Research & Reports

Buncombe County TDA Annual Report – Fiscal Year 2020-2021

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.

Download the BCTDA Annual Report to read more (high resolution PDF).


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 >>


Strategic Imperatives

The Buncombe County Tourism Development Authority has adopted strategic imperatives that are informing and guiding the direction of Explore Asheville’s program of work and community investments going forward. Each month the Explore Asheville CVB generates a report on progress made toward these strategic imperatives. Access these reports here >>.


Economic Impact Information

Cover of Economic Impact of Visitors in Asheville - 2019Tourism is a significant contributor to the Asheville economy. In 2019*, Buncombe County attracted just under 11.9 million visitors, including 4.2 million overnight guests.

Did you know:

  • $2.2 billion in the cash registers of local businesses: People who visit Buncombe County spend $2.2 billion annually at local businesses, many of those being small, independent operations that depend on tourism to survive and thrive – and on the sales and marketing programs of Buncombe County TDA to attract those customers.
  • $3.3 billion total economic impact: Local businesses purchase goods and services from more local businesses, for a total economic impact of $3.3 billion.
  • $392 million in taxes generated: People visiting Buncombe County generate $392 million in tax revenues.
  • 28,000 jobs: People visiting Buncombe County support 27,938 jobs — 18,890 direct and 9,048 indirect and induced jobs.

Download the 2019 Economic Impact report here.

* Note: Explore Asheville commissions this report every two years. A report for calendar year 2021 is expected to be available later in 2022.



– 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 10 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.