism destination.
14
heritage tourism
Assisted Communities in 59 counties.
Fundraising at the Local Level
• Wrote or assisted with over 46 applications for local organizations that to date have leveraged over $920,000 in
grant funds with other monies pending.
• Raised over $125,000 with fundraising and corporate sponsorships.
North Carolina Civil War Trails
The Division, in partnership with the North Carolina Department of Transportation and North Carolina Department of
Cultural Resources, utilized funding from a $1.1 million federal transportation enhancements grant to develop, design,
fabricate and install interpretive markers at campaign sites and corridors of the Civil War. The grant leveraged a match
of $275,000 from the local communities who joined the program.
• Held the official launch of the trail and introduced the first of two collateral pieces on March 14, 2005, at Bentonville
Battleground to coincide with the week of the 145th anniversary of the Battle of Bentonville.
• The trail expanded to over 100 markers by the end of 2005.
• Began the push to expand trail into western North Carolina and implement the creation of the second brochure.
• Continued to add sites in the piedmont and coast regions.
• Rockingham County Tourism Development Authority.
A $6,000 grant to be used to develop a website
appealing to outdoor enthusiasts.
• Town of Scotland Neck (Halifax County). A $5,800
grant to fund billboard and print media advertising that
promotes the town as an “Outdoor Paradise.”
• Southern Appalachian Repertory Theatre (Madison
County). A $2,400 grant to promote the upcoming
theater season to targeted out-of-state markets.
• Spruce Pine Main Street (Mitchell County). A $4,500
grant to fund multimedia advertising to promote a new
cultural event, Fire on the Mountain.
• Stecoah Valley Center (Graham County). A $5,900
grant to be used to promote the center’s heritage
music events.
• Vance County Tourism Department. A $6,000 grant
to fund television advertising on ESPN2 for the East
Coast Drag Times Hall of Fame annual event.
• Wilkes Chamber of Commerce (Wilkes County). A
$2,800 grant to be used to create new print materials
emphasizing the area’s history and natural scenic beauty.
• Yadkin Pee Dee Lake Project (Anson, Davidson,
Montgomery, Randolph, Richmond, Rowan and Stanly
counties). A $3,000 grant to be used to develop a
marketing piece for the SPLASH! canoe and kayak event.
• Yadkin County Chamber of Commerce. A $3,000
grant to fund targeted in- and out-of-state print media
promoting the county’s agritourism program.
2005 Highlights
• Worked with sports organizations, event owners, sports sales managers and sports commissions statewide to
enhanceNorth Carolina’s economy, image and quality of life through the attraction, promotion and development
of regional, national and international sports-related events.
• Partnered with North Carolina Amateur Sports and North Carolina Senior Games to coordinate statewide sports-related
events such as Cycle North Carolina, State Games of North Carolina and Senior Games.
• Provided companies considering relocation to North Carolina with research information on the number of golf
courses, professional sports and recreational sports activities in North Carolina.
• Provided contact information for sports organizations, motorsports teams and professional sports teams in
North Carolina.
• Updated and expanded the online list of sports-related events and sports organizations in North Carolina.
• Updated the online North Carolina Athletic Facility Guide and produced copies distributed to various event owners,
national governing bodies and at trade shows.
• Coordinated a cooperative effort with sports sales managers from 12 North Carolina communities to market
North Carolina as a premier sporting event destination at the following trade shows: TEAMS (Travel, Events And
Management in Sports), Amateur Athletic Union (AAU), United States Sports Specialty Association (USSSA) and
the USA Track & Field Convention.
Blue Ridge National Heritage Area (BRNHA)
Created by congressional legislation, the BRNHA is supported through a partnership with the Division, who provides five
Heritage Tourism Officers to coordinate planning for the 25 counties in the designated region.
• After completing the federally-mandated county development plans for each county, the Heritage Officers have begun
assisting with implementation of the county initiatives.
