Published on August 21, 2025
By: Tuhin Sarkar
Raleigh joins New York City, Las Vegas, Chicago, and Greater Miami in boosting sports tourism with new recreations and events, attracting US and Canada tourists. The new update is here, and it shows how Raleigh has reached a turning point in its visitor economy. The city has already broken records with nearly 19 million visitors in 2024 and $3.4 billion in tourism spending. That success placed Raleigh in the same league as the biggest US destinations.
Raleigh adds New York City, Las Vegas, Chicago, and Greater Miami in showing how sports tourism can transform cities. New recreations, events, and attractions are making travel to Raleigh more appealing than ever. Sports tourism has become a driver of growth, and Raleigh is embracing the momentum. Its hotels are thriving, its cultural venues are expanding, and its calendar is full of events that draw visitors from across the United States and Canada.
Raleigh links New York City, Las Vegas, Chicago, and Greater Miami in making September 2025 a showcase for sports tourism. US Labour Day Weekend brings the African American Cultural Festival, NC State football, and family concerts. The Hopscotch Music Festival, arena shows, and hockey preseason games follow. Each event fills hotels, restaurants, and public spaces. The new update in US tourism Industry is here, and it proves Raleigh is no longer a secondary destination. It is a competitor on the national stage, a city ready to welcome international travellers with sports, culture, and recreation.
Raleigh has become one of the most dynamic travel destinations in the United States. Wake County welcomed nearly 19 million visitors in 2024. This was a new record, showing a 2.7% rise from the year before. Visitor spending reached $3.4 billion, another all-time high, and tax collections generated more than $320 million. This meant each household in the county saved about $720 in taxes thanks to tourism.
These figures prove the scale of Raleigh’s travel economy. The city is not just attracting more visitors, but it is also capturing higher spending. Food and beverage sales made up almost a third of the total. Hotels generated a quarter, with room demand and prices continuing to rise. Raleigh outperformed both the state and national averages for hotel occupancy. At 69.7%, its occupancy rate was far stronger than North Carolina’s 62.7% and the US average of 63%.
Tourism in Raleigh is not just about visitors. It powers thousands of jobs. In 2024, over 26,000 people worked in the county’s hospitality sector. Together they earned nearly $920 million in wages. This is a lifeline for local families and small businesses. Tourism accounts for one in every 24 jobs in the county.
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Events play a big role in this success. In 2024, Raleigh hosted more than 425 meetings, sporting events, and conventions. These drew over 665,000 attendees. The Greater Raleigh Sports Alliance alone has already booked nearly 500 future events, worth an expected $220 million in visitor spending. This shows how events create not just short bursts of activity but also long-term pipelines of growth.
Raleigh is undergoing a wave of hotel investment. The city’s hotel sector is expanding to match rising demand from visitors. Several properties now stand out as anchors of the tourism experience.
The AC Hotel Raleigh Downtown offers stylish rooms and the Willard rooftop lounge with skyline views. The Longleaf Hotel has reinvented a mid-century motor lodge into a modern boutique space. Heights House Hotel has restored an 1858 Italianate mansion into a luxury nine-room property. The StateView Hotel on NC State University’s Centennial Campus blends business and leisure with lake views, a pool, and event space.
The most ambitious project is the forthcoming Omni Raleigh, a 550-room convention hotel. This will add large-scale meeting space, a rooftop pool, and luxury amenities, reinforcing downtown’s convention district. Together with the expansion of the Raleigh Convention Center, it will transform the city’s ability to host national and international events.
Raleigh’s attractions are central to its identity as a visitor hub. The North Carolina Museum of Art is a world-class institution, offering major exhibitions and a 164-acre museum park. The North Carolina Museum of Natural Sciences is another jewel, drawing families with interactive science exhibits. Both museums are free, making them accessible to everyone.
Dorothea Dix Park is becoming a cultural landmark. Its 308 acres of rolling meadows and city views are home to events and installations. In 2025, the opening of Gipson Play Plaza will make it even more family-friendly, with giant swings, slides, fountains, and gardens. Pullen Park, one of the oldest public parks in the country, continues to charm visitors with its carousel, train rides, and paddle boats.
Nature also plays a role. JC Raulston Arboretum offers botanic collections and seasonal displays. William B. Umstead State Park, just outside the city, gives visitors hiking, camping, and lakeside activities. The State Capitol, a Greek Revival landmark, adds historic depth to downtown itineraries.
