FRANKLIN, Tennessee – Visitor spending in Williamson County set a new record in 2024 by generating $1.37 billion in direct visitor spending, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development (TDTD). That is a 3.03% increase in visitor spending in the county from the previous year. Based on direct visitor spending, Williamson County remained ranked No. 6 among Tennessee’s 95 counties and was one of only six across the state to surpass $1 billion in visitor spending, benefiting the local economy.
According to additional data from TDTD and its research partners, the county also saw 8.80 million visitors in 2024, a 2.78% increase, and nearing the 2019 benchmark of 8.95 million. Those visitors spent $3.74 million per day in Williamson County.
“Tourism continues to thrive in Williamson County,” said Maureen Thornton, President and CEO of the Williamson County Convention & Visitors Bureau. “Thanks to the work of the hospitality industry partners and businesses across the county, tourism not only adds to the everyday quality of life for our citizens but also employs thousands across our county and translates into real money saved by every household in the county.”
Because of the tax revenue generated by visitors, each household in Williamson County pays $1,631 less in combined state and local taxes, which is more than $500 above the statewide per-household average. Specifically, visitor spending throughout the county generated $92 million in state and $55.9 million in local tax revenues. The injection of money into the local economy also helped the hospitality industry add over 175 new jobs in 2024, bringing the total number of jobs in the county to 9,001. That is a 2.0% increase over 2023.
Locally within the hospitality industry, spending on hotels and lodging improved 0.2% from 2023, accounting for $310.0 million of visitor spending. Food and beverage spending topped $482.5 million, up 3.5%, while recreation spending was up 3.5% at $205.5 million, transportation spending grew 3.8% to $192.5 million, and retail spending by visitors increased 5.3% over 2023 to $175.7 million.
Looking ahead, 2025 is on pace for another year of growth. With the continued draw of Williamson County’s incredible leisure tourism attractions, along with increased numbers of meetings, conventions, and youth and amateur sports events across the county, the future of the hospitality and tourism industry is looking optimistic.
“The positive trend in visitor spending and the incredible benefit that it brings to residents of our county is poised to continue through 2024 and beyond,” said Brandy Blanton, current Visit Franklin Board Chair, City of Franklin Alderman at Large, and President & CEO of The Circle of Giving, Inc., operator of the Carousel of Dreams at the Factory at Franklin. “As residents, we are all thankful for the tax savings provided by visitors choosing to spend their travel dollars here, and the local tourism attractions that invest in Williamson County are all great benefits that residents can be proud of and enjoy too.”
The majority of lodging tax funds collected each year are distributed to participating cities for use on tourism-enhancing capital projects that benefit residents, such as park improvements. The remaining portion is contributed to Williamson County’s general fund, which helps offset the expenses of county schools, emergency services, road projects, and other county services.
Economic impact information is determined by the U.S. Travel Association and Tourism Economics and then distributed by the Tennessee Department of Tourist Development. Values represent the direct impact of spending, labor income, employment, and domestic and international travel taxes.
Williamson County’s 2024 visitor count results from the combined data and insight from Smith Travel Research, AirDNA, Arrivalist, Tennessee Department of Revenue, Tennessee Department of Tourist Development, US Bureau of Economic Analysis, US Bureau of Labor Statistics, US Census Bureau, Longwoods International, Visa Data Insights, and Tourism Economics to most accurately capture the number of visitors to Williamson County annually.
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.
###
