FRANKLIN, Tennessee – Visitor spending in Williamson County set a new record in 2025 by generating $1.38 billion in direct visitor spending, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development (TDTD). That is a 1.33% increase in county visitor spending 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 saw 8.83 million visitors in 2025, a 0.31% increase, and nearing the 2019 benchmark of 8.95 million. Those visitors spent $3.79 million per day in Williamson County.
“Visit Franklin is built to generate visitor spending and champion our destination’s identity, which provides incredible value to our local businesses, and helps create thousands of local jobs, adds to the quality of life for our citizens, and contributes directly to one of our county’s top priorities, education,” said Maureen Thornton, President and CEO of the Williamson County Convention & Visitors Bureau. “This success is made possible by the dedication of our hospitality partners across Williamson County.
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 public schools in Williamson County. The injection of money into the local economy also helped the industry add 179 new jobs in 2025, bringing the county’s total hospitality jobs to 9,180. That is a 2.0% increase over 2024.
Locally, as visitors spent $1.34 billion throughout Williamson County, 36% was on food and beverage. Hotels and lodging made up 22%, while amusement and recreation made up 16%, transportation 14%, and retail 13%.
“As residents, we are all thankful for the tax savings provided by visitors choosing to spend their travel dollars here, 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. “The local tourism attractions that invest in Williamson County are all great benefits that residents can take pride in. Along with the fact that the positive trend in visitor spending and the incredible benefit that it brings to residents of our county is poised to continue through 2026 and beyond.”
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 2025 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, Zartico, Placer.AI, 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 VisitFranklin.com.
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