David Magee

This weekend, one of Chattanooga’s most vibrant industries — tourism — is basking in the sunlight.

A state soccer tournament is under way, and America’s second-largest rowing regatta is winding down today. Hotels, restaurants and retail outlets were bustling.

In difficult economic times, Chattanooga’s tourism business is still going strong, something Bob Doak, president and CEO of the Chattanooga Area Convention and Visitors Bureau, attributes to “hard work by a lot of people, continued investment, and maybe even a little good fortune.”

Chattanooga is a great venue with beautiful surroundings, good facilities and a friendly environment, but those things alone do not make a place successful as a tourism spot.

The regatta, named the Head of the Hooch, is an example of how success in tourism also results from innovative ideas. The three-day event grew this year by 25 percent, bringing an expected $4.3 million to the area. Six years ago, the concept of an annual regatta in Chattanooga began when Mr. Doak heard it argued that Atlanta’s annual regatta should relocate to our city.

Understanding the value of that unique event, local civic leaders put forth a serious recruiting effort, and the regatta moved to Chattanooga.

During the current recession, a third-party industry study indicates, most cities in the Southeast have suffered significant declines in 2009 in a much-watched tourism standard: revenue generated per available hotel room. The study shows popular destinations such as Charleston, S.C.; Nashville; and Orlando, Fla., have experienced revenue-per-room declines of 15 percent and higher this year. Chattanooga had a decline of only about 4 percent.

Celebrating any drop, even if small, is not easy, but seeing the city effectively gain ground in a difficult environment shows that investment and a coordinated effort are working, Mr. Doak says.

The strategy that tourism officials are employing in these travel-challenged economic times is rooted in a timeless recession approach in some segments of the business world: keeping the foot on the accelerator when others are letting off.

“Some (competitive markets) pulled back,” Mr. Doak said. “We kept promoting, hoping to get wellpositioned to take advantage of the recovery.”

With so many visitors enjoying the city this weekend, the plan appears to be working.