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Asheville Becomes Hallmark Movie Hub

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  Published in Automotive and Transportation on Friday, January 30th 2026 at 12:54 GMT by WTVD
      Locales: North Carolina, UNITED STATES

Asheville, NC - January 30th, 2026 - The picturesque city of Asheville, North Carolina is rapidly becoming a favored destination for Hallmark Channel productions, and today's announcement of a new movie, tentatively titled 'Estate,' solidifies that trend. Local officials confirmed Tuesday that filming will begin next month, promising not only a vibrant boost to the local economy but also a further cementing of Asheville's image as a prime location for heartwarming, feel-good cinema.

'Estate' joins a growing list of Hallmark films shot in and around Asheville, including 'Christmas in the Mountains' (2024) and 'A Summer Romance' (2025). This isn't just about picturesque backdrops; North Carolina's film incentives, coupled with the unique aesthetic and logistical advantages offered by Asheville, are proving to be a winning combination. The state offers a robust 25% tax rebate on qualifying film and television production expenses, making it competitive with other popular filming hubs like Georgia and Louisiana.

But beyond the financial incentives, Asheville offers something uniquely appealing to the Hallmark brand. The city's blend of historic architecture - particularly the stunning Biltmore Estate and the charming downtown art deco buildings - combined with its breathtaking natural beauty, provides a visually rich canvas for stories centered around love, family, and small-town charm. The Blue Ridge Mountains create a dramatic and romantic backdrop, providing instant atmosphere and reducing the need for extensive (and costly) set construction.

The accelerated timeline for 'Estate's' release - earlier than originally projected - suggests Hallmark is keen to capitalize on the momentum generated by previous Asheville productions. Industry insiders speculate this is a strategic move to address evolving viewing habits and the demand for a consistent stream of new content. The network has been actively increasing its output of original movies, particularly those geared towards year-round romantic themes, moving beyond a solely holiday-focused programming schedule.

Local businesses are already anticipating a positive impact. Hotels, restaurants, and catering services are expected to see increased demand during the filming period, which is projected to last approximately three weeks. Furthermore, the presence of a film crew and cast creates a ripple effect, boosting spending at local shops and services. The Asheville Area Arts Council has reported a noticeable increase in requests for location scouting and prop rentals since the initial Hallmark filming in 2023. They are actively working with the production companies to ensure local artisans and craftspeople are involved, fostering a symbiotic relationship between the film industry and the artistic community.

However, the influx of production activity hasn't been without its challenges. Managing road closures and minimizing disruption to daily life are ongoing concerns. The Asheville Film Commission, established in 2024, has been instrumental in coordinating logistics and addressing community concerns. They are committed to responsible filming practices, prioritizing local residents' quality of life while maximizing the benefits of the industry's presence.

Looking ahead, the future appears bright for Asheville's blossoming film industry. Discussions are underway to potentially establish a dedicated film studio within the city limits, providing a permanent infrastructure for productions. This could attract larger-scale projects and create a more sustainable long-term economic benefit. Several independent film producers have also expressed interest in utilizing Asheville as a base for their projects, drawn by the city's creative atmosphere and supportive community.

The success of Hallmark in Asheville serves as a model for other small to medium-sized cities looking to diversify their economies and attract creative industries. By leveraging unique assets, offering financial incentives, and prioritizing community engagement, Asheville has positioned itself as a premier filming location - and a romantic escape for viewers nationwide. The question isn't if Hallmark will return, but when, and what charming story will unfold against the stunning backdrop of the Blue Ridge Mountains next.