|
Explore Asheville and Buncombe County Tourism Development Authority Recap a Monumental Year
The Annual Meeting centered on honoring travel and hospitality’s role as a critical community asset
More than 200 local travel and hospitality partners and community leaders gathered at The Wortham Center for the Performing Arts for the 2025 Buncombe County Tourism Development Authority (BCTDA) Annual Meeting on Monday. The Annual Meeting recognized the industry's collective recovery efforts following Hurricane Helene and previewed major cultural events coming to the Asheville area that are set to inspire travel and support the region’s economic rebound this fall.
The meeting began with opening statements from elected officials including County Commission Chair Amanda Edwards and Mayor of the City of Asheville Esther Manheimer on the value of the visitor economy.
“I want to thank each and every one of you in this room—the leaders, entrepreneurs, creatives, hospitality workers, and business owners—who make up Asheville’s vibrant tourism and travel industry,” said Mayor Esther Manheimer. “Your dedication to this community and the visitors we welcome each year is truly the heartbeat of our city and a pillar of our local economy.”
Reflecting on the Travel & Hospitality Community’s
Economic Progress
President & CEO of Explore Asheville and the authority Vic Isley highlighted the visitor economy's recovery milestones and noted that, despite the challenges, the 477 groups and events booked by Explore Asheville will generate a record-breaking $67 million in direct spending. The authority continues to support nearly 2,000 local businesses and operations while working to restore visitor confidence and economic stability. Nearly 90% of those businesses have reopened since Hurricane Helene.
“It is complicated to mark the impact of Helene on our economy because things are happening in fits and starts,” said President & CEO Vic Isley. “$2.65 billion in visitor spending last year was still a significant boost for our local businesses, with 70% of that spending occurring outside of accommodations across a diverse range of establishments. One thing that has become very clear, especially in the aftermath of Helene and the pandemic, is the deep interconnectedness between our travel and hospitality community and our creative community.”
Major Cultural Attractions Aim to Inspire Travel and Support the Region’s Economic Rebound this Fall
Panel discussions centered on two significant experiences poised to bolster Buncombe County's economic recovery, foster local pride, and enrich the community’s creative spirit. Thomas Dambo’s U.S. debut of “Trolls: a Field Study” and the Asheville Sessions both shine a global spotlight on Asheville. Dambo’s immersive installation pays homage to the region’s biodiversity and natural beauty, and the upcoming Asheville Sessions event solidifies Asheville’s role in the evolution of Americana music.
The Asheville Sessions: Celebrating 100 Years of Americana & Appalachia
Regional music experts presented plans for the upcoming centennial celebration of the historic recording sessions that catapulted the explosion of Americana and bluegrass music into the mainstream. The three-day event, Nov. 6–9, will feature panel discussions, concerts, and the release of a remastered double album showcasing Asheville's role in country music history.
“If Bristol was the big bang of country music, then Asheville lit the fuse,” said Wayne Martin, Executive Director of the North Carolina Arts Foundation, while quoting Tony Russell. “I believe that’s accurate because country music and Americana roots music were shaped by what happened here exactly one century ago.”
Asheville Sessions panelists included:
- Jeff Whitworth - Owner/Co-Founder of Worthwhile Sounds/AVL Fest
- Wayne Martin - Executive Director of North Carolina Arts Foundation
- Richard Emmett - Program Director of Blue Ridge Center for Music
Thomas Dambo's Trolls: A Field Study
Local and global architects of landscape shared the significance and impact of the North American premiere of Trolls: A Field Study at the North Carolina Arboretum. The internationally acclaimed outdoor art exhibition, running Nov. 15–Feb. 17, 2026, features 12 oversized trolls sculpted from reclaimed materials by Danish recycling artist Thomas Dambo, with Explore Asheville serving as the presenting sponsor. Thomas Dambo, the troll creator and artist, shared a video about his visioning process and excitement to bring his trolls to Asheville after Hurricane Helene.
“Trolls: A Field Study reflects our community's values regarding art, sustainability, and fostering connections between people and our environment,” said Drake Fowler, Executive Director of the North Carolina Arboretum. “There will be six trolls in the main garden and six in the natural environment, engaging with areas affected by the hurricane. It will be enjoyable for all ages, and the timing is strategic to attract visitors to our community and encourage them to extend their stays from November to February.”
Trolls: A Field Study panelists included:
- Drake Fowler - Executive Director of North Carolina Arboretum
- Liisa Andreassen - Founder of Echoes of the Forest
Recognizing Outgoing and Incoming Leadership
Brenda Durden of Asheville Hotel Group was recognized for her dedicated leadership as the chair of the BCTDA board for the past two years, and outgoing member Larry Crosby, general manager of The Foundry Hotel, was also honored for his service since 2021. Amy Kelly of Hatteras Sky Development was welcomed to fill Crosby's City-appointed seat, while Elizabeth Putman of Mosaic Realty was congratulated on her reappointment to a second term. Crosby received a custom "Always Asheville" artwork from local artist Jenny Fares of Sound Mind Design.
William A.V. Cecil Award Honors International Country Music Stars
Country music superstars Luke Combs and Eric Church received the 26th annual William A.V. Cecil Tourism Leadership Award for their immediate response to Hurricane Helene recovery efforts through Concert for Carolina. The Oct. 26 event at Bank of America Stadium raised more than $24 million for Western North Carolina recovery efforts, with Explore Asheville serving as the presenting sponsor with a $1 million commitment.
“Putting on that show was never about getting awards or being recognized for it. It was about doing the right thing for the people back home and the place that I grew up in and call home,” said country music star Luke Combs as he accepted the award on video.
Beyond the concert, Eric Church has given back to the region by donating royalties from his song “Darkest Hour” and lending his hit “Carolina” to help invite visitors back to the Asheville area through the Explore Asheville commercial spot and his voice to Visit NC television spots.
FY25 Annual Report Reflects on Year of
Industry Recovery & Resilience
The FY25 BCTDA Annual Report chronicles Explore Asheville's pivot from destination promotion to community collaboration to economic recovery following Hurricane Helene. The centerfold features a timeline of efforts aimed at inspiring visitors back to our region while standing up resources to maintain the travel and hospitality community. The report illustrates how the crisis fostered community collaboration with renewed purpose, while elevating Asheville's story of resilience through significant media coverage and national accolades.
Photos from the 2025 BCTDA Annual Meeting can be found here.
