New Hanover County welcomed just under 5 million visitors last year, tourism officials said at a travel rally Wednesday.

Kim Hufham, president and CEO of the Wilmington and Beaches Convention & Visitors Bureau, shared the number during an update on the state of local tourism at the CVB’s 2026 Travel Rally Day Breakfast & Celebration. Held at the Cameron Art Museum in conjunction with National Travel & Tourism Week (May 3-9), the event highlighted the area’s strengths and some of the industry professionals who have made their mark.

While some 2025 numbers for the Wilmington area won’t be available until August, Hufham pointed to 2024 tourism statistics as reminders of the industry’s role.

“The economic impact in 2024 of tourism here in New Hanover County was $1.14 billion, which represents an increase of 1.5% over 2023,” Hufham told attendees. “It generated approximately $79.34 million in state and local tax receipts, and it represented a $326.79 savings to each of our citizens here in New Hanover County.”

Citing one of the 2025 tourism numbers that officials do have, Hufham said the region’s room occupancy tax exceeded $25.5 million last year, setting a new benchmark.

Other 2025 markers were measured by Placer.ai. That data showed that last year, visitors stayed an average of 4.3 days, with the busiest single day of the year coming as no surprise: Saturday, July 5, 2025.

In addition to the state-of-tourism update, Hufham announced local tourism award winners.

Two of the people who have made their mark on the area’s tourism industry are Cassandra and Dan Tollens, real estate investors who have purchased, restored and updated Carolina Beach and Kure Beach motels. They received the Jane Peterson Tourism Legacy Award, named after the CVB's first executive director.

The couple’s properties include The Boardwalk Inn, Carolina Beach Inn, Carolina Beach Motel and Seabirds Motel at Kure Beach.

“Dan and Cassie are a breath of fresh air for Pleasure Island. Their innovation and hard work have not gone unnoticed in the Kure Beach community. They are the business model of the future for motels in our town,” said Kure Beach Mayor Allen Oliver in a statement read during Wednesday’s awards presentation.

Carolina Beach Mayor Lynn Barbee said the couple “brought transformational change to Carolina Beach. With every investment, every project reimagines what could be, adding unique character to our community.”

Another award recipient was John Andrews, owner of South Beach Grill in Wrightsville Beach, who also received the Jane Peterson Tourism Legacy Award. Three professionals won Tourism Star Awards from the CVB: Lauren Donald, registrar at the N.C. Aquarium at Fort Fisher; Bailey Kaufman, program manager of Wrightsville Beach Surf Camp; and Albert Williams, banquet manager at Embassy Suites by Hilton Wilmington Riverfront.

In addition to a state of tourism update and awards, the rally included keynote speaker Heather Hansen O’Neill, an author and corporate coach who talks to groups about leadership, change and breakthrough performances.