<?xml version="1.0" encoding="utf-8"?>
<Return xmlns="http://www.irs.gov/efile" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.irs.gov/efile" returnVersion="2023v4.0">
  <ReturnHeader binaryAttachmentCnt="0">
    <ReturnTs>2024-02-12T17:58:38-06:00</ReturnTs>
    <TaxPeriodEndDt>2023-12-31</TaxPeriodEndDt>
    <PreparerFirmGrp>
      <PreparerFirmEIN>562195159</PreparerFirmEIN>
      <PreparerFirmName>
        <BusinessNameLine1Txt>STEWARD INGRAM &amp; COOPER PLLC</BusinessNameLine1Txt>
      </PreparerFirmName>
      <PreparerUSAddress>
        <AddressLine1Txt>PO BOX 41168</AddressLine1Txt>
        <CityNm>RALEIGH</CityNm>
        <StateAbbreviationCd>NC</StateAbbreviationCd>
        <ZIPCd>27629</ZIPCd>
      </PreparerUSAddress>
    </PreparerFirmGrp>
    <ReturnTypeCd>990EZ</ReturnTypeCd>
    <TaxPeriodBeginDt>2023-01-01</TaxPeriodBeginDt>
    <Filer>
      <EIN>832830052</EIN>
      <BusinessName>
        <BusinessNameLine1Txt>NORTH CAROLINA HOSPITALITY ALLIANCE INC</BusinessNameLine1Txt>
      </BusinessName>
      <BusinessNameControlTxt>NORT</BusinessNameControlTxt>
      <PhoneNum>9194247272</PhoneNum>
      <USAddress>
        <AddressLine1Txt>3700 GLENWOOD AVENUE 310</AddressLine1Txt>
        <CityNm>RALEIGH</CityNm>
        <StateAbbreviationCd>NC</StateAbbreviationCd>
        <ZIPCd>27612</ZIPCd>
      </USAddress>
    </Filer>
    <BusinessOfficerGrp>
      <PersonNm>CHARLES FULLER</PersonNm>
      <PersonTitleTxt>PRESIDENT</PersonTitleTxt>
      <PhoneNum>9194247272</PhoneNum>
      <SignatureDt>2024-02-09</SignatureDt>
      <DiscussWithPaidPreparerInd>1</DiscussWithPaidPreparerInd>
    </BusinessOfficerGrp>
    <SigningOfficerGrp>
      <PersonFullName>
        <PersonFirstNm>CHARLES</PersonFirstNm>
        <PersonLastNm>FULLER</PersonLastNm>
      </PersonFullName>
      <SSN>999009999</SSN>
    </SigningOfficerGrp>
    <IRSResponsiblePrtyInfoCurrInd>0</IRSResponsiblePrtyInfoCurrInd>
    <PreparerPersonGrp>
      <PreparerPersonNm>STEPHANIE B HOLT CPA</PreparerPersonNm>
      <PTIN>P01210703</PTIN>
      <PhoneNum>9198720866</PhoneNum>
      <PreparationDt>2024-02-09</PreparationDt>
    </PreparerPersonGrp>
    <AdditionalFilerInformation>
      <TrustedCustomerGrp>
        <TrustedCustomerCd>2</TrustedCustomerCd>
        <AuthenticationAssuranceLevelCd>AAL1</AuthenticationAssuranceLevelCd>
        <IdentityAssuranceLevelCd>IAL1</IdentityAssuranceLevelCd>
      </TrustedCustomerGrp>
    </AdditionalFilerInformation>
    <TaxYr>2023</TaxYr>
    <BuildTS>2023-04-26 12:10:37Z</BuildTS>
  </ReturnHeader>
  <ReturnData documentCnt="4">
    <IRS990EZ documentId="RetDoc1234200001" referenceDocumentId="RetDoc1051800001 RetDoc2278000001">
      <MethodOfAccountingAccrualInd>X</MethodOfAccountingAccrualInd>
      <WebsiteAddressTxt>WWW.NCHOSPITALITYALLIANCE.COM</WebsiteAddressTxt>
