Explore Asheville is launching a new commercial inspired by “Carolina,” Eric Church’s heartfelt musical ode to his home state. Debuting at the top of the new year and in the wake of Hurricane Helene, the commercial aims to encourage travelers to return to the Asheville area for vacations and events to support the many small, creative businesses and people of the region.

As part of a broader “Be Part of the Comeback” campaign, the spots feature Church’s song “Carolina” alongside images of open doors and welcoming faces as local creators, makers, and businesses call visitors to come back to Asheville with heart. We invite you to share your own Asheville moments using the hashtags #BePartoftheComeback #CarolinaCallingYouHome on Facebook, Instagram, TikTok, and YouTube. 

This week, Explore Asheville distributed $100,000 in essential recovery grants to 10 small, independent restaurants in Buncombe County. This funding was raised through 13 curated dinners organized by more than 20 esteemed New Orleans chefs as part of the Cooks for Carolina initiative, dedicated to supporting local restaurants impacted by Hurricane Helene.

The dinner series, which took place last November and December across the Crescent City, was organized to provide crucial financial assistance to small, independent restaurants in Asheville and Buncombe County. All dinner proceeds were directed to the Always Asheville Fund, which Explore Asheville established in the wake of Hurricane Helene to help businesses reopen and retain their employees.

Explore Asheville is now accepting applications for the 2025 Festivals & Cultural Events (F&CE) Support Fund. The fund offers financial assistance for local events that make the Asheville area and Buncombe County a wonderful place to live and visit. Grants range from $1,000 to $5,000 for events that are hosted by Buncombe-County-based nonprofits and municipal partners and take place between April and December 2025.

This February, Explore Asheville is launching Date Nights with Asheville and Hotel Weeks—two collaborative promotional efforts designed to stimulate business, inspire visits, and drive engagement during one of the quieter months of the year. 

To participate:

• Submit events to the Explore Asheville Event Calendar and select the "Date Nights with Asheville" category
• Add your offers and deals in the Partner Portal using the "Date Nights with Asheville" and/or "Hotel Weeks" categories

Submit offers by the end of the day to be considered for editorials & curated itineraries!

For more information about the promotional efforts, click here. Don't hesitate to reach out to spearsall@exploreasheville.com for assistance!

Last month, Explore Asheville hosted a free business insurance webinar with principals from a seasoned law firm, Gauthier Murphy & Houghtaling, who have extensive experience following named storms throughout the South. John Houghtaling, Kevin Sloan, and Pardis Moreland led a valuable discussion, providing free legal guidance on storm-related insurance challenges. If you missed the webinar, you can view the recording here. 

On January 13, FEMA announced an extension for hotel stays until January 25 for more than 3,000 Western North Carolina residents displaced by Tropical Storm Helene. This third extension, under FEMA's Transitional Sheltering Assistance program, follows a 48-hour extension last week prompted by the January 10 winter storm.

• Andy Buchanan Art
• Asheville Food & Beverage United
• Bebop Bottle Shop
• Botiwalla by Chai Pani - Downtown
• Cornelia's Place
• Cuentos y Café BIPOC Bookstore
  
• Eagles Nest Outfitters
• Eblen Charities
• ELEMENTALITY
• Erica Busse Art
• Gypsy Queen Market, Deli, and Food Truck
• Heartful Art Gallery
• Hot Box AVL
  

• Hygge Elements
• Laura Wood Studios
• Mary's Mountain Cookies
• Of the Earth Nourishments
• Paige Houghton Art
• Picnic Pop-Up
• Red Ribbon Society
• Sew AVL
• Shining Rock Goods
• Sumo Asian Kitchen
• The Altamont Condos
• The Asheville Co.
• Towns Property Management
• Yesterday Spaces

As we gather for The Year Ahead this year, we invite you to join us in reflecting on the remarkable progress we've achieved together and exploring how our industry can collaborate to rebuild and re-envision an even stronger Asheville and Buncombe County in 2025. The event will host three in-depth panel discussions featuring local leaders and national experts from New Orleans and Washington D.C. We'll also honor the 12th Annual Explore Asheville Superstars, whose unwavering resilience and community-minded dedication supported Asheville and Buncombe County through unprecedented times.

Seating is limited so we recommend that you register early for this event. We hope you join us in looking ahead towards recovery and revival at A-B Tech Ferguson Auditorium, Wednesday, February 12, 9 a.m.–12 p.m.

Asheville has earned a spot on The New York Times' "52 Places to Go in 2025" list, highlighting the city's recovery and renewal following Hurricane Helene. The feature recognizes local businesses and organizations such as Good Hot Fish, the North RAD, Hood Huggers International, and the YMI Cultural Center, each contributing to the narrative of the city's resilience and revitalization.

The Times’ featured photo captures artist Tommy Lee McGee of Sir Tom Foolery Art/Design and fellow muralist Kathryn Crawford at work on Phase II of the Black Cultural Heritage Trail. McGee, who leads the artistic vision for the project, is creating three new murals representing the Downtown, Southside, and River Area sections of the trail—offering a meaningful way for residents and visitors to learn how Black people from all backgrounds built resilient communities and fostered social change in Asheville.