News Summary
North Carolina Governor Josh Stein has unveiled the ‘Rediscover the Unforgettable’ tourism campaign at Asheville Regional Airport to revitalize tourism in Western North Carolina after Hurricane Helene. The campaign aims to encourage visitors to return to local attractions and support small businesses. Governor Stein plans visits to various tourist spots over the next week, emphasizing the region’s natural beauty and vibrant offerings. Despite the hurricane’s significant economic impact, the tourism sector is expected to recover, aided by recent funding initiatives.
Asheville, NC – North Carolina Governor Josh Stein launched the “Rediscover the Unforgettable” tourism campaign at Asheville Regional Airport aimed at revitalizing the tourism sector in Western North Carolina that has been significantly impacted by Hurricane Helene. The campaign focuses on encouraging visitors to return to local attractions and support small businesses as they recover from the hurricane’s aftermath.
The initiative will see the governor, accompanied by the First Lady, visit various tourist destinations and family-friendly venues throughout Western North Carolina over the coming week. This is part of a concerted effort to spotlight local attractions, restaurants, and small businesses that have faced considerable setbacks following Hurricane Helene.
During the launch event, Governor Stein highlighted the picturesque landscapes, numerous adventures, delicious food, and unique crafts as compelling reasons to visit the region. He reassured both residents and potential visitors that many businesses are operating and ready to welcome guests, encouraging individuals to explore what the area has to offer.
As part of the campaign, the governor has already visited locations such as Catawba Falls, Old Fort, and Asheville’s River Arts District. These sites represent just a fraction of the vibrant attractions that contribute to the region’s tourism appeal.
Despite the challenges posed by Hurricane Helene, the tourism industry in North Carolina remains on the upswing, with travelers expected to spend over $36.7 billion in 2024, compared to $35.6 billion in 2023. Nonetheless, the hurricane inflicted significant financial damage; Explore Asheville estimated a revenue loss of approximately $584 million in the fourth quarter of 2024, severely impacting sectors such as restaurants, breweries, lodging, and entertainment.
The “Rediscover the Unforgettable” campaign is timely, coinciding with the recent passage of the second Helene appropriations bill, which has allocated $575 million in funds dedicated to recovery efforts in the affected areas. This influx of financial aid is expected to bolster ongoing recovery initiatives, providing much-needed support for local businesses and tourism infrastructure.
Asheville Regional Airport, described as the third busiest in North Carolina, plays a crucial role in connecting Western North Carolina to both domestic and international travelers. The airport welcomes around 2 million passengers each year and has undergone significant upgrades to enhance the travel experience.
Local leaders, including Jeffrey Burroughs, president of River Arts District Artists, have noted that while businesses are in the process of recovery, many are still experiencing revenue declines of 50% to 80% compared to pre-Hurricane Helene levels. These figures underline the critical importance of tourism for the community’s recovery and economic health. Leaders like Burroughs are advocating for visitors to return and discover the many offerings that are available as businesses gradually reopen.
The North Carolina Commerce Secretary observed that the advertising and promotional effort aims to create lasting memories for visitors while simultaneously providing essential support to approximately 50,000 small business owners who are reliant on travel and tourism. This mutual benefit underscores the campaign’s dual purpose of boosting economic recovery and enhancing the visitor experience in Western North Carolina.
Governor Stein’s efforts will not be limited to the Asheville area; he plans to continue promoting tourism in other regions affected by the hurricane, including Nantahala National Forest and Transylvania County. The expansive nature of these initiatives reflects a comprehensive approach to recovery that seeks to not only restore but invigorate the tourism sector in Western North Carolina.
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Additional Resources
- Spectrum Local News
- WSOC TV
- WYFF4
- Fox Carolina
- Travel Off Path
- Wikipedia: Tourism in North Carolina
- Google Search: Western North Carolina tourism
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.
