In 1939, the vice president and general manager of The Chattanooga News made a bold recommendation about Chattanooga’s future as a tourist city. Walter C. Johnson said: “No city has ever been favored with a more exceptional opportunity to capture the imagination and the favorable attention of the world than Chattanooga enjoys today.”
That was the opening line of a detailed plan Johnson and a committee had authored as justification for investing in tourism promotion. At the time, Chattanooga was already enjoying a reputation as a unique place to visit. Attractions like the Incline Railway, Lake Winnepesaukah, Ruby Falls and Rock City were active and thriving.
Johnson saw the necessity of a marketing plan and he wasn’t alone in his sentiments.
At the same time, a group of locals created “Chattanoogans, Inc.” for the purpose of “advertising the resources and advantages of the City of Chattanooga.” That organization would later be renamed the Chattanooga Area Convention and Visitors Bureau and, more recently, Chattanooga Tourism Co.
The Chattanooga of 1939 is much different than the Chattanooga of 2023. But some things haven’t changed. Hospitality and tourism are a part of our community DNA. And thanks to those early visionaries who saw enormous potential, we are in an even better position now to invite the world to enjoy all our region has to offer.