Aug. 27, 2025

Today's Buncombe County Tourism Development Authority board meeting convened at the Asheville Art Museum—a community asset made possible in part by a $1.5 million multi-year investment through our Tourism Product Development Fund (TPDF) that exemplifies our commitment to channeling lodging tax dollars back into our community's growth.

Explore Asheville continues working persistently to expedite our community's economic recovery following Hurricane Helene. Last week, the work was recognized by one of U.S. Travel Association's highest annual honors—the Bridging Communities Award—validating the collective efforts of our entire staff and our community partners who have worked hand in hand with us since the day of the storm.

In exactly one month, we’ll reach the one-year milestone since Hurricane Helene impacted our region. We’re coordinating with local, regional, and state partners to maintain our region’s visibility and build momentum for a robust fall season that extends through the holidays. So many of our neighbors and businesses depend on this peak period to offset what has been an extraordinarily difficult year, and we're focused on inspiring visits that will retain our community and residents’ livelihoods.

This morning, we welcomed Matthew Lehman, general manager of the Grand Bohemian Lodge, as our incoming board chair. We also celebrated Michael Kryzanek, Explore Asheville's vice president of business development, as he officially retires on Sept. 5 after dedicated service to our organization and the community.

After the board meeting, media representatives and partners gathered with us at another TPDF-supported project, UNCA's Karl Strauss Track, for an exciting announcement. The National Association of Intercollegiate Athletics (NAIA) has selected Asheville to host the Outdoor Track & Field National Championships in 2026 and 2027.

Other takeaways from the August board meeting include:

• July lodging occupancy and demand;
• LIFT Fund will now support Wayfinding Program maintenance and upgrades;
• Intentional planning and regional activations around the One-Year Hurricane Helene Milestone;
• Three strategies driving our marketing approach this fiscal year;
• Earned media coverage and collaborative partnerships led by influential voices;
• Moving travelers from inspired to engaged and planning this fall and holiday season.

We have several special events immediately on the horizon, so please make plans to attend. This Thursday, we will celebrate our industry at the third annual Travel & Hospitality Night at McCormick Field. On Monday, Sept. 8, we will reflect on the past year we’ve shared together during the BCTDA Annual Meeting at The Wortham Center. We hope you can join us for one or all events!

July hotel occupancy was 71%, down two points from 2024 and 10 points from 2019. Hotel demand was two percent down from last year.

July vacation rental occupancy was 62%, down seven points from 2024 and four points from 2019. Vacation rental demand was down 23% from last year.

The authority approved the LIFT Fund Committee's recommendation to award $371,000 this year for the Explore Asheville Wayfinding Program for FY26. The program includes a countywide network of signs that guide drivers and pedestrians to neighborhoods, attractions, and key destinations. The approved budget will cover annual maintenance, upkeep, and enhancements to keep the system effective and current for residents and visitors alike.

Note how images are time-stamped to ensure proper usage.

Destinations that recovered strongly after major crises planned around milestones and leveraged them for balanced media coverage. In partnership with state, regional, and local partners, Explore Asheville is applying that playbook to Helene’s one-year mark with clear objectives: honor loss, celebrate WNC’s grit, and acknowledge hard-won progress, while noting continued investment needs and inviting friends, families, and visitors to return for peak season.

The milestone provides an opportunity to shape balanced coverage that reflects both the resilience and the ongoing needs of Western North Carolina, laying the groundwork for continued storytelling into 2026, and keeping Asheville and WNC part of national conversations on recovery and renewal.

Hosted by the Asheville Chamber, Explore Asheville, and Highland Brewing, in partnership with the City of Asheville and Buncombe County, Heroes of Helene on September 25 at Highland Brewing will honor those who stood strong when the storm hit hardest. The community is invited to attend free outdoor evening featuring live music & local food, heartfelt tributes, family-friendly games & activities, community connection. 

Building on our toolkit series since Helene, a new one-year partner toolkit and media training will be shared next month to establish unified messaging heading into fall.

The Partner Toolkit Open & Ready: includes a variety of assets such as social media templates (Then & Now, Seasonal, Neighbor Spotlights), sample captions, talking points, suggested visuals, and sector-specific videos. Coinciding with the milestone and leaf season, core partner messages emphasize resilience, progress, and seasonal motivators, warmly inviting visitors.

