Asheville Records Strong Group Travel Growth, $67.4 Million Boost

Explore Asheville and the Buncombe County Tourism Development Authority reported that meetings and group travel booked in fiscal year 2025 generated $67.4 million in direct spending, up 35 percent year over year. That spending supported 477 events and 115,393 room nights, a scale of visitation that positions Asheville to compete for larger national meetings and sporting events heading into 2026.

The report highlights several big calendar items that will shape next year. The PGA TOUR will return to the area with the inaugural Biltmore Championship scheduled for Sept. 17 to 20. UNC Asheville will host the NAIA Outdoor Track and Field Nationals in a renovated facility, and McCormick Field will host the Big South Baseball Championship as it nears completion of a $55.6 million centennial restoration. Continued hosting of Ingles Southern Conference events adds to the sports calendar.

Infrastructure and venue developments underpin the growth. Asheville Regional Airport opened the first section of a new North Concourse as part of a $400 million transformation aimed at increasing connectivity and capacity for group arrivals. New and expanded meeting and event spaces include AutoCamp Asheville, the Revival Asheville concert hall, and expanded private dining and catering options at local restaurants. In Swannanoa, Beacon Bike Park and Events Lawn is converting a former mill site into an events hub with North America’s largest Velosolutions pump track and a 4,000 capacity outdoor venue.

Culinary and cultural offerings are also strengthening the destination. Fifteen Asheville restaurants earned MICHELIN Guide honors in the MICHELIN Guide to the American South, and the city plans museum and exhibition programming including a 2026 Asheville Art Museum exhibition and immersive evening installations at Biltmore.

For Buncombe County residents the statistics translate into economic opportunity and practical impacts. The $67.4 million break down to roughly $584 in direct spending per reported room night, and the 35 percent gain implies prior fiscal year group spending near $50 million. Increased group bookings can expand jobs in hospitality and food service and boost local tax revenues, while also intensifying demand for transportation, parking, and event staffing. As 2026 approaches, local officials and businesses are balancing the benefits of rising visitation with planning for infrastructure, workforce, and community impacts.