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Tourism in Region Remains a Key Economic Driver as South Central Tennessee Tourism Association Reached $545,964,900 in Direct Economic Impact.

Visitors to Coffee County generated $146,124,855 in spending in 2024, representing a 0.23% increase from 2023, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development. Coffee is part of the South Central Tennessee Tourism region, which saw $545,964,900 in direct economic impact.

“Coffee County visitor spending remained strong in 2024, showing a healthy balance across the five primary sectors of the tourism industry,” Executive Director Ryan French, South Central Tennessee Tourism Association, said. “Lodging accounted for 22% of visitor spending, which is especially impactful since overnight guests spend, on average, 186% more than day visitors. With new lodging opportunities opening in both Manchester and Tullahoma in 2025, this category is poised for even greater growth. Food and beverage continue to be a strong foundation at 26% of spending, while transportation at 33% underscores the strength of the interstate system.

French continues. “Coffee County remains the highest-ranking county in Tennessee without a full-time paid tourism office. This presents an enormous opportunity to build a more organized and focused tourism effort to complement the dedication of community leaders, volunteer commissions, and chambers of commerce. The 2024 report provides a strong baseline that demonstrates the overall health and resilience of Coffee County’s tourism economy.”

Direct visitor spending in Coffee County generated $8,286,802 in state tax revenue and $5,701,261 in local tax revenue. If it were not for state and local taxes generated by tourism, each household in Coffee County would pay $614 more in state and local taxes. Coffee County ranked 19 among the 95 counties in Tennessee based on visitor spending. 

The research was conducted by Tourism Economics, commissioned by the Tennessee Department of Tourist Development. The data highlights the impact of visitors within the incorporated and unincorporated areas of Coffee County.

“I’m so grateful to our amazing tourism and hospitality industry for these remarkable results,” said Mark Ezell, Commissioner of the Tennessee Department of Tourist Development. “The Tennessee Tourism team has been able to leverage bigger tourism budgets to help grow visitor spending over 36% in these last six years. We are leading the nation as one of just a few states that are aggressively growing tax revenue from non-Tennessee residents to benefit all seven million Tennesseans.”

Statewide, Tennessee’s tourism industry broke records for the fourth consecutive year in 2024, generating $31.66 billion in direct visitor spending and welcoming 147 million visitors.

Tourism is a powerful economic driver across all 95 counties, generating $3.3 billion in combined state and local tax revenue. Full details can be found in the statewide press release. Tourism boosts local economies, supports businesses and jobs, funds public services and creates a better quality of life for all Tennesseans.