News Summary
North Carolina Governor Josh Stein has launched the ‘Rediscover the Unforgettable’ tourism campaign to support Asheville’s economy following Hurricane Helene’s impact. The initiative aims to promote local businesses and attractions and revitalize the tourism sector, which suffered a loss of $584 million in late 2024. Governor Stein emphasized the region’s resilience and natural beauty during the launch event at Asheville Regional Airport, marking a key step in encouraging visitors to explore western North Carolina again.
Asheville – On Monday, North Carolina Governor Josh Stein officially launched a new tourism campaign titled “Rediscover the Unforgettable” to support the local economy in Asheville and surrounding areas significantly impacted by Hurricane Helene. The campaign’s unveiling took place at Asheville Regional Airport and aims to promote small businesses and attractions in the region.
During the press conference, attended by First Lady Stein and community members, the governor highlighted the devastating effects of Hurricane Helene on tourism in western North Carolina. As a vital industry, tourism saw a revenue loss of approximately $584 million in the fourth quarter of 2024 alone. Businesses in the area, particularly restaurants, breweries, lodging facilities, and entertainment venues, have struggled to recover since the storm.
The “Rediscover the Unforgettable” initiative seeks to spotlight local businesses that are beginning to rebound from the hurricane’s impact. Throughout the week, the Steins plan to visit various tourist attractions and family-oriented venues across western North Carolina, including popular spots such as Catawba Falls, Old Fort, and the River Arts District in Asheville. The visit is part of the governor’s broader strategy to reestablish confidence among tourists and encourage them to explore the area’s diverse offerings.
Stein emphasized the significance of the region by showcasing its breathtaking landscapes, exciting adventure opportunities, rich culinary scene, and local crafts. He intends to remind residents and visitors that western North Carolina is resilient and ready for visitors as it continues to rebuild and recover.
Despite the adversity faced in recent months, tourism remains a thriving industry in North Carolina. According to the North Carolina Department of Commerce, travelers spent over $36.7 billion in 2024, a notable increase from $35.6 billion in 2023. This growth indicates a strong recovery trend for the tourism sector, and local businesses are eager to welcome back visitors.
The launch event at Asheville Regional Airport was symbolic, showcasing new upgrades designed to enhance passenger experiences. As the third busiest airport in the state, with approximately 2 million passengers annually, this facility plays a crucial role in connecting western North Carolina to broader travel networks across the country and around the world. Leaders in the community view the airport as vital for drawing both tourists and residents back to the region.
As the summer season approaches, Governor Stein is optimistic that the combination of the newly launched tourism campaign and the reopening of many local businesses will attract more North Carolinians and tourists to the mountains. In this effort, he has encouraged both locals and visitors to come to the area, assuring them that they will have a rewarding experience.
In conclusion, the “Rediscover the Unforgettable” campaign emerges as a response to the challenges posed by Hurricane Helene, with the goal of revitalizing Asheville’s tourism sector and supporting local businesses crucial to the region’s economy. The coming week will prove pivotal as the Stein administration engages with citizens and business owners in a concerted effort to highlight the resilience and beauty of western North Carolina.
Deeper Dive: News & Info About This Topic
HERE Resources
Governor Stein Promotes Tourism Recovery in Asheville
North Carolina’s Population Surge and Housing Challenges
Discover Greensboro: An Underrated Travel Gem
Severe Flooding and Thunderstorm Warnings in North Carolina
North Carolina Arboretum Unveils Giant Troll Sculptures
Safety Concerns Rise After Cyclist Fatalities in Asheville
Historic Flash Flooding in Ruidoso, New Mexico Claims Lives and Causes Destruction
Asheville Fire Department Quells Massive Blaze at Goodwill Outlet
Significant Fire Breaks Out at Asheville Warehouse
Asheville Tourists Claim Victory in 10-Inning Thriller
Additional Resources
- WSPA: Governor Josh Stein Hosts New Tourism Initiative in Asheville
- Fox Carolina: Gov. Stein Visits Western NC to Highlight Tourism
- WYFF4: North Carolina Governor Encourages Tourism Post-Hurricane Helene
- WLOS: First Baptist Church Asheville Initiates Community Change
- Wikipedia: Tourism in North Carolina
Author: STAFF HERE ASHEVILLE WRITER
ASHEVILLE STAFF WRITER The ASHEVILLE STAFF WRITER represents the experienced team at HEREAsheville.com, your go-to source for actionable local news and information in Asheville, Buncombe County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Asheville Bread Festival, LEAF Festival, and mountain sports tournaments at Biltmore Estate. Our coverage extends to key organizations like the Asheville Area Chamber of Commerce and Explore Asheville Convention & Visitors Bureau, plus leading businesses in hospitality and brewing that power the local economy such as the Biltmore Estate and Sierra Nevada Brewing Company. As part of the broader HERE network, including HERECharlotte.com, HEREGreensboro.com, HERERaleigh.com, and HEREOBX.com, we provide comprehensive, credible insights into North Carolina's dynamic landscape.
