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‘Seeing is believing’: Local content creator expands tourism growth across WNC post-Helene

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‘Seeing is believing’: Local content creator expands tourism growth across WNC post-Helene


A budding collaboration between content creators and local tourism leaders is bringing more eyes and visitor traffic to western North Carolina.

Explore Asheville is crediting local content creators like Aisha Adams, a Mills River resident, for helping to expand the mountain region’s digital footprint and draw more tourists to lesser-known spots.

Explore Asheville and the Buncombe County Tourism Authority said they are working with their partners to tell creative stories that get people out to discover the area. Adams said she does not ignore capturing spots on video of areas left with the remnants of Helene’s devastating floods.

GOV. JOSH STEIN URGES TRAVEL TO WESTERN NC AT TOURISM CONFERENCE

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“That’s just a part of our story now, and it adds that texture and culture,” Adams said. “Now we have this mix of art and resilience that I think is going to make the depth of our work and the depth of our community even more attractive.”

When businesses started reopening after Helene, Adams said she began road-tripping around western North Carolina, documenting her travels online.

One of her videos showing the Jackson County farmers’ market gained nearly 60,000 views. Adams said she never expected her Facebook to garner millions of views every month.

“It’s giving me a sense of community that I never thought I could have in a small town, sort of like Asheville, but connecting with people from all over the world,” Adams said.

Explore Asheville said tourism is showing continuous growth since the floods, including hotel revenue, which has increased by 20% in recent months.

Still, during the state’s annual Visit NC Tourism Conference in March, Governor Josh Stein said one challenge western North Carolina’s tourism industry faces is changing perception of those who still tie the area to images they had seen immediately after the hurricane.

VENUES ACROSS ASHEVILLE REPORT ROBUST VISITORS AMID LAGGING HOTEL OCCUPANCY NUMBERS

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Vic Isley, president and CEO of Explore Asheville, said, “Seeing is believing.”

Isley said content creators like Adams are showing both the rebounded and still-recovering areas of Helene, providing a more balanced perspective of places that define the mountain community.

“It’s just really important for people to see not only the shiny parts of Asheville, but the deep inner beauty of Asheville,” Isley said.

Adams, who founded her own media company, Aisha Adams Media, supporting small businesses and nonprofits in bringing profitable and conscious content to social media, said she believes more individuals are looking for authenticity from both online content and their travels.

“People are looking for resilience and healing, and I think that’s what we offer here,” Adams said.

Some of Adams’ recent partnerships with Explore Asheville include content for Black Wall Street AVL, which celebrates Black-owned businesses, along with other work for Martin Luther King Jr. Park located at the intersection of downtown and the East End/Valley Street neighborhood.

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ASHEVILLE KICKS OFF PEAK TOURISM SEASON WITH NEW FESTIVALS, LIVE MUSIC

Both Explore Asheville and Adams said they have been experimenting with artificial intelligence as a tool, not a replacement, for their online content.

Adams said she hopes to partner on some more professional projects with Explore Asheville in the future.



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North Carolina felon gets 22 years for 15 guns, fentanyl pills, meth and cocaine

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North Carolina felon gets 22 years for 15 guns, fentanyl pills, meth and cocaine


A Murphy, North Carolina man with prior felony convictions was sentenced this week after authorities say he was caught with a large cache of illegal drugs and firearms.

44-year-old John Anthony Barreiro of Murphy was sentenced Thursday to 22 years in prison and ordered to serve five years of supervised release, according to an announcement from Russ Ferguson, U.S. attorney for the Western District of North Carolina.

Authorities say Barreiro illegally possessed 15 firearms along with more than 1,600 fentanyl pills and more than 800 grams of methamphetamine and cocaine.

According to court documents, Cherokee County Sheriff’s Office deputies attempted to conduct a traffic stop of Barreiro’s vehicle on Dec. 4th, 2023.

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Authorities say Barreiro fled instead of stopping, leading to a vehicle pursuit.

Court documents show that during the chase, Barreiro threw a Glock 9mm pistol out of the passenger-side window.

Authorities say he later threw a bag out of the same window containing more than 300 grams of methamphetamine, fentanyl tablets, fentanyl powder and cocaine.

Law enforcement later recovered the firearm and the drugs, according to court records.

After throwing the gun and drugs from the vehicle, authorities say Barreiro pulled over and was arrested.

