Grassroots Tourism Recovery: Empowering Communities to Rebuild Stronger

To engage both citizens and elected officials in rebuilding efforts after natural disasters, particularly in tourism-dependent areas like Western North Carolina, it is essential to activate grassroots involvement and foster local ownership of recovery strategies. One effective approach is to form tourism recovery task forces at the municipal or county level. These groups, composed of local business owners, nonprofit representatives, residents, and government staff, can develop immediate and long-term action plans that prioritize tourism infrastructure, marketing, and community engagement. By involving stakeholders from the outset, these groups can better align rebuilding objectives with the unique identity and strengths of the community.

These task forces should be empowered to conduct community forums and participatory planning sessions where residents can voice their priorities and offer solutions. In the case of Western North Carolina, such forums could focus on restoring trail systems, rebuilding visitor centers, and reestablishing key events that drive seasonal tourism. Facilitating public input not only improves the relevance of recovery plans but also enhances transparency and trust in local government. Municipal leaders should ensure that these events are well-publicized and accessible, with multilingual materials and inclusive facilitation techniques to capture a wide range of perspectives.

Leveraging Local Fundraising and Budget Reallocation

Grassroots fundraising can be a powerful tool when federal or state disaster relief funds are delayed or insufficient. Municipal governments can support local fundraising campaigns by offering in-kind resources such as public space for events, promotional support through city communication channels, and staff assistance in navigating permitting processes. Collaborating with local chambers of commerce, Destination Marketing Organizations (DMOs), and community foundations can amplify fundraising efforts and ensure funds are used effectively. For example, the town of Lyons, Colorado, raised over $1 million from community-based efforts following the 2013 floods, which helped restore parks and recreation assets vital to its tourism economy^1.

At the same time, municipalities should conduct an internal review of current budget allocations to identify discretionary line items that can be redirected toward tourism recovery. This might include temporarily postponing capital projects or reallocating funds from administrative overhead to frontline tourism services, such as staffing visitor centers or maintaining trails. Transparent communication with the public and elected officials about these reallocations is critical to maintaining trust and ensuring accountability. Budget narrative adjustments can clarify how temporary reallocation supports broader community resilience and economic revitalization.

Stimulating Volunteerism and Local Stewardship

Volunteer-driven tourism initiatives can serve as a catalyst for recovery while strengthening civic engagement. Municipalities should consider establishing or enhancing volunteer coordination programs that focus on tourism-related activities, such as trail maintenance, event staffing, or historical site restoration. These efforts not only reduce labor costs but also foster a sense of shared responsibility among residents and visitors. For instance, the Blue Ridge Parkway Foundation has successfully engaged volunteers in maintaining parkway amenities, which directly supports tourism by keeping key assets in good condition^2.

Creating a branded “Tourism Recovery Volunteer Corps” can attract both local and visiting participants, especially if tied to specific recovery milestones or themed weekends. Municipal leaders can recognize these efforts publicly through proclamations, event signage, or digital storytelling, reinforcing the value of grassroots contributions. These programs also help build resilience by establishing a standing network of volunteers who can be mobilized quickly in future emergencies. Training and equipping volunteers with basic tools and safety proto