Top Carolina vacation home markets to watch
To identify the trending vacation home markets in both North and South Carolina, Pacaso analyzed second home mortgage rate lock data alongside growth trends in pricing and transaction volume. These 20 counties stand out for their significant increases in second home activity and proportion of second homes to primary homes.
North Carolina dominates South Carolina
North Carolina has topped the charts with 16 out of the top 20 counties in the Carolinas attracting vacationers. Compared to South Carolina’s “southern charm,” North Carolina offers a variety of vacation destinations. From the shores of the Outer Banks in Currituck County and Bald Head Island in Brunswick County to the mountains of Asheville in Buncombe County and popular ski areas in Haywood County, there is something for everyone. Though ocean retreats remain popular along the Carolina coasts, North Carolina’s rural counties dominate the charts, finding that vacationers are seeking more than just a waterfront view but charming towns, mountainscapes and expansive vineyards, like Hendersonville in Henderson County, the main hub for the wine region with several wineries and vineyards located nearby.“Today’s second homebuyers are looking for more than just a beach—they want natural beauty and year-round appeal. The Carolinas deliver all of that, often at a more accessible price point than other markets,” said Austin Allison, CEO and co-founder of Pacaso.“For many buyers—especially those in the Southeast—these destinations provide a lifestyle upgrade that feels within reach."
Southern “legacy” destinations attract buyers
The Carolinas continue to attract vacation home buyers, with some of the more “legacy” coastal markets leading the way. Currituck County, NC home to the Outer Banks, remains a top destination, offering pristine beaches and exclusive waterfront properties, with luxury buyers investing in homes averaging over $1 million. With more than 33% of the second home share, Horry County, SC—home to Myrtle Beach—attracts a wide range of buyers with its more affordable inventory. In 2024, the average second home price is around $400,000.South Carolina gems like Beaufort County—home to Hilton Head—and Charleston County, which includes the historic city and its picturesque barrier islands such as Kiawah and Isle of Palms, continue to top the list of sought-after destinations. The growing demand for coastal living, blending Southern charm with expanding luxury property options, is driving interest in these markets.
The future of North Carolina’s mountain retreats
Mountain communities in the Carolinas continue to attract vacation home buyers. Despite recent catastrophic weather challenges to the beloved communities of the southern Appalachian Mountains, these markets have shown resilience, with steady year-over-year growth from 2023 to 2024.In Buncombe County, Asheville remains a sought-after destination, offering a vibrant cultural scene, breathtaking mountain views, and a strong vacation home market. Just west of Asheville, Haywood County—where second homes make up 23.6% of the market—is emerging as a top choice for buyers seeking affordability, stunning scenery, and proximity to the Great Smoky Mountains National Park.Similarly, Madison County continues to attract buyers year over year and has been referred to as “Asheville's backyard”—and it’s easy to see why. Located just 20 minutes north of Asheville, Madison County is steeped in natural beauty, home to the famed Appalachian Trail, Pisgah National Forest, the French Broad River, and the renowned Hot Springs.
