By Loán Lake
Charlotte Welcomes Black Travelers with Culture and Connection
By Loán Lake
Black leisure travelers in the U.S. spend an annual average of $145 billion, and they’re shaking up the travel industry, according to a fall 2024 study by MMGY Travel Intelligence and the National Coalition of Black Meeting Planners (NCBMP).
A report from DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, which gathered feedback from 2,000 Black leisure travelers, and an online survey of 200 NCBMP members, offers detailed analysis of Black leisure travelers’ plans, motivations and spending habits.
Charged with delivering experiences that enrich the lives of visitors and residents, this data helps the Charlotte Regional Visitors Authority (CRVA) determine how Charlotte is positioned in this important market.
CRVA maximizes the region’s economic potential by encouraging visitor spending and creating jobs and opportunities for the community through its promotion of the Charlotte Convention Center, Spectrum Center, Bojangles Entertainment Complex, NASCAR Hall of Fame, Charlotte Film Commission and Visit Charlotte.
According to CRVA Tourism Brand Manager Chacara Harvin, Charlotte is at the heart of Black travel in the United States.
“MMGY’s findings show that the South attracts the largest percentage (32%) of U.S. Black leisure travelers, and North Carolina ranks #7 in the nation, just ahead of Georgia. Couple that with Charlotte’s identity as the state’s largest city, with the world’s 6th busiest airport, its cultural heartbeat, and you see why we’re naturally positioned to meet this audience,” said Harvin.
With a plethora of restaurants, hotels, a nationally recognized airport and a variety of activities for travelers to indulge in, Charlotte’s infrastructure and accessibility have a lot to do with it. Since 79% of Black overnight leisure trips are made by car, Charlotte’s location along Interstate 85 provides a natural advantage. Additionally, Visit North Carolina, the state’s tourism marketing agency, reported that Mecklenburg County led the state’s tourism economy with $6.4 billion in visitor spending in 2024.
Promoting the fun and excitement of Charlotte
What this means for Charlotte is that Black travel is no longer a niche market. It is a movement driving and shaping leisure tourism globally — where travelers seek culturally diverse destinations that are appealing, affordable, and accessible. As part of its strategy, the CRVA taps into the 42% of visiting friends and relatives who rely on recommendations from their loved ones, and 15% of travelers who come to the Queen City for special events.
The Brand Marketing team proactively promotes Charlotte as a choice destination in the Southeast through original storytelling, and with the help of digital influencers, online travel communities and travel media. Online campaigns such as “Charlotte Love Notes,” which aired on CRVA’s social media channels, features high-profile, local couples who provide travels with a personal view of the city.
“Our digital audience responded with the highest engagement in CRVA history — showing that authentic representation resonates deeply with audiences. Since then, we have launched three new installments of Love Notes focusing on the LGBTQ+, Asian American and Pacific Islander and Latino/Hispanic communities,” Harvin said.
CRVA also highlights other fun and adventurous events and attractions in the area such as the Sullenberger Aviation Museum, an aviation museum on the grounds of Charlotte Douglas International Airport, the Whitewater Center and McGill Rose Garden near NoDa.
The aviation museum’s mission is to educate and inspire young people to explore careers in aviation and aerospace. They offer an immersive experience where visitors can explore the aircraft and artifact collections, and diverse figures that shaped aviation history. Visitors get to experience the museum’s extensive collection of aircraft, artifacts and several interactive exhibits.
The intentionality does not stop there. Last year, Harvin and her team partnered with NOMADNESS Travel Tribe, a global travel community, to host NOMADNESS Fest at Camp North End. The festival brought hundreds of BIPOC travelers, writers, content creators, and media to experience Charlotte firsthand to provide their followers with an inclusive tourism story. It also provided CRVA with an opportunity to engage BIPOC business owners and industry leaders to ensure that attendees had an authentic experience.
With a rich mix of cultural experiences and historic places, Charlotte is enticing for Black visitors, and the CRVA ensures that Black-owned businesses benefit from tourism’s economic boom.
“Our approach is long-term, and the proof is in the partnerships. We’ve collaborated with visionaries like Greg and Subrina Collier at BayHaven Restaurant Group, popup dinner series Serving the Culture, Black Travel Summit, the Durag Fest, Harvey B. Gantt Center, Charlotte NC Tours and so many more,” Harvin said.
“These aren’t just names on a list — they’re the entrepreneurs and storytellers shaping what it feels like to visit Charlotte. When travelers experience our food, our tours, our festivals, our art, and our shopping, they experience Black Charlotte.”
Laura White, CRVA’s Chief Brand & Strategy Officer agreed. “I’m really proud of brand activations and content partners that have grown tremendously year over year,” she said.
CRVA’s commitment to Black travelers has not gone unnoticed. The team’s commitment has been recognized with industry honors, such as being named a finalist for the Skift IDEA Awards’ “Changemaker” award.
“We are powered by a very diverse team – passionate about the work that we do and about Charlotte period!” said Harvin. “We want Black travelers to know that Charlotte isn’t just a place to pass through; it’s a destination that sees you, celebrates you and invests in making your experience feel like it’s personal.
“These aren’t just names on a list — they’re the entrepreneurs and storytellers shaping what it feels like to visit Charlotte. When travelers experience our food, our tours, our festivals, our art, and our shopping, they experience Black Charlotte” said Harven.
Laura White, CRVA’s Chief Brand and Strategy Officer agreed. “I’m really proud of brand activations and content partners that have grown tremendously year over year,” she said.
CRVA’s commitment to Black travelers has not gone unnoticed. The team’s commitment has been recognized with industry honors, such as the Skift IDEA Awards’ “Changemaker” award.
“We are powered by a very diverse team – passionate about the work that we do and about Charlotte period!” said Harvin. “We want Black travelers to know that Charlotte isn’t just a place to pass through; it’s a destination that sees you, celebrates you and invests in making your experience feel like it’s personal.”