Jan. 28, 2026

During the Explore Asheville and Buncombe County Tourism Development Authority board meeting today, there was a strong sense of hope and determination that 2026 will be the year our community not only rebounds but propels forward together. Year-end destination performance data shows that Asheville and Buncombe County are trending toward 2023 levels—a sign that the work we've done collectively is making a difference.

Despite nationwide challenges for the travel and hospitality industry last year, our community outperformed competitors across key lodging metrics and ended the year with a double-digit increase in roomnight demand. Business Development booked more conferences and events than ever and is on pace to beat that record again this year.

Marketing continues to work in concert with area partners, Visit NC and national media outlets to reshape public perceptions of the region by sharing positive stories that inspire and motivate potential visitors to choose Asheville. Partnership and Destination Management remain focused on connecting our partners with resources and one another, investing in the future of our destination, and supporting the future travel and hospitality.

This year brings significant opportunities, from new and improved attractions such as the newly renovated McCormick Field this April to nationally televised sporting events such as the Biltmore Championship Asheville this September, that support our community’s momentum in rising stronger and more resilient.

Other takeaways from the January 2026 board meeting include:

• The board approved BCTDA Board Officer nominations and received Finance Committee recommendations;
• November and December lodging occupancy and demand;
• Highlights of Q2 Business Development, Marketing, Partnership, and Culture efforts and achievements towards Explore Asheville's Strategic Imperatives;
• A December competitive market analysis and first half of FY26 group sales performance from Explore Asheville’s Business Development;
• A Meetings Database Institute (MDI) presentation on group sales arrivals and data trends for 2026;
• A presentation on the City of Asheville’s CDBG-DR Small Business Support Program.

Today we also shared our gratitude and appreciation for Jenn Kass-Green, who will be leaving her post as Explore Asheville's VP of Culture and Business Affairs to start her own business. Her last day will be Feb. 6, and we hope you join us in wishing her the best of luck in her next venture.

Today, the board welcomed HP Patel, president & CEO of BCA Hotels LLC, as chair; Lucious Wilson, general manager and partial owner of Wedge Brewery, as vice chair; and Tim Rosenbrock, vice president of corporate & government affairs of Biltmore, as the new treasurer of Explore Asheville. This new slate of board officers will serve until June 2027.

The finance committee also met earlier this month to review revenues and expenses for the first half of the fiscal year. Currently, lodging tax revenues are tracking approximately $1.15 million below the original FY26 net revenue budget. Based on current revenue and expense projections, the Finance Committee recommended no budget changes at this time.

November hotel occupancy was 68%, up three points from 2024 and down two points from 2023. Hotel demand was up 7% from 2024, when 21% of roomnights were supported by the TSA FEMA voucher program.

November vacation rental occupancy was 55%, up six points from 2024 and even with 2023. Vacation rental demand was up 58% from 2024.

December hotel occupancy was 63%, down six points from 2024 and three points from 2023. Hotel demand was down 8% from 2024, when 21% of roomnights were supported by the TSA FEMA voucher program.

December vacation rental occupancy was 53%, up one point from 2024 and down three points from 2023. Vacation rental demand was up 27% from 2024.

Leveraging national attention from the Helene Milestone, Explore Asheville shared stories narrating our rebound and revival. Back-to-back PR launches kept community momentum front and center, landing significant accolades from Frommer’s, Travel + Leisure, and Conde Nast Traveler. Amplifying the Blue Ridge Parkway’s open status during the government shutdown accelerated promotion heading into fall, boosting parkway visitation beyond peak October records and claiming Asheville as a top fall color destination. Homegrown events like Asheville Sessions and internationally renowned exhibits such as Thomas Dambo’s Trolls: A Field Study at the Arboretum carried that momentum into the holiday season through partner-led lodging packages that converted awareness into overnight visits and extended stays.

