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Explore Asheville highlights recovery work, grants and new multi-year PGA event in 2026 report
Summary
Explore Asheville presented its annual report to the county, citing $2.2 million raised and distributed through the Always Asheville Fund after Helene, about $67 million in direct spending from 480 events, $12.4 million awarded to eight tourism product projects (including $4 million for Beacon Park), and a PGA Tour agreement at Walnut Cove starting Sept. 2026.
Vic Eiseley, representing Explore Asheville and the Tourism Development Authority, told commissioners on Jan. 6 that the tourism sector remains central to Buncombe County’s recovery and economic strategy after Tropical Storm Helene.
Eiseley said Explore Asheville raised and distributed more than $2,200,000 through the Always Asheville Fund to support area small businesses after the storm and that the authority awarded $12,400,000 to eight community projects from the tourism product development fund, including a $4,000,000 award to Beacon Park in Swannanoa. He highlighted nearly 480 conferences and events in the prior year that Explore Asheville estimates generated roughly $67,000,000 in direct spending for the local economy.
Looking ahead, Eiseley said Explore Asheville helped secure a PGA Tour event at Walnut Cove in The Cliffs beginning in September 2026 under a multi-year agreement that the authority expects will drive between $15 million and $30 million in annual direct spending, produce extensive media coverage, and provide a minimum charitable commitment of $100,000 to local charities.
Commissioners asked how tourism strategy intersects with housing affordability; Eiseley said the authority is evaluating projects that generate net new spending and working with municipal and nonprofit partners to identify projects that create long-term return for residents while noting legal constraints on occupancy-tax uses. He said the TDA’s volunteer leadership will report findings at its March planning session.
The presentation emphasized partnerships with local venues, the North Carolina Arboretum (for a Thomas Dambo trolls exhibit), and increased weekday visitation during the shoulder season as promising signs for recovery.
