Gas prices, negative news coverage impact tourism, but industry leaders cautiously optimistic

May 8, 2026 - 14:47

As the summer travel season kicks off, Buncombe County's tourism industry is navigating a landscape of uneven demand and rising fuel costs. Local officials acknowledge that higher gas prices are reshaping how visitors plan their trips, with many opting for shorter stays or more budget-conscious itineraries. At the same time, negative national news coverage about Asheville has cast a shadow over the region's reputation, prompting concern among business owners who rely on a steady stream of out-of-town guests.

Despite these challenges, industry leaders are expressing cautious optimism. Hotel bookings, while not as robust as last year, are holding steady in certain segments, particularly among return visitors who know the area well. Local attractions and restaurants report that weekend traffic remains strong, even if weekday numbers have softened. The hope is that the summer's longer days and school breaks will offset some of the early-season drag.

Officials stress that the narrative is not entirely bleak. They point to ongoing marketing efforts aimed at highlighting the area's natural beauty and cultural offerings, hoping to cut through the negative headlines. The key, they say, is adapting to a traveler who is more price-sensitive and information-savvy than in years past. While the road ahead has bumps, the consensus is that Buncombe County's appeal as a destination remains intact, provided the industry can weather the short-term pressures.