• Part of the program includes federal monies designated for community grants. The BRNHA awarded over $330,000
in grants to 20 recipients.
Community Development
• The Division supported efforts of the North Carolina Department of Agriculture and Consumer Services Agritourism
program to form an Agritourism Networking Association and to promote agritourism businesses across the state.
• The Division staff continues to work closely with the state’s wine industry. Yadkin Valley winegrowers benefited from a
Golden Leaf Foundation grant to promote visitation to their region and raise recognition of their wineries and vineyards.
Geotourism Map Guide to Appalachia
• 45 sites in North Carolina were featured in a geotourism map guide produced collaboratively through the National
Geographic Society and the Appalachian Regional Commission’s Tourism Council. The printed map was inserted in
the April 2005 issue of National Geographic Traveler magazine and delivered to more than 900,000 subscribers
nationwide.
15
sports development
16
2005 Highlights
In 2005, the North Carolina Wine & Grape Council
was transferred from the North Carolina Department
of Agriculture to the Division of Tourism, Film and Sports
Development. The Council’s budget was increased to
$500,000, allowing them to expand their communications
program to better reach the wine tourist.
• Increased focus of wine tourism development.
• Increased sales of North Carolina wines.
• Raised awareness of North Carolina wines through
familiarization tours and teaming with other wine
community partners such as the North Carolina
Bed & Breakfast Association.
• Implemented a statewide billboard campaign.
• Placed advertising in Southern Living and the
Official 2006 North Carolina Travel Guide.
• Created new consumer and industry newsletters.
• Increased public relations efforts.
wine tourism
Movie, television and commercial productions spent $300 million in North Carolina in 2005, an
increase of 21.6 percent from 2004, and contributed an estimated 22,000 production-related jobs
for North Carolinians.
• Spending on film rose to $33 million in 2005 from $9.2 million in 2004. Television spending jumped to $75 million from
$45 million, and commercial (and other miscellaneous production) spending rose to $192 million from $180 million.
• Among the notable film projects the state hosted in 2005 were Home of The Giants and Talladega Nights: The Ballad
of Ricky Bobby.
north carolina film
• Attended meetings with sports organizations and sports-related events throughout North Carolina to coordinate
efforts to retain and increase sports-related expenditures in North Carolina.
• Provided national governing bodies of the United States Olympic Committee with information about athletic venues
