While Hurricane Helene significantly reshaped the economy of much of Western North Carolina, some areas experienced less physical impact but continue to face economic challenges.

In Swain County, local businesses reported relatively minor physical damage but encountered short-term disruptions. Communication systems, including Wi-Fi and cellular networks, were severely limited or nonexistent in the first few days, making sales difficult. For nearly a week, cash was the only viable means of payment. According to Swain County Chamber of Commerce Executive Director Karen Proctor, the downturn in short-term rentals hit the area hardest.

“Platforms like VRBO and Airbnb have an automatic cancellation policy if it’s declared a natural disaster or state of emergency,” Proctor said. “Who knew, right?! Several Chamber members said they would have been fine if their renters could have called and they could’ve alleviated their fears surrounding their ability to reach their destination, but instead, the media portrayal and the public’s mental correlation of us to Asheville created a difficult position.”

Short-term rentals account for at least 90% of Swain County’s hospitality businesses, and many cancellations stemmed from public messaging that WNC was closed to visitors. Media coverage, statements from politicians, and automatic refunds compounded the economic challenges for less-affected areas of WNC. For nearly two weeks, the Chamber received 50 to 70 calls daily from prospective tourists inquiring about local conditions.

“Certainly I understand,” Proctor said. “Having spoken with the governor’s Western representative, especially in the early days, we understand the undesirable impact of basically lookie-loos visiting Bryson City then driving over to areas like Chimney Rock to see what’s still standing. You’ve still got the westernmost counties in their busiest time of the year, and it’s like — it’s killing us.”

Bryson City is fortunate to host the Polar Express, a popular excursion on the Great Smoky Mountains Railroad. In 2023, the Polar Express attracted 120,000 visitors in November and December. The 2024 season, which began November 7, offers hope to mitigate some of the economic losses from the Fall season. However, Proctor noted that tourism revenue might not decline as steeply as initially feared following Helene.

Typically, by October 15, the county sees Fourth-of-July-sized crowds every weekend.

“On any Friday or Saturday, you can hardly drive through our town,” Proctor said. “We didn’t experience quite that level this year. On any typical Saturday, the train could see 2,200 to 2,500 passengers booked throughout the day, and I know we didn’t see those numbers. Conservatively, if we lost 1,000 passengers on each of those days, that’s an overall loss of approximately 12,000 visitors for the season, just revolving around the train itself.”

Beyond short-term rental cancellations, area campgrounds suffered significant physical damage, reducing lodging options. One campground operated by the Eastern Band of the Cherokee was particularly affected, displacing long-term residents more than short-term visitors.

“Just like the rest of Western North Carolina, we struggle with low-income or affordable housing, even for working professionals and young families,” Proctor said. “As we’ve become a destination for Airbnb rentals, we had about 40 families living at campgrounds who were basically evicted because of unsafe living conditions. They were flooded out, and now they are unhoused with nowhere to go. It highlights the housing crisis we have here, and as a county, we need to get ahead of it, one way or another.”

Before Helene, inflation and political uncertainty likely contributed to a slight decline in tourism during early and mid-2024. Despite this, national trends and survey data indicate a continued interest in travel. Proctor believes the upcoming holiday season will provide key insights into tourism trends heading into 2025, and hopes visitation in WNC’s far western counties will rebound quickly.

WNC is well-positioned as a tourist destination, being within a day’s drive for much of the Eastern US population. The reopening of interstates is expected to encourage tourists to return, aiding the recovery of operational businesses. However, Proctor emphasized the importance of strategic messaging to rebuild confidence in the region.

“Messaging is going to be so important for us, and it can’t start in the Spring,” Proctor said. “I understand the TDA was allocated multiple millions of dollars by NC legislature to start a new campaign, but we are going to have to really ramp it up. Returning visitors have developed relationships with residents and local businesses, and we are likely to keep them. It’s the 15% to 20% of visitors that are first timers that have to be reassured that we’re good to go.”