Tourism Cares recently announced Asheville, North Carolina, as the host destination for its 2026 North America Meaningful Travel Summit, and the city couldn’t be a better fit following its tenacity in the face of Hurricane Helene, just one year ago. An event centered around fostering meaningful, sustainable tourism, the non-profit says its 2026 summit will highlight long-term recovery strategies for Asheville’s tourism sector while simultaneously spotlighting the destination’s resilience, community collaboration and climate-based solutions.
According to Tourism Cares, the event will present attendees opportunities to discover how sustainable tourism can help destinations like Asheville navigate the challenges of climate change and other global forces. Additionally, the 2026 North American Meaningful Travel Summit will allow participants to connect with their peers, learn from local leaders and explore the community through culinary experiences, talks with small business owners and time spent in the city’s incredible natural areas.
“In the face of Hurricane Helene, Asheville has demonstrated profound strength in its commitment to rebuilding through sustainable, equitable tourism, making it an ideal place to host our Summit,” said Greg Takehara, CEO of Tourism Cares. “It is also a destination rooted in creativity, innovation, and community spirit – and that was never lost, even in the destruction following Helene. We’re eager to bring tourism professionals together to help chart a future where tourism serves as a force for long-term resiliency and recovery for Asheville, and beyond.”
Summit Highlights Include
- Sustainable Tourism Education: Attendees can sit in on sessions led by local tourism businesses, regional organizations and expert practitioners
- In-Community Experiences, Tours and Volunteering: Participants will learn more about Asheville’s diverse initiatives through first-hand experiences
- Interactive Networking and Collaboration: Travel industry professionals and local stakeholders will come together to establish meaningful and impactful tourism initiatives
“In the face of unprecedented challenges due to Hurricane Helene, our region has made remarkable progress and has powerful opportunities ahead,” said Vic Isley, president & CEO of Explore Asheville. “We’re rebuilding smarter, and hosting the 2026 Meaningful Travel Summit allows us to highlight how intentional tourism can align with those values and have the Asheville area serve as a living case study for destinations around the world.”
“This event underscores Tourism Cares’ enduring commitment to supporting destinations in their recovery through tourism—a legacy that once supported places like New Orleans, Mississippi, New York, and Puerto Rico, and most recently Maui, Hawai’i,” said Takehara. “Just as Tourism Cares rallied the industry to help restore communities along the Gulf Coast 20 years ago after Hurricane Katrina, our 2026 Summit will help ensure long-term recovery for tourism businesses across Western North Carolina.”
In addition to hosting the 2026 North American Meaningful Travel Summit, Asheville has several area partners listed on the Tourism Cares Meaningful Travel Map, an online resource that highlights 650+ vetted, sustainable organizations across six continents to help ensure travelers can feel good about the experiences and businesses they’re supporting while on the road. According to Tourism Cares, some of the local partners featured on the map will also make an appearance at the summit, enhancing the event’s educational and community experience programming.
To learn more about Tourism Cares’ 2026 North American Meaningful Travel Summit, visit the organization’s website. Early-bird registration for the event is now open, and attendees who register by December 31, 2025, will save 25% on registration fees.
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