Tourism in Jefferson County Generated $73.5 Million in Visitor Spending in 2024

Report Highlights Resilience in the Face of Hurricane Helene and Economic Challenges

Published by Editor on September 4, 2025.
Published under Jefferson County
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Visitors to Jefferson County generated $73,525,570 in spending in 2024, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development. While this represents a 6.4% decrease from 2023, local officials emphasize that the county’s tourism industry continues to play a critical role in the regional economy despite significant challenges.

“Tourism has long served as a cornerstone of Jefferson County’s economy, and while the county experienced a decline in 2024, the downturn was the result of extraordinary circumstances beyond local control,” said Lauren Hurdle, Jefferson County Director of Tourism. “Hurricane Helene not only caused significant damage to Douglas Lake, one of our county’s leading recreational and tourism assets, but also led to the temporary closure of I-40, a major transportation corridor essential for visitor access. These disruptions, combined with the broader economic pressures of nationwide inflation, created additional barriers for travelers as rising costs influenced both trip planning and discretionary spending. Despite these challenges, we remain confident in the resilience of our community and our tourism partners, and we are committed to restoring growth as we work to welcome more visitors back to Jefferson County.”

BY THE NUMBERS

  • Direct visitor spending in Jefferson County generated $4,038,196 in state tax revenue and $3,168,476 in local tax revenue.

  • Without state and local taxes generated by tourism, each household in Jefferson County would pay $338 more in taxes.

  • Jefferson County ranked 30th among Tennessee’s 95 counties in visitor spending.

Although the 2024 numbers reflect a temporary setback, tourism leaders point to strong recovery efforts already underway. The Jefferson County Tourism Department is actively promoting the county’s proximity to the Great Smoky Mountains while highlighting its unique position as a less congested, more authentic alternative to nearby high-traffic destinations.

“Our priority is to not only rebound from the challenges of 2024 but to continue building Jefferson County as a must-visit destination in East Tennessee,” Hurdle added. “From fishing and recreation on Douglas and Cherokee Lakes to family-friendly events and historic downtown experiences, we are committed to strengthening our tourism economy for years to come.”

Statewide Context

Across Tennessee, tourism continued to be a powerful economic driver in 2024, breaking records for the fourth consecutive year. The state welcomed 147 million visitors, who generated $31.66 billion in direct spending. Tourism also produced more than $3.3 billion in combined state and local tax revenue, reducing the average Tennessean’s tax burden and supporting vital community services.

Additional highlights from the statewide report include:

  • International travel surged by 12% year-over-year, with even greater gains expected in 2025 as new direct flights from Iceland and Ireland expand access.

  • 74 of Tennessee’s 95 counties saw year-over-year growth in visitor spending, underscoring the state’s broad appeal across urban, rural, and outdoor destinations.

  • Tennessee has outpaced national averages in tourism growth, with a 36.6% increase in direct visitor spending since 2018, compared to the U.S. average of 17.4%.

  • Major milestones and events are further boosting Tennessee’s national profile, including Dollywood’s 40th anniversary, B.B. King’s 100th birthday celebration in Memphis, the Grand Ole Opry’s 100th anniversary in Nashville, and the record-setting MLB Speedway Classic in Bristol.

“Tennessee’s tourism industry is leading the nation in growth, and Jefferson County remains an important contributor to that success,” said Mark Ezell, Commissioner of the Tennessee Department of Tourist Development. “Tourism not only supports jobs and businesses in every county but also brings new dollars into our communities that benefit all seven million Tennesseans.”

As part of this statewide momentum, Jefferson County is well-positioned to capture future growth. With Douglas Lake recovery efforts underway, a renewed focus on marketing its unique location near, but not within the most congested Smoky Mountain corridors, and investments in community events and outdoor recreation, Jefferson County Tourism is working to turn the challenges of 2024 into opportunities for a stronger 2025.

About the Report


The 2024 Economic Impact on Travel Report, prepared by Tourism Economics for the Tennessee Department of Tourist Development, analyzes statewide and county-level spending, visitation, tax generation, and job creation. More details, including an interactive county dashboard, can be found at https://industry.tnvacation.com/industry/research/interactive.