News Summary
Asheville’s tourism sector is facing significant challenges after Hurricane Helene, with local businesses like LaZoom Tours reporting a 45% drop in revenue. Hotel occupancy rates fell to 64%, a 7% decrease from the previous year. ExploreAsheville is launching marketing campaigns to attract tourists from major cities. Community events are being organized to boost morale and support local businesses. Recovery efforts are ongoing, but challenges remain for families still facing rebuilding issues.
Asheville is grappling with significant challenges in its tourism sector after the impact of Hurricane Helene. Local businesses, reliant on tourism, are experiencing a notable downturn, with some reporting dramatic declines in revenue and customer attendance.
LaZoom Tours, a popular local business that has been part of the Asheville tourism scene for 18 years, has faced a staggering 45% drop in business following the hurricane. Owner Jennifer Lauzon noted that the company currently operates only one comedy bus tour daily, a drop from four in previous years, due to reduced demand. Only about 60% of seats were filled on recent tours, illustrating the decreased interest from tourists. To help sustain operations, Lauzon secured a Small Business Administration (SBA) loan.
The wider tourism industry in Asheville is also feeling the strain. Data shows that April 2025 hotel room occupancy reached only 64%, a 7% decrease from the previous year. Additionally, hotel revenues have dropped by 20% in lodging tax dollars compared to April 2024, highlighting the fiscal difficulties faced by local hospitality businesses.
To address the ongoing challenges, ExploreAsheville, the region’s tourism marketing agency, is taking proactive measures. They are collaborating with VisitNC to implement marketing campaigns aimed at attracting tourists from major metropolitan areas, including New York, Washington D.C., and Chicago. The focus is also on encouraging residents from within North Carolina to return to Western North Carolina for tourism.
Despite these efforts, Vic Isley, the CEO of ExploreAsheville, acknowledged that recovery will take time. Images of the hurricane’s aftermath continued to circulate in media and public discourse for weeks, likely contributing to lingering hesitance among tourists. Fortunately, the downtown area of Asheville experienced minimal physical damage from Hurricane Helene, which may help in the gradual recovery process.
Asheville Downtown Association is actively engaging the community through events to boost local morale and stimulate business recovery. A free outdoor concert is scheduled to commemorate eight months since Hurricane Helene, featuring performances by the Steep Canyon Rangers and others. The event is designed to foster community spirit while also supporting struggling local businesses. Over 200 volunteers have joined efforts to make the concert a success, showcasing community resilience amidst ongoing challenges.
The concert is expected to attract local residents and will offer various activities starting around 4 p.m., emphasizing support for local vendors. Such community-based initiatives are crucial as many businesses, including LaZoom Tours, are still adjusting to the changes in tourist behavior following the hurricane.
Furthermore, broader recovery issues continue to impact families in Eastern North Carolina. Six months post-hurricane, many residents are still facing hurdles in rebuilding. For example, some individuals, such as Soan Son and her family, remain in temporary camper accommodations while waiting for assistance to restore their destroyed homes.
The combined impacts of Hurricane Helene have reshaped Asheville’s tourist landscape significantly, and while local businesses like LaZoom Tours are trying to adapt and recover, the road ahead is undoubtedly challenging. The upcoming concert reflects a concerted effort by the community to support one another during these difficult times and revitalize the local economy.
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Additional Resources
- ABC News 4: Asheville Tourism Challenges
- CBS News: Asheville Comeback
- WLOS: Community Concert Post-Hurricane
- BBC Travel: Asheville Rebuild
- WCCB Charlotte: Asheville Tourism Rebound
- Wikipedia: Asheville, North Carolina
- Google Search: Asheville tourism recovery
- Google Scholar: Asheville Hurricane Helene
- Google News: Asheville Hurricane Helene recovery
Author: STAFF HERE ASHEVILLE 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.
