“Rediscover the Unforgettable”: Western North Carolina And US Tourism Now Set To Accelerate

Gov. Josh Stein of North Carolina has approved a big tourism drive called “Rediscover the Unforgettable,’ in his state’s Appalachian West, which received a blow to its economy with the tumults of Hurricane Helene. The new program, announced at Asheville Regional Airport, aims to shine a light on local businesses and attractions looking to recover from the disaster, and also entice visitors to explore the scenic mountain regions of Western North Carolina.

The Economic Rebound of Western North Carolina
The tourism industry plays a crucial role in the state’s economy, with significant revenue generated by visitors from both domestic and international markets. In 2024, the North Carolina Department of Commerce reported a record-breaking $36.7 billion in tourism spending, marking a steady growth trajectory. However, the fourth quarter of that year saw significant losses in revenue due to the devastation caused by Hurricane Helene, amounting to an estimated $584 million in losses for sectors like restaurants, hotels, and entertainment.

Governor Stein’s new campaign is a direct response to these economic challenges. By encouraging people to “rediscover” the region, the governor aims to bring more tourists into the area, stimulating local businesses and aiding their recovery. The campaign has a special focus on highlighting Western North Carolina’s diverse offerings, from its natural landscapes and outdoor adventures to its vibrant arts scene and local food culture.

Key Attractions Across the Region
As part of the campaign, Governor Stein and his team are visiting numerous tourist spots in Western North Carolina, showcasing the resilience of local communities. Notable areas such as Catawba Falls, Old Fort, and Asheville’s River Arts District are being highlighted for their beauty, historical significance, and the opportunities they present for travelers seeking an authentic experience. These areas, which are home to charming small businesses, serve as the heart of the region’s tourism industry.

One of the key messages of the initiative is the importance of supporting these local businesses, many of which were hit hard by the pandemic and natural disasters.

Boosting Regional Tourism
The “Rediscover the Unforgettable” initiative aims not only to revive the local economy but also to encourage a greater flow of tourists into the area. Asheville Regional Airport (AVL), the third busiest airport in North Carolina, is a key hub for regional tourism. With new upgrades and a steady influx of travelers, AVL is positioned to play a significant role in bringing visitors to the region. The airport welcomes approximately 2 million passengers annually, making it a vital point of connection between Western North Carolina and the rest of the country, as well as international markets.

Governor Stein’s launch of the initiative at AVL is symbolic, representing the openness of the region and the accessibility it offers to visitors. Whether traveling for business, leisure, or family vacations, tourists are encouraged to explore the area’s rich cultural offerings and natural beauty. With new airline routes and airport improvements, the campaign aims to increase the visibility of Asheville and its surrounding areas on the global tourism map.

Global Appeal and International Travelers
While the campaign primarily targets domestic tourism, it also holds global appeal. The accessibility of Western North Carolina, facilitated by AVL’s connections to major U.S. cities and international hubs, makes it a desirable destination for international travelers. The area’s unique combination of outdoor activities, cultural experiences, and local craftsmanship provides an excellent draw for visitors from across the world.

As the tourism sector recovers globally, destinations like Western North Carolina are poised to capture the attention of travelers seeking less crowded, more personalized travel experiences. The “Rediscover the Unforgettable” campaign provides a timely opportunity for travelers to experience the region’s offerings while contributing to the economic rebound of local businesses and attractions.

The Future of Tourism in North Carolina
Governor Stein remains optimistic about the future of tourism in North Carolina. Despite the setbacks from Hurricane Helene, the state’s tourism industry continues to thrive, with increased interest in its natural beauty, outdoor adventures, and cultural sites. The launch of the “Rediscover the Unforgettable” initiative reflects a proactive approach to tourism recovery, focusing on a region that is rich in history and culture, but has often been overshadowed by other well-known destinations in the state.

This campaign also underscores the importance of supporting local businesses and ensuring that tourism remains a sustainable and equitable industry for years to come. By inviting both North Carolinians and visitors from around the world to experience the treasures of Western North Carolina, Governor Stein hopes to create lasting economic growth for the region.

Conclusion: A Vibrant Future for Western North Carolina
The Rediscover the Unforgettable campaign powerfully communicates there’s plenty for everyone to enjoy in tourism. With strategic moves like this, North Carolina is likely to continue as a popular destination of all types of travelers. Whether you’re a lover of hiking amidst Blue Ridge peaks, strolling through the artsy walls of Asheville, or grubbing on a variety of local delicacies, there’s no limit to all the experiences waiting for you in Western N.C. By supporting local businesses and attractions, the state is trying to rev up tourism again, and make sure the region continues as a key destination for travelers looking for authenticity and adventure.