She was the visitor that no destination wanted. Uninvited, Hurricane Helene stormed into Western North Carolina on Sept. 27, dropping some 30 inches of rain, knocking down trees and powerlines, and flooding … everything.
Photo by Normand Huberdeau
Helene’s timing added economic insult to physical injury throughout the region, according to Khal Khoury, sales manager for Explore Asheville.
“From the fall leaf peeping season through the holidays, visitors give many businesses an economic buoy to sustain the winter months,” Khoury says. “Having missed out on most, if not all, of that tourism season, many businesses are going to feel that impact for months—even years—to come.”
The disaster is reminiscent of another tough time. “It’s not entirely unlike COVID-19, when a sudden disruption in the tourism economy caused lean months and economic uncertainty,” he says. “However, the personal loss and trauma that was caused by Helene, and the fact that it came during a crucial time of year for us, may have an even more intense impact.”
Khoury was in Huntsville with the NTA community during Travel Exchange ’24, grateful for the support of his industry colleagues. “I never could have imagined the generosity of our tourism community,” he says. “From countless DMOs and communities that sent truck and helicopter loads of supplies for us to distribute, to individuals from around the country traveling to Asheville to volunteer, it has been nothing short of amazing.”
Also amazing is the destination’s recovery. Opening in stages and pockets over the past weeks, Asheville invites groups and leisure travelers to support those businesses that are up and running again.
“Almost all of downtown Asheville is open for business—shops, restaurants, galleries, artist studios, and restaurants—and Biltmore Estate has reopened and is welcoming guests for a holiday season of hope and reconnection,” Khoury says. “With power fully restored and potable water generally restored, attractions, restaurants, breweries, music venues, hotels, inns, and businesses are widely available across the Asheville area.”
That’s not to say life is back to normal in Western North Carolina.
“There are areas that need more time and support, and many restaurants, shops, galleries, and studios remain closed indefinitely, so everyone is encouraged to research and call ahead if they had a specific site they were hoping to visit,” Khoury says. “Our community is making progress every day, surely and safely.”
Having lived through the trauma of destruction and the rush to recover, Khoury has suggestions that other destinations could follow before disaster strikes, including having a strategy in place for housing emergency responders and volunteers, and a plan on how to distribute donated goods as they come in.
“The local and national response to our region was incredible, but once folks are here, they need somewhere to be stationed, to sleep, and to have a home base,” he says. “For us, those were hotels, school gyms, churches, and any large room in town where people could spread out.”
Khoury says officials worked quickly to establish central command stations and disaster relief centers, where locals could gather to retrieve supplies. And for those who were unable leave their home or neighborhood, there were people ready to hike in, ride horses, or make helicopter drops to deliver food and supplies. He recommends establishing central relief areas and shelters—and make sure everyone in your community is aware of these spaces.
“Making these plans today would save critical time and resources during the confusion that follows tomorrow’s tragedy,” Khoury says.
Now past the dark days and doubts that plagued all of Asheville in the aftermath of Helene, Khoury invites NTA members and their clients to return to the mountains. And if you can’t visit in person, he asks that you consider doing some holiday shopping online with one of the companies featured in the DMO’s “Love Asheville from Afar” campaign.
Khoury looks to the future—and his neighbors—with hope. “The historic resilience of the people in our region, paired with the outpouring of love and support from the wider tourism community, makes me optimistic for a comeback.”
Top image: ©Craig Zerbe/Adobe Stock
