In 2023, the City of Asheville and Buncombe County achieved an all-time high in terms of .
According to the 2023 Asheville and Buncombe County Tourism Economic Impact Report, the region welcomed 13.9 million visitors who spent a total of $3 billion across key sectors including accommodations, food and beverage, entertainment and transportation.
This direct spending by tourists generated a total economic impact of $4.3 billion, a significant increase compared to previous years, despite the slowdown in growth due to inflation and rising interest rates.
Tourism, the economic engine of the region
The report also highlights that tourism in Asheville has supported more than 29,000 jobs in the region and generated $265 million in state and local taxes.
These funds have been essential for financing infrastructure and community services, underlining the importance of tourism as an economic driver for the region.
However, despite the record economic performance, the report lacks details on the diversity of tourists driving these results.
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No data on who visits the region
In a country where Latinos represent 18.65% of the population and in North Carolina more than 11% of the total, with more than one million people, the lack of data broken down by demographic groups poses a significant gap in understanding who the region's visitors are.
According to Explore Asheville, there is currently no specific data collected on Latino community participation among tourists, suggesting an untapped opportunity to more accurately reflect the growing diversity of tourism in Asheville.
condado de Buncombe: a growing tourist destination
The 2023 Asheville and Buncombe County Tourism Economic Impact Report highlights not only the increase in visitor volume, but also the diversity of activities and services the region offers.
With a total of 13.9 million visitors in 2023, the county continues to establish itself as one of the most attractive destinations in the southeastern United States.
The sectors that benefited most from tourist spending were accommodation, which generated 901 million dollars, and food and beverages, with 787 million.
In addition, tourists spent $541 million on shopping and $366 million on recreational and entertainment activities.
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An experience for all travelers
The county offers a wide range of experiences for all types of travelers: from hiking trails in the Appalachian Mountains, to culinary tastings at local restaurants that promote sustainable gastronomy.
Among the main attractions, the Biltmore Estate It remains one of the most visited places, known for its majestic architecture and vast gardens.
Added to this are the numerous outdoor activities in the forests of Pisgah National Park, offering year-round adventure opportunities such as hiking, biking and watersports in the Appalachian Mountains.
Asheville has also become a cultural epicenter, with its vibrant arts scene, craft fairs and festivals celebrating local music and creativity.
This tourist dynamism not only impacts traditional sectors, but also new emerging markets, such as short-term rentals and second homes, which accounted for a considerable part of accommodation spending.
Although the report highlights that growth has slowed compared to previous years due to the inflation Despite global economic changes, Asheville and Buncombe County remain preferred destinations for both domestic and international tourists seeking a unique blend of nature, culture and cuisine.
Latin Community Tourism in Asheville
In 2019, tourism in Asheville experienced sustained growth, with overnight travel up 6.4% and daytime travel up 5.9%, according to the Asheville Tourism Board report. Longwoods Travel USA.
However, the Facts about the Latino community visiting the region are limited and have not been updated since then.
According to the same report, 4% of night tourists and 5% of day tourists identified themselves as Hispanic or Latino.
Upon consultation with Explore Asheville, they confirmed that they do not have new demographic data specific to the Latino community, although they have implemented several initiatives to attract these visitors.
These initiatives include the launch of Website dedicated to the Latin community in Spanish with articles and videos, as well as social media campaigns and paid partnerships with Latin media outlets such as MITU and Remezcla.
Despite these efforts, the lack of updated and detailed data on Latino tourists in Asheville reflects an opportunity to further delve into the contribution of this community to the local tourism sector.
View the 2023 Asheville and Buncombe County Tourism Economic Impact Report here
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After the storm
A year ago, Hurricane Helene struck western North Carolina. The Latino community responded with something stronger than the storm: solidarity.
🎧 In this episode, learn how Latino organizations transformed crisis into resilience.
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