Asheville, North Carolina, once considered a hidden gem tucked away in the Blue Ridge Mountains, has quickly become one of the most talked-about destinations in the United States. What was once a quaint town of modest size has transformed into a thriving tourism hub that attracts millions of visitors annually. Asheville’s meteoric rise as a must-visit location is a testament to the power of smart, authentic, and community-driven travel marketing. It is a town that has embraced its identity, built on its unique offerings, and found a way to resonate with travelers seeking both adventure and authenticity.
Asheville’s success story is a model for how a town can leverage its assets — history, culture, natural beauty, and local businesses — to create an irresistible tourism brand. Rather than relying on traditional advertising or attempting to compete with larger, more established cities, Asheville carved out a niche for itself as a place where nature, art, craft, and history meet. The town’s innovative marketing strategy, grounded in storytelling and community collaboration, has made it one of the most popular destinations for travelers seeking a blend of outdoor adventure, creative expression, and Southern hospitality.
Crafting a Unique Story: Asheville’s Brand Identity
The backbone of Asheville’s travel marketing success lies in its ability to tell a compelling, authentic story. Asheville has always been a town with rich cultural and natural resources, but it wasn’t until local leaders began to hone in on those assets that they started to see a surge in tourism. What makes Asheville so special is its juxtaposition of mountains, history, art, and food — all wrapped into one easy-to-love package.
Instead of competing with major tourist cities in the U.S. like New York or San Francisco, Asheville focused on showcasing what made it different. The marketing campaigns began to lean heavily into the concept of “Art Meets the Outdoors.” The town’s proximity to the Blue Ridge Parkway and the Pisgah National Forest was leveraged in tandem with its vibrant arts scene and culinary innovation. It wasn’t just about hiking and views; it was about pairing those experiences with local art galleries, craft breweries, live music, and a food scene that’s become one of the best in the Southeast.
In essence, Asheville redefined itself as a destination for experiential travel — where visitors could engage in creative activities, enjoy farm-to-table dining, and experience the rugged beauty of the mountains. Asheville’s slogan, “The Blue Ridge Escape,” encapsulates this well-rounded experience, offering something for both outdoor adventurers and culture lovers.
Community Engagement: A Town That Grew Together
Asheville’s rise as a tourism hub is also due in large part to its community-driven approach. One of the critical elements in its marketing strategy was the decision to engage local businesses, residents, and community groups in the process. The city’s tourism board recognized early on that successful travel marketing isn’t just about an institution promoting a destination — it’s about the people who live there sharing their stories and creating a welcoming, authentic experience for visitors.
Rather than relying solely on the city’s tourism office, Asheville empowered its local businesses — from the boutique hotels and bed-and-breakfasts to the independent coffee shops and local artisans — to be part of the marketing conversation. Social media campaigns often feature residents talking about their favorite hiking trails, the best hidden gems for food, and what makes Asheville such a special place to live. By making the people of Asheville the face of the campaign, the town invited visitors to experience it through a local’s lens.
This level of community involvement creates a tourism experience that feels both inclusive and personal. Visitors don’t just come to Asheville to see a bunch of sights; they come to experience the town through its food, art, culture, and friendly locals. A traveler’s first experience in Asheville is often a warm conversation with a barista or an insightful chat with a shop owner. The town’s residents serve as ambassadors of the Asheville experience, and this community spirit permeates every corner of the town.
A Smart Digital Strategy: Asheville’s Embrace of Social Media and Technology
While Asheville thrives on authenticity, it hasn’t shied away from using modern technology and digital platforms to further its tourism goals. The city’s tourism board has skillfully leveraged social media and the internet to reach new audiences. Asheville’s Instagram feed, for example, is a visual feast of stunning mountain vistas, local artwork, and tantalizing food shots. By highlighting the creative and natural beauty of the area, the city’s social media accounts have become essential tools for attracting potential visitors.
