County sees increase in tourism spending
By Rochelle Moore
Published in News on September 1, 2017 5:50 AM
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News-Argus/CASEY MOZINGO
LaTanya Johnson gets help picking out a cooler from Christie Wiggins at The Outdoor Shoppe in downtown Goldsboro Monday. She and her mother Mary Johnson, also pictured, were trying to chose the best fit for her business Pink Piggy Sweets.
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News-Argus/CASEY MOZINGO
Hayden Preskitt, 12, Holly Gurley, 17 and Lindsey Daniels look through new fall shirts at The Outdoor Shoppe on Monday.
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News-Argus/CASEY MOZINGO
Hayden Preskitt, 12, and Holly Gurley, 17, look at clothes at The Outdoor Shoppe in downtown Goldsboro Monday.
Hotel stays related to Seymour Johnson Air Force Base, downtown shopping, sports and recreation all played a role in Wayne County's 3.9 percent increase in tourism spending in 2016.
Visitors spent an estimated $162.31 million in Wayne County during 2016, reflecting a $6.16 million increase from spending during 2015, according to U.S. Travel Association figures released by Visit North Carolina.
"Years of growing demand and rising average daily rates in our hotel market has put Goldsboro-Wayne County on a record-breaking streak over the last five years," said Ashlin Glatthar, director of travel and tourism for Goldsboro and Wayne County. "A wave of economic development in our area is also telling of our strengthening travel industry."
Federal and local investments into downtown, including the $15 million streetscape project, have boosted visitor activity in the center city and contributed to an increase in tourism revenue, Glatthar said.
"After a $15 million revitalization of our historic downtown in 2015 and over 40 new restaurants, retail and commercial companies opening in the last three years, Goldsboro-Wayne County is rapidly becoming an attractive destination offering a more dynamic experience for our visitors and residents," Glatthar said.
"The revitalization of downtown has sparked a revival of unique businesses creating shopping and dining experiences people are traveling to Goldsboro to enjoy."
One of the largest drivers of increased revenue in Wayne County is related to Seymour Johnson Air Force Base, which experienced a 33 percent increase in lodging revenue in 2016, she said.
Other factors increasing tourism revenues include lodging needed for Hurricane Matthew response and recovery efforts for displaced residents and recovery teams with the American Red Cross, Department of Transportation and Duke Energy.
The Busco Beach ATV Park continues to be a strong tourism attraction generating overnight stays in Wayne County, and the leisure market continues to grow due to family reunions, faith-based groups, and youth sporting events at the Goldsboro Family YMCA. Events in neighboring counties also increase overnight hotel stays in the area, Glatthar said.
Other tourism-related activities include events held at the Terrace Room, Goldsboro Event Center and the Odom Farming Co., she said.
In 2016, the travel and tourism industry in Wayne County employed an estimated 1,000 people, provided nearly $12.5 million in state and local tax revenue and generated $22.3 million in industry supported payroll.
Statewide, visitors to North Carolina set a record for spending at $22.9 billion, a 4.4 percent increase during the year.
According to the U.S. Travel Association, visitors spend more than $62 million per day in North Carolina, and the spending adds more than $5.1 million in state and local tax revenues each day. Each North Carolina household is estimated to save $497 in state and local taxes as a direct result from visitor spending in the state, according to the study.
"Tourism continues to be a major driver of economic development across North Carolina, which is the sixth most visited state in the country," said Wit Tuttell, executive director of Visit North Carolina.
The future opening of the Maxwell Center and the city of Goldsboro's multi-sport complex are expected to further boost tourism revenues in future years.
Tourism revenue generated from 2017 Wings Over Wayne Air Show will be released with annual revenue figures next year.
The Goldsboro-Wayne Travel and Tourism office estimated the Air Show's overall economic impact at $20 million. The show produced record attendance during the May 20 and 21 weekend.