As a part of its ongoing research, the Division recently completed an in-depth regional analysis of the 2012 visitor profile data and has made it available online. This market research, combined with other studies, helps guide the Division’s strategic marketing decisions.
This regional report provides each region with research data specific to their geographic area. The report is divided into four sections: Mountain, Piedmont, Coast and a regional comparison. Where applicable, regional statistics are compared to statewide statistics to provide regions with information relevant to how they compare to N.C. travel in general.
Key findings for 2012 include:
- In 2012, 21 percent of North Carolina visitors traveled to North Carolina’s Coastal Region, approximately 9.5 million person-trips; 58 percent of North Carolina visitors traveled to the Piedmont Region, approximately 26.1 million person-trips; and 22 percent of North Carolina visitors traveled to North Carolina’s Mountain Region, approximately 9.8 million person-trips.
- Summer (June – August) was the most popular season for travel to North Carolina’s Coastal Region, with 45 percent of all 2012 coastal visitors. Travel to the Piedmont was fairly consistent throughout the seasons. However, spring had a slightly higher proportion of visitors, with 29 percent of all 2012 Piedmont visitors. Travel to the Mountain Region was heaviest in the summer and fall. Fall had the highest proportion of visitors, with 30 percent of all 2012 Mountain Region visitors.
- Overnight visitors to the Coastal Region spent an average of 3.2 nights in the region in 2012. Overnight visitors to the Piedmont Region spent an average of 3.1 nights in the region. Overnight visitors to the Mountain Region spent an average of 2.8 nights in the region.
- Sixty percent of the visitor parties that traveled to the Coastal Region in 2012 had a household income $50,000 or more. Fifty-seven percent of the visitor parties that traveled to the Piedmont Region in 2012 had a household income $50,000 or more. Fifty-eight percent of the visitor parties that traveled to the Mountain Region in 2012 had a household income $50,000 or more.
- North Carolina is the top state of origin for overnight visitors in all three regions of the state.
The Division of Tourism has contracted with the research company TNS for six years to collect data on visitors to North Carolina. The research program, titled “TravelsAmerica,” conducts more than 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). Information collected includes purpose of trip, mode of travel, travel party characteristics, places visited, number of nights, accommodations, activities, spending, and demographics. Data collected are weighted to match U.S. Census variables, market size, age of household head, household income, and household size. Through this data, the research section of the Division is able to create demographic profiles and volume analyses on the North Carolina travel and tourism industry.
To view or download the report, click here.