Tourism in Warren County increased with direct visitor spending up some 6.6 percent between 2023 and 2024.
McMinnville Tourism and Marketing Manager Jordan Pupols said this spending helps boost the economy, support small business, and generate tax revenue.
“[Tourism] was able to fund in full 131 jobs within the community,” Pupols said. “Which when you think about something that will come in and provide 131 jobs, it’s a major driver of an economy to employ that many people in a county of this size.”
Warren County saw some $21.7 million in direct visitor spending in 2023.
Pupols said in general, Tennessee has seen an increase in tourism because more people are learning about what the state has to offer. Pupols said she thinks the boost in Warren County is a product of the statewide momentum.
Pupols said one of the draws to Warren County is a wide selection of activities in a small town setting.
“Warren County itself is right on the edge of East Tennessee but offers a lot of the same amenities that East Tennessee has to offer,” Pupols said. “So we have beautiful mountains, wonderful waterfalls, hiking, caves, all the outdoor adventures of the Smokies really but without the crowds.”
Pupols said Warren County is fortunate to have a low number of visitors that spend more money, so it does not have an over-tourism problem. She said over-tourism may generate revenue, but it also strains infrastructure. Pupols said the goal is to attract high-quality overnight guests to Warren County to prevent over-tourism, as it is better to have one guest spend $100 than 100 guests spend one dollar.
Pupols said Warren County is making consious efforts to attract these type of visitors, with the help of technology. She said the county has partnered with a consulting firm to create and roll out a tourism master plan, which will be rolled out over the next several years.
“We’re also taking a look at and renovating our digital presence,” Pupols said. “So, you know, revamping our logo, our tagline, our website, our social media. And then rolling out impactful targeted marketing campaigns online using data for the first time through partners like Zartico and Placer AI.”
Pupols said this targeted approach will be more sustainable than the traditional “spaghetti on the wall” approach. She said the master plan will be ready next March.
