RALEIGH, N.C. -– Governor Josh Stein visited Asheville Regional Airport (AVL) today to launch the “Rediscover the Unforgettable” tourism initiative, marking the beginning of a week-long exploration of western North Carolina’s mountain region. The press conference highlighted the state’s efforts to support small businesses and showcase the area’s attractions to travelers nationwide.

Initiative Aims to Boost Regional Recovery and Tourism

“Travelers often take their first steps into western North Carolina right here at Asheville Regional Airport,” said Governor Josh Stein. “Our mountains are home to unforgettable landscapes, experiences, and people; there’s something here for everyone. I urge folks from across the country to book their flight and come experience something unforgettable here in western North Carolina.”

The campaign represents a collaborative effort between Governor Stein and VisitNC to help the region recover from Hurricane Helene’s impact. The initiative was first announced at the reopening of Chimney Rock State Park, which is now open to the public with limited hours.

Economic Impact and Business Support

Commerce Secretary Lee Lilley emphasized the airport’s broader economic significance during the announcement. “Asheville Regional Airport is more than just a gateway—it’s a vital economic engine for western North Carolina,” said Secretary Lilley. “This region’s resilience, beauty, and hospitality continue to draw visitors from across the country. Through the ‘Rediscover the Unforgettable’ campaign, we’re not only inviting people to experience all that western North Carolina has to offer—we’re helping local communities and small businesses thrive.”

The campaign provides promotional resources to local chambers of commerce, tourism boards, and small businesses across western North Carolina cities and towns as they welcome travelers back to the region.

Airport Expansion Supports Growing Tourism

Asheville Regional Airport recently opened a new concourse last month as part of an expansion project that began in 2023. The facility has experienced significant growth, with 2024 marking the second consecutive year surpassing 2 million passengers, reaching 2,174,125 travelers.

According to the North Carolina Division of Aviation economic impact report, AVL supports 22,745 jobs and generates over $1 billion in personal income for the region, contributing $3.9 billion in total economic impact to western North Carolina.

Enhanced Flight Connectivity

This fall, the airport will serve as home to six airlines, including American, JetBlue, Delta, and United, offering direct flights from major cities including Boston, New York, Washington D.C., Dallas-Fort Worth, Denver, and additional destinations. This expanded connectivity is expected to further boost tourism access to the western North Carolina region.