Buncombe County Invests $34.5 Million to Rebuild Tourism After Helene

Buncombe County committed $34.5 million in lodging tax revenue toward rebuilding its tourism economy, even as hotel occupancy sat at 51% and demand ran 16% below 2025 levels, the latest indicators showing how much ground remains to recover 18 months after Hurricane Helene.

The recently approved funds will flow through Explore Asheville's operating budget. "That will then be distributed through our operating budget to market and promote our creative community as well as important tourism-related capital investments," said Vic Isley, president and CEO of Explore Asheville. Isley framed the ambition beyond simple recovery: "We are really hopeful for not just a comeback, but rebounding and propelling the visitor economy and creative economy."

The occupancy figures carry important context. A portion of 2025's hotel demand came from emergency need rather than tourism: the TSA FEMA voucher program supported displaced Helene victims and accounted for 10% of all room nights that year. The 16% demand decline, while significant, reflects a drop from a baseline that emergency housing activity helped sustain.

Hotel operators projected a turnaround tied to the season ahead. HP Patel, president and CEO of BCA Hotels LLC, said he expects business to climb back toward pre-storm levels. "Going into spring, we're definitely expecting an increase in revenues to where we can get back to those pre-Helene numbers," Patel said.

County officials acknowledged that national economic uncertainty is complicating forecasts, though Isley pointed to a pattern that has historically worked in Asheville's favor: "Traditionally, Asheville and Buncombe County in times of national stress have performed well because of our geographic location and our great outdoor amenities and experiences."

Public appetite for the recovery push is broad. A Buncombe County Department of Tourism survey found 81% of residents believe tourism benefits the area, outweighing potential challenges.

The county also has fresh promotional momentum. Asheville's River Arts District earned the No. 1 ranking on USA TODAY's Best Arts Districts list, a distinction the Department of Tourism is positioned to amplify through its marketing campaigns. At a recent tourism conference, Gov. Josh Stein urged travelers to visit Western North Carolina.