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Investigators say they found additional clear baggies with suspected fentanyl, methamphetamine and cocaine in the vehicle and on Barreiro.

Authorities also say Barreiro had $7,840 in cash, marijuana, a loaded Glock 30-round capacity magazine and a bag containing multiple loose rounds of 9mm ammunition in the vehicle.

Later the same day, the Cherokee County Sheriff’s Office executed a search warrant at a Murphy home where Barreiro was known to reside.

Law enforcement seized 14 firearms, 1,450 fentanyl tablets, fentanyl powder, cocaine and almost 500 grams of methamphetamine, authorities say.

Barreiro had prior convictions that prohibited him from possessing firearms.

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Barreiro pleaded guilty on Sept. 26th to possession with intent to distribute fentanyl, methamphetamine and cocaine, and possession of a firearm by a felon.

He was sentenced to 22 years in federal prison on Thursday.

Barreiro remains in federal custody until he is transferred to the custody of the Federal Bureau of Prisons.



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Families in Durham say they’re barely getting by; New report says Americans are saving less

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Families in Durham say they’re barely getting by; New report says Americans are saving less


DURHAM, N.C. (WTVD) — With the price of gas, groceries and housing continuing to climb, many who live in Durham say there’s not much left over to put away at the end of the month.

Samuel Fisher was filling up his daughter’s car at a Durham gas station when he admitted he’s had to get creative to stretch his budget. “We haven’t saved. We’re not rich,” he said. “We were saving a few hundred dollars here and there.”

Fisher said he’s now driving his daughter’s smaller car while she’s on vacation because it’s cheaper to fill up than his SUV. “It costs me 90 dollars to fill up,” he said with a laugh. “She’s not here, so I’m going to drive her car. Save some money.”

For others, cutting back has become a daily routine. Anne McConville said everything she was wearing came from a thrift store. “Black jumpsuit, black top and this necklace that was only three dollars,” she said. “It’s beautiful.”

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McConville said shopping secondhand helps her afford the basics. “Every time I go shopping, I spend 100 dollars. For me. I just buy produce.”

A new federal report shows Americans are saving less overall. The U.S. personal savings rate fell to 2.6 percent in April, a sign that rising costs for essentials are squeezing household budgets.

Arkell Barnes, a Triangle-based financial advisor for the past 30 years, said even small amounts of savings matter. “I always recommend people put something away no matter what. Pay yourself first,” he said.

Barnes said finding small ways to cut costs can help families build a cushion. “Refinancing, taking meals to work instead of going out, watching your subscriptions,” he said.

It’s advice 79-year-old Jerry McClain is already following. Pushing a cart of groceries to his car, he said he’s scaled back his spending. “I’m older, so I don’t do as much,” McClain said. “I don’t go out as much. I don’t eat out as much.”

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Barnes said more people are also picking up side jobs to bring in extra income. It’s something he believes could help boost savings in the long run.

Copyright © 2026 WTVD-TV. All Rights Reserved.



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Student from North Carolina finishes 4th in national spelling bee

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Student from North Carolina finishes 4th in national spelling bee


WASHINGTON (WBTV) – A student from North Carolina finished fourth in the Scripps National Spelling Bee on Thursday night.

Thirteen-year-old Kushi Gottimukkala made it to the 15th round of the May 28 spelling bee in Washington, D.C. before she misspelled the word “cara sposa.” She spelled it “carra spoza.”

According to the Merriam-Webster dictionary, cara sposa is an Italian word that means “dear wife.”

Gottimukkala is a seventh-grader at Carnage G&T Magnet Middle School in Raleigh. She was one of a handful of students to have been sponsored by the Carolina Panthers.

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This year’s bee was not her first time participating in the national spelling competition. She finished 41st in the 2025 event.

Outside of spelling, Gottimukkala is active in Science Olympiad, MathCounts and a dance group. She enjoys reading and has an interest in history books and documentaries.

Fourteen-year-old Shrey Parikh from California won Thursday’s spelling bee after a “spell-off” decided the champion.

Kushi Gottimukkala finished 4th in the 2026 Scripps National Spelling Bee.(Allison Robbert | AP Photo/Allison Robbert)

Also Read: 14-year-old battles nerves, dominates spell-off to win National Spelling Bee

Copyright 2026 WBTV. All rights reserved.

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