      <Organization501cInd organization501cTypeTxt="4">X</Organization501cInd>
      <TypeOfOrganizationCorpInd>X</TypeOfOrganizationCorpInd>
      <GrossReceiptsAmt>134500</GrossReceiptsAmt>
      <InfoInScheduleOPartIInd>X</InfoInScheduleOPartIInd>
      <ContributionsGiftsGrantsEtcAmt>134500</ContributionsGiftsGrantsEtcAmt>
      <TotalRevenueAmt>134500</TotalRevenueAmt>
      <SalariesOtherCompEmplBnftAmt>74964</SalariesOtherCompEmplBnftAmt>
      <FeesAndOtherPymtToIndCntrctAmt>39188</FeesAndOtherPymtToIndCntrctAmt>
      <OccupancyRentUtltsAndMaintAmt>10279</OccupancyRentUtltsAndMaintAmt>
      <PrintingPublicationsPostageAmt>52</PrintingPublicationsPostageAmt>
      <OtherExpensesTotalAmt>3506</OtherExpensesTotalAmt>
      <TotalExpensesAmt>127989</TotalExpensesAmt>
      <ExcessOrDeficitForYearAmt>6511</ExcessOrDeficitForYearAmt>
      <NetAssetsOrFundBalancesBOYAmt>42327</NetAssetsOrFundBalancesBOYAmt>
      <OtherChangesInNetAssetsAmt>0</OtherChangesInNetAssetsAmt>
      <NetAssetsOrFundBalancesEOYAmt>48838</NetAssetsOrFundBalancesEOYAmt>
      <InfoInScheduleOPartIIInd>X</InfoInScheduleOPartIIInd>
      <CashSavingsAndInvestmentsGrp>
        <BOYAmt>32827</BOYAmt>
        <EOYAmt>6588</EOYAmt>
      </CashSavingsAndInvestmentsGrp>
      <OtherAssetsTotalDetail>
        <BOYAmt>9500</BOYAmt>
        <EOYAmt>42250</EOYAmt>
      </OtherAssetsTotalDetail>
      <Form990TotalAssetsGrp>
        <BOYAmt>42327</BOYAmt>
        <EOYAmt>48838</EOYAmt>
      </Form990TotalAssetsGrp>
      <SumOfTotalLiabilitiesGrp>
        <BOYAmt>0</BOYAmt>
        <EOYAmt>0</EOYAmt>
      </SumOfTotalLiabilitiesGrp>
      <NetAssetsOrFundBalancesGrp>
        <BOYAmt>42327</BOYAmt>
        <EOYAmt>48838</EOYAmt>
      </NetAssetsOrFundBalancesGrp>
      <InfoInScheduleOPartIIIInd>X</InfoInScheduleOPartIIIInd>
      <PrimaryExemptPurposeTxt>THE ORGANIZATION'S MISSION IS TO IMPROVE NORTH CAROLINA'S QUALITY OF LIFE BY PROMOTING AND PROTECTING TRAVEL AND TOURISM AT BOTH THE STATE AND LOCAL LEVEL AND TO AID IN THE DEVELOPMENT OF POLICIES TO ENSURE THAT ALL OF OUR STATE'S COMMUNITIES REAP THE BENEFITS OF HAVING A STRONG TRAVEL AND TOURISM INDUSTRY. THE ORGANIZATION WILL EDUCATE THE PUBLIC AND GOVERNMENT LEADERS ABOUT THE NUMEROUS BENEFITS PROVIDED BY TRAVEL AND TOURISM, INCLUDING JOBS, TAX REVENUE, ECONOMIC DEVELOPMENT OPPORTUNITIES, NATURAL AND CULTURAL RESOURCES, AND RECREATIONAL OPPORTUNITIES.</PrimaryExemptPurposeTxt>
      <ProgramSrvcAccomplishmentGrp>