Raleigh is gaining global attention for its food scene. In 2025, the MICHELIN Guide will launch its first edition for the American South. North Carolina is included, and Raleigh is a prime candidate for recognition. Inspectors have already been active in the region. If restaurants in the city secure stars or Bib Gourmand awards, Raleigh’s reputation will soar.
Food and beverage already account for nearly a billion dollars of visitor spending each year. A MICHELIN spotlight will attract international travellers who seek fine dining. This could place Raleigh alongside destinations like New York, Washington, and Chicago as a culinary capital in the United States.
Several infrastructure projects will shape Raleigh’s tourism future. The $387.5 million expansion of the Raleigh Convention Center is already underway. The Red Hat Amphitheater is being relocated to South Street, with a new venue expected to open in 2026. This will give Raleigh larger and more modern facilities for concerts and conventions.
The Omni Raleigh hotel, set to rise near the Convention Center, will anchor the hospitality district. These investments will allow the city to compete for bigger conventions, attract more performers, and support year-round demand. Combined with improvements at Dix Park and expanded cultural programming, Raleigh is positioning itself for sustained growth.
American Labour Day Weekend in 2025 will highlight Raleigh’s new status as a tourism powerhouse. Several major events will converge during this period, ensuring strong visitor demand.
The African American Cultural Festival will run downtown on 30 and 31 August. Free and open to the public, it will feature art, music, food, and markets along Fayetteville Street and City Plaza. This event draws thousands each year and has become a cornerstone of Raleigh’s cultural calendar.
Sports will add another dimension. On 28 August, NC State Football will host East Carolina at Carter-Finley Stadium. Though this game takes place just before the weekend, it will bring thousands of fans into the city and boost hotel demand. The Lenovo Center (formerly PNC Arena) will host a family-friendly Disney Descendants and Zombies concert on 31 August, attracting both locals and regional visitors.
Together, these events will fill hotels, restaurants, and entertainment venues. Visitors will find Raleigh buzzing with activity, from music and culture downtown to sports and family shows in the arena district.
The excitement will not end with Labour Day. The Hopscotch Music Festival will run from 4 to 6 September. It will feature acts like My Morning Jacket, Sparks, Earl Sweatshirt, and Godspeed You! Black Emperor. Downtown stages and clubs will be alive with music, filling hotels for several nights.
The Lenovo Center will also host major concerts in September, including Nine Inch Nails, Kali Uchis, and Benson Boone. The Carolina Hurricanes will return for preseason games later in the month. Each event brings its own wave of visitors, ensuring the city stays busy throughout the month.
Raleigh’s story is one of steady, smart growth. It is not a traditional tourist hotspot like New York or Orlando. Instead, it has built its brand on authenticity, culture, education, and community. The city has leveraged its museums, universities, and green spaces to attract families, business travellers, and event-goers.
What sets Raleigh apart now is its ability to combine record-breaking tourism performance with future-ready investments. From the Convention Center expansion to MICHELIN recognition, the city is building a platform for global visibility. The success of events like the African American Cultural Festival and Hopscotch Festival shows that Raleigh’s cultural scene can draw international attention.
Raleigh has reached a turning point. Its visitor economy has shattered records, its hotels are thriving, and its cultural institutions are expanding. With nearly 19 million visitors and $3.4 billion in spending in 2024, the city has proven its appeal. Now, with America Labour Day Weekend 2025 and a packed September calendar, Raleigh is showing that it can compete with the biggest US destinations.
The city’s future rests on keeping this balance—embracing growth while preserving the qualities that make it unique. Raleigh’s parks, museums, and food culture are authentic assets. Its investment in hotels and events will support sustainable tourism. With MICHELIN stars, new convention facilities, and signature festivals, Raleigh is ready for the next stage of its journey.
In the years ahead, Raleigh will not only remain a leader in North Carolina. It will become one of the most recognised mid-sized cities in the global travel market.
Tourism across the United States has shown remarkable strength in 2024. Visitors returned in record numbers, helping cities break historic benchmarks. Major destinations such as New York, Orlando, Las Vegas, Chicago, Miami, and Seattle have all posted new highs for arrivals and spending. At the same time, smaller cities have benefited from the overflow of events, meetings, and conventions.
