Nantahala News

Jackson County's tourism industry has seen a drop of approximately 20 percent in occupancy rates, a trend reflected in western North Carolina as COVID-19 continues its stranglehold on retail, hospitality and restaurants. 

As a result, the virus is forcing the industry to focus more on helping local businesses make it through the financial crisis without having to close for good, the Carolina Public Press reported on April 6. 

Jackson County Tourism Development Authority Executive Director Nick Breedlove told Carolina Public Press that the county has seen a significant drop in its occupancy. 

“In March, our occupancy is typically at 60%,” he told Carolina Public Press. “As of last week, it was 41%, but you have to take into account that the major restrictions didn’t go into effect until March 25, so it’s not really an accurate comparison.”

Breedlove told Carolina Public Press the numbers are more likely around 10% to 15%. He also said he is expecting very little or no revenue through June and is preparing to make cuts in next year's budget.  

“We’re planning for a worst-case scenario,” Breedlove told Carolina Public Press. 

But to help the tourism industry in the county, Breedlove said the Tourism Development Authority is shifting from focusing on visitors to focusing on supporting the community, according to Carolina Public Press. 

To help the community support local restaurants, the Tourism Development Authority created a website called LoveJacksonNC.com, which provides information about restaurants such as if they offer takeout or delivery, according to Carolina Public Press. The website also has resources for local businesses such as emergency loan information, Carolina Public Press reported. 

But Breedlove said Western North Carolina has a tourism advantage that urban cities won't have after the pandemic passes, according to Carolina Public Press. 

“Rural destinations will bounce back quicker than cities because leisure will be what people will be seeking after this is all over,” Breedlove told Carolina Public Press. “We’re well-poised in the mountains. … We’re known for being the Great American Road Trip. We’ve got the Blue Ridge Parkway and a free national park. We have affordable rates. Gas is affordable right now.”