        <DescriptionProgramSrvcAccomTxt>PARTICIPATED IN AND WORKED WITH SEVERAL STATE &amp; LOCAL GROUPS TO PROMOTE &amp; PROTECT TRAVEL &amp; TOURISM IN NC AND IN OUR COUNTIES &amp; MUNICIPALITIES INCLUDING RALEIGH CONVENTION CENTER COMMISSION, CENTENNIAL AUTHORITY, NC TRAVEL &amp; TOURISM COALITION, NC TRAVEL &amp; TOURISM BOARD, EDPNC/VISIT NC, GRCVB, AND THE WAKE COUNTY HOSPITALITY ALLIANCE ON ISSUES INCLUDING SCHOOL CALENDAR, OCCUPANCY TAXES, TOURISM FUNDING. SOME SPECIFIC ITEMS INCLUDE: PARTICIPATED IN WAKE COUNTY TOURISM TAX REVIEW TEAM GUIDING THE COUNTY AND CITY MANAGERS AND ELECTED OFFICIALS IN PROJECTIONS, BUDGETS, USES AND OTHER ISSUES REGARDING OCCUPANCY AND FOOD &amp; BEVERAGE TAXES. WORKED WITH SEVERAL COMMUNITIES, LIKE NEW HANOVER COUNTY, TO PREVENT THOSE COMMUNITIES FROM LOSING THE ECONOMIC BENEFITS, SUCH AS JOBS &amp; TAX REVENUES, OF THE EXTRA WEEKS OF SUMMER TOURISM BY STARTING SCHOOL EARLIER IN THE YEAR.WAKE COUNTY HOSPITALITY ALLIANCE MET WITH SEVERAL COMMUNITY LEADERS EDUCATING THEM ON THE BENEFITS OF A ROBUST TOURISM INDUSTRY AND DISCUSSING WAYS WE CAN WORK TOGETHER TO INCREASE THOSE BENEFITS FOR THE GOOD OF THE COMMUNITY.CREATED WEBSITE, SOCIAL MEDIA AND NEWSLETTERS TO KEEP OUR PARTICIPANTS AND INTERESTED PARTIES INFORMED AND EDUCATED ON EVENTS AND ISSUES RELATING TO OUR STATE'S TOURISM INDUSTRY.</DescriptionProgramSrvcAccomTxt>
        <GrantsAndAllocationsAmt>0</GrantsAndAllocationsAmt>
        <ProgramServiceExpensesAmt>85575</ProgramServiceExpensesAmt>
      </ProgramSrvcAccomplishmentGrp>
      <TotalProgramServiceExpensesAmt>85575</TotalProgramServiceExpensesAmt>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>CHARLES FULLER</PersonNm>
        <TitleTxt>PRESIDENT</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>O ROLF BLIZZARD</PersonNm>
        <TitleTxt>VICE PRESIDENT, DIRECTOR</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>R DOYLE PARRISH</PersonNm>
        <TitleTxt>TREASURER, DIRECTOR</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>JAY MAHAN</PersonNm>
        <TitleTxt>SECRETARY, DIRECTOR</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>BOB RIPPY</PersonNm>
        <TitleTxt>DIRECTOR</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <OfficerDirectorTrusteeEmplGrp>
        <PersonNm>CYNDI TOMBLIN</PersonNm>
        <TitleTxt>ASSISTANT SECRETARY/TREASURER</TitleTxt>
        <AverageHrsPerWkDevotedToPosRt>1.00</AverageHrsPerWkDevotedToPosRt>
        <CompensationAmt>0</CompensationAmt>
        <EmployeeBenefitProgramAmt>0</EmployeeBenefitProgramAmt>
        <ExpenseAccountOtherAllwncAmt>0</ExpenseAccountOtherAllwncAmt>
      </OfficerDirectorTrusteeEmplGrp>
      <InfoInScheduleOPartVInd>X</InfoInScheduleOPartVInd>
      <ActivitiesNotPreviouslyRptInd>0</ActivitiesNotPreviouslyRptInd>
      <ChgMadeToOrgnzngDocNotRptInd>0</ChgMadeToOrgnzngDocNotRptInd>
      <OrganizationHadUBIInd>0</OrganizationHadUBIInd>
      <SubjectToProxyTaxInd>0</SubjectToProxyTaxInd>
      <OrganizationDissolvedEtcInd>0</OrganizationDissolvedEtcInd>
      <DirectIndirectPltclExpendAmt>0</DirectIndirectPltclExpendAmt>
      <MadeLoansToFromOfficersInd>0</MadeLoansToFromOfficersInd>
      <EngagedInExcessBenefitTransInd>0</EngagedInExcessBenefitTransInd>
