People are at the heart of travel and hospitality. And, as humans, we travel to connect with new cultures, people and places. From tour outfitters and craft brewers to shop owners, attraction operators, chefs, artists, hoteliers, makers and musicians, humans are at the heart of genuine hospitality—and essential in the delivery of the travel experience.

In “normal times” it’s our collective body of work, creativity and spirit that makes our community a nationally recognized treasure for those who live and visit here. In “pandemic times,” add fortitude, resilience, innovation and determination to the mix—those are the traits that are enabling our community to begin to thrive again after what has been one of the most challenging years on record.

At publication of this report, we’re still in the throes of the pandemic but we’re on the road to recovery. We are charting a new course for travel and tourism based on broader community goals and we welcome your partnership in helping Asheville and Buncombe County to thrive again.