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.