Research & Reports
Did You Know…
- On average, 30,410 people visit Buncombe County each day, spending $5.4 million daily.
- Tourism generated $199.2 million in state and local taxes, helping offset the average Buncombe County household tax burden by $1,950 per household.
- 1-in-7 jobs in Buncombe County are supported by the tourism industry. Without tourism, the unemployment rate would be 15.2%.
Click here to download the Tourism Builds Community By the Numbers Fact Sheet for more information.
Performance Index
Each month the Explore Asheville CVB generates a statistical report of our output for the previous month. This tool provides a snapshot of the local tourism economy month-to-month. Click here to access these reports.
Economic Impact Information
In 2017, Buncombe County attracted 11.1 million visitors, including 3.9 million overnight guests. Visitors spent $2 billion, generating $3.1 billion in economic impact and supporting 27,000 jobs, as reported by esteemed research firm, Tourism Economics. Tourism is the third largest employer in the area, and a significant driver of the Asheville economy.
Sales & Marketing Plans
Media Plan
BCTDA Annual Reports
Research & Data
- 2016 Advertising Effectiveness & ROI Executive Summary
- 2016 Asheville Visitor Profile
- Portrait of an American Traveler November 2016
- 2014 Asheville Visitor Profile Report
- Buncombe County Visitor Profile 2012-2014
- New Lodging Properties in the Asheville Area
Glossary
- ADR (Average Daily Rate): Room revenue divided by rooms sold, displayed as the average rental rate for a single room.
- Contract Rooms: Contract rooms are occupied at rates stipulated by contracts – such as for airline crews and permanent guests. Room allotments that do not require guaranteed use or payment should not be classified as contract.
- Demand (rooms sold): The number of rooms sold or rented (excludes complimentary rooms).
- Group Rooms: Group rooms are sold simultaneously in blocks of a minimum of ten rooms or more (e.g. group tours, domestic and international groups, association, convention and corporate groups).
- Occupancy: Rooms sold divided by rooms available multiplied by 100. Occupancy is always expressed as a percentage of rooms occupied.
- Percent Change: Amount of growth – up, flat, or down – this period versus same period last year (month or year-to-date). Calculated as ((TY – LY) / LY) * 100.
- Revenue (Room Revenue): Total room revenue generated from the sale or rental of rooms.
- RevPAR (Revenue Per Available Room): Room revenue divided by rooms available.
- Supply (Rooms Available): The number of rooms times the number of days in the period.
- Transient Rooms: Transient rooms Include rooms occupied by those with reservations at rack, corporate, corporate negotiated, package, government, or foreign traveler rates.