FRANKLIN, Tennessee – Visit Franklin has been named Destination Marketing Organization of the Year (Large Division) by the Tennessee Hospitality & Tourism Association (TNHTA) for a second consecutive year. The award was presented during the 2026 Stars of the Industry Purple Iris Awards ceremony, held in conjunction with the annual Governor’s Conference on Hospitality & Tourism.
The DMO of the Year award honors Tennessee tourism marketing organizations with annual budgets over $500,000 that demonstrate excellence in destination marketing, public relations, and strong collaboration with local hospitality communities.
Winning two years in a row recognizes not just a single year of achievement, but the sustained impact of Visit Franklin’s ongoing vision to help Williamson County thrive. The 2026 award specifically noted Visit Franklin’s continued work to unify community-wide brand messaging across all eight communities of Williamson County, deepen relationships with local government and business leaders across the county, and translate that groundwork into measurable results that benefit Williamson County’s citizens.
Over the past year, Visit Franklin extended its “Eight Communities, One Community” brand framework well beyond a brand book. It deepened connections with each municipality and community, both with elected officials and businesses, attractions, and residents throughout each. Those connections allowed Visit Franklin to continue broadening its storytelling through projects like its Our Stories, Your Adventure video series and by using its marketing presence across the Southeast and the nation to highlight local areas and businesses to travelers.
Visit Franklin’s Ambassador Program also marked its 10-year anniversary in 2026, and the award noted its growth from a hospitality-industry training initiative into a program open to any community member who wants to learn more about the destination. The program has now certified more than 2,400 ambassadors. National press attention was also highlighted, calling out specifically features on hospitality partners in notable publications like Garden & Gun and Travel + Leisure, plus Southern Living naming Franklin to its list of “The South’s Best Cities” alongside destinations like Charleston, Savannah, New Orleans, and Austin.
“Winning this recognition once is an honor, but being recognized by our industry peers a second consecutive time shows our work as an organization is truly resonating as we work to represent Williamson County,” said Maureen Thornton, President & CEO of Visit Franklin. “Every day, our team works alongside hospitality partners, local leaders, and residents to tell an authentic story, one that visitors and locals alike can be proud of.”
In 2025, Williamson County welcomed an estimated 8.83 million visitors to the county, whose spending contributed $3.79 million daily to the local economy. That totaled $1.38 billion in direct visitor spending for the year, a 1.3% increase over the prior year, and once again ranking No. 6 among Tennessee’s 95 counties. Because of the tax revenue visitors generate, each household in Williamson County pays $1,621 less in combined state and local taxes, which is $443 above the statewide per-household average.
Specifically, visitor spending throughout the county generated $93.4 million in state and $56.2 million in local tax revenues, of which $18.79 million went directly to Williamson County public schools. The injection of money into the local economy also helped the industry add 179 new jobs in 2025, bringing the county’s total hospitality employment to 9,180.
Thornton added, “From the record-setting positive economic impact our visitors bring, to the humanizing work of our Ambassador Program and our partnerships across every one of Williamson County’s communities, this is a reflection of an entire county rallying together, and we’re excited to keep building on that momentum in the year ahead.”
ABOUT VISIT FRANKLIN: Visit Franklin is the public brand name of the Williamson County Convention & Visitors Bureau, which is the official destination marketing organization for Williamson County, Tennessee. Visit Franklin exists to help Williamson County thrive and to positively impact the local economy. It tells fuller stories and creates experiences rooted in connection, preservation, and community. By promoting travel and supporting the local hospitality industry, Visit Franklin helps drive positive economic impact while inviting visitors to experience life to the absolute fullest. For information about Visit Franklin and Williamson County, visit VisitFranklin.com.
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