Eric Church’s “Carolina” Calls Visitors Back to Asheville

Asheville is calling, and it’s Eric Church’s unmistakable voice leading the way. Explore Asheville is proud to unveil a new commercial featuring North Carolina Hall of Fame Musician Church’s iconic song “Carolina,” an ode to his home state and the deep connections shared by those who have experienced the beauty and creativity of Western North Carolina.

Debuting this January as part of our continued Be Part of the Comeback campaign, the spot invites travelers to return to the region and support the local creators, makers, and businesses that define Asheville. With Church’s heartfelt lyrics and images of vibrant Asheville galleries, restaurants, and scenic streetscapes, the ad captures the spirit of resilience and welcome shaping the area’s recovery following Hurricane Helene.

The roots of this partnership trace back to Concert for Carolina, which raised over $24.5 million for hurricane relief efforts and featured unforgettable performances by Eric Church, Luke Combs, Billy Strings, James Taylor, Sheryl Crow and more. Held at Bank of America Stadium, the event brought together over 82,000 fans in a moment of Appalachian unity. Church’s song "Carolina" which struck a chord during that event, now continues its journey, extending an invitation to come back to Asheville with lyrics that resonate with anyone who feels the pull of the Blue Ridge Mountains:

“Like a phone call from my baby,
Sayin' honey I miss ya like crazy.
Like the sound of a siren song,
Oh Carolina, ya keep callin’ me home.
Callin' me home.”

“In the early days following Hurricane Helene’s devastating impacts to the area, Explore Asheville was honored to step up as presenting sponsor to support Eric Church and Luke Comb’s Concert for Carolina to benefit our region,” said Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “We are humbled that Eric Church offered ‘Carolina’ — a siren song for Church’s home state — to invite people to come back to Asheville and Western North Carolina.”   

Created in partnership with local film and production company History Boutique Films, the commercial incorporates fresh, post-Helene footage of Asheville restaurants, downtown galleries, streetscapes, skylines and returning visitors.  

“Rising up from Bank of America Stadium during Concert for Carolina benefit show, Eric Church’s song ‘Carolina’ was a glowing, unforgettable moment of solidarity, Appalachian resilience and heart,” said Dodie Stephens, vice president of marketing for Explore Asheville. “Eric Church’s lyrics call out to people with a connection to the Blue Ridge Mountains, a connection that feels like home. We invite our neighbors across the state and visitors across the country to be a part of our comeback. Asheville is open and ready. We’re calling you home.” 

With its deeply rooted community, creative spirit, and stunning natural surroundings, Asheville is more than a destination — it’s a place that feels like home. Whether you’re returning for the beauty of the Blue Ridge Mountains, the vibrant downtown, or the welcoming people, we invite you to be part of the comeback.