Abstract

The City of Asheville in Western North Carolina has served as a prime tourism location for over a century. First marketed for its healthful mountain air in the mid-1800s, its proximity to the famed Blue Ridge Mountains remains one of the city’s major attractions enticing recreationists and health seekers alike. Over the years, Asheville expanded its tourism opportunities and now sits atop dozens of “Top 10” lists, highlighting activities that range from hiking and camping to breweries. Asheville, unfortunately, hit another milestone in 2021 by earning a new designation — one of the top five worst places to live based on standard of living, regardless of your earned degree. With nearly 12 million annual visitors, residents are concerned about the repercussions of tourism including increased cost of living, decreased quality of life, decreased access to natural and cultural sites, and degraded ecosystems. This research project explored tourism impacts in Asheville, conducted a case study analysis of comparable tourism locations, and synthesized previous research including studies of resident opinions. The City of Asheville is recommended to take steps toward more sustainable and regenerative tourism development to combat the growing repercussions of overtourism. Proposed solutions are linked to the three pillars of sustainability – economic, environmental, and social – and include aspects of regenerative tourism through crafting a sustainability pledge, creating a stewardship management body, engaging the community, and educating visitors.

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