Media Training Webinar: Led by Explore Asheville and their PR partner JPR Media, this session will focus on media readiness and strategies for integrating into fall promotions, aiming to help partners amplify consistent messaging and boost their confidence in engaging with the press.

Last week, the U.S. Travel Association honored Explore Asheville with a Destination Award for its ability to lead Hurricane Helene relief efforts through amplified events, fueling recovery and supporting the Always Asheville Fund.

Other recent organizational recognitions include:

• Skift - Ideas Awards Finalist
• Best of WNC 2025 - 3^rd Place for Local Events & Information Source
• Folio Eddie Awards Finalist - Northstar Meetings Group Video Series

Asheville continues to receive accolades from travel’s most trusted voices. These recognitions show that the Asheville area remains a sought-after destination—welcoming travelers with experiences that are vibrant, authentic, and memorable. The latest recognitions include:

• BBC - “Best places to travel in 2025”
• Travel & Leisure - “15 Favorite Cities in the U.S.”
• Rolling Stone - "Best Music City”

Advertising efforts roll and overlap across seasons, demonstrating our always-on advertising approach. Markets are determined by visitor spend data and research insights on travel patterns. Since July, our total net media investment has been $2.74 million.

Explore Asheville's three strategic areas of marketing focus include:

• Inspire: harness and inspire influential voices to speak for and with us
• Engage: spark conversations amplified by local partners and creators
• Convert: strong call to visit now through events and timely seasonal messages

Over the past year, Explore Asheville has elevated its national media strategy by engaging top-tier travel publications and securing the support of JPR, one of the country’s leading travel PR firms, in partnership with Biltmore. Explore Asheville’s PR team has also achieved notable regional results, including 19 Asheville-focused segments on the regional WSPA programming and planned coverage of Asheville’s revival from the Sound of Life Media Conference. Upcoming initiatives include the Mountain Recovery FAM, a three-city FAM in partnership with Biltmore, Knoxville, and Greenville, as well as the Michelin Masterclass, aligned with the inaugural Michelin Guide American South ceremony.

Respected third-party experts—advisors, editors, and tastemakers—are set to experience Asheville firsthand and validate it as a premier destination:

Travel + Leisure Travel Advisory Board Trip: The world’s top travel advisors will visit Asheville for a curated two-day trip this September.

Town & Country Travel File: travel guide focused on Asheville’s art, culture, food, and music scene for Town & Country's design issue Spring 2026.

Garden and Gun Weddings: Positioning Asheville as a premier wedding destination through an integrated content program to a highly targeted audience.

@BlackPeopleEats: Creator Jeremy Joyce will produce Instagram reels and daily stories highlighting Goombay and the Asheville area’s vibrant food culture.

Direct Flight Influence: This partnership with Parks Hospitality and Allegiant influencers exposes Allegiant’s audience to Asheville during the holiday season, inviting travel via direct flights during slower hotel seasons.  

Recognizing that audiences connect strongly with event messaging, new promotional efforts position Asheville as a destination that offers a constant array of exciting experiences. By leveraging media partners like Sojern to utilize travel-intent data for targeting potential travelers around major events, and Kargo to showcase messaging alongside premium content, this approach enhances credibility and targets travelers planning visits around big events.

This November, Asheville will claim its place in music history through a weekend of events celebrating the Centennial of the Asheville Sessions. Building on the collective work our community has done to establish Asheville as a destination for live and recorded music, this is an exciting weekend of events that will help gain ground in history books and own our musical legacy.

An AFAR Trip Planner partnership creates a swift path from inspiration to booking. Potential travelers can now explore 10 curated itineraries that are customizable with Mindtrip’s dynamic tools, allowing them to plan, share, and book their Asheville experience in a few clicks.

Every year, fall is one of our biggest travel drivers, and people plan their trips around when and where the leaves are changing color. This year, six color hunters' stunning fall color photos will fuel weekly fall color reports on ExploreAsheville.com, in subscriber emails, and on social channels. A fall color map layers in this year’s forecast, helping travelers see when and where to expect color across our long leaf season, boosting their confidence to book their trip and building length outside of peak weeks.

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the August 27 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, October 1 | 9–11 a.m.
Explore Asheville | 27 College Place
Details to be posted HERE >>

Delivering Balanced 
& Sustainable Growth

Encouraging Safe & Responsible Travel 

Engaging & Inviting More Diverse Audiences

Promoting & Supporting Asheville's
Creative Spirit