Cleveland County: In-State Visitors Demographics
In-state tourists to Cleveland County, North Carolina are mostly white, married, aged 44, had an average party size of 2.1 people, stayed around 2.3 nights, are employed with a college degree or higher and earned around $90,700 per year.
- Cleveland County is located in the Piedmont region of North Carolina. VisitNC does not offer county-by-county tourism profiles, but it does compile regional summaries which are useful for looking at Cleveland County.
- The 2018 visitor profile report offers an in-depth look at tourism to the Piedmont region. According to this report, 66% of state visitors went to the Piedmont region. In-state visitors comprise the largest portion of overnight visitors (31.8%).
- The report's demographic analysis unfortunately does not designate between in-state and out-of-state visitors in its demographic section. However, 62% of Piedmont visitors were married. The largest ethnic group was white/Caucasian (78.3%), the average age was 44 and more than two-thirds of the heads of households held a college degree or higher. The average household income was $90,700. 68% heads of households were employed and 15% were retired.
- There was no data on gender, as the report focuses on travel parties instead of individuals.
- The average length of stay for in-state visitors to the Piedmont region was 2.3 nights, which is lower than the out-of-state's 3.7 nights.
- The average travel party size for in-state visitors was 2.1 people. 25.3% of in-state travel parties had children with them.
- Resident expenditures are also less than out-of-state visitors (understandable, since they stay for less time). In-state visitors spent $392, compared to $743 out-of-state.
- Visitors to Cleveland County spent $116.98 million last year, up 6.23% from the year before.
- Turning to the demographic profile for all of North Carolina, there are not many difference in in-state versus out-of-state visitors in certain areas like season of travel, leisure versus business, average party size, or lodging type used. In-state visitors are slightly less likely to be staying with a relative or rental home. In-state visitors are more likely to have traveled by their own automobile, and they are more likely to have traveled on impulse (planned the trip less than 2 weeks prior).
- Demographically, in-state visitors are slightly younger, have a slightly lower average household income, and slightly less likely to be retired than out-of-state visitors.
- In-state visitors in North Carolina have higher levels of satisfaction with their trip.
- As could be expected, the vast majority of North Carolina's day trippers come from in-state.
Tour Cleveland County is the official website of tourism for the county. The website, however, is quite basic and no reports on visitor demographics were available. We then looked at the county's website to see if there were any reports or publications giving data on tourism for the area. The only relevant webpage here was their "Events and Attractions" page, which led to various city government websites, Tour Cleveland County and links to various small fairs and festivals the county hosts throughout the year. The Cleveland County Chamber of Commerce website simply redirects to Tour Cleveland County when one clicks on the "tourism" link.
Therefore, we expanded our search a bit and turned to Visit North Carolina to see if they held any county-focused data on tourism. We were able to find 2018 visitor reports on both the state as a whole and region-specific information. After discovering that Cleveland County is in the Piedmont region of the state, we were then able to pull several key demographic findings related directly to in-state visitors to this region. While this is not exactly specific to Cleveland County, it is both the closest information available and there was nothing in the regional report to indicate vastly different demographics between regions. In fact, looking at the statewide visitor profiles, we had evidence that region-specific data did not differ drastically.