Asheville, N.C.’s mix of natural attractions and luxurious amenities has long made it a popular home for meetings and events. Now the community’s strong spirit is arguably the most powerful force attracting event planners looking to inspire attendees to overcome obstacles.
Late last September, Hurricane Helene devastated Western North Carolina, including well-visited destinations like Asheville and Hendersonville. Instead of worrying about hosting thousands of out-of-town visitors during a typically busy late summer/early fall season, communities were more concerned about mourning lost loved ones and having potable water and roads to navigate.
The iconic Biltmore was closed for a month, and many hotels and restaurants remain shuttered longer.
The scene is quite different these days. Clean water is running and the majority of businesses that were forced to shut are once again open. Overcoming a disaster that could have easily sunk one of the country’s most beloved destinations is a remarkable story of resiliency.
“Almost all of North Carolina’s mountain destinations are back in full swing,” proclaimed Wit Tuttell, Visit North Carolina’s executive director.
Back in Action
December 2024 was the unofficial relaunch of Asheville as a meeting destination—two months after Helene’s wrath.
Fittingly, the destination hosted 20 state tourism leaders for the US Travel Association’s National Council of State Tourism Directors Leadership Forum that same month, which maintained its commitment to a year-long plan to convene there.
The event was held at The Restoration Hotel and incorporated off-site experiences, including a visit to the city’s iconic Biltmore Estate. Attendees also participated in a volunteer project in conjunction with Higher Ground, a nonprofit assisting hurricane-affected residents. The group sorted clothing donations for distribution and had the opportunity to connect with restaurant owners who shared their recovery journeys.
“What I’ve seen is a community that’s resilient—a community that’s taken a punch and gotten back up again,” said US Travel Association CEO and president Geoff Freeman, whose first visit to the destination was during the Leadership Forum. “The best thing we can do to give back is come into the community, support the local businesses, bring others with us and then go home and spread that word that Asheville is open for business.”
A Greater Meaning
While a relatively small gathering, the Leadership Forum going ahead with its meeting demonstrated Asheville was on its way back.
“This was more than a meeting—it was a vote of confidence for our travel and hospitality community at a critical moment,” said Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority.
Asheville also hosted the James Beard Foundation Chef Action Summit in April 2025, bringing together more than 200 top chefs, food advocates and industry leaders from across the country to champion sustainable food policy.
As groups return, CSR (corporate social responsibility) projects assisting nonprofit organizations and volunteer projects aiding the hurricane recovery effort are adding meaning to meetings that have occurred since the storm, noted Vic Isley.
“Over the past year, we’ve heard from many groups that Asheville’s inspiring and resilient recovery has added a profound sense of purpose to their gatherings,” said Isley. “In fact, Explore Asheville has booked more groups this year than any other on record. We believe it speaks volumes that organizations from The Home Depot to Southern States understand that booking conferences and meetings can be part of a destination’s comeback.”
Planning for the future
Recovery, however, isn’t over, and will continue for the foreseeable future. But at this point, association and corporate groups will likely only need to make slight modifications to their agenda as work continues on two popular attractions specifically: the scenic Blue Ridge Parkway (partially open) and Chimney Rock (closed).
While Helene won’t be forgotten, Explore Asheville is eager to discuss the destination’s future more than its recent past. Notable projects are underway to make the experience there as grand as ever:
- The Asheville Regional Airport’s $400 million expansion remains on track to be completed this summer.
- Delta and Allegiant Airlines are now offering direct flights to Asheville from Boston and Washington, DC, respectively.
- This spring marked the completion of a two-year redesign of all interior corridors and 210 guest rooms at The Inn on Biltmore Estate.
- Following significant flood renovations, the Grand Bohemian Asheville in Biltmore Village has reopened with more than 5,000 square feet of event space.
“The city’s signature qualities—breathtaking natural beauty, world-class dining and a thriving creative culture—now resonate even more deeply,” said Isley. “Asheville continues to offer a powerful setting for groups seeking not just connection, but truly meaningful, memorable experiences.”
