Bear’s Smokehouse BBQ reopened with a party they called To Hell with Helene. Photo credit: Rachael McIntosh

ASHEVILLE CAPTURES AMERICA'S HEART AND READER'S DIGEST 2025 NICEST PLACE IN AMERICA HONOR

Destination recognized for extraordinary community resilience, kindness and collaboration in the wake of Hurricane Helene

Asheville has been named the "Nicest Place in America for 2025" by Reader's Digest, a prestigious recognition celebrating the community's extraordinary resilience, unwavering kindness, and remarkable unity in the aftermath of Hurricane Helene.

The ninth annual Nicest Places in America initiative invited readers nationwide to nominate towns, businesses, and neighborhoods that exemplify goodwill and community spirit. Asheville received a record number of nominations specifically highlighting how residents came together following the devastating hurricane in Sept. 2024. The community's response, from grassroots relief efforts to neighbors helping neighbors, exemplified a powerful culture of selflessness and mutual aid that defines the city.

"This recognition speaks to the heart of what makes Asheville truly special – our people," said Vic Isley, President and CEO of Explore Asheville. “When Hurricane Helene left us without power, water, or communication for weeks, the heart of hospitality was on full display. Restaurants served thousands of meals, hotels provided lodging for first responders and relief workers and businesses from bookstores to breweries transformed into relief distribution centers. This honor celebrates not just our recovery, but the spirit of collaboration and resilience that defines our mountain community."

The award recognizes Asheville's compassionate crisis response and close-knit community spirit that make it a beloved destination. According to Reader's Digest, Asheville's unique character is built on a foundation of strong social connections, which proved to be the community's greatest asset during Hurricane Helene's aftermath.

"The Nicest Places initiative is about discovering and celebrating the kindness that binds our communities," said Eric Gillin, Chief Brand Officer at Reader's Digest. "Asheville's story is a profound example of how human connection can triumph over adversity. We are honored to spotlight a community that not only faced an unprecedented disaster but emerged with a stronger, more compassionate spirit."

The selection was made by a distinguished panel of judges, including Al Roker, Weatherman and anchor on NBC’s TODAY show; Mitch Albom, philanthropist and bestselling author; Sandra Clark, CEO of StoryCorps; Mónica Guzmán, author and senior fellow at Braver Angels; Bonnie Kintzer, former CEO of Trusted Media Brands; and Greg Hudnall, who nominated last year’s winning place, Provo, UT.

Asheville was selected from a field of 2025 finalists that included the Peru Amateur Circus in Peru, Indiana; the city of Monroe, Louisiana; Semicolon Books in Chicago, Illinois; and the city of Medina, Ohio.

"This recognition arrives at an important time as we welcome back visitors this fall and holiday season," added Isley. "It reinforces that Asheville's greatest attraction has always been our community — visitors don't just come here for our mountains, breweries, and culture, they come for the warmth and authenticity of our neighbors. This award celebrates that enduring spirit and shows the world that our community remains stronger than ever and that we are open and ready.”

The Reader's Digest recognition adds to Asheville's extensive list of national accolades, further solidifying the destination's reputation as a place where natural beauty, creative spirit, genuine Southern hospitality, and community care converge.