June 24, 2026

Longwoods International released new data on American travel sentiment this week, presenting an encouraging outlook: while 40% of American travelers express concern about gas prices, 89% still plan to travel in the next six months. Instead of canceling their plans, travelers are adapting by opting for shorter drive trips and making smarter spending choices rather than staying at home.

Major national events like America 250 and the World Cup are contributing some to this positive trend, resulting in increased late bookings and visitation numbers that surpass the revised forecasts set earlier this year. For the Asheville area, this study indicates a summer with steady visitor volume, although per-person spending is expected to be lower than in previous years.

Other takeaways from the June 2026 board meeting include:

• May lodging occupancy and demand;
• The Buncombe County Development Authority (BCTDA) Board of Directors approved the FY27 $27.1 million operating budget;
• Lucious Wilson was reappointed by Asheville City Council for his second term;
  
• The Authority approved UNC Asheville’s 2025 Tourism Product Development Fund (TPDF) project scope amendment request.
  

Sunday was the summer solstice, indicating we are halfway through 2026 and entering FY27. Together with the support of our partners, we have made major strides this past fiscal year. Mark your calendar for Thursday, October 1, to celebrate these achievements together as we rebound and propel forward at the 2026 BCTDA Annual Meeting.

Also, this fall, the inaugural PGA TOUR’s Biltmore Championship Asheville tees off, bringing world-class athletes, golf fans, and national attention to our region. Working closely with our community partner organizations throughout the County, we’ve collaborated to create this partner toolkit to help your business make the most of the moment.

May hotel occupancy was 67%, on par with 2025 and down five points from 2024 and down 10 points from 2019. Hotel demand was flat from 2025.

May vacation rental occupancy was 55%, on par with 2025, down four points from 2024, and up two points from 2019. Vacation rental demand was flat from 2025.

Today, the BCTDA Board of Directors unanimously approved the FY27 operating budget set at $27.1 million, informed by a fiscal year $34.5 million net lodging tax forecast from Tourism Economics. Once Buncombe County Government retains a 5% administrative fee estimated at $1.8 million, lodging tax revenue from overnight visitors is split. Two-thirds, or $23 million, is invested in the operating budget, and one-third is divided evenly between the TPDF and the Legacy Investment from Tourism (LIFT) Fund, which supports community capital projects. Net lodging tax revenue is combined with $4.1 million from the fund balance to establish the FY27 operating budget.

This September, $12.6 million is projected for the FY27 LIFT Fund cycle.

Lucious Wilson Reappointed for a Second Term

Last night, the Asheville City Council reappointed Lucious Wilson to the Authority's Board of Directors. Wilson has been a member of the authority board since 2023 and currently serves as the vice chair. As a partial owner of Wedge Brewing, he represents the seat designated for owners of restaurants, breweries, distilleries, or wineries that are open for tours and tastings, or for executive directors of ticketed arts organizations.

The Authority approved UNC Asheville's request to amend its 2025 Tourism Product Development Fund (TPDF) award for the On-Campus Tennis Facility Project. The project has two phases: the first phase involves building a tennis complex with six lit courts and site improvements, while the second phase includes a field house with coaches’ offices, locker rooms, storage, sports medicine facilities, and public restrooms. This amendment allows the $500,000 grant to be used solely for phase 1, ensuring the six courts will be completed and open by the 2027 spring season.

The PGA TOUR's Biltmore Championship Asheville is coming to Asheville this September, and so are visitors and groups who are booking trips, making plans, and looking for things to do beyond the course. This partner toolkit has everything your organization needs to get involved, from approved tournament language and marketing assets to information on lodging, group dining, and our collaborative new countywide activation, "Play Through the Mountains."

Here's what's inside:

• Tournament info and brand guidelines
• Ticketing and guest information
• Info for lodging partners and group experiences
• How to participate in "Play Through the Mountains" collaboration and get featured on our community hub
• Customizable social media templates, sample captions, and email blurbs

One date to know: Partners who submit a package or deal for "Play Through the Mountains" by July 17 will be considered for inclusion in a curated neighborhood itinerary.

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the June 24 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, August 26 | 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