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…