Innovating Travel Discovery through AI Optimization

Two AI-driven initiatives are underway to test how emerging technologies can improve trip planning, content discovery, and partner visibility while positioning Explore Asheville at the forefront of destination innovation. Mindtrip Trip Planner enables visitors to create personalized itineraries using an AI chatbot, increasing time spent on ExploreAsheville.com and guiding travelers to relevant local businesses. Bonafide, an AI optimization platform, will structure, enrich, and validate web content, ensuring Asheville’s content is discoverable and usable across next-generation AI search and planning tools.

Workforce Development and Partner Engagement

Partnership and Destination Management staff engaged more than 1,000 students, promoting the Explore Asheville’s Hospitality Scholarship and Travel and Hospitality Internship at five career days across three high schools and two middle schools. Applications are open to Buncombe County students and residents now through March 25.

The Concierge Working Group and French Broad River Communications Planning Working Group were both convened as part of Explore Asheville’s ongoing effort to connect our partners with resources, connections, and information.

Investing In and Serving the Community

More than $12 million was invested in eight community projects through the Tourism Product Development Fund (TPDF) and $92,000 was awarded to 26 local events through the Festivals and Cultural Events Support Fund. On Giving Tuesday, Explore Asheville partnered with Blooms of Kindness to assemble and donate more than 20 bouquets to the patients of Emerald Ridge.

Asheville and Buncombe County outpaced long-time competitive markets such as Charleston, SC, and Savannah, GA, in occupancy, average daily rate (ADR), and revenue per available room (RevPar) last month.

In the first half of FY26, Business Development secured 224 groups that spent $32 million at local businesses. Additionally, 258 more groups have been contracted and are expected to contribute another $15 million to the local economy. Compared to the first half of the previous fiscal year, leads generated increased by 28%.

Groups build an important base of occupancy throughout the year; sports initiatives and group recruitment remain key priorities. One hundred and twenty-five incoming groups are estimated to contribute $37 million locally in the latter half of the fiscal year. This includes the following strategic groups:

Meetings Database Institute (MDI), a strategic data management and solutions firm specializing in hospitality and meetings, presented group arrivals booked through Explore Asheville for 2026. Overall, Explore Asheville is booking and bringing more groups into market according to the following key points and trends:

• Sports groups, booked by Explore Asheville, continue to be a definite roomnight driver. Government/public administration, education, medical/pharmaceutical/life sciences, and manufacturing round out the top five. 
• Sports, manufacturing, the outdoor industry, and weddings show the highest conversion rates. The Outdoor Industry and Environmental/Energy sectors have higher conversion rates compared to last year.
• Most of Asheville's group business will come from the Carolinas, the Mid-Atlantic, and Florida.
• Larger groups requiring between 101 and 200 rooms are driving the highest amount of roomnights, followed by groups needing 201 to 300 rooms. The majority of definites remain between 10 and 50 rooms.
• New groups comprise most of the groups coming to Asheville in 2026.
• Groups arriving in March through June and in September show the highest roomnight impact. More business is expected to be contracted for later arrival dates.
• Groups with 7-10 month lead times represent half of the contracted groups coming to Asheville and a majority of all roomnights. 
• As a result of targeted sales efforts by the team, group business continues to be placed midweek, with 64% of room nights for weekday arrivals and activity spread across all days of the week.

Earlier this week, the Asheville City Council approved $15.5 million to support the City’s Small Business Support Program (SBSP) funded through the Community Development Block Grant–Disaster Recovery (CDBG-DR) program. As with all $225 million of the allocated CDBG-DR funds, 70% of these funds must reach low to moderate income neighborhoods and residents.

The SBSP has been prioritized for deployment over other economic revitalization programs, such as the $30 million allocated for flooded commercial corridors and the $5 million for workforce development, due to the pressing financial needs of local businesses.

Following a competitive application process, four organizations were selected to receive funding to support Asheville’s small business community:

These organizations will create grant programs aimed at providing fast, responsive, and accessible support to small businesses affected by Helene, while ensuring compliance with federal regulations. The next steps in this process include finalizing award contingencies and developing program manuals, with plans to launch the project in March.

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the January 28 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, February 25 | 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