Scott Carpenter
Wednesday, July 15, 2026 1:07 pm
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Local business people and tourism leaders are once again encouraged as more and more people are visiting the small towns of Rutherford County. Record-setting numbers of visitors were coming to Rutherford County through summer of 2024. But then, Hurricane Helene hit hard in late September, 2024.
That storm caused major damage with downed trees and power lines across Rutherford County, but flood water and high winds devastated Chimney Rock Village.
Massive clean-up and rebuilding efforts are ongoing, and debris was removed from Lake Lure. Some businesses in the Hickory Nut Gorge area that were destroyed by the storm haven't returned, but many have. Recovery is happening.
"We are encouraged by what we're seeing this summer," Don Cason said recently.
Cason is the head of economic and tourism development for Rutherford County.
"While we're still about 40% below our record-setting tourism levels prior to Hurricane Helene, the recovery continues to move in the right direction. Last month, (June), tourism-related revenues were up approximately 15% over the same month last year, and over the past five months we have seen an overall increase of about 12% compared to the same period a year ago."
"It's important to remember that last year's numbers reflected the immediate aftermath of the storm, so we're pleased to see steady growth as our communities continue to recover," Cason added.
While optimistic, local leaders are also pragmatic. Cason believes it will take several more years for Rutherford County tourism to return to pre-Helene levels.
"Recovery does not happen overnight, but we're making meaningful progress," Cason continued. "We're fortunate to have a strong long-term strategy through our Raise the Rock master plan, which is helping guide recovery efforts, strengthen our tourism assets, and position Rutherford county for long-term success."
"Rising travel costs certainly influence some vacation decisions, but people continue to prioritize travel and experiences," Cason explained. "We're seeing that visitors are still choosing destinations like Rutherford County because we offer exceptional outdoor recreation, charming downtowns, and a variety of experiences that provide great value."
While visitors are making their way to Lake Lure once again, and visitors are again coming to Chimney Rock State Park, they are also discovering Rutherford County's other small towns.
Christy Houser, who along with her husband owns Mill Hill General Store in downtown Rutherfordton, says she is grateful for the tourists who come through.
"Visitors to the mountains, to the Lake Lure area, will often come down to Rutherfordton," Houser said. "This year, however, we have had an uptick in visitors who have taken day-trips specifically to visit our area."
Her store, and other establishments in the area, received a boost because they were featured in the March 2026 issue of Our State Magazine.
"I love hearing people tell me, they saw us in the magazine and wanted to come see our store and see our downtown," Houser said. "People love to see our downtown, and can't believe the variety our Main Street offers."
Houser says that people in general enjoy exploring small towns, and they want to see Rutherford County's small towns thrive.
"When people come to our store, I always refer them to other places in Rutherfordton and also in Forest City and Spindale," Houser said. "It's good for all of us, when any of us find success."
While many of her visitors this summer to Mill Hill General Store have been from North Carolina and South Carolina, Houser has also had customers from Florida, Georgia, Ohio, and even northeastern states like Vermont and New Hampshire.
Houser also serves as president of the nonprofit, Rutherford Town Rising, which promotes downtown Rutherfordton.
Amy Bridges, who is the downtown and community development manager for the Town of Forest City, says that town has also seen an uptick in tourist visits this summer.
"Many have a family connection of some sort, or are simply looking for new small-town experiences," Bridges said. "There is a lot to do in our small towns. We still have a lot of people driving in from upstate South Carolina, to dine and shop. When they have positive experiences, they will tell their family and friends, and hopefully will return for future visits."
Bridges noted that the splash pads at Pavilion on Park Square (POPS) remain popular, as well as the Carolina Arcade Museum in downtown Forest City.
"We have a lot of visitors from out of county, who come for specific events, like the recent Scotty McCreery concert at POPS or the Cherry Bounce Festival," Bridges said.
Forest City's largest single event is the annual Hot Nights, Cool Rides Car Show, held in mid-August. This event draws spectators and participants from across the southeastern United States. These visitors often stay throughout the weekend.
And, downtown Forest City's Christmas light display is among the most famous in the south. Thousands of visitors flock to downtown Forest City to see the Christmas lights, from Thanksgiving until the end of the year.
According to Bridges, recent guest books in Forest City businesses indicate there have been recent visitors from as far away as Arizona, Arkansas, and North Dakota.
Bridges, Houser, and Cason are all hopeful for Rutherford County's future.
"People are drawn to Rutherford County because of our unique combination of Main Street downtowns, trails, mountain scenery, and Lake Lure," Cason added. "We are a great place to live, work, and play. My message to visitors is simple: Rutherford County is open, welcoming, and ready to help you make lasting memories. Whether you are visiting for a weekend or an extended stay, you will find something here for everyone."