Before you visit Asheville, here's what locals want you to know

• Asheville's tourism sector is recovering after the devastating impact of Hurricane Helene in 2024.
• Tourism plays a critical role in supporting the city's economy and its residents.
• Travelers are encouraged to visit and support local businesses to aid in the city's comeback.

"Coming Back" is a USA TODAY series spotlighting destinations that are ready to welcome visitors in the aftermath of hardship.

At first glance, it may seem as if Asheville tourism is back in full swing. In a sense, it is.

Hiking trails through the picturesque Blue Ridge Parkway, past waterfalls and to sweeping vistas, have been cleared. The River Arts District is once again its vibrant self, where cafés, breweries and artists of many mediums have reopened their doors to visitors. Art events are held every second Saturday, and festivals are held throughout the year. The culinary scene is thriving too, with 15 restaurants recognized by the inaugural Michelin Guide for the American South in 2025.

But beyond what travelers see during their visit, the devastating impact of Hurricane Helene is far from forgotten.

"The trails, the restaurants, the art scene, all of that is ready to go, but then you have the behind-the-scenes that the locals are aware of, and it's continued recovery in that sort of not-as-visible space," said Nicole Will, co-founder of Asheville Wellness Tours, which creates curated wellness itineraries for travelers.

Before Helene, Asheville was emerging as a popular travel destination, beloved for its eccentric yet laidback vibe. In 2023, Buncombe County, which houses the city of Asheville, welcomed a record-setting 13.9 million visitors. People not only came for the stunning nature that surrounds Asheville – especially during leaf-peeping season – but for its flourishing arts and culture scene.

As Asheville and those who call it home continue on the path toward recovery a year and a half after one of the deadliest hurricanes in U.S. history, travelers play a critical role in supporting what makes the city so unique. Its residents, a city full of creatives and innovators, have shown resilience not just in bringing the city back to where it was before, but in making it better.

A long road to recovery

Slamming into North Carolina on Sept. 27, 2024, the Category 4 hurricane had weakened to a tropical storm, bringing heavy rainfall, severe flooding and strong winds that devastated Asheville. Buncombe County officials called Helene's damage "catastrophic" and "historic." Homes and businesses were destroyed, bridges washed away, thousands lost power and water, and over 200 people were killed.

In the immediate aftermath, the community came together for clean-up efforts. "The challenges just were really based around kind of basic needs, right?" said Jeffrey Burroughs, an Asheville-based jeweler who serves as president of the board of directors for River Arts District Artists (RADA). "Like, we had no electricity, we had no water. We were trying to remove all this mud and silt and clay out of the buildings, you know, digging each other out ... But the thing is that 19 months later, for so much of it, seems like so in the distance."

Currently, many locals are at different points in their own recovery journey. Some businesses have yet to reopen, and there are locals who are not ready to talk about the hurricane. "As a visitor, just being mindful of where you are in meeting the people where they're at," said Burroughs. "Every day we get asked what happened, how far the water came, and we understand that that is a question that you have. But for us, it's someone asking us to relive the trauma multiple times over and over throughout the day."

Instead, many in Asheville just want to look toward the future.

Tourism was hit hard

For the almost 30,000 Buncombe County residents whose livelihoods depend on tourism, the hurricane's impact went even deeper. Last July and August, lodging sales in Buncombe County declined by more than 20% compared to the same months in 2024, illustrating a slowdown in tourism numbers since the hurricane. Travelers are returning, but gradually.

Matthew Thompson is co-owner of the Third Room, an immersive gallery and live music venue in downtown Asheville that was in the midst of construction when Helene hit. Construction stopped for three weeks, but the space still managed to open in November, albeit delayed. "It was so tough for us because every single penny was being watched to try to get the thing across the finish line," he said.

The first shows at the Third Room sold out, with the community rallying together to support the new venue.

"After that, the reality of the situation really kind of settled in," said Thompson. "We just had to do the best we could and hang on. It's still been tough. Tourism in Asheville has still been down, and things even this year are not quite back to normal. But it feels like it's getting better."

Will's own wellness tours business ended 2025 down 60%, she said. Since Will partners with around 40 businesses to create her tours – including tarot card readers, yoga instructors and massage therapists – the loss rippled throughout the community. Some partners are still closed or have sold their businesses.

"There are trails that are open – some of the most popular ones are super busy – everything's sort of bustling again, right?" she said. "You'd really have to look for evidence of (Helene's damage) – and you'll see it – in smaller areas of town, or more rural communities, but downtown is wide open."

To a brighter future in Asheville

Many of Will's customers have been communicating with her since the hurricane, checking when it would be a good time to return to Asheville. "I feel like people, especially if Asheville has a special place in their heart, they want to support the community and do what they can," she said.

As of May 2026, travel demand is rebounding and on par with the 2023 fall travel season, according to Vic Isley, CEO of Explore Asheville. About 90% of Asheville is currently open and welcoming back visitors.

"There are so many reasons to put Asheville and the Western North Carolina mountains on your must-visit list in 2026. Asheville remains a deeply rooted and ever-evolving community known for its wide-open spaces and trails, amazing food culture, creative galleries and live music scene that draws people from across the country," Isley told USA TODAY. "A year and a half after Hurricane Helene, travelers still have a meaningful opportunity to support local businesses, artists, restaurants and communities as the region propels forward." 

Asheville's hoping for a stronger comeback. The River Arts District is building out a 30,000-square-foot creative campus, set to open in a couple of years to host theater and music events, be a maker space, and facilitate design research. In the fall, the city will debut the Biltmore Championship, its first PGA TOUR event in over 80 years. More art installations, sports events and other experiences are to come.

Will, Burroughs and Thompson – all small business owners in Asheville – had the same message for travelers: We're ready for you to come and experience what makes Asheville, Asheville.

How to be a responsible Asheville visitor

Here are three ways travelers can responsibly support Asheville:

• Will recommends travelers go beyond the usual highlights of the Biltmore and River Arts District and explore the lesser-known regions around Asheville. Better yet, hire a guide or tour operator for true insider knowledge while directly supporting local businesses.
• Be mindful of bringing up Helene to people. Some may not feel ready to talk about what happened because it feels like they're reliving it, according to Burroughs. The River Arts District has a welcome center where staff are ready to answer any questions, he added.
• If you can, consider purchasing from a local artist as a unique souvenir. Asheville's arts and culture scene makes up the heart of the River Arts District, where travelers can meet with artists, visit their studios, and even try their hand at a class or workshop. Artists often have pieces at different price points, and a purchase directly supports their work. "That's honestly one of the most important things that's going to sustain that the River Arts District gets to remain the River Arts District," said Burroughs.

Kathleen Wong is a consumer travel reporter for USA TODAY. She's the author of "The Conscious Traveller Hawai'i" and is based in Hawaii.