Visit Winston-Salem hits groundbreaking year, announcing $84 million economic impact

The major growth supports the local economy while placing Winston-Salem on the map.

WStoday: People walking downtown Winston-Salem on 4th street in front of Camino Bakery during a summer day.

There are plenty of spots downtown to visit, like Camino Bakery and Oh Calcutta restaurant on 4th Street.

Photo courtesy of Visit Winston-Salem

Visit Winston-Salem is reaching new heights. The tourism bureau representing Forsyth County announced its groundbreaking year as the organization wrapped up its most successful fiscal year (July 1, 2024-June 30, 2025). The magic is in the sauce.

In September 2024, the team adopted a new brand launch, “Twice as nice…come on in,” aiming to attract travelers to the Twin City. As a result, the city has seen an increase in conventions, sports, and group business — all contributing to an estimated economic impact of $84 million.

Let’s talk numbers:

  • Hotel revenue jumped 10% compared to state revenue, which was up 4%
  • $1.8M+ revenue generated from hotel room nights sold in Forsyth County
  • The Benton Convention Center generated $7.9 million in revenue — up by 20% from previous year
  • 66 million impressions across a wide range of digital platforms.

“Our goal this year was to grow by leaps and bounds,” said Stephanie Pace Brown, President and CEO of Visit Winston-Salem. “The dramatic increase in tourism-related revenue tells us our strategies are working hard to enhance the reputation of Winston-Salem as a great place to visit.”

The Clash returning on Feb. 1, 2026, and the annual Winston-Salem Open were part of a big win for the Twin City. Visitors’ spending supports local businesses, local jobs, and generates tax revenue.
According to Visit Winston-Salem, seven million people visit Forsyth County annually, spending more than a billion dollars, which supports 6,700 jobs and generates $72 million in state and local taxes.

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