The storm tore through the mountains at the peak of tourism high season in 2024, but this holiday season there's hope about the ongoing recovery.
"That's the part, that esprit, is going to come back. And that's really what I think everybody is feeling, because with that feeling comes economic reward," said Joe Scully, Chef Owner of The Corner Kitchen in Biltmore Village, one of the neighborhoods in Asheville hardest hit by the storm.
For Scully and his team, this holiday season offers a chance to reflect on how different things felt one year ago -- and the perseverance they've showed.
"Literally, it's hard to explain. We had to rebuild the building from the inside out. Because the shell of the building was intact, but everything inside was completely compromised," Scully said, describing the damage to the restaurant.
On a late fall day, The Corner Kitchen is a buzz of clattering silverware and chatty diners -- sights and sounds that have Joe optimistic that normal may not be far off.
"Come back to me in January because I think it's going to be really crazy and fun and full of people and I only know when I see it and there's really no way to track it ahead of time," he said.
In the hills outside downtown Asheville, Highland Brewing recently welcomed thousands of people for their annual Cold Mountain celebration -- an event owner Leah Ashburn said drew a new appreciation this year.
"I think we're all moving forward with just a different set of eyes. Something happened here that wasn't supposed to happen here," Ashburn said.
For Ashburn, events like Cold Mountain aren't just proof of the ongoing recovery -- they're a litmus test.
"It is the test. I know we're passing. It's not an A-plus, because you can't rebuild every bridge. Every family is not yet housed. All of those things. But at least the gap has shrunk so much," she said.
It's that unflappable spirit that economic officials say is fueling the comeback after Helene cost area businesses an estimated $580 million last year.
"I think it really is a testament to people wanting to be a part of the comeback," said Vic Isley, President and CEO of Explore Asheville.
From Raleigh to the mountains, there's been a coordinated campaign to get Western North Carolina tourism back on track, including $5 million in state-allocated Helene funding to promote a tourism campaign. Isley says that investment is paying off.
"Generally speaking, it takes 12 to 14 months on average, for a visitor economy to recover from a natural disaster like this. And we have made great progress," she said.
For businesses, the bottom line may not be all the way back to normal, but Asheville is starting to feel like itself again.
"You know, people would say, I don't know what it is about Asheville, but it's really cool, you know? And it will be again," Scully said.
WATCH | Hurricane Helene: One Year Later: WNC leans into its resilience, faith and hope
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