The numbers show how sports and events are powering this growth. From tennis championships to cultural festivals, America has turned its calendar into a magnet for global travellers. Labour Day weekend in 2025, which falls between 30 August and 1 September, is set to be a turning point. Sports and festivals align to draw millions of people, making this one of the most exciting weekends for the US tourism economy in recent years.
New York City remains the headline leader of US tourism. In 2024, the city welcomed over 64 million visitors, almost back to pre-pandemic highs. The strength of its attractions, from the Statue of Liberty to Times Square, is well known. But what drives September 2025 is sport and theatre.
The US Open Tennis Championships take place in Queens between 24 August and 7 September. This world-famous tournament attracts more than 800,000 fans each year. Beyond the stadiums, it generates over $1 billion in economic impact for the city. Hotels in Manhattan and Queens see packed bookings, while restaurants and shops benefit from the influx of international guests.
Broadway is also stepping into the spotlight. On 7 September, Times Square will host a free concert with 23 shows performing live. This event, paired with Broadway Week promotions, is expected to fill theatres and boost dining, shopping, and accommodation demand.
Orlando is America’s most visited city, with over 75 million tourists recorded in 2024. While theme parks remain the biggest draw, conventions are now matching their power. The Orange County Convention Center hosted more than 1.7 million attendees across 172 events in 2024, setting new records.
Orlando continues to show why it is a powerhouse for leisure and business. In September 2025, the city expects strong numbers as families take last summer holidays and business travellers attend trade shows. With theme parks like Disney World and Universal Studios, combined with world-class meeting facilities, Orlando has achieved a balance few cities can match.
Las Vegas welcomed nearly 42 million visitors in 2024, with hotel occupancy at 83% and room rates hitting record highs. The city thrives on conventions, casino resorts, and entertainment. In 2025, however, the summer showed signs of visitor softness, especially from international travellers. But September offers a recovery path.
NFL football, potential WNBA playoffs, and high-profile conventions provide stability. Las Vegas has built a tourism strategy around constant programming, ensuring that when one segment dips, another rises. With major arenas and new investments in sports facilities, the city is aiming to keep its visitor numbers on track despite global challenges.
Chicago has emerged as one of America’s festival capitals. The city recorded over 55 million visitors in 2024, up more than six per cent from the year before. September 2025 will test its ability to maintain momentum.
The Chicago Jazz Festival takes place between 28 and 31 August at Millennium Park, attracting global audiences for free concerts. At the same time, the North Coast Music Festival runs from 29 to 31 August in suburban Bridgeview, offering an electronic music line-up. These events create a two-track strategy: free cultural experiences downtown and ticketed concerts outside the city centre.
Chicago has also invested in its hospitality industry. Hotels are expecting full rooms for Labour Day weekend, while restaurants anticipate record sales. By blending high culture with modern music, Chicago is drawing visitors across age groups and interests.
Miami-Dade achieved its best year ever in 2024, with more than 28 million visitors. Beaches, nightlife, art, and sport make the city a magnet for domestic and international tourists. September is a shoulder season, but the city still expects heavy demand from football, concerts, and cultural events.
Miami is also benefiting from the strength of international travel. Airlines are expanding connections to Latin America and Europe, feeding more visitors into the city. With luxury hotels, expanding cruise terminals, and a thriving arts scene, Miami is pushing beyond its image as only a beach destination. Its all-time-high arrivals prove that diversification is paying off.
Seattle has grown its reputation as a dual tourism hub: cruises to Alaska and festivals downtown. In 2024, King County welcomed about 40 million visitors who spent nearly $9 billion. September 2025 promises another bumper period.
The Bumbershoot festival returns on 30 and 31 August at Seattle Center, offering music, art, and food experiences. The event aligns with peak Alaska cruise departures, which turn the Port of Seattle into one of the busiest in the country. This combination brings tourists downtown before and after their voyages. Hotels near the waterfront and Seattle Center expect near-full occupancy.
Seattle’s strength lies in blending natural beauty with cultural energy. From Mount Rainier views to cutting-edge tech hubs, the city is both modern and traditional. Events like Bumbershoot ensure that visitors leave with a sense of community spirit as well as entertainment.
Atlanta is set for one of its busiest Labour Day weekends in years. Dragon Con, a huge pop culture convention, runs from 28 August to 1 September. It brings costumed fans, industry professionals, and families to downtown venues. The event has generated as much as $80 million in past years, making it one of the city’s top tourism drivers.
