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Governor Stein Launches ‘Rediscover the Unforgettable’ Campaign

Scenic view of attractions in Western North Carolina, including nature and art.

News Summary

Governor Josh Stein has unveiled a new tourism campaign, ‘Rediscover the Unforgettable’, to promote recovery in Western North Carolina post-Hurricane Helene. The initiative, launched at Asheville Regional Airport, aims to enhance local tourism and support small businesses affected by the hurricane. With leaders from 15 counties in attendance, discussions focused on revitalizing the tourism sector, which has faced significant revenue losses. Stein plans to visit key attractions across the region to showcase recovery efforts and tourism opportunities.

Asheville, North Carolina – Governor Josh Stein has launched a new campaign titled “Rediscover the Unforgettable” aimed at promoting tourism in Western North Carolina, a region still recovering from the impacts of Hurricane Helene. The official launch took place at the Asheville Regional Airport, emphasizing the importance of revitalizing local economies through increased visitor engagement.

The launch event brought together leaders from 15 counties significantly affected by Hurricane Helene, allowing discussions about the ongoing recovery efforts and future tourism opportunities in the area. This initiative aligns with the recent approval of the second Helene appropriations bill, which allocates $575 million to support various recovery programs in the region.

Governor Stein outlined that the campaign’s primary objective is to shine a light on local attractions and to assist small businesses that have faced challenges due to the hurricane. Stein highlighted the vital role tourism plays in North Carolina, noting that in 2024, travelers spent over $36.7 billion in the state, an increase from $35.6 billion in the previous year. Despite this growth, the Asheville tourism sector is projected to face a $584 million revenue loss in the fourth quarter of 2024, attributed to the hurricane’s aftermath.

Throughout the week, Stein and the First Lady will visit various tourist attractions across Western North Carolina as part of the campaign to demonstrate the recovery of the local tourism landscape. Destinations such as Catawba Falls, Old Fort, and the River Arts District in Asheville have already been highlighted as key locations to attract visitors.

Many businesses in the mountainous areas are still grappling with the effects of Hurricane Helene. Reports indicate that some local businesses have experienced gross revenue declines ranging from 50% to 80%. As the third busiest airport in North Carolina, the Asheville Regional Airport facilitates approximately 2 million passengers annually, underscoring its critical role in the tourism industry.

Stein aims to reshape perceptions regarding the region’s recovery efforts, encouraging visitors to look beyond the negatives associated with the hurricane. He wants potential travelers to understand that the flooding has receded and communities are actively rebuilding and revitalizing.

The River Arts District in Asheville is home to local artists who are eager to showcase their resilience and unique offerings. Reports indicate that approximately half of the artists in the district are already back in operation, symbolizing a robust community spirit and a strong desire for collective recovery. Commerce Secretary Lee Lilley pointed out that tourism is essential for driving economic growth for over 50,000 small business owners throughout North Carolina.

In addition to the initial launch activities, Governor Stein plans to extend his outreach to areas like Nantahala National Forest and Transylvania County to further raise awareness of tourism needs in those regions. Local artists expressed a renewed sense of community following their experiences during the disaster, highlighting the stronger bonds formed and the invigorated energy within their communities.

The “Rediscover the Unforgettable” campaign symbolizes a significant step toward restoring the tourism industry in Western North Carolina while inviting both residents and visitors to experience the region’s rich attractions and natural beauty.