Asheville has also embraced the power of user-generated content. Visitors are encouraged to post their experiences on social media using hashtags like #AshevilleMoments and #ExploreAsheville. This not only creates a sense of community but also provides free advertising in the form of organic content. When travelers share photos and stories of their adventures, it creates an authentic, aspirational image of the town that resonates with potential visitors. The result? A growing buzz that fuels word-of-mouth marketing.
Beyond social media, Asheville has developed an easy-to-navigate website that offers more than just the typical tourism information. It serves as a portal to the town’s unique experiences, including a detailed calendar of events, visitor itineraries, and interactive maps highlighting local businesses and outdoor activities. The website also includes blogs and video content that dive into the heart of Asheville’s creative scene and natural surroundings, inviting potential visitors to immerse themselves in the story of the town before they even set foot there.
Events and Festivals: A Year-Round Draw
Asheville has become known for its lively calendar of events and festivals that draw in visitors throughout the year. These events are strategically aligned with the town’s identity and have become important pillars of its travel marketing strategy. The town’s festivals, such as the Asheville Food and Wine Festival, the River Arts District Studio Stroll, and the LEAF Festival (a celebration of music, arts, and culture), attract both locals and tourists alike, giving people a reason to visit Asheville not just once, but again and again.
In particular, Asheville’s emphasis on its craft beer culture has contributed to its reputation as a must-visit destination for beer lovers. The town is home to more than 30 craft breweries, and its annual Asheville Beer Week draws thousands of visitors to the region to experience local brews and beer-focused events. Asheville has successfully marketed itself as “Beer City USA,” and these events give travelers an immersive, interactive experience of the city’s thriving beer scene.
Additionally, the town’s connection to the arts is reflected in events like the Asheville Film Festival and the Mountain Dance and Folk Festival. These events celebrate both Asheville’s Appalachian heritage and its modern cultural vibrancy, drawing in people who want to experience the area’s artistic diversity.
Collaborating with Influencers and Content Creators
In the age of digital media, influencers and content creators are critical to any travel marketing strategy. Asheville has partnered with numerous influencers to share their authentic experiences with their followers, creating organic buzz for the town. These partnerships are carefully crafted to ensure that influencers highlight Asheville’s diverse offerings, from outdoor excursions and hiking to exploring the local music scene or dining at one of the many farm-to-table restaurants.
But what sets Asheville apart is the diversity of influencers they work with. They don’t just partner with travel bloggers or Instagram stars; Asheville collaborates with a wide range of influencers from different niches. These include outdoor enthusiasts who promote hiking in the Blue Ridge Mountains, food bloggers who delve into the farm-to-table dining experience, and artists who explore the town’s burgeoning art scene. This strategy allows Asheville to attract diverse groups of travelers, from outdoor adventurers to foodies and art lovers.
The Results: Asheville’s Tourism Boom
The results of Asheville’s tourism marketing efforts have been extraordinary. Over the last decade, the town’s tourism revenue has soared, with a 2019 report showing that the local tourism economy generated nearly $3 billion in revenue. This growth has led to increased job creation in hospitality, retail, and arts sectors, benefiting the local community in numerous ways.
Asheville’s tourism boom has also helped position the town as a national leader in sustainable and responsible tourism. With its emphasis on eco-friendly practices, farm-to-table dining, and outdoor recreation, Asheville has drawn visitors who are increasingly concerned with making travel choices that benefit the environment and support local economies.
The town’s ability to maintain its authenticity while growing as a tourist destination has made it a model for other small towns hoping to achieve similar success. Asheville proves that a blend of storytelling, community involvement, social media savvy, and creative marketing can transform a local town into a world-renowned destination.
Asheville’s rise as a global tourism destination is a powerful case study in how small towns can effectively leverage their unique assets to create a compelling and attractive brand. By focusing on authenticity, community engagement, and innovative digital marketing, Asheville has become a sought-after location for travelers from around the world. The town’s success serves as a reminder that even in a crowded tourism market, authenticity and creativity are key — and when you get the story right, the world will listen.
As more small towns seek to attract tourists, Asheville’s approach provides a blueprint for success. It shows that with the right combination of brand storytelling, local collaboration, and modern digital marketing, even the smallest of towns can become tourism powerhouses in their own right.
