Nov. 19, 2025

Today at Explore Asheville and the Buncombe County Tourism Development Authority Board of Directors’ meeting, we shared news that underscores the momentum building across our community. The NC Dept. of Commerce awarded a $3.17 million Major Events, Games, and Attractions Fund grant for the 2026 “Biltmore Championship in Asheville.” The PGA TOUR event is one of only six grant recipients and the sole awardee in Western North Carolina to date.

This spirit of collaboration showed up in other ways this month. The Asheville Sessions Saturday concert raised more than $12,000 for the Always Asheville Fund, directly supporting small business grants, while also paying the artists who played. Our content partnership with Rolling Stone generated $7.1 million in publicity value, putting Asheville in front of readers nationwide.

Thomas Dambo’s U.S. premiere of the "Trolls: A Field Study" exhibit opened this past weekend at the North Carolina Arboretum to record-breaking crowds—the highest attendance in the Arboretum's 40-year history. The strong turnout continues this week, delighting locals and visitors alike.

Other takeaways from the November board meeting include:

• October lodging occupancy and demand;
• The economic impact of sporting events and how it's reinforced by the authority’s capital project investments;
• 2026 Festival and Cultural Events Fund recipients;
• Workforce development progress and what’s to come.

As we close out this year, we are already looking forward to the next. This week Travel + Leisure recently named Asheville one of "The 50 Best Places to Travel in 2026," setting our destination on a strong path for the year ahead.

Speaking of The Year Ahead, we will be convening our travel and hospitality partners and community leaders for the first partner event of 2026 on January 12 at The Orange Peel. Save the date and watch for your invitation soon!

October hotel occupancy was 77%, up 15 points from 2024 and down five points from 2019. Hotel demand was up 58% from last year, a month following Helene.

October vacation rental occupancy was 64%, up 17 points from 2024 and down two points from 2019. Vacation rental demand was up 58% compared to last year, a month following Helene.

The PGA TOUR will return to Asheville for the first time in 80 years from September 17–20, 2026 with the “Biltmore Championship in Asheville” at The Cliffs at Walnut Cove. This Explore Asheville and Biltmore Estate co-title-sponsored event is expected to attract more than 120 professional golfers, along with their families and caddies, thousands of spectators and millions of TV viewers.

Audience Alignment

• PGA TOUR audiences are 72% more likely than average to spend more than $3,000 per year on domestic travel, increasing the likelihood for quality visits to Asheville and Buncombe County during the TOUR.
• PGA TOUR audiences are 70% more likely to influence vacation recommendation decisions, making it more likely that they will recommend Asheville.

Estimated Positive Community Impact

In North Carolina, PGA TOUR events have generated an estimated $414 million annual economic impact and a cumulative charitable impact of $74 million.

The inaugural Myrtle Beach Classic in May 2024 welcomed more than 40,000 spectators across four days. A field of 132 players and caddies, 1,300 volunteers, and dozens of officials, staff, and media generated nearly $16 million in direct spending.

Explore Asheville’s $2.45 million sponsorship investment is estimated to help support $15 to $30 million in direct spending, earn $84 million in media value from four days of live coverage on the Golf Channel and internationally, and galvanize more than $100,000 in philanthropic support for local nonprofits and volunteer opportunities.

Outdoor Media Summit is set to follow the "Biltmore Championship in Asheville," positioning Asheville and Buncombe County for consistent coverage as a major sports and outdoor destination, leading into the second Helene milestone and the fall season.

Biltmore Championship Awarded $3.17 Million NC Dept. of Commerce Grant

The North Carolina General Assembly created the Major Events, Games, and Attractions Fund to stimulate economic activity and jobs by attracting high-impact events. The fund derives from in-state sports betting taxes. “Biltmore Championship in Asheville” is among the first six events awarded and the first in Western North Carolina to receive this one-time grant.

Sports play a vital role in our visitor economy, accounting for nearly one-third of all group roomnights booked by Explore Asheville. Since the last fiscal year, sports groups and events booked by our organization have grown by 25% in roomnights and 12% in direct spending throughout the community.

Explore Asheville strategically attracts sporting groups that align with community values and deliver meaningful, long-term benefits. Each event is evaluated on its direct spending impact, brand visibility, local involvement, sustainability, inclusivity, and legacy potential.

The authority has invested more than $70 million in Tourism Product Development Fund (TPDF) and Legacy Investment for Tourism (LIFT) Fund grants to sports facilities across Buncombe County. Immediate repairs and renovations to the John B. Lewis Soccer Complex and Bob Lewis Ballpark enabled both venues to host tournaments more quickly following Hurricane Helene, while investment in McCormick Field's Centennial Restoration helped capture the Big South Baseball Championship next spring.

Following the board meeting, the Southern Conference, Explore Asheville, Asheville Buncombe County Regional Sports Commission, and Harrah’s Cherokee Center - Asheville announced a 10-year extension of the SoCon Championship events in Asheville.

Twenty-nine 2026 sporting events, not including the PGA TOUR "Biltmore Championship in Asheville," are expected to generate more than $20 million in direct spending for local businesses.

Today, the authority approved $92,000 of investment for local cultural events and festivals. The authority’s financial support aims to preserve and uplift Asheville and Buncombe County’s cultural identity, support new events and help established ones grow, and strengthen the long-term resilience of events that provide value to this community.

Twenty-six community festivals and cultural events will receive investment through the annual Festivals & Cultural Events Support Fund this cycle—spotlighting, celebrating, and honoring the culture and heritage of our mountain region in communities throughout Buncombe County and the calendar year.

This past year, Explore Asheville launched its Workforce Development Program to nurture future professionals in the travel and hospitality industry, guided by insights from industry partners and Career and Technical Education (CTE) Teachers across the state.

This program inspires individuals to pursue careers in travel and hospitality through increasing awareness and exposure to partner experiences and career fairs, providing hands-on training through paid internships, and fostering education and advancement through scholarships.

We look forward to convening our travel and hospitality industry partners and community leaders for the first partner event of 2026, The Year Ahead, on January 12 at The Orange Peel.

Panels will cover new economic drivers for 2026, 2025 TPDF project recognition, and the presentation of the 13th Annual Explore Asheville Superstar Awards. Invites coming soon!

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the November 19 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, January 28 | 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