You might have heard Chattanooga has been named one of the “top 50 places to travel in the world,” by Forbes, one of the “top trending winter destinations” according to TripAdvisor, and is featured as one of Samantha Brown’s “Places to Love.” Even if you haven’t, we don’t have to tell you how great Chattanooga is.
Chattanooga is a tourist town and has been for more than 125 years. Hospitality and tourism are in our DNA and play substantial roles in our local economy. AAA projects 50.7 million Americans will travel at least 50 miles from home to celebrate the Fourth of July holiday, and we expect a busy weekend in Chattanooga.
Even on an average day, we welcome more than 42,000 visitors who spend $4.1 million in our community supporting local businesses of all types.
Our tourism industry employs more than 31,300 people spanning from frontline roles to executive positions. That’s one out of six workers in Hamilton County. Visitors are temporary taxpayers, pumping $127,000 directly into Hamilton County coffers every day, ultimately reducing the tax burden of every homeowner by more than $820 every year.
Annually, tourism is a $1.5 billion industry for Hamilton County. This infusion of new money into our local economy enhances our lifestyle by providing more dining, entertainment, employment and cultural options for residents.
The Chattanooga Tourism Co. inspires people to visit our community. We are promoters, storytellers, brand developers and experience creators. Our community is our product, but it is you, the people, and the culture we enjoy every day, who make us unique, special and enticing to guests.
Destination promotion is about adaptability and strategy. It is about constantly looking at the most recent data and fielding our own research, working with and listening to our tourism partners, and tweaking marketing to reflect the current traveler sentiment, while seeking opportunities that make strategic sense.
Of course, it helps that geography and Mother Nature are on our side. Chattanooga is within driving-distance of several major metro populations. Nashville and Atlanta — along with Birmingham, Huntsville and Knoxville — are our “drive markets,” supplying year-round potential leisure visitation. But we also market to cities like Chicago, Tampa Bay and Orlando, Washington D.C. and even Denver. Our natural assets will take your breath away. Stunning mountain views and hidden waterfalls. World-class kayaking, bouldering, and hang gliding — and accessible outdoor adventures for anybody.
When done right, destination promotion is a shared community value which is only achieved through collaboration with the community.
Chattanoogans, like me, are proud of our hometown. We love to share our favorites with visitors, be that a scenic hike to an amazing overlook or directions to a speakeasy serving hand-crafted cocktails. We’re a welcoming and spirited community that celebrates our musicians, artists, chefs and more.
This holiday weekend, please continue extending that warm and gracious welcome as we have for more than 125 years. And remember, when visitors are in our community, they are one of us.
Happy Fourth of July!
Barry White is president and chief executive officer of the Chattanooga Tourism Co.