North Carolina Tourism Hits $36.7 Billion in 2024, But Western Counties Struggle After Hurricane Helene
BUNCOMBE COUNTY, N.C. – North Carolina recorded a record-breaking $36.7 billion in visitor spending in 2024, according to the state Department of Commerce. But the numbers tell a split story: while most counties enjoyed growth, Western North Carolina (WNC) continued to lag behind as it recovers from the devastation of Hurricane Helene.
Statewide Growth Masks Regional Declines
Figures released by VisitNC show that 71 of the state’s 100 counties saw increased spending between 2023 and 2024. But nearly every mountain county experienced declines, with 11 of the bottom 12 counties for tourism growth located in WNC.
“In a typical year, we may have two or three counties that have negative spending numbers. Other than the pandemic, this is the most number of negatives I’ve seen in my twenty years here,” said Wit Tuttell, director of VisitNC.
Only three mountain counties — Henderson, Haywood, and Cherokee — reported growth last year.
Buncombe County: From Powerhouse to Bottom of the List
Buncombe County, home to Asheville, typically anchors the region’s tourism economy. In 2024, it generated nearly $2.65 billion in visitor spending, representing more than 7% of the state total. But that figure was still a 10.8% decline from the prior year, placing Buncombe last among all counties.
Explore Asheville CEO Vic Isley said the sharp drop was due to the near-collapse of the fourth quarter travel season, which usually accounts for about one-third of local tourism.
“The fourth quarter of 2024 was, from a tourist perspective, almost completely eliminated. There was no leaf season and holiday events were limited,” Isley explained.
Neighboring Counties See Gains
Ironically, counties just down the mountain — Cleveland, Burke, and Iredell — led the state in growth rate. Tuttell noted this was in part because those communities became staging areas for disaster recovery crews working after Helene.
Long Road to Recovery
Tourism officials warn that recovery from a natural disaster can take more than a year.
“Generally speaking, it takes 12 to 14 months for a visitor economy to recover from a natural disaster like a hurricane,” Isley said. “It is so important for our neighbors, our business community, and our creative economy that the fall and holiday season go gangbusters.”
Tuttell added that while 2024 set a state record overall, he would be “delighted” if growth in 2025 simply remains flat, as WNC works to rebuild. “We’ve seen loss in jobs; we’ve seen loss in businesses because of Hurricane Helene. We’re hoping now we’ll be able to turn that around, but I think 2025 is where we’re really going to see it,” he said.
Do you think North Carolina is investing enough in helping WNC’s tourism industry recover after Hurricane Helene? Share your thoughts in the comments and join the conversation at SaludaStandard-Sentinel.com.
