Azalea Festival brings tourism surge, millions in economic impact to Cape Fear region

WILMINGTON, N.C. (WWAY) — The North Carolina Azalea Festival, long celebrated for its parades, concerts, and Southern charm, continues to serve as a major economic driver for the Cape Fear region, drawing hundreds of thousands of visitors each year.

Organizers say the annual event attracts people from across the region, the state, and beyond.

For Bill and Paula Ross, a retired couple from Maine, attending the festival was an unplanned decision.

“We were just retired, cruising the East Coast, working our way back from Florida,” Bill Ross said. “Saw that there’s an Azalea Festival coming, figured they’d be in bloom and we would stop here before the crowds.”

Paula said the timing of the festival was especially appealing.

“I’m big into flowers and waiting for the snow to go away at home so I can get into mine,” she said. “And so to see that there is a flower festival this early, I was pretty excited about it.”

The couple is among an estimated 250,000 visitors who attend the festival’s concerts, street fairs, and other events each year.

Melissa Lasarsky, executive director of the festival, said its economic impact has steadily increased.

“A few years ago, we had a study with UNC Wilmington about the economic impact, and at that time, it was at $50 million, that translates to about $68 million being poured into our economy currently,” Lasarsky said.

Some of the industries that see the largest gains during the festival include restaurants, hotels, and short-term rentals, like Airbnb’s. A spokesperson for AirBnB said there had been a 60% increase in searches for the Azalea Festival weekend compared to last year.

Kim Giardino, who rents out a property through Airbnb, said interest this year exceeded expectations, with a surge in inquiries even after dates were fully booked.

“Airbnb, it blocks your dates once it’s booked, but we still had inquiries of people trying to say, ‘Just want to double check, are you not available these days?’” Giardino said. “The spring always picks up, but the Azalea Festival, especially, you can tell there is so much interest.”

Festival events continue through the weekend, including a performance by Lil Jon at the Live Oak Bank Pavilion.