News Summary
Asheville’s tourism industry has taken a significant hit following Hurricane Helene. Key metrics show declines in hotel occupancy, vacation rentals, and local business revenues. Additionally, tax revenues from hotel stays and vacation rentals have fallen sharply, signaling a prolonged recovery period ahead. Despite efforts to market the region and improve visitor engagement, local officials anticipate continued challenges in restoring tourist numbers and economic stability in Asheville.
Asheville – Tourism in Asheville has experienced a significant decline nearly nine months after Hurricane Helene made landfall, impacting hotel occupancy and vacation rental demand across the city. Recent figures reveal a 7% decrease in hotel occupancy in May 2025 compared to the same month in 2024. Furthermore, hotel’s financial performance reflects a 19% drop in revenue year-over-year, and the average room rate in the area has decreased by 13% compared to May 2024.
The overall situation is mirrored in the vacation rental sector, where occupancy is down 11%, alongside a broader demand reduction of 26%. The available inventory of vacation rentals has also shrunk by 16%, indicating a significant shift in visitor behavior following the hurricane. The Grand Bohemian hotel, a notable establishment in the area, reported only 50% occupancy levels in June, a drastic decrease from the typical 75% during peak tourist season.
May 2025 saw Buncombe County record 198,526 hotel room bookings, a stark contrast to 190,459 hotel rooms booked in May 2019, highlighting the negative effects of Hurricane Helene on visitor numbers. Additionally, LaZoom Tours, a popular local comedy bus tour company, disclosed a revenue drop of 45% since the hurricane, illustrating challenges faced by local businesses reliant on tourism.
The visible impact of diminished tourism can also be observed in the tax revenue generated from hotel stays in March, which declined by 7% compared to March 2024, despite a slight increase in hotel bookings to 186,584. Tax revenues from vacation rentals fell as well, with reports indicating an overall drop of 35% from the previous year.
Looking forward, the recovery of Asheville’s tourism is anticipated to be slow. Tourism officials expect continued challenges due to lingering effects from the hurricane. Anticipation remains about the reopening of approximately 48.7 miles of the Blue Ridge Parkway by fall, which will restore access to key recreational sites and potentially draw visitors back to the area.
In addition, Explore Asheville is collaborating with VisitNC to enhance marketing initiatives aimed at enticing visitors from major cities such as New York, DC, and Chicago. This grassroots effort underscores a collective recognition that recovery will take time and necessitate substantial marketing and community support.
April 2025 results show that hotel occupancy in Asheville sat at 64%, which also reflects a 7% decrease from April 2024, with hotel revenues declining by 20%. Furthermore, the Buncombe County lodging tax revenue forecast has been revised down to $24.2 million, which is approximately $10.1 million below initial projections.
With forecasts predicting a 30% decline in lodging tax collections for FY25—the lowest figures since the pandemic—monthly lodging tax revenue is expected to taper off by 40% to 45%, with some gradual easing anticipated over the fiscal year. Despite these bleak outcomes, local business owners maintain cautious optimism about attracting tourists during the summer months. Some businesses, like LaZoom Tours, are diversifying their operations, with expansions into markets such as Charlotte to help offset losses in Asheville.
In light of these ongoing challenges, tourism officials have initiated a winter downtown program designed to draw visitors to the area, featuring holiday lights and events to promote visitor engagement. The future of tourism in Asheville remains uncertain, but concerted efforts from local stakeholders aim to nurture recovery and reignite interest in the region.
Deeper Dive: News & Info About This Topic
HERE Resources
North Carolina Arboretum to Host Interactive Troll Exhibit
Asheville’s Arts and Culture Scene Resiliently Rebounds After Hurricane Helene’s Devastation
The Importance of Estate Planning for New Families
Allegiant Air Launches Direct Flights from Asheville to D.C.
Revitalization of Asheville’s River Arts District Post-Hurricane Helene
Tragic Accident in Asheville Claims Life of Local Resident
Interstate 40 Closed Again in Western North Carolina
Asheville Recognized as a Top Underrated Travel Destination
Stunning 4-Acre Estate Listed for $5.9 Million in Asheville
Asheville Ranks No. 6 Among Underrated U.S. Travel Destinations
Additional Resources
- WLOS: Asheville tourism struggling after Hurricane Helene
- WLOS: Explore Asheville sees drop in tourism
- KTVO: Asheville strategizes to revive consumer traffic
- Google Search: Asheville tourism 2025
- Wikipedia: Tourism in Asheville
