White County tourism spending surpassed fifteen million dollars in 2025, marking a significant increase in economic impact for the region.
Sparta/White County Chamber of Commerce and Tourism Executive Director Brent Young said the county moved from 66th to 63rd in state tourism rankings.
“It means less taxes, first and foremost, and it also means local growth,” Young said. ” We always encourage especially with the camber side of things since we encompass the chamber and also tourism here in White County under one umbrella.”
Young said the 2025 travel snapshot showed a 5.3 percent year-over-year change for the county. Food, beverage, and transportation each account for approximately 39 percent of the local tourism economy.
“I’m really proud of the strides that Sparta and White County has made here recently to involve the visitor in this particular and it’s it’s been a win for us,” Young said.
Young said visitors primarily travel to the area for natural attractions such as waterfalls and caves. The chamber encourages tourists to visit downtown Sparta after visiting the falls, noting that the town is walkable and allows visitors to access food and parks without driving between locations.
“Basically, you can park at one end of the town and literally walk to everything that you need,” Young said.
Young said the increase in visitor spending results in local growth and a reduced tax burden for residents. Tourism initiatives in the county generated $121 in tax savings per household through state and local tax collections.
Young said the county is currently working with the Tennessee Department of Tourism Development to embrace short-term rentals. A Tourism Advisory Council meets bi-monthly to support these rental owners, though Young said the recruitment of a hotel remains a top priority to keep more revenue within the county.
“Whenever they’re housed here, their entertainment is here, their food is here, their beverage is here,” Young said. “That’s more tax dollars that are going to stay in Sparta and White County and not be given to our friends in the Upper Cumberland area.”
Young said the report also tracked daily economic figures, including $42,000 in daily expenditures and $1,600 in daily local tax collections.
“We want to make sure that we keep our folks here, our residents of Sparta and White County involved in highlighting such events like the Lester Flatt, such events like the White County Fair, and you know, people are seeing those particular events and they’re and they’re seeing that we’re down to earth and this is the place to be,” Young said.
Young said the chamber plans to use digital technology and social media to highlight local businesses and encourage visitors to extend day trips into weekend or week-long stays.
