Oct. 29, 2025

Over the last four weeks, Explore Asheville’s partners have reported a surge in business activity across Buncombe County, with hotels, restaurants, attractions, and retailers offering more tangible signs that our collective comeback is gaining momentum for the important fall season. The path forward remains uneven, with some rebounding more quickly while others face a longer journey—reminding us that our region will be on a continuum and will require additional state and federal support.

During this critical period, groups and meetings have emerged as anchors, helping sustain our lodging partners, restaurants, and service providers as the leisure market rebuilds confidence. The team's continued focus on enhancing the quality of each visit by shining a light on the stories of the Asheville area and event marketing has never been more important. We’ve been working diligently alongside many partners to sow seeds and reason for hope. This type of community collaboration is what will carry us from the fall through the holidays and into 2026.

In that spirit, we are thrilled to share that this afternoon, it was announced that Explore Asheville won the bid to host the influential Outdoor Media Summit next September here in Asheville, generating more than $800,000 in direct spending and drawing more than 100 prominent media, marketers, and CEOs in the outdoor industry.

Other takeaways from the October 29 board meeting include:

• September lodging occupancy and demand;
• National and local trends facing travel & hospitality;
• Tourism-related capital projects and market assessment RFP;
• Highlights of Q1 Business Development, Marketing, Partnership, and Culture efforts and achievements towards Explore Asheville's Strategic Imperatives.

In early November, we are producing and showcasing our community's role as the birthplace of country music and as the U.S. premiere of a new family-friendly troll-hunting experience. Thank you to all our partners who have helped promote and create packages for The Asheville Sessions, November 6–9, and Thomas Dambo's Trolls: A Field Study curated at the North Carolina Arboretum from November 15–February 17. These events align with our community's values and represent the kind of compelling experiences that inspire visits and local pride alike—please consider this your personal invitation to participate in one of these cultural events.

September hotel occupancy was 66%, up three points from 2024 and down 13 points from 2019. Hotel demand was up two percent from last year.

September vacation rental occupancy was 49%, down five points from 2024 and 10 points from 2019. Vacation rental demand was down 23% compared to last year.

Hospitality Employment:

The hospitality sector accounted for all net job decline from October to August compared to the same month the previous year, illustrating the ongoing challenges in hospitality employment.

Lodging:

• National: Hotel demand is stable through September, and monthly year-over-year changes have remained under 1.5% throughout the year.
• Local: Hotel demand is up 2.4% through September, with FEMA TSA vouchers for displaced residents propping up first quarter demand. Vacation rental demand was down 23% through September.

Air Travel:

• National: Domestic air volume is essentially unchanged.
• Local: AVL air passenger traffic has decreased by 7.8% through August, following many years of record double-digit growth.

Government Shutdown Impacts:

• National: U.S. Travel Association’s real-time tracker estimated travel spending losses of nearly $3.9 billion, roughly a billion a week.
• Regional: Looking at National Western North Carolina Parks, Visit NC estimates losses of $153M after a month-long shutdown. Thanks to the work of organizations like the Blue Ridge Parkway Foundation and Friends of the Smokies, key amenities on the Parkway and the Great Smoky Mountains National Park remain open to the public through November 2.

Outlook:

• National Forecast: According to the US Travel Association, domestic leisure travel is forecast to grow at a moderate 1.8% in 2025 and $1.9% in 2026.
• Consumer Sentiment: Longwoods surveys show that more than 90% of travelers have plans for the next six months, even as the Conference Board reported vacation intention was at its weakest point since April.
• Local: Many partners are reporting stronger booking demand as well as more confidence in booking pace through the end of 2025.

In March 2025, a leadership planning session identified key areas for investment, including large entertainment and cultural facilities, indoor and outdoor sports venues, and family attractions. As a result, Explore Asheville will be issuing a Request for Proposals (RFP) this week inviting qualified firms to:

• Evaluate market demand and emerging trends
• Identify high-potential tourism-related capital projects and prioritization frameworks
• Guide financial and implementation considerations
• Assess the Southeast regional event landscape to identify opportunities, comparable destinations, and recommend events Buncombe County could competitively bid to host

The goal of this assessment is to provide the authority and community partners with objective, data-driven analysis, and a clear prioritization framework to guide future investment in large-scale tourism-related assets. Explore Asheville will be collaborating closely with municipal and community partners throughout the process.

Findings are projected to be presented at the March 2026 Annual Planning Session.

Last quarter, Explore Asheville collaborated with local travel and hospitality partners to amplify the message that Asheville and Buncombe County are open and ready for visitors. Explore Asheville’s Strategic Imperatives guided the major highlights from this summer and early fall:

The goal of commemorating this milestone was to encourage balanced coverage that honored the loss in our region while celebrating the grit, progress, and comeback stories across WNC. This strategic media outreach and partner support recognized the significant progress and ongoing need while inviting visitors back for the fall and holiday season.

Twenty-six miles of the BRP in our region reopened making 114 contiguous miles of the parkway open through Asheville and Buncombe County, marking a major moment in the region’s recovery just ahead of the one-year milestone. Explore Asheville amplified the announcement by producing a guide to the reopened section with maps, e-news, and video storytelling featuring the National Forest Service. When the government shut down, the narrative shifted on how the Blue Ridge Parkway is ensuring its own destiny to keep its facilities open for visitors.

The long-desired Pattie Gonia partnership added layered LGBTQIA+, environmental, and outdoor storytelling around Blue Ridge Pride and the parkway opening. Pattie performed and hosted a local meet, encouraging two-night stays and raising $28,000 for the Always Asheville Fund.

Explore Asheville partnered with Asheville GreenWorks, RiverLink, and Food Connection for a Day of Service that engaged 65 volunteers from partner organizations and the broader community. Volunteers removed debris from the French Broad River, packed 600 meals for distribution, and cleared invasive plant species from Karen Cragnolin Park.

On September 25, Explore Asheville, the Asheville Chamber of Commerce, Buncombe County Government, and the City of Asheville brought together more than 1,000 community members at Highland Brewing for a powerful evening of reflection and gratitude honoring the Heroes of Helene.

In July, Explore Asheville partnered with MODA, Go Local, and the Asheville Downtown Association to celebrate Independent Retailer Month through the "Shift 10" pledge, encouraging audiences to redirect 10% of their spending to local shops. Themed "Shop by Vibe" itinerary guides generated over 440,000 video views across social platforms, while an app-based "Shop & Win" scavenger hunt drove foot traffic to independent retailers throughout the community.

Business Development generated 440 leads by attending conferences during the quarter, resulting in more than 70 appointments with strong buyer sentiment. In August, a familiarization tour welcomed 13 diverse meeting planners from across North America, representing the technology, incentives, corporate manufacturing, and life sciences segments. One hundred and thirty-five meetings were held in Buncombe County, generating $21 million in direct spending and more than 31,000 roomnights, a 34% YOY increase.

The Always Asheville Fund continues to support small local travel and hospitality businesses as they reopen and recover from Hurricane Helene. To date, we’ve raised and awarded $2.18 million across more than 500 grant awards, with 100% of funds fully disbursed. Grantees reported using most of these funds to support payroll, rent, repairs, and reorder inventory. As additional funds are raised, the program continues to support grantees who still need assistance.

The Explore Asheville Tourism & Hospitality Internship launched in June 2025 with four interns from T. C. Roberson High School, Carolina Day School, Asheville School, and the University of North Carolina Wilmington. These students invested nearly 120 hours in learning about the role of a destination organization and gaining exposure to partner businesses. Their capstone project centered on travelers with disabilities and promoting accessible tourism.

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the October 29 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, November 19 | 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