Sports add another layer. The Aflac Kickoff Games at Mercedes-Benz Stadium feature Tennessee versus Syracuse on 30 August and Virginia Tech against South Carolina on 31 August. These college football openers will fill hotels and restaurants across the city. With two massive attractions overlapping, Atlanta is poised for record-breaking demand.
Philadelphia attracted more than 1.2 million international visitors in 2024, making overseas travellers a key revenue source. Boston also reported record passenger throughput at Logan Airport in 2024, but 2025 has seen a dip in Canadian arrivals.
Both cities continue to rely on a mix of business travel, university events, and sports. Over Labour Day weekend, domestic demand is expected to compensate for softer international inflows. Museums, historical sites, and sporting events ensure steady tourism revenue. For both destinations, air connectivity remains central to growth.
September 2025 is shaping up as a tourism test for the United States. Sports, music festivals, and cultural events combine with a holiday weekend to create one of the year’s busiest travel windows. Airlines, airports, and hotels are preparing for record passenger numbers. AAA forecasts show Seattle, Orlando, and New York as top domestic destinations, while TSA is bracing for near-historic screening volumes.
Hotels nationally may face slower growth in 2025 compared with 2024, but cities hosting major events will buck the trend. Labour Day weekend highlights how tourism now depends as much on the calendar as on attractions. Events create urgency, drive bookings, and spread benefits across local economies.
Sports and cultural events in USA have become the backbone of tourism strategies across the US. They provide predictable peaks in demand, attract diverse audiences, and generate international coverage. The US Open in New York, Dragon Con in Atlanta, and Bumbershoot in Seattle show how events can transform entire weekends into economic engines.
Tourism authorities are now investing heavily in event infrastructure. New hotels, upgraded convention centres, and improved transport systems are being rolled out to handle rising demand. The competition between cities is not just about landmarks but about who can host the best events and manage the largest crowds.
The story of US tourism in 2024 and 2025 is one of resilience and reinvention. US Cities are not only breaking records but also reshaping their strategies around sports and events. From the tennis courts of New York to the jazz stages of Chicago, from Orlando’s conventions to Miami’s beaches, travellers are rediscovering America through experiences.
US Labour Day weekend in 2025 will stand as a symbol of this transformation. Millions of people will pack airports, fill hotels, and energise local economies. For destinations, it is both a challenge and an opportunity. The challenge is managing the surge without overwhelming infrastructure. The opportunity is to showcase what makes each city unique.
As the United States moves forward, sports and events will remain the secret weapon of its tourism industry. They bring energy, diversity, and global attention. They turn weekends into festivals. And they ensure that American cities remain among the most visited destinations in the world.
Wake County achieved a historic milestone in 2024 as tourism surged past all previous records. Nearly 19 million visitors travelled to the Triangle region, marking a 2.7% rise compared to 2023. Their collective spending reached $3.4 billion, an impressive 5.1% increase year-on-year. These numbers not only broke records but also highlighted Raleigh’s position as one of the most dynamic and resilient tourism economies in the United States.
The data illustrates how both leisure travellers and business visitors are driving unprecedented growth. Sporting events, conventions, and cultural experiences brought millions to the region. For Wake County, the impact goes beyond numbers. Tourism supported more than 26,000 jobs in 2024, creating a payroll of $920 million. This performance underlines the critical role that visitor spending plays in keeping small businesses alive and ensuring that communities thrive.
Hotel performance in Wake County has become a bright spot in the wider travel economy. In 2024, hotel occupancy reached 69.7%, a 1.8% improvement on the previous year. This rate significantly outpaced both the state average of 62.7% and the national average of 63%. For Raleigh’s hotels, this momentum reflects stronger demand, robust event scheduling, and the region’s ability to attract visitors year-round.
Developments like the Raleigh Convention Center expansion and construction of the new Omni Hotel are helping the hospitality industry keep pace with demand. These projects not only bring more capacity but also elevate the visitor experience. Occupancy levels show travellers are choosing Raleigh over other destinations, reinforcing its competitive edge. Hotels, restaurants, and entertainment venues are benefiting directly, while higher tax collections provide resources for local investment.
Visitor spending reached $3.4 billion in 2024, reshaping Wake County’s economic landscape. Food and beverage accounted for $967 million, or 29% of the total. Lodging followed closely with $850 million, representing 25% of the spending. The rest flowed into retail, transportation, attractions, and services, spreading benefits across the county.
