In late September of last year, a Category 4 hurricane ravaged the Southeast, subjecting Florida, Georgia, and the Carolinas to 140 mph winds and more than 30 inches of rainfall in some areas. At least 221 people lost their lives, and there was an estimated $78.7 billion in damages. Having followed closely on the heels of Hurricane Milton, Hurricane Helene was especially devastating for the community of Asheville, North Carolina. Widespread flooding, landslides, power outages, and infrastructure damage had lasting impacts on Asheville’s tourism, and lives were disrupted in this small city of 95,000.
Credit: Explore Asheville
Khal Khoury, sales manager for Explore Asheville, witnessed the damage firsthand. “It’s hard to put into words the amount of destruction that resulted—far worse in certain parts of town than others,” he tells Group Tour. “With the storm happening in late September, it severely affected the fall travel season for us, which is easily our busiest time of year.”
According to Khoury, Explore Asheville estimated a 70% decline in tourism for the final quarter of last year. The result was around a $584 million revenue loss for businesses that contribute to the city’s visitor economy. Since September, however, Asheville has displayed its resilience as the community rebuilds and recovers. Khoury, who has worked in the tourism industry since 2017, provided Group Tour an inside look into the city’s progress.
Q. In terms of recovery, where does Asheville stand following Hurricane Helene?
A. Recovery has been steady, and we are really proud of the difference a few months has made. Thankfully, our historic downtown is on high ground and was protected from damage, but areas along the river were the most affected and will take longer to rebuild. The River Arts District (RAD)—our industrial-turned-trendy part of town and host to more than 300 artist studios and galleries—was ravaged, but the studios farther from the river were able to open in late November. You can still have a great time in the RAD, with amazing galleries to enjoy, breweries, restaurants, bakeries, and more. Biltmore Village also was hit incredibly hard, and restoration of the historic part of Biltmore Village is ongoing, but the Biltmore Estate itself is fully open and welcoming visitors. So, “normal” feels like a moving goal post at the moment, but most of what visitors come to town to experience and enjoy is open and eager for you to return.
Q. What might you say to tour operators to attract groups back to Asheville?
A. Come and be a part of our comeback! The Biltmore Estate has been open since Nov. 2, shopping and dining downtown are open, artists displaced from their studios in the RAD are in community spaces around town, and there is still a lot to see and experience. It’s also a perfect opportunity to discover the charming mountain towns of Weaverville or Black Mountain, just 15 minutes away from Asheville and una!ected by the storm. Drive the Blue Ridge Parkway to the Folk Arts Center, visit one of the dozens of family-owned farms or wineries just outside of town, or catch a show at the Dianna Wortham Theater. We are very much open, and you coming back is our coming back.
Q. What is Asheville’s biggest draw for groups? Any upcoming events, openings, or programs?
A. We are so excited that the Biltmore Estate just announced its exclusive exhibit for this season—“King Tutankhamun: His Tomb and His Treasures”—which opened March 21. Also, The North Carolina Arboretum is home to stunning exhibits year-round, including a National Geographic photography exhibit ongoing through May. The Asheville Symphony has a recurring “Asheville Amadeus” program, which takes place over the month of May with different performances by world-renowned musicians accompanied by local Ashevillians. Lastly, Asheville is “Bee City USA,” so come and celebrate our favorite pollinators with the Sourwood Festival in Black Mountain, usually occurring the second week of August.
Q. What is your favorite part about your duties working with Explore Asheville?
A. My favorite part of working for Explore Asheville is telling the stories of amazing creators, past and present, that make up the fabric of our community. From the legacy of artisans like James Vester Miller and Rafael Guastavino, whose work is all over town, to present-day artists, potters, glass blowers, craft beer makers, foodies, and all other mediums of art, Asheville is a deeply rooted and ever-evolving community made up of talented craftspeople, and I am fortunate to promote this unique and authentic region.
Q. What might you say to communities that have been impacted by natural disasters? Any advice for others?
A. As soon as Helene happened, we got to work on where to house emergency aid workers, figured out what contacts we have in different corners of the world who can provide assistance, and started cleaning up and mapping a path forward. Restaurants were setting up folding tables on the street and serving food to anyone in need, and relief centers were popping up all over the county. We have worked with the city of New Orleans on a few fundraisers and initiatives that have been heartening, and as they approach the 20-year anniversary of Katrina, we are reminded this won’t be a quick rebuild. Considering it has been just over four months [at the time of this interview], I do not have any advice for those who have experienced a natural disaster in their home, but I will say we are prepared for the years-long battle that will be getting locals back on their feet and restoring Asheville as a top destination to visit.
Q. Is there anything else about Asheville you’d like to share with Group Tour readers?
A. Please, please consider adding Asheville to your itinerary. And if you already come through town, consider staying an extra night to slow down and take in the natural beauty that surrounds our region. There will always be another event that takes place and shifts everyone’s attention, but do not forget about us and the folks who will continue to need your support.
By Madeline Fuerstenberg
Main Image: Asheville, North Carolina; Credit: ExploreAsheville.com
