Meeting Case Study: U.S. Travel Association Reaffirms Asheville as a Premier Meetings Destination, Weeks After Hurricane Helene
When the U.S. Travel Association’s National Council of State Tourism Directors (NCSTD), a travel advocacy network representing tourism offices across the country, learned of Hurricane Helene’s devastating impact on the Western North Carolina region – the organization stayed firmly committed to its year-long plan to convene in Asheville.
“We are deeply grateful that the U.S. Travel Association decided to keep its meeting in Asheville,” Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority, said. “This was more than a meeting – it was a vote of confidence for our travel and hospitality community at a critical moment. The NCSTD’s commitment reinforces our message that Asheville remains as stunning and welcoming as ever, and corporate travelers can feel assured they’ll have an exceptional experience here.”
A Powerful Message of Recovery and Resilience
“Asheville's recovery and resilience were central to the tone of the event, which left an immeasurable impact on the attendees,” Maggie Soto, Senior Director of Executive Engagement for the U.S. Travel Association, said. “The Explore Asheville team supported the success of our event from start to finish – making it easy for me to do my job. They were proactive and transparent in communicating recovery updates and instilled confidence in our team leading up to the event after Hurricane Helene.”
Explore Asheville collaborated closely with organizers to ensure a seamless and meaningful experience. When the organization expressed interest in incorporating a voluntourism project tied to hurricane relief efforts, Explore Asheville Group Services Manager Emily Crosby personally visited Higher Ground, a nonprofit assisting hurricane-affected residents, to ensure it would offer a meaningful and well-organized experience for forum attendees. Thoughtful details, such as locally made artisan welcome gifts, highlighted Asheville’s vibrant creative culture and warm hospitality.
“These small touches made all the difference,” Soto said.
A City Ready for Visitors
U.S. Travel's NCSTD Leadership Forum was held at The Restoration Hotel and incorporated off-site experiences, including a visit to Biltmore Estate, showcasing Asheville’s creative and resilient spirit. Downtown sustained minimal damage from the hurricane, and with the return of potable water in November, its renowned restaurants, cafes, and attractions were fully operational.
For U.S. Travel Association CEO and President Geoff Freeman, it was his first visit to Asheville — one that left a lasting impression.
“What I've seen is a community that's resilient – a community that's taken a punch and gotten back up again,” Freeman said. “The best thing we can do to give back is come into the community, support the local businesses, bring others with us, and then go home and spread that word that Asheville is open for business.”
Meaningful Engagement with the Local Community
The meeting agenda included a voluntourism project at Higher Ground, a nonprofit providing clothing and meals to communities that were hard-hit by the hurricane. Attendees sorted clothing donations for distribution and had the opportunity to connect with restaurant owners who shared their recovery journeys. Explore Asheville helped facilitate connections with local businesses owners and speakers that reflect the moment, including the executive director of Equal Plates Project, a nonprofit that’s simultaneously supporting local farms and leading the effort to distribute meals across the region.
“Travel is one of the most important things to help a community get back on its feet,” Freeman said. “It's one thing to send money, but it's another thing to go there, to spend your money, to be with the people, and to offer your support. Know that our whole group is feeling great about doing that.”
A Resounding Endorsement
Mark Jaronski, chief marketing officer at the Georgia Department of Economic Development has worked in the travel sector for more than three decades. Like fellow attendees, Jaronski also emphasized the broader significance of bringing meetings to Asheville post-hurricane.
“I couldn't be more proud to be here right now, and I encourage anyone who has an ounce of doubt to talk to the team at Explore Asheville to move forward with your meeting,” Jaronski said. “I promise you, you will have as good of an experience as we're having, just two months after the hurricane.”
He also highlighted the growing demand for meetings with social impact.
“You'll most likely see greater attendance. And regardless, those who come will absolutely relive that spirit of Asheville that we've all known and loved for so many years. They'll feel better about your organization, your event, and absolutely walk away with absolute confidence that Asheville is back. Ready to receive visitors, ready to deliver the enduring memories that it has for visitors for many, many years.”
Asheville: Open for Meetings, Open for Business
The success of U.S. Travel's NCSTD Leadership Forum affirms Asheville’s reputation as a prestigious meetings destination — one that not only delivers exceptional experiences but also embodies resilience, creativity, and community spirit. For meeting planners seeking a city that inspires and welcomes groups with open arms, Asheville remains an unbeatable choice.
“When you send an RFP to Explore Asheville, you’re gaining a team of destination experts dedicated to making your meeting a success,” Michael Kryzanek, Explore Asheville vice president of business development, said. “Our hospitality community is ready to welcome you and support your planning every step of the way. We’re here for you and look forward to creating an unforgettable experience in Western North Carolina."
