At the end of September, Hurricane Helene pounded the Appalachian area of North Carolina, causing significant flooding and damage to various mountain communities throughout the region, including the town of Asheville.
Tourism is a major economic driver in the region. The town of Asheville serves as both a destination in itself as well as a launching point to nearby recreation areas, including the Blue Ridge Parkway, Great Smokey Mountains National Park, and several national forests.
It is estimated that the storm caused about $250 billion in damage in the United States, with nearly a hundred reported deaths in North Carolina.
In Asheville, the French Broad River rose about 25 feet during the storm, while the Swannanoa River rose 26 feet. The result was massive collateral damage, with many homes, businesses, and neighborhoods destroyed.
Asheville’s River Arts District, home to more than two dozen art-focused warehouses, was perhaps hit the hardest—about 80% of it was destroyed.
As of mid-October, an estimated 100,000 people in Western North Carolina were still without running water.
ASHEVILLE, NORTH CAROLINA – OCTOBER 01: Lucas Ross, left, and Nathan Joudry clear mud and debris from Casablanca Cigar Bar at the Biltmore Village across from the Biltmore Estate in the aftermath of Hurricane Helene on October 1, 2024 in Asheville, North Carolina.
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Closed to Tourism
Needless to say, the area has been devastated. And like so many other victims of natural disasters, now begins a balancing act between physical and economic recovery.
Outdoor recreation brings in close to $5 billion in revenue to Western North Carolina, with the fall season being one of the most economically fruitful, accounting for about 30-40% of the year’s total tourism revenue.
“Asheville and Western North Carolina have long been a Mecca of sorts for outdoor enthusiasts,” said Katie Richter, Assistant Media Relations Director for Darby Communications, an Asheville-based public relations and digital marketing firm that represents several outdoor companies in the region.
But tourism stakeholders, including Explore Asheville, are asking visitors not to come at the moment so local resources can be dedicated to on-the-ground recovery efforts.
“We are asking people to support from a distance (for now),” Mickey Poandl, Public Relations Manager for Explore Asheville, said via email.
Instead, the bureau, along with several other local tourism organizations, has set up an online hub where people can buy local products, purchase gift cards for a future visit, and make direct donations to Asheville-area businesses.
The campaign, called Love Asheville From Afar, is an online marketplace where people can browse offerings from a variety of local businesses, including artists, breweries, restaurants, accommodations, adventure outfitters, and more.
A press release announcing the Love Asheville From Afar initiative also included other ways of getting involved, such as raffles, benefit concerts, and donation opportunities.
ASHEVILLE, NORTH CAROLINA – OCTOBER 03: An aerial view of flood damage wrought by Hurricane Helene along the Swannanoa River on October 3, 2024 in Asheville, North Carolina.
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No Set Reopening Date
There is currently no timetable for the area to begin courting visitors once again.
Cleanup has been slow due to the large amount of debris, and many recreation areas around Asheville have been changed forever. Trails and river routes will now have to be re-evaluated and rebuilt. Restaurants are also having a tough time reopening due to the lack of water.
“With Helene’s devastation, our beloved outdoor places, venues, artists, and community have been forever changed, washed away, and displaced,” Richter said.
Back in the spring of 2024, Asheville had one of the country’s highest move-in to move-out ratios.
“Western North Carolina is known as the outdoor industry hub of the East,” Richter said. “Beyond several guiding services like Blue Ridge Hiking Company, it’s home to over 200 outdoor-recreation companies like ENO, SylvanSport, and Watershed.”
But now, social media posts indicate that an exodus of sorts could be underway, as, for example, seasonal and service industry workers struggle to find jobs here in the short term. Only time will tell how significant the impact on local jobs and housing will be.
In addition to Love Asheville From Afar, you can help rebuild outdoor-recreation businesses that were destroyed, like Asheville Adventure Company and the Cultivate Climbing Gym, through gear sales and other donations.
“Outdoor recreation is a major contributor to our local economy, and our small businesses need all the help and resources they can get,” Richter said.
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