FRANKLIN, Tennessee – Visit Franklin has been named Destination Marketing Organization of the Year (Large Division) by the Tennessee Hospitality & Tourism Association. The award was presented during the 2025 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 – Large award honors tourism marketing organizations in Tennessee with an annual budget over $500,000 that demonstrate excellence in destination marketing, public relations, and strong collaboration with their local hospitality communities. A panel of judges selected Visit Franklin based on 2023-2024 achievements, including expanded leisure marketing efforts, the launch of immersive digital campaigns, growth in sports and meeting bookings, and initiatives that enhance the visitor experience while contributing to the long-term health of the local economy.
Specifically, Visit Franklin’s recent efforts to unify community-wide brand messaging were highlighted. In a multi-year effort, Visit Franklin conducted intensive studies across all communities of Williamson County, held hundreds of meetings with local leaders, residents, business owners, and more to create messaging to visitors that local residents could see and recognize themselves in, and be proud when they see it. Those results were not limited to tourism-related marketing efforts, as they were freely shared across the Williamson County community so that organizations, businesses, and local leaders could also utilize them.
“This honor reflects the passion, creativity, and collaboration of the Visit Franklin team alongside the entire hospitality industry,” said Maureen Thornton, President and CEO of Visit Franklin. “We are proud to represent a destination where so many people, from our direct hospitality partners and attractions, to local residents and community leaders, rally together to deliver unforgettable experiences for our visitors while also enhancing the lives of our local residents and preserving what makes this place truly special.”
Additionally, at the event, Williamson County-based Southall Farm & Inn and Leiper’s Fork Distillery were also recognized with state-wide awards. Southall Farm & Inn received the Greener Tennessee Award for its exemplary environmental practices and commitment to sustainable hospitality, highlighting how innovation and stewardship can go hand in hand. Leiper’s Fork Distillery was honored with the Best in Glass Award for its excellence in craft distilling, guest experience, and responsible tourism.
“We have seen locally the incredible care and forward-thinking intention that both Southall and Leiper’s Fork Distillery put into their experiences for each guest, added Thornton, and its partners creating unforgettable experiences like these that have allowed tourism across the county to thrive and grow.”
In 2024, Williamson County generated a record-setting $1.37 billion in direct visitor spending, ranking No. 6 among Tennessee’s 95 counties and one of only six to surpass the $1 billion mark. The county welcomed 8.8 million visitors, whose spending contributed $3.74 million daily to the local economy. That visitor activity saved each household $1,631 in state and local taxes and supported 9,001 hospitality-related jobs across the county.
ABOUT VISIT FRANKLIN Visit Franklin is the public brand name of the Williamson County Convention & Visitors Bureau. Visit Franklin is the official destination marketing organization for Franklin and the unique communities of Williamson County, Tennessee. Visit Franklin stimulates economic growth by promoting travel and tourism assets such as history, music, attractions, entertainment, the arts, and events to visitors worldwide. For information on Franklin and Williamson County, visit us on the web at VisitFranklin.com.
