‘Rediscover the Unforgettable’: Gov. Stein touring western NC promoting tourism boost

RALEIGH, N.C. (WNCN) — Doors are open in western North Carolina nearly a year after Hurricane Helene swept through the region knocking out roads, homes, and businesses.

“What I think that a lot of people who are not from western North Carolina don’t appreciate is how much progress has occurred since the storm,” Governor Josh Stein said.

He’s spending the week traveling across the western side of the state to support the Rediscover the Unforgettable campaign, a push to bring more visitors to the mountains.

“We want to remind the public that it’s time to remember, time to rediscover the unforgettable, time to come back to western North Carolina,” Lee Lilley, the North Carolina Secretary of Commerce, said.

Tourism brings major money statewide. A report from the Department of Commerce shows North Carolina raked in $36.7 billion from travelers in 2024.

In western North Carolina, the next few months are crucial.

“Our businesses, in order to be able to sustain through the slower months in the winter and the spring, summer and fall is incredibly important so they can have that cash flow and invest in things and be ready through the winter and the spring,” Representative Lindsey Prather, who represents Buncombe County, said.

Without a strong summer season, more small businesses could close in western North Carolina. In Asheville alone, Governor Stein said the river arts district used to have around 750 artists selling their work. Now it’s about half of that.

“There are places that are still working hard to come back, but so many pales have their doors wide open and it’s up to us to enter those doors,” he said.

Governor Stein is also pushing for the legislator to finally pass a budget so that more money can be appropriated for recovery efforts in western North Carolina. Lawmakers will be back in Raleigh at the end of July to continue those negotiations.