The Upper Cumberland region reached a record $550 million in visitor spending last year, driven largely by outdoor recreation and collaboration between 14 counties.
Executive Director of the Upper Cumberland Tourism Association Billie Davis said the revenue generates an estimated $387 in annual tax savings for every household in the region. Davis said the daily economic impact from visitors averages more than $1.5 million across the area.
“One of the big things that is so impactful and that is just improving and increasing every day is the collaboration across county lines,” Davis said, “We have 14 counties, each of us have amazing things in our own way, but when we combine those 14 counties and those incredible assets, then it’s really a destination that people travel for”
Davis said the income supports local school systems and businesses ranging from boutiques to lodging providers like hotels and short-term rentals.
“We are the Land of Waterfalls here in middle Tennessee, so people are coming for that asset, and they’re staying for multiple days,” Davis said. “They’re traveling to the more rural areas, because you can pretty much drive to these rural destinations within 45 minutes to an hour of Cookeville.”
Davis said the association is developing a Waterfall Trail that uses local businesses as check-in outposts to ensure visitors spend money in downtown areas.
“So we obviously care a lot about our region here, and we want people who are coming to visit, we want them to take care of it while they’re here,” Davis said. “So it is attracting the right people, it’s attracting the people who’s going to appreciate it, take care of it, and spend money here and be good visitors.”
Davis said the region has experienced tremendous growth over the last six years despite weather challenges like recent rainy seasons.
“When you’re talking about things to do, you don’t have to go to Gatlinburg,” Davis said. “Gatlinburg’s great, but so is the Upper Cumberland.”
The regional Waterfall Trail is expected to launch in early spring of next year.