      <TaxImposedOnOrganizationMgrAmt>0</TaxImposedOnOrganizationMgrAmt>
      <TaxReimbursedByOrganizationAmt>0</TaxReimbursedByOrganizationAmt>
      <ProhibitedTaxShelterTransInd>0</ProhibitedTaxShelterTransInd>
      <BooksInCareOfDetail>
        <BusinessName>
          <BusinessNameLine1Txt>THE ORGANIZATION</BusinessNameLine1Txt>
        </BusinessName>
        <USAddress>
          <AddressLine1Txt>3700 GLENWOOD AVENUE 310</AddressLine1Txt>
          <CityNm>RALEIGH</CityNm>
          <StateAbbreviationCd>NC</StateAbbreviationCd>
          <ZIPCd>27612</ZIPCd>
        </USAddress>
        <PhoneNum>9194247272</PhoneNum>
      </BooksInCareOfDetail>
      <ForeignFinancialAccountInd>0</ForeignFinancialAccountInd>
      <ForeignOfficeInd>0</ForeignOfficeInd>
      <DonorAdvisedFndsInd>0</DonorAdvisedFndsInd>
      <OperateHospitalInd>0</OperateHospitalInd>
      <TanningServicesProvidedInd>0</TanningServicesProvidedInd>
      <RelatedOrganizationCtrlEntInd>0</RelatedOrganizationCtrlEntInd>
      <PoliticalCampaignActyInd>0</PoliticalCampaignActyInd>
    </IRS990EZ>
    <IRS990ScheduleB documentId="RetDoc1234500001">
      <ContributorInformationGrp>
        <ContributorNum>RESTRICTED</ContributorNum>
        <ContributorBusinessName>
          <BusinessNameLine1>RESTRICTED</BusinessNameLine1>
        </ContributorBusinessName>
        <ContributorUSAddress>
          <AddressLine1>RESTRICTED</AddressLine1>
          <AddressLine2>RESTRICTED</AddressLine2>
          <City>RESTRICTED</City>
          <State>RESTRICTED</State>
          <ZIPCode>RESTRICTED</ZIPCode>
        </ContributorUSAddress>
        <TotalContributionsAmt>RESTRICTED</TotalContributionsAmt>
      </ContributorInformationGrp>
    </IRS990ScheduleB>
    <IRS990ScheduleO documentId="RetDoc1051800001">
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990-EZ, PART I, LINE 16 - OTHER EXPENSES</FormAndLineReferenceDesc>
        <ExplanationTxt>DESCRIPTION: WEBSITE. AMOUNT: 1,159. DESCRIPTION: TRAVEL &amp; MEETINGS. AMOUNT: 1,681. DESCRIPTION: BUSINESS REGISTRATION FEES. AMOUNT: 75. DESCRIPTION: INSURANCE. AMOUNT: 591. TOTAL TO FORM 990-EZ, LINE 16: 3,506.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990-EZ, PART II, LINE 24 - OTHER ASSETS</FormAndLineReferenceDesc>
        <ExplanationTxt>DESCRIPTION: RECEIVABLES. BEG. OF YEAR AMOUNT: 9,500. END OF YEAR AMOUNT: 42,250.</ExplanationTxt>
      </SupplementalInformationDetail>
    </IRS990ScheduleO>
    <TransferPrsnlBnftContractsDecl documentId="RetDoc2278000001">
      <DeclarationDesc>THE ORGANIZATION DID NOT, DURING THE YEAR, RECEIVE ANY FUNDS, DIRECTLY,OR INDIRECTLY, TO PAY PREMIUMS ON A PERSONAL BENEFIT CONTRACT.THE ORGANIZATION, DID NOT, DURING THE YEAR, PAY ANY PREMIUMS, DIRECTLY,OR INDIRECTLY, ON A PERSONAL BENEFIT CONTRACT.</DeclarationDesc>
    </TransferPrsnlBnftContractsDecl>
  </ReturnData>
</Return>
