Gov. Stein Highlights Skiing in WNC

Gov. Josh Stein spent the weekend touring mountain ski resorts to spotlight North Carolina’s winter tourism industry, urging travelers to return to western counties and highlighting a sector officials say draws hundreds of thousands of visitors annually. The governor and First Lady Anna Stein visited training facilities at Appalachian Ski Mountain and made stops at Beech Mountain Ski Resort and Sugar Mountain Resort as Americans followed international competition at the Winter Olympics.

State tourism officials say the six-resort ski industry generates more than $244 million annually and attracts more than 780,000 visitors statewide each year, supporting nearly 2,000 full-time and seasonal jobs. About half of those visitors travel from outside North Carolina, boosting local restaurants, lodging, and retail businesses.

“Western North Carolina is open for business,” Stein said in remarks during the trip, describing the sector as a key employer and economic driver for mountain communities recovering from past storm damage.

Industry representatives echoed that message. The North Carolina Ski Area Association said one-third of visitors are first-time skiers and pointed to infrastructure upgrades and expanded amenities across resorts. Tourism marketing officials from Visit North Carolina highlighted continued investment in instruction, snowmaking, and slope expansion to attract newcomers and repeat travelers.

Resort leadership said operations are back on track following impacts from Hurricane Helene in 2024 and reported strong winter participation levels.

Economic footprint and tourism push

According to state tourism figures, North Carolina’s snow sports economy also produces more than $96 million in indirect value through related spending and activity. Peaks above 5,000 feet give the state the highest-elevation skiing in the eastern U.S., officials said, helping brand the region as the “Winter Sports Capital of the South.”

The six ski areas cited as anchors for the industry include Appalachian Ski Mountain in Blowing Rock, Beech Mountain Resort, Sugar Mountain Resort, Cataloochee Ski Area, Hatley Pointe, and Sapphire Valley Ski Area.

Olympic ties noted

Stein also recognized athletes with North Carolina connections competing overseas, including speedskater Eunice Lee, skeleton racer Mystique Ro, and sled hockey player Kayden Beasley. He pointed to participation by players from the NHL’s Carolina Hurricanes roster representing their countries in men’s ice hockey.

What’s next

State tourism officials plan continued marketing tied to winter recreation and broader travel promotion campaigns as they position mountain destinations for year-round visitation. The governor’s office framed the tour as part of ongoing outreach to boost economic recovery and visitation in western counties.

For policy watchers, the visit underscores the continued reliance of rural regions on tourism revenue — and the state’s interest in stabilizing those economies through promotion, infrastructure investment, and workforce support tied to seasonal industries as the region works toward full recovery from Hurricane Helene.