Quote by Johanna Fein
It’s been eight months since Hurricane Helene ravaged its way through Western North Carolina, and the Plateau is finally showing signs of recovery as tourism steadily bounces back into the area.
Highlands Chamber of Commerce Executive Director Johanna Fein said that compared to other communities, Highlands was fortunate. While the town experienced heavy rain and high winds, alongside power outages, the physical damage to local businesses was minimal overall and most disruptions were short-term.
However, there was a decline in tourism following the hurricane, which she said was due to weather concerns and the uncertainty surrounding the aftermath of the hurricane.
“Unfortunately, this downturn happened during what would normally be the busy fall leaf peeping season and has continued. We are just now looking forward to a return to normal business levels,” Fein said.
She added that the initial closure of I-40 has also made it more difficult for travelers from Tennessee to reach Highlands, especially for those unfamiliar with alternate routes.
In response to the immediate aftermath of the storm, Fein said the Chamber responded by prioritizing clear communication, ensuring members and the broader community had access to accurate updates in town.
“We conducted direct outreach to businesses, offered support where needed, and used our channels to keep everyone informed about road conditions. Once power was restored and cleanup efforts were underway, we emphasized that Highlands was open for business,” she said.
Fein said businesses responded through the spirit of collaboration, checking in on one another, sharing generators and supplies when needed and working together to reassure customers and visitors.
“It reaffirmed the strength of our small town,” she said. “Thankfully, no permanent closures have resulted directly from the storm in our area.”
Fein said the storm highlighted how interconnected the region truly is, adding a ripple effect from surrounding areas.
“The downturn in visitors post-Helene continued through the winter and spring and we are now looking toward the return of normal business levels,” she said. “As we head into the busy season, we hope that the increased visitor traffic and continued community support will make for a profitable summer for our businesses.”
According to Jackson County TDA Executive Director Nick Breedlove, Jackson County experienced a temporary decline in tourism, in part due to the misconception that the area was too damaged to visit. September occupancy rates dropped by approximately 4% due to cancellations as visitors were deterred by the impending storm.
While businesses in the area saw an initial decline, Breedlove said that by October, occupancy rates already began to rebound, showing a 6% increase compared to the previous year, attributing this due to the large recovery efforts and swift reopening of businesses.
However, despite the positive recovery, some significant challenges remained. There was still the perception that Jackson County was affected by the hurricane, long after its aftermath was gone. Breedlove said a lot of this perception is a result of reports of damaged areas surrounding the county, which added to the initial confusion.
“There’s still a perception that Western North Carolina’s damaged and that the hurricane impacted everywhere. We work closely with the state tourism office and I recall they did a study recently and people still to this day, several months after the hurricane, still perceive the region was damaged by the hurricane,” he said.
To combat this, local tourism officials launched a comprehensive communication strategy aimed at reassuring the public that Jackson County was open and welcoming.
One of the key tactics involved hosting influencers from major cities like Atlanta and Charlotte, who visited the area weekly, sharing real-time updates and visuals of the region’s recovery on social media. Breedlove said this approach helped dispel misconceptions while also showcasing the beauty of the Plateau.
In addition to influencer marketing, the county implemented a messaging campaign called “Visit Thoughtfully.” This initiative encouraged potential visitors to consider traveling to the area, while also being mindful of recovery efforts in surrounding areas.
“We had four different influencers come up every week. I believe two were from Charlotte, two were from Atlanta, and they actually took video showing this is what it looks like now. And it helped to dispel those misconceptions that everything was shut down and closed,” he said.
Looking ahead, Breedlove said he remains optimistic about the upcoming summer season, anticipating a rise in day trippers alongside a robust luxury travels market.
“We think that we’ll likely see more day trippers coming this summer than overnight visits. We’ll still see the overnight visits, but the day trippers typically spend less,” he said.
Despite challenges, Breedlove said proactive measures taken by local businesses and tourism officials have not only mitigated the immediate impacts of the hurricane, but also set the stage for a thriving and resilient tourism industry.