inNorth Carolina capable of hosting regional and national championship events that will generate travel business
to North Carolina.
• Partnered with the NCAS Endowment Fund to award 18 grants to amateur sports organizations and facilities
throughout North Carolina. Athletic facility enhancements will increase North Carolina’s opportunities to bring
sports-related events to the state.
• Compiled economic impact statistics for sports-related events held in North Carolina.
Wine Billboard
ALAMANCE 119.85 7.9% 21.28 1.27 7.11 2.23
ALEXANDER 15.04 7.4% 2.42 0.12 0.84 0.67
ALLEGHANY 16.82 9.7% 3.43 0.18 0.84 1.18
ANSON 12.65 10.7% 1.77 0.11 0.74 0.33
ASHE 34.78 5.3% 5.79 0.36 1.84 2.01
AVERY 82.81 1.2% 21.91 1.27 4.37 3.83
BEAUFORT 58.08 12.0% 8.55 0.46 2.98 3.71
BERTIE 9.66 7.9% 1.12 0.05 0.54 0.58
BLADEN 28.20 8.7% 3.48 0.20 1.68 0.87
BRUNSWICK 336.55 7.8% 72.50 4.81 16.44 22.07
BUNCOMBE 585.01 9.1% 147.43 8.71 30.95 18.91
BURKE 65.35 5.2% 10.89 0.66 3.66 2.04
CABARRUS 222.22 10.9% 57.55 3.19 13.18 3.71
CALDWELL 40.67 6.9% 6.87 0.37 2.23 1.36
CAMDEN 1.53 6.0% 0.19 0.01 0.08 0.14
CARTERET 246.35 4.7% 50.64 3.27 11.67 16.04
CASWELL 5.71 5.8% 0.67 0.04 0.28 0.43
CATAWBA 190.94 7.3% 39.40 2.33 10.60 6.20
CHATHAM 20.88 12.4% 2.89 0.16 1.25 0.40
CHEROKEE 31.04 -3.4% 5.47 0.34 1.54 1.97
CHOWAN 16.61 8.6% 2.81 0.17 0.83 1.11
CLAY 10.92 8.9% 1.36 0.07 0.47 1.28
CLEVELAND 77.60 11.0% 12.58 0.71 4.61 1.44
COLUMBUS 39.08 3.7% 5.31 0.30 2.26 1.15
CRAVEN 87.42 9.7% 19.40 1.01 4.83 2.05
CUMBERLAND 328.09 4.1% 72.34 4.01 18.07 7.29
CURRITUCK 109.45 9.8% 23.34 1.56 4.94 5.44
DARE 646.08 4.8% 152.57 10.75 32.59 31.06
DAVIDSON 104.97 8.4% 17.26 0.96 5.94 3.63
DAVIE 25.84 9.2% 5.19 0.27 1.46 0.49
DUPLIN 31.88 4.8% 4.18 0.23 1.87 1.00
DURHAM 467.86 6.3% 108.99 7.19 25.98 14.37
EDGECOMBE 44.25 11.7% 6.91 0.39 2.46 0.81
FORSYTH 520.01 7.4% 100.83 5.82 30.95 10.33
FRANKLIN 14.82 8.9% 1.96 0.11 0.84 0.39
GASTON 163.01 7.3% 29.13 1.71 9.45 2.89
GATES 4.88 8.9% 0.48 0.02 0.30 0.20
GRAHAM 22.42 13.4% 4.46 0.30 1.10 1.56
GRANVILLE 33.22 11.3% 4.75 0.29 1.94 0.99
GREENE 4.20 7.7% 0.47 0.03 0.24 0.15
GUILFORD 948.68 6.5% 264.11 12.88 50.38 23.16
HALIFAX 55.83 7.1% 7.85 0.45 3.43 1.30
HARNETT 51.58 7.0% 8.44 0.51 2.91 1.24
HAYWOOD 103.46 5.9% 22.98 1.40 5.50 4.48
HENDERSON 181.79 4.9% 37.18 2.13 8.52 8.56
HERTFORD 22.14 6.9% 3.25 0.19 1.31 0.58
HOKE 7.16 7.2% 1.00 0.07 0.41 0.12
HYDE 27.49 7.6% 6.02 0.42 1.36 1.55
IREDELL 155.64 9.4% 28.19 1.67 8.79 5.13
JACKSON 61.71 10.8% 11.63 0.67 2.92 5.09
JOHNSTON 145.63 8.3% 25.29 1.57 8.29 3.93
JONES 3.09 8.7% 0.48 0.02 0.19 0.10
LEE 52.61 5.8% 10.62 0.62 3.05 1.08
LENOIR 63.67 6.3% 12.15 0.65 3.57 1.32
LINCOLN 34.82 6.4% 6.40 0.34 1.95 1.10
