ASHEVILLE, N.C. – Sept. 22, 2025 – Rising from the ancient Blue Ridge Mountains one year since Hurricane Helene, the Asheville area is demonstrating how a community defined by creativity and hospitality can inspire revival after one of America's most destructive storms. The Blue Ridge Parkway is welcoming fall color seekers again with hundreds of open miles for scenic adventures. Shops, art galleries, restaurants and attractions are bustling, infrastructure is restored, and national support has rallied around communities that refused to close their doors. As the leaves change, the region welcomes visitors back and offers a model for how travel and hospitality can foster progress in the wake of natural disasters.
Travel and hospitality inspire revival and growth
Nearly 30,000 people in Buncombe County earn their living through tourism. In 2023, visitors spent almost $3 billion here and contributed about $265 million in taxes. Those livelihoods and that vital revenue were put to the test in the wake of Helene.
Nearly 70 percent of traveler spending flowed directly into local businesses outside of lodging, showing why restoring the visitor economy after Helene was critical for Western North Carolina. As communities, regions and states struggle to rebuild and rebound after climate-related disasters, the area’s recovery demonstrates how tourism can anchor local economies and restore livelihoods.
“Stunning and standing tall, our travel and hospitality partners have met challenge after challenge since the storm struck during peak fall travel season one year ago,” said Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “Today, 90 percent of the Asheville area that we all know and love is open and ready, with new experiences, returning favorites and a welcome that runs deeper than ever. Artists, chefs and hoteliers have reopened establishments side by side, inviting neighbors and guests from around the world back to the Blue Ridge Mountains.
“With major announcements from the Blue Ridge Parkway and Biltmore, plus new restaurants, marquee events and record-breaking group and conference business, we are confident about the path forward. There has never been a more exciting and meaningful time to explore our deeply rooted, ever-evolving community.”
To propel that comeback, Explore Asheville and the Buncombe County Tourism Development Authority invested more than $10 million in marketing to date, encouraging guests to “Be Part of the Comeback” and “Plan Your Trip with Heart.” This effort was bolstered by additional promotion through Visit North Carolina, showcasing the mountain towns of Western North Carolina’s comeback to audiences near and far. National media is amplifying the region’s story, with Good Morning America’s “Asheville Rising” broadcasting to 2.6 million viewers and raising $2.7 million for local recovery efforts.
Additional recognition for the area includes:
- The New York Times’ “52 Places to Go in 2025”,
- Forbes Travel Guide’s “Top 12 Destinations for 2025”,
- Travel + Leisure Readers’ “15 Favorite Cities in the U.S. of 2025,”
- Rolling Stone’s “Best Music City,” and
- Afar Magazine named Black Mountain the “Most Charming Small Town in NC 2024.”
Key Recovery Insights
Cultural milestones and economic progress defined Asheville’s past year, offering clear proof of its momentum:
- “Concert for Carolina” brought together Luke Combs of Asheville, Eric Church of nearby Banner Elk, James Taylor, Keith Urban, Sheryl Crow and others. The benefit raised $24.5 million for storm relief, showcasing how music and a shared spirit can mobilize national attention and aid for the mountains.
- The Always Asheville Fund distributed $2.13 million in grants to more than 500 local businesses. The “Love Asheville From Afar” campaign connected 773 merchants with supporters nationwide and sparked 200,000 online engagements.
- “Stars Servin’ Up Love” united tennis legends and celebrities to raise , and “Cooks for Carolina” generated $100,000 in direct relief for independent restaurants.
- The Asheville Regional Airport opened the first phase of a $400 million expansion, debuting a new North Concourse with seven gates and modern amenities, reinforcing its role as a growing regional hub.
- Resident sentiment rose: 92 percent of locals now say tourism benefits their city and county, up from 88 percent a year earlier.
- Group business surged to record levels in fiscal year 2025, with 477 events and groups booked (up 15 percent from FY24), representing 115,393 room nights (up 39 percent) and $67.4 million in direct spending.
- Even in a year defined by Helene’s impacts, more than 150 new partners joined Asheville’s hospitality community, including restaurants, shops and attractions.
- The Tourism Product Development Fund directed more than $2.5 million to projects like returfing the field at the John B. Lewis Soccer Complex and bringing other facilities back online for the community’s use, ensuring Asheville remains competitive for major sporting events. More projects are anticipated to be approved in early October.
Blue Ridge Parkway reopens in time for fall color season
A 114-mile contiguous stretch of the Blue Ridge Parkway is reconnecting Western North Carolina, thanks to a 26-mile stretch north to Craggy Gardens reopening in one of America’s most-visited and iconic national park units. Travelers once again have seamless access north and south of Asheville to Mount Mitchell, the Folk Art Center, the North Carolina Arboretum, Graveyard Fields and the Great Smoky Mountains National Park. For families, hikers and leaf peepers, the Parkway’s restoration marks the opening of a “rolling museum” through one of the most diverse ecosystems on the planet, featuring the highest mountain peak east of the Mississippi.
