ASHEVILLE, N.C. (WLOS) — Just in time for National Travel and Tourism week, kicking off May 3-9, western North Carolina tourism leaders are gearing up for a jam-packed year.
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In Buncombe County, hotel revenue increased by 20% just last month, according to Explore Asheville.
“We’re feeling really bullish and optimistic, not only for recovery (from Helene), but rebounding and propelling forward,” said Vic Isley, the president and CEO of Explore Asheville.
ASHEVILLE TO HOST NAIA OUTDOOR TRACK & FIELD NATIONAL CHAMPIONSHIPS IN 2026, 2027
According to Explore Asheville, the city is expected to generate $1.3 million in May 2026 alone, hosting the National Association of Intercollegiate Athletics Men’s and Women’s Outdoor Track and Field Championship, which will be held at the University of North Carolina at Asheville. Looking ahead to the fall, the PGA Tour’s Biltmore Championship is another major event projected to generate millions in direct area spending.
When it comes to the music scene, Isley said Asheville has always “punched above its weight,” and this year is no different. Hellbender, a brand new outdoor music venue by the Orange Peel, is set to open this July.
Through itinerary planning and other investments, Explore Asheville is also helping to evenly disperse visitor spending to more areas still recovering from Helene.
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“The Asheville area is the economic heart of travel and hospitality in our mountains,” said Isley. “It’s really important for us to be healthy and for us to share with our neighboring counties.”
She said Swannanoa’s Beacon Bike Park project, which comes from a $4.5 million Tourism Product Development Fund, is opening in fall. As the largest bike pump track in North and South America, Isley said this new implementation is expected to bring more people out to Swannanoa so that they can continue to rebuild after the floods.
With more projects comes more funding. Isley said the Legacy Investment from Tourism Fund (LIFT) has $11 million available to provide financial investments through grants, loan guarantees or pledges of debt service to tourism-related capital projects that will increase patronage of lodging facilities.
Phase I applications close May 1, and applicants selected for Phase II will know by May 20. To apply for LIFT funding, click here.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source wlos.com ’
