Explore Asheville’s Strategic Imperatives

Strategic Imperatives Aligned With Community Priorities

The Buncombe County Tourism Development Authority is charting a new course for tourism aligned with broader community priorities. This includes the adoption of strategic imperatives that are informing and guiding the direction of Explore Asheville’s program of work and community investments going forward.

The Monthly Highlights report, released at the meetings of the Buncombe County Tourism Development Authority, provides a brief update of our progress toward these strategic imperatives. You can also find information from the discussions and presentations at Buncombe County TDA meetings, in our newsletters, at partner events, at the BCTDA’s Annual Planning Session and via other communication channels.

Deliver Balanced Recovery & Sustainable Growth: Topline Objectives
  •  Balance quality of life for residents & experience for visitors through project investments
  •  Collaborate with broader community leaders to ensure sustainable growth & alignment
  •  Protect and evolve Asheville’s brand to further differentiate from competing destinations and inspire higher quality visits
  •  Improve quality of each visit by inspiring increased length of stay & dispersal
  •  Accelerate proactive sales efforts to increase net new business to the destination
  •  Drive revenue in need periods through updated group sales strategy
  •  Review and update Wayfinding pedestrian signage to increase dispersal out of the downtown core
Encourage Safe & Responsible Travel: Topline Objectives
  •  Influence visitors to respect, protect and preserve natural, cultural and human resources
  •  Increase number of bookings that participate in community projects
  •  Identify, qualify and engage purpose-driven companies for purposes of holding meetings here
  •  Encourage partners to embrace sustainable and responsible tourism practices
Engage & Invite More Diverse Audiences: Topline Objectives
  •  Extend a genuine invitation to diverse audiences
  •  Develop and invest in community projects that attract and engage diverse audiences
  •  Increase outreach in recruiting diverse meetings and events
  •  Promote minority owned businesses through group sales initiatives
  •  Increase diversity of partner network
Promote & Support Asheville’s Creative Spirit: Topline Objectives
  •  Elevate Asheville’s creative experiences to differentiate and inspire visits
  •  Actively promote creative community and resources to groups and events
  •  Create opportunities for partners to learn about and support creative spirit
Run a Healthy & Effective Organization: Topline Objectives
  •  Demonstrate organizational commitment to local, diverse creators, makers & vendors
  •  Increase team performance and effectiveness
  •  Prioritize professional development and training
  •  Increase diversity of candidate pool and employees
  •  Focus on events and communications strategy to increase community engagement