NC Cities Analysis

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Part
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Visitor Demographics - Charlotte, NC (A)

On average, 27% of all visiting parties to the Piedmont region, which Charlotte City falls under included at least one child. The average age of overnight visitors to North Carolina is 46.2 years. The research team was, however, unable to determine the gender, religion and socioeconomic status of visitors to Charlotte, NC or a broader region in North Carolina.

Piedmont Region Visitor Demographics

Age

  • The average age of the household head of visiting parties to Charlotte is 44 years old.
  • On average, 27% of all visiting parties included at least one child. Those who traveled with kids had an average of 1.8 children per visiting party.

Geographic Location

  • North Carolina (32%) accounted for the biggest source of overnight visitors to the Piedmont region, followed by Virginia (8%), and South Carolina (7%).
  • Florida, New York, and Georgia accounted for 6%, 6%, and 5% of the Piedmont region visitors, respectively.
  • Ohio and Pennsylvania accounted for 4% each of the Piedmont region visitors, respectively.

Race

  • 78.3% of visitors to the Piedmont Region, NC identify as White, while 4.7% identify as African American.
  • 2.6% of visitors to the Piedmont Region, NC identify as Asian or Pacific Islander, while 0.3% identify as American Indian, Aleut Eskimo.
  • 3.1% identify differently than the ethnic classifications above.

Marital Status

  • 62% of visitors to the Piedmont Region, NC are married, while 22.6% have never been married.
  • 10.9% of visitors to the Piedmont Region, NC are divorced, separated, or widowed.

Employment of Household Head

  • 67.9% of the household heads of visiting parties to the Piedmont region are employed, while 14.5% are retired.
  • On the other hand, 17.6% of household heads of visiting parties to the Piedmont region are unemployed.

Education of Household Head

  • 13.7% of household heads have a high school or less education, while 18.4% have some form of college education, but no degree.
  • 44.1% of household heads who visit the Piedmont Region, NC have a college degree, while 23.8% have post-graduate degrees.

Income

  • 11.1% of visitors had an annual household income of less than $30,000, while 14.6% of visitors have an annual household income between $30,000 and $49,999.
  • 17.9% of the Piedmont region visitors have an annual household income between $50,000 and $74,999, while 56.4% have an annual household income that is $75,000 or more.

North Carolina Visitor Demographics

Age

  • The average age of overnight visitors to North Carolina is 46.2 years.
  • The average age of day-trippers to North Carolina is 50 years.

Education of Household Heads

Overnight

  • 12.2% of household heads have a high school or less education, while 18.3% have some form of college education, but no degree.
  • 46% of household heads who visit North Carolina have a college degree, while 23.5% have post-graduate degrees.

Day-trippers

  • 13.6% of household heads have a high school or less education, while 27.4% have some form of college education, but no degree.
  • 40% of household heads who visit North Carolina have a college degree, while 19% have post-graduate degrees.

Annual Household Income

Overnight

  • 9.8% of visitors had an annual household income of less than $30,000, while 14.9% of visitors have an annual household income between $30,000 and $49,999.
  • 21% of the Piedmont region visitors have an annual household income between $50,000 and $74,999, while 54.3% have an annual household income that is $75,000 or more.
  • The average annual income of overnight visitors to North Carolina is $90,310.

Day-trippers

  • 23.3% of visitors had an annual household income of less than $30,000, while 19.4% of visitors have an annual household income between $30,000 and $49,999.
  • 23.4% of the Piedmont region visitors have an annual household income between $50,000 and $74,999, while 33.9% have an annual household income that is $75,000 or more.
  • The average annual income of day-trip visitors to North Carolina is $67,510.

Employment

Overnight

  • 64.4% of the household heads of visiting parties to North Carolina are employed, while 20.5% are retired.
  • On the other hand, 15.1% of household heads of visiting parties to North Carolina are unemployed.

Day-trippers

  • 45.5% of the household heads of visiting parties to North Carolina are employed, while 35.3% are retired.
  • On the other hand, 19.2% of household heads of visiting parties to North Carolina are unemployed.

Marital Status

Overnight

  • 64.6% of visitors to North Carolina are married, while 23.1% have never been married.
  • 12.3% of visitors to North Carolina are divorced, separated, or widowed.

Day-trippers

  • 62.9% of visitors to North Carolina are married, while 23.9% have never been married.
  • 13.2% of visitors to North Carolina are divorced, separated, or widowed.

Race

Overnight

  • 85.3% of visitors to North Carolina identify as White, while 8.6% identify as African American.
  • 2.9% of visitors to North Carolina identify as Asian or Pacific Islander, while 3.2% identify differently than the aforementioned ethnic classifications.

Day-trippers

  • 84.9% of visitors to North Carolina identify as White, while 9.1% identify as African American.
  • 3% of visitors to North Carolina identify as Asian or Pacific Islander, while 3% identify differently than the ethnic classifications above.

Geographic Location

  • The top seven origins of day-trip visitors include North Carolina (66.2%), South Carolina (12.1%), Georgia (5.6%), Virginia (4.7%), Tennessee (1.9%), Florida (1.5%), and West Virginia (1.2%).
  • "The top states of origin of overnight visitors to North Carolina were in-state residents (34.4%), Virginia (9.3%), South Carolina (7.3%), Georgia (6.7%), Florida (5.4%), New York (4.2%), Pennsylvania (4.2%), Tennessee (3.7%), Ohio (3.3%), Maryland (2.7%) and New Jersey (2.2%)."
  • "The top states of origin of total visitors to North Carolina were in-state residents (44.8%), South Carolina (8.9%), Virginia (7.8%), Georgia (6.3%), Florida (4.1%), Tennessee (3.2%), New York (3.1%), Pennsylvania (3.1%), Ohio (2.5%), and Maryland (2.2%)."

Research Strategy

We commenced our research by searching for recent reports on the visitor demographics data from Charlotte City, with particular focus on the agencies saddled with the responsibility of growing tourism in the state. We found that the Charlotte Regional Visitors Authority (CRVA) is responsible for growing tourism in the area. A thorough search of the CRVA website did not reveal any report detailing the demographic data of visitors to the city. The annual report only talks about the economic impact of tourism to the city and Mecklenburg County as a whole.

We continued our search by looking for press articles to see if we could piece together some demographic data specific to Charlotte City. However, most of the articles on the subject matter focused on the economic impact as well as general tourism data such as total visitors and the overall growth trends.

We then expanded our research focus to include Mecklenburg County, which Charlotte is under. A thorough search of the county's website, with a specific focus on the departments that tourism falls under, but this approach did not yield any result. We further expanded the scope of our research to the Piedmont Region, which the Mecklenburg County falls under. We found a Regional Visitor Profile report that included demographic data on the region. We have, thus, provided the demographic details of visitors to the Piedmont region. The demographic data for North Carolina has also been provided above.




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