A season painted in mountain light
Experts predict Western North Carolina’s fall foliage will be vibrant and long-lasting in 2025. With rich biodiversity from more than 100 deciduous tree species spanning 5,000 feet of elevation, the Blue Ridge Mountains offer one of the world’s longest autumn displays. Howard Neufeld, biology professor at Appalachian State University and nationally recognized “Fall Color Guy,” says warm summer weather, healthy trees and above-average September temperatures are combining to create the perfect recipe.
With crimson sourwoods, bronze beeches, buttery sycamores and copper poplars, the palette is expected to stretch well into the season.
Celebrations, imagination and competition on the horizon
In the months to come, Asheville will welcome new cultural experiences, milestone anniversaries and major sporting events. From international art displays to national championships, the season ahead shows a community that continues to move forward.
- The North American premiere of “Trolls: A Field Study,” a whimsical outdoor installation by Danish artist Thomas Dambo, will debut at the North Carolina Arboretum in November with a dozen new trolls crafted from recycled natural material.
- “The Asheville Sessions: Celebrating 100 Years of Americana & Appalachia” will honor the untold story of 1925 Asheville as the historic home of Appalachia’s first country and Americana recordings with concerts, panels and exhibits (Nov. 7-9).
- Beloved regional holiday traditions return. The Omni Grove Park Inn relaunches its “National Gingerbread House Competition,” a beloved holiday tradition for more than 30 years. Christmas at Biltmore lights up the Vanderbilt estate just in time for its 130th anniversary, and the family friendly holiday parade returns to the streets of downtown Asheville.
Major attraction news at the top of 2026
- Biltmore will unveil “Luminere” in spring 2026, a large-scale immersive light and art experience designed to transform America’s Largest Home into an after-dark spectacle.
- Asheville’s storied music scene comes to life in the winter with nationally recognized acts, including the Avett Brothers’ New Year’s Eve concert and a four-night run with Billy Strings in February.
- Sports tourism will also make an impact in the mountains with UNC Asheville’s Karl Straus Track hosting the NAIA Outdoor Track and Field National Championships May 20-22 and historic McCormick Field welcoming the Big South Baseball Championship May 20-23. Together, these competitions are expected to bring nearly $2 million in direct spending and further cement Asheville’s reputation as a leading sports destination.
Foodtopia and creativity at the table again
Asheville’s food scene, Foodtopia, rooted in ancient mountains and one of the most diverse foodsheds in the world, is buzzing with fresh innovation. Restaurants and breweries have welcomed patrons back, carrying forward familiar favorites while adding new places to sip and savor.
In Biltmore Village, Corner Kitchen is once again serving its beloved shrimp and grits, while the Grand Bohemian Lodge’s Red Stag Grill offers mountain-inspired fine dining.
Downtown, new restaurants and coffeehouses are adding new depth to a dining scene already known for its variety. Zillicoah Beer Company on the French Broad River is pouring pints again at its riverfront taproom, and the River Arts District has seen the return of Wedge Brewing and The Bull and Beggar alongside additions like Crusco and ButterPunk.
The storm’s aftermath gave rise to new ventures, including Hell or High Water in Black Mountain. Local chefs are also carrying Asheville’s food story onto the national stage. Ashleigh Shanti’s cookbook was honored with a James Beard Foundation Award, and Silver Iocovozzi was recognized as one of the South’s emerging culinary talents.
Beyond dining, Asheville’s creative side is evident in new and renewed gallery spaces. Resurrection Studios Collective features collaborative shows led by artists. RAD Rendezvous has opened a River Arts District space where visitors can see makers at work. Marquee returns Sept. 25, continuing as a marketplace that brings artists and curators together.
Resilience rooted in every valley
Across Western North Carolina, individuals and neighborhoods continue to demonstrate strength. Entrepreneurs salvaged storm artifacts and wove them into their reopening stories. Innkeepers, artists and outdoor guides collaborated to welcome guests while supporting neighbors in need. MANNA FoodBank, which suffered heavy storm damage, has rebuilt its operations and continues to deliver food to families across the mountains.
Looking ahead with confidence
Now, as autumn colors return and cultural milestones approach, Asheville’s story is one of creativity, endurance and renewal — a mountain city looking ahead with confidence and inviting the world to share in its next chapter.
For more information on Asheville fall travel, including weekly color reports, a fall foliage tracking map, and autumn adventure ideas, visit ExploreAsheville.com. A gallery with high-resolution images and video can be found here – please credit: ExploreAsheville.com. For more information, spokesperson contacts, visual assets, or site visit requests, please contact the PR team at [email protected].
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About Asheville
Asheville is where unrivaled natural beauty and bold creative expression meet. Tucked away in the majestic Blue Ridge Mountains, the city is steps away from some of the world’s most biodiverse forests and the tallest peaks in the East. For generations, the Asheville area has nurtured and inspired a compassionate community that’s deeply rooted and ever-evolving – just like the ancient French Broad River that runs through it.
