Explore Asheville is charting a new course for the tourism community aligned with broader community goals. These efforts are being organized around four strategic pillars.
This year, we “deconstructed” our annual Tourism Summit – a springtime tradition celebrating National Travel & Tourism Week – to host a series of four webinars, “Planning for the Future: DEEP Community Conversations.” Each webinar featured community leaders and partners sharing their ideas and insights around Explore Asheville’s four strategic pillars:
- [D]eliver Balanced Recovery & Sustainable Growth
- [E]ncourage Safe & Responsible Travel
- [E]ngage & Invite More Diverse Audiences
- [P]romote & Support Asheville’s Creative Spirit
DEEP Community Conversation #1:
‘Deliver Balanced Recovery & Sustainable Growth’ 
FEATURED PANELISTS were (clockwise from top left): UNC Asheville Chancellor Nancy J. Cable; Asheville City Manager Debra D. Campbell; Buncombe County Manager Avril Pinder; Kit Cramer, President & CEO, Asheville Area Chamber of Commerce.
Setting the Stage: Thought Leader Adam Sacks, Tourism Economics
For Asheville and Buncombe County to fully achieve economic recovery from the pandemic, the travel sector has to be the focus. That was the bottom-line message from industry forecaster Adam Sacks, Founder and President of Tourism Economics, when he spoke at the recent Buncombe County TDA annual planning retreat. He provided data, insights and ideas to spark discussion around one of Explore Asheville’s four strategic pillars: Deliver Balanced Recovery & Sustainable Growth. VIEW ADAM SACKS’ PRESENTATION >>
DEEP Community Conversation #2:
‘Encourage Safe & Responsible Travel’
FEATURED PANELISTS were (clockwise from top left)
- Amy Allison, Director, NC Outdoor Recreation Industry Office
- Dawn Chavez, Executive Director, Asheville GreenWorks
- Buncombe County Commissioner Terri Wells**
- Peyton O’Connor, Director, Buncombe County Parks & Recreation
**Note: Commissioner Terri Wells was not able to join the panel due to technical difficulties; however she provided her thoughts in a guest post for this website. Read Commissioner Wells’ ideas and insights on this topic here.>>
Setting the Stage for DEEP Community Conversation #2: Thought Leader Randy Durband, CEO of Global Sustainability Travel Council
To get ready for this webinar, we invited viewers to hear the insights and ideas of Randy Durband, CEO of the Global Sustainability Travel Council, the United Nations-supported non-governmental organization that establishes and manages global baseline standards for sustainability in travel and tourism. The GSTC criteria include guidelines for minimizing negative environmental, culture, and social impacts while maximizing travel and tourism as a force for good. HEAR RANDY DURBAND’S INSIGHTS >>
DEEP Community Conversation #3:
‘Engage & Invite More Diverse Audiences’
FEATURED PANELISTS were (from top left):
- Aisha Adams, Program Developer, Lenoir Rhyne Equity & Diversity Institute
- Adriana Chavela, Founder & Executive Director, Hola Carolina
- Himanshu Karvir, President & CEO of Virtelle Hospitality; Chair, Buncombe County TDA
- Catherine P. Mitchell, Executive Director, River Front Development Group, Inc.
- Anthony Thomas, Board Member, YMI Cultural Center
- Tina White, Executive Director, Blue Ridge Pride
Setting the Stage for DEEP Community Conversation #3: Thought Leader Earl “Butch” Graves, Jr., President & CEO of Black Enterprise
What are the ways our tourism community can Engage & Invite More Diverse Audiences, including travelers who are Black, people of color, families, and LGBTQ? According to Earl “Butch” Graves, Jr., President & CEO of Black Enterprise it’s important to make a commitment to extend a genuine invitation to diverse audiences. Listen in on Butch’s engaging talk for inspiration before viewing the community panel on ‘Engage & Invite More Diverse Audiences.’ HEAR THE INSPIRATION OF BUTCH GRAVES >>
DEEP Community Conversation #4:
‘Promote & Support Asheville’s Creative Spirit’
FEATURED PANELISTS were (from left):
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- Franzi Charen, Director, Asheville Grown Business Alliance, Co-Owner, Hip Replacements
- Katie Cornell, Executive Director, Asheville Area Arts Council
- Cleaster Cotton, Artist; Founder, Youth Artists Empowered; Inventor, ALNUGE Codes
- Jessica Tomasin, Founder, Connect Beyond Festival; Studio Manager, Echo Mountain Recording
- Lucious Wilson, General Manager, Wedge Brewing Co.; President, River Arts District Business Association
Setting the Stage for DEEP Community Conversation #4: Thought Leader Rodney Payne, Co-founder & CEO of Destination Think
Asheville’s creative spirit is undeniable. Local artists and makers deliver experiences that help define our community’s culture – and Explore Asheville will continue to support that creative spirit with both marketing and product development efforts. Rodney Payne, Co-founder & CEO of Destination Think says it’s important to get communities involved in deciding what they want to be and can “own” based on an area’s history, culture, environment, ethnicities, and so on. Rodney’s remarks set the stage for this DEEP Community Conversation. HEAR RODNEY PAYNE’S IDEAS & INSIGHTS >>
Photo of Jessica Tomasin by Sandlin Gaither