This spending also generated $321 million in state and local tax revenues. For Wake County households, that means an annual tax saving of $720 per family. These savings demonstrate how tourism investment directly reduces pressure on residents while creating more opportunities for community development. Strong visitor demand is now embedded as a pillar of the county’s financial health.
Tourism and hospitality supported 26,261 jobs in 2024, with a payroll of $920 million. Employment in this sector rose by 1.8% compared with 2023. However, it remains just short of pre-pandemic levels, showing that while recovery has been robust, there is still ground to cover.
The fact that one in every 24 Wake County jobs is now supported by tourism underscores the sector’s importance. From hotels and restaurants to entertainment venues and event services, jobs created by visitors ensure the survival of small businesses. These roles form the foundation of Raleigh’s ability to host global events while maintaining strong local traditions. For many workers, the return of visitors has meant stability, opportunity, and resilience.
Wake County is investing heavily to enhance its tourism appeal. The Raleigh Convention Center expansion will strengthen the city’s role in meetings and events. The groundbreaking of the Omni Hotel will provide much-needed accommodation capacity and premium services. Lenovo Center enhancements showcase the region’s technology leadership, while the Gipson Play Plaza adds family-friendly attractions.
Another milestone is the introduction of the MICHELIN Guide: American South, which will elevate the culinary reputation of Raleigh and surrounding areas. This recognition will attract new international visitors seeking high-quality dining experiences. Together, these projects create a forward-looking strategy to sustain growth, diversify attractions, and reinforce Raleigh’s brand as a premier US destination.
Raleigh’s strong profile in sporting events has played a significant role in attracting record visitation. From college tournaments to professional matches, sports tourism has become a reliable driver of occupancy and spending. At the same time, conventions and cultural festivals continue to elevate the region’s reputation.
Tourism is not confined to downtown Raleigh. Wake County’s smaller towns and attractions also benefit from the inflow of visitors. Museums, galleries, and live entertainment venues are part of the reason travellers extend their stays. This distributed economic impact helps communities across the county thrive and reduces reliance on a single tourism product.
Wake County’s growth stands out in a competitive tourism market. Cities across the South and East Coast are also experiencing rising visitation, but Raleigh’s balanced portfolio of business, leisure, and cultural tourism sets it apart. Its ability to maintain year-on-year growth while surpassing state and national averages demonstrates a resilient strategy.
The numbers also reflect the strength of regional branding. Visit Raleigh’s campaigns are connecting with travellers seeking authentic experiences, technology-driven events, and southern hospitality. The combination of infrastructure, marketing, and service excellence is enabling the county to sustain momentum even in a challenging global environment.
One of the most powerful outcomes of tourism growth is its contribution to public revenue. The $321 million in tax income generated in 2024 has tangible effects on residents. Savings of $720 per household reflect how tourism lightens the load on local families while funding community development.
This financial advantage builds public support for investment in visitor infrastructure. When residents see direct benefits from tourism, they are more likely to welcome policies that enhance attractions, improve facilities, and sustain events. The alignment between visitor spending and community wellbeing is becoming clearer each year.
With record numbers in 2024, the stage is set for further growth in 2025 and beyond. The completion of major projects like the Omni Hotel and Raleigh Convention Center expansion will drive new business. The MICHELIN Guide spotlight will attract international attention. Wake County is positioning itself not only as a regional leader but also as a national powerhouse in tourism.
Challenges remain. Labour shortages, infrastructure pressures, and the need for sustainable growth are ongoing issues. However, the resilience shown over the past few years provides confidence that Raleigh’s tourism industry is equipped to adapt. The balance of strong demand, new investments, and community engagement ensures that the county’s visitor economy will remain on an upward path.
Wake County has entered a new era in tourism. Record visitation, record spending, and record tax revenue show the sector’s growing importance. Hotels are outperforming competitors, developments are reshaping the skyline, and food and culture are reaching new levels of recognition.
Tourism in Raleigh is no longer a background industry; it is central to economic growth, community stability, and the county’s global identity. With 19 million visitors in 2024 and billions spent, Raleigh is not only keeping pace but setting benchmarks. The years ahead will determine how the region sustains this success while preserving its local character.
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Tags: Hotel Occupancy Growth, Labour Day events Raleigh, North Carolina travel, Raleigh hotels, Raleigh tourism
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