How a Little Town in the Blue Ridge Mountains Became a Popular Tourism Destination
When you visit Asheville, North Carolina, it just feels different from most cities. In a time when many towns have ripped out and built over historic buildings, Asheville is studded with architectural gems that still sparkle with Gilded Age and Art Deco charm. Instead of chain restaurants and big-box stores, Asheville’s downtown features locally-owned eateries, art galleries, and shops.
And now, Asheville is dubbed a top tourism getaway in the Southeast, the No. 1 food destination in the U.S., and one of the 15 best U.S. cities. But our mountain town wasn’t always this way.
The Early Days of Asheville
Let’s run through a quick history of the city of Asheville.
- In the 1880s, a young aristocrat from New York named George Vanderbilt visited Asheville with his mother to see what he later described as the most beautiful place in the world. He purchased 125,000 acres and eventually constructed what is now America’s largest private residence—the Biltmore estate.
- As the 20th century approached, Asheville’s economic growth exploded. Architects Richard Sharpe Smith, Douglas Ellington, and Ronald Greene designed buildings that would eventually augment Asheville’s diverse city center.
- During the early 1920s, dignitaries and celebrities worldwide ventured to Asheville in search of sweet Appalachian air. Famous author F. Scott Fitzgerald, who enjoyed the luxury of the Omni Grove Park Inn along with presidents and other politicians, and Thomas Wolfe, who came home to visit, were among them.
- However, the depression in the mid-1930s brought financial devastation to the Asheville area, which was slow to recover. Asheville city fathers decided to pay back every dime of the city’s debts, which meant the town had little to no money to invest in urban restoration until 1977, when its debt was paid in full.
This commitment to debt repayment saved dozens of Art Deco buildings erected during the city’s boom decades earlier. Asheville’s leaders inadvertently encouraged smaller, unique, locally owned businesses to locate in scores of half-empty buildings instead of chains, franchises, and malls. And with that, a new ambiance emerged in Asheville. Read more about the history of Asheville.
The Current Days of Asheville
Asheville has recently invested millions of dollars in new construction and renovation to bring the district back, all while continuing to save the many classic buildings that contribute to the architectural diversity of downtown Asheville.
Since priority has been given to locally owned small businesses, the eclectic options for food, drink, entertainment, recreation, and retailers continue to increase. Let’s review some of the highlights that make Asheville a popular tourist destination in WNC and beyond.
- Asheville refers to its culinary culture as Foodtopia, which it says is a “community of culinary collaborators crafting an experience to nurture your soul.” And it’s true. Chefs here use organic, locally grown food in dishes that foodies can’t experience elsewhere. We even have some of the best restaurants in the nation, from Curate to Neng Jr.’s.
- Asheville is also a four-time winner of the annual Beer City USA poll. Our beer scene even garnered the attention of Sierra Nevada and New Belgium Brewing, both of which have established East Coast homes in the area. Now, Asheville is home to more than 50 craft breweries.
- With three mountain ranges and two rivers converging near our city, there is an endless supply of outdoor adventures to explore here. You can drive the Blue Ridge Parkway, float down the French Broad River, and hike or bike to the Pisgah National Forest waterfalls on the same day. For the more adventurous, there are whitewater rafting excursions and hiking trails to Mount Mitchell—the highest peak of the Appalachian Mountains.
- Asheville is also a top spa, massage, and holistic wellness destination. Considered by many as the New Age Mecca of the East, people have traveled to the western North Carolina mountains for centuries to heal themselves.
- Live music is also a massive part of the Asheville experience. Visitors can stop by the powerful drum circle that happens every Friday night (April-October and warmer nights in other months) in Pritchard Park downtown, listen to local bands jam at many of the brewing companies throughout the region, and grab a ticket to see nationally recognized bands at The Orange Peel.
- Don’t forget about shopping! Asheville has many boutiques and local shops to peruse on your trip. From the posh Grove Arcade stores to the more eclectic West Asheville storefronts, there are many places to find one-of-a-kind souvenirs.
Whether you’re exploring the colorful, mural-filled River Arts District, the historic Biltmore Village, or any other incredible small towns nearby, the relaxed vibe and gorgeous scenery of Asheville keep people coming back. While the city’s history can take a lot of the credit, there’s still so much to learn about how Asheville continues to make the top lists.
Asheville is the ultimate tourism success story in the southeast, and we have hands-on experience growing our mountain town to where it is today. Learn more at this year’s DIY Tourism Marketing Conference. Buy your ticket today.