Visit NC Prompts Travelers to ‘Rediscover the Unforgettable’ Mountains

RALEIGH, NC (June 27, 2025) — As Western North Carolina communities continue to recover from Helene and welcome back visitors, Visit North Carolina invites travelers to “Rediscover the Unforgettable” in a new wave of a campaign to boost economic vitality. Launched today with Gov. Josh Stein, “Rediscover the Unforgettable” shines light on the scenic beauty, Appalachian culture, immersive experiences and resilient spirit that are hallmarks of North Carolina mountains.

“It’s been nine months since Hurricane Helene — let’s let our neighbors know we haven’t forgotten them,” said Gov. Stein. “If you’re planning your summer vacation or a weekend getaway, make sure to experience everything that makes Western North Carolina unforgettable.”

The recovery’s latest triumph is today’s reopening of Chimney Rock at Chimney Rock State Park with Gov. Stein leading the celebration at the 315-foot granite spire, a National Natural Landmark. During the opening event, Gov. Stein signed the General Assembly’s newly passed $500 million Helene relief package, which allocates $5 million for Visit NC’s promotion of tourism in the region.

Come back to rediscover

Visit NC launched its recovery campaign in November, when most major highways had reopened. With the tagline “Our best way to get back is for you to come back,” the campaign let visitors know that the mountains were open and ready for them once again. Ads directed travelers to an interactive map showcasing what was open and inspiring trips for those seeking adventure, relaxation, and a sense of giving back and aiding economic recovery by planning a visit.

“That original messaging was effective,” said Wit Tuttell, executive director of Visit NC. “Since the start of the campaign, we have seen the perceptions of travelers improve with regards to accessibility and readiness to host visitors.”

The new “Rediscover the Unforgettable” message is a direct invitation for travelers to return to Western North Carolina and rediscover its magic. The campaign landing page highlights classic activities such as fishing, paddling and hiking alongside signature WNC attractions and craft destinations. The campaign includes a video spot voiced by country star Eric Church, who calls Western NC home.

In collaboration with Gov. Stein, Visit NC aims to inspire visitation to boost local tourism-reliant economies whose strengths lie in local businesses and a workforce that enhances the travel experience. The campaign makes efficient use of the General Assembly’s allocation of funds for tourism-related recovery.

“The legislative and executive support allows Visit NC to serve our hard-hit mountain region without limiting our mission to inspire travel across the entire state,” Tuttell said. “The recovery campaign also reflects such core values as safe and responsible travel as well as the stewardship messaging of our Outdoor NC initiative.”

Unforgettable by nature

The mountains’ appeal spreads from the ridgeline to rivers and lakes, natural landmarks, and cities and towns: Asheville with its dynamic culture, Boone with its adventure vibe, Franklin with its gem mines, Cherokee with its living traditions.

“Every destination adds something fresh, and countless trails connect travelers to the experiences they want,” Tuttell said. “The Mile High Swinging Bridge at Grandfather Mountain earns a bucket-list entry as does Sliding Rock, a natural waterslide with an exhilarating plunge. Crossing Fontana Dam on the Appalachian Trail, casting a line for trout on the original fly-fishing trail, mountain biking in Pisgah National Forest, paddling on the Nantahala River — it’s an endless list of unforgettable moments for everyone from families to solo travelers.”

Those seeking refinement are rewarded as well, starting at the elegant Biltmore Estate in Asheville. Celebrated chefs, pitmasters and craft beverage creators satisfy appetites in high-end settings and casual spaces. From forest bathing to indulgent spas, wellness activities await. Golf choices include Waynesville Inn & Golf Club and Rumbling Bald Resort in Lake Lure.

“Mountain getaways are clearly a win-win,” Tuttell said. “This is travel at its best with the added reward that comes from knowing that every dollar spent contributes to the recovery.”

Find more ways to “Rediscover the Unforgettable” at VisitNC.com.

About Visit North Carolina

Visit North Carolina, the state's official destination marketing organization, is part of the Economic Development Partnership of North Carolina, a private nonprofit corporation that serves as North Carolina’s economic development organization. The EDPNC focuses on business and job recruitment, existing industry support, international trade, tourism and film marketing.

The mission of Visit NC is to unify and lead the state in positioning North Carolina as a preferred destination for leisure travel, group tours, meetings and conventions, sports events and film production to maximize economic vitality statewide. Each year, North Carolina welcomes about 40 million visitors who spend nearly $37 billion during their visit. The tourism industry employs more than 230,000 people and generates nearly $2.7 billion in state and local tax revenues. For more information, travel ideas and inspiration, go to VisitNC.com.

CONTACT

Veda Gilbert ǀ Suzanne Brown ǀ Emily Prickett
media@VisitNC.com