🌄 Rediscover the Unforgettable: Governor Stein Champions Western North Carolina

Last week, Governor Josh Stein and First Lady Anna Harris Stein embarked on a high-energy tour across western North Carolina, launching the “Rediscover the Unforgettable” initiative aimed at bolstering tourism and supporting recovery efforts following Hurricane Helene. Their weeklong trek from Asheville to Nantahala highlights the region’s resilience, natural beauty, and cultural richness.

✈️ 1. A Grand Welcome at Asheville Regional Airport

Governor Stein kicked off the campaign at the newly expanded Asheville Regional Airport (AVL), urging travelers to “book a flight and come experience something unforgettable” in western North Carolina. The airport, which handled over 2 million passengers last year and supports nearly 23,000 jobs, serves as a critical gateway and economic engine for the region.

Commerce Secretary Lee Lilley emphasized AVL’s value beyond transit, noting tourism’s vital contribution to the region’s economic rebound.

🏞️ 2. Nature and Adventure: The Heart of the Tour

From rafting on the Nantahala River to hiking in national forests, the Steins immersed themselves in the outdoor heart of the High Country. Such activities underline the area’s wide appeal for adventure seekers and recreational travelers.

They also visited Chimney Rock State Park, recently reopened after flood damage. The governor attended the reopening ceremony, announcing expanded state investment and limited-hours access to highlight restoration progress.

🍕 3. Main Street Moments: Supporting Local Businesses

Touring downtown Hot Springs, sampling artisan pizza at Asheville’s Highland Brewing, and browsing Mud Dabbers Pottery in Brevard, the Steins showcased the unique character and entrepreneurial spirit of mountain communities. Their visit to Dolly’s Dairy Bar emphasized the culinary charm that defines these rural towns.

🛤️ 4. Investing in Trails & Infrastructure

Governor Stein announced an $11 million grant program supporting trail enhancements across the region, promoting outdoor accessibility while boosting economic opportunity in impacted communities.

This investment aligns with North Carolina’s broader strategy to revitalize post-Helene tourism through infrastructure, small business aids, and resilience planning.

🎤 5. A Unified Message: Tourism as Recovery

With rural chambers, Visit NC, and local tourism boards joining forces, the campaign emphasizes tourism’s critical role—not just as revenue, but as a lifeline for communities hit by the hurricane. According to Commerce Department figures, North Carolina posted over $36.7 billion in tourism spending in 2024, with summer the most critical window to sustain local enterprises.

❓ Frequently Asked Questions

Q1: What is “Rediscover the Unforgettable”?
A statewide tourism campaign to attract visitors to western North Carolina—particularly after Hurricane Helene’s disruptions. The Steins are engaging communities and promoting resilience through local experiences.

Q2: Why is Asheville Regional Airport important?
AVL’s new concourse and direct flights from cities like Boston, New York, and Denver fuel tourism and support nearly 23,000 regional jobs.

Q3: How is Chimney Rock being supported?
Reopened with restored access and limited hours, Chimney Rock now benefits from a newly signed $700 million recovery package, part of a $2.3 billion statewide relief fund.

Q4: What do trail grants cover?
The $11 million package funds trail upkeep, trailhead facilities, connectivity improvements, and recreation enhancements—supporting both visitor safety and local commerce.

Q5: How can tourists help?
Plan visits through AVL, support small businesses, book local excursions, and engage in trail stewardship—all of which help sustain communities as they rebuild.

🧭 Final Thoughts

Governor and First Lady Stein’s tour highlights a strategic resurgence—fusing tourism, infrastructure, and community vitality. From majestic mountains to local eateries and artisan crafts, western North Carolina is poised to welcome visitors again. With investments in trails, airport capacity, and heritage sites, the mission is clear: rediscover the unforgettable, and help these communities thrive once more.

Sources North Carolina Governor