MACON 102.52 11.1% 20.42 1.13 4.85 8.73
MADISON 24.72 16.6% 5.48 0.31 1.32 1.20
MARTIN 24.30 7.2% 4.12 0.25 1.35 0.65
MCDOWELL 34.02 -0.4% 5.81 0.36 1.82 1.32
MECKLENBURG 2,928.57 8.9% 1,134.54 39.63 142.70 78.95
MITCHELL 17.60 4.6% 3.06 0.18 0.80 0.80
MONTGOMERY 18.73 10.9% 2.15 0.10 0.90 1.84
MOORE 326.05 7.3% 84.48 5.50 17.47 10.44
NASH 178.55 2.9% 39.83 2.65 9.65 5.04
NEW HANOVER 350.42 7.3% 88.70 5.26 17.83 13.85
NORTHAMPTON 10.99 9.9% 1.45 0.06 0.50 0.98
ONSLOW 137.64 10.7% 29.50 1.52 7.36 5.06
ORANGE 127.20 6.9% 26.83 1.70 7.27 2.71
PAMLICO 13.15 9.3% 1.78 0.08 0.57 1.55
PASQUOTANK 40.90 6.9% 7.17 0.46 2.31 0.98
PENDER 61.00 5.7% 11.79 0.72 2.91 4.39
PERQUIMANS 7.83 5.1% 1.08 0.05 0.34 0.93
PERSON 24.73 5.4% 3.52 0.21 1.45 0.59
PITT 157.40 5.9% 34.51 2.00 8.37 3.72
POLK 16.66 7.4% 2.74 0.17 0.88 1.01
RANDOLPH 91.73 3.5% 16.29 0.91 5.55 1.53
RICHMOND 38.95 7.1% 7.94 0.47 2.13 0.78
ROBESON 97.78 5.8% 16.67 1.07 5.68 1.88
ROCKINGHAM 53.96 8.3% 9.76 0.58 2.92 1.38
ROWAN 103.61 5.3% 19.43 1.18 5.65 3.45
RUTHERFORD 118.23 10.8% 19.29 1.20 7.10 3.75
SAMPSON 37.64 6.7% 5.56 0.30 2.12 1.28
SCOTLAND 31.18 4.4% 5.83 0.37 1.75 0.58
STANLY 57.03 6.5% 8.63 0.50 3.33 1.83
STOKES 17.72 5.1% 2.57 0.14 0.92 0.74
SURRY 71.47 7.7% 11.86 0.68 4.04 1.63
SWAIN 222.01 4.0% 72.27 3.33 13.61 4.99
TRANSYLVANIA 69.94 8.4% 14.50 0.82 2.85 3.38
TYRRELL 3.35 6.4% 0.37 0.02 0.16 0.34
UNION 74.77 8.6% 13.32 0.80 4.27 1.44
VANCE 37.39 7.9% 5.85 0.32 2.21 1.19
WAKE 1,218.86 7.7% 435.25 17.29 60.35 35.18
WARREN 17.87 0.5% 2.48 0.12 0.68 1.63
WASHINGTON 11.09 6.4% 1.67 0.10 0.62 0.50
WATAUGA 164.08 3.1% 40.66 2.50 8.57 6.77
WAYNE 101.78 -1.4% 15.62 0.91 6.30 1.66
WILKES 53.25 5.6% 8.86 0.53 2.67 1.27
WILSON 75.44 7.1% 12.91 0.77 4.47 1.53
YADKIN 28.19 5.0% 5.50 0.37 1.55 0.74
YANCEY 23.57 6.8% 4.51 0.23 1.11 1.78
TOTALS $14,215.91 7.3% $3,750.70 185.22 $747.70 $461.03
2005 IMPACT OF TRAVEL BY COUNTY
County Expenditures Expenditures Payroll Employment State Tax Local Tax
($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts
(04-05) ($ Millions) ($ Millions)
County Expenditures Expenditures Payroll Employment State Tax Local Tax
($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts
(04-05) ($ Millions) ($ Millions)
Source: TEIM, Travel Industry Association, 2006
North Carolina Department of Commerce
Division of Tourism, Film and Sports Development
Shipping: 301 North Wilmington Street, Raleigh, NC 27601
Mailing: 4324 Mail Service Center, Raleigh, NC 27699-4324
Phone: 919-733-4171 Fax: 919-733-8582
v i s i t n c . c o m
n c c o m m e r c e . c o m
© 2006 N.C. Department of Commerce, Division of Tourism, Film and Sports Development
1,500 copies of this document were printed at no cost to the state of North Carolina.