Explore Asheville reports steep tourism decline after Helene but says marketing and grants are aiding recovery

Vic Eiseley, president and CEO of Explore Asheville, said tourism remains central to the county’s economy and that the organization is working to accelerate recovery for local businesses.

Eiseley said visitors historically contributed nearly $3 billion in direct spending to the area and supported about 29,000 jobs; he said lodging sales from July 2024 through April 2025 are down 26% year‑over‑year and lodging demand is down about 7% for the same period. “If it weren't for those visitors, we would have to pay an additional $2,600 annually per household,” he said, summarizing tourism’s contribution to local tax revenues.

Explore Asheville paused paid advertising immediately after Helene and resumed cooperative advertising in November with partners including Biltmore and Visit NC as conditions improved. The organization reported it has distributed more than $2,100,000 in Always Asheville Fund grants to small businesses and that as of April more than 80% of its 2,000 travel and hospitality partners in Buncombe County were open.

Eiseley outlined marketing investments of $4.5 million since November and an additional $4.7 million in media planned through the end of the month, including cooperative campaigns in Chicago, New York and Washington, D.C. He said Explore Asheville is coordinating with partners, including the Army Corps and municipal agencies, to assess river and park access and to promote safe visitor access.

Eiseley urged residents and visitors to consult exploreasheville.com for current information on open attractions and river access and said the organization will continue grant and promotional support for events to help bring customers back to local businesses.