Outdoor Business Alliance encourages guided experiences for a safe and joyful return to outdoor adventures for locals and visitors in the region..
The Outdoor Business Alliance, Western North Carolina’s premier outdoor industry association, and Venture Asheville’s “Ecosystem Support Organization of the Year” in 2025, is excited to partner with WNC: Made by Mountains, Uproar Concept, local businesses, and tourism partners to kick off the 2026 outdoor season with a collaborative campaign – “Go with a Guide” – that shines a spotlight on the region’s local guides and outfitters and encourages the benefits of booking an outdoor guide for safe and joyful outdoor adventures.
The campaign features an online hub that celebrates Western North Carolina’s vibrant and resilient outdoor recreation industry. It makes it easy for locals and visitors to plan their next outdoor trip and try a new experience with a trained and welcoming professional outdoor guide by providing a shortcut to a directory of outfitters, organized by activity. Fun and vibrant visual branding through photos, video and info cards highlights Western North Carolina’s incredible year-round beauty and variety of adventures on land and water for all ages and abilities, spanning mild to wild.
“Go with a Guide” is about sharing and celebrating the guides and outfitters that are essential to our region’s economy. They’re the experts, stewards, and local business-people that are getting people outdoors safely and sustainably. They’re sharing their passions, and making new outdoors experiences available to everyone, while also serving as gateways to their communities,” said Conner Borkowski, Executive Director of the Outdoor Business Alliance. “Whether you are trying a new sport or trying to take your adventures to the next level, a guide turns a good day outside into an unforgettable one.”
In 2024, outdoor recreation accounted for a $17.8 billion industry in North Carolina alone – 2.1% of North Carolina’s GDP – and included 155,462 jobs. The outdoor recreation economy in North Carolina grew 4.3% from 2023. It is a cornerstone of NC’s economy that generates jobs, supports entrepreneurs and small businesses, and provides essential opportunities to engage with the natural surroundings for physical and mental health, and quality of life.
“Outdoor recreation is one of the defining economic and cultural drivers of Western North Carolina, supporting thousands of jobs, strengthening small businesses, and helping to sustain the identity of our region,” said Amy Allison, Director of the NC Outdoor Economy Office. “Guides and outfitters are essential to that ecosystem—they are often the front door to outdoor experiences, connecting residents and visitors to our natural assets while supporting local economies and stewardship efforts. Investing in these businesses is an investment in the long-term resilience and vitality of Western North Carolina.”
Recently, North Carolina Governor Josh Stein noted a rise in domestic and international tourism spending in 2025, celebrating an upward trend to $37.2 billion (a 13% increase over 2024 expenditure) and sharing a reminder that tourism helps support jobs, sustain small businesses, and keep our state’s economy moving forward. Governor Stein has been instrumental in leading awareness campaigns around “Rediscovering the Unforgettable” in Western North Carolina. He has led by example by participating in many guided outdoor trips with family and friends, including e-biking in Asheville, rafting the Nantahala River and snow tubing at Beech Mountain.
Western North Carolina is greening up for the outdoor season. Its trails are ready and accessible. Its towns are open for business. Its rivers are running, and its mountains are calling, ready for a cheerful return of guests to make memories. Going with a Guide means a blissful and more personalized experience, a deeper local connection, and safe and responsible exploration.
“Guiding outfitters are small businesses, with a small staff. They often don’t have huge advertising budgets, but they have all the heart, the history, the best stories, and more for folks who want to dive deeper and truly connect with the place they’re in on a local level.” says Nicole Will, Owner of Asheville Wellness Tours. “This campaign is an encouragement for people to look beyond the surface, because there you’ll find your most memorable moments.”
This campaign is possible with support from the REI Cooperative Action Fund. Visit gowithaguidenc.com to learn more.
About the Outdoor Business Alliance
Throughout the mountain region of Western North Carolina, the Outdoor Business Alliance fosters a prosperous outdoor community by cultivating, connecting, and supporting outdoor industry businesses.
Members include outdoor-focused gear manufacturers, retailers, outfitters, experience providers, non-profits, partners, supporters, and sponsors. Learn more at outdoorbusinessalliance.org.