WCCVB announces four-year strategic plan, Tourism 2020

FRANKLIN, Tenn.  – Coming off another record-setting year that saw 1.31 million visitors welcomed to Franklin and the communities of Williamson County, the Williamson County Convention and Visitors Bureau (WCCVB) is focused on continuing that success. Tourism 2020 is a four-year strategic plan that was introduced to county and city leaders this week setting forth the priorities that the WCCVB will follow to achieve its vision of attracting the world to Williamson County.

The WCCVB expects the result of the Tourism 2020 strategic plan to generate 2 million visitors to the county annually by 2020. That increase in visitors will continue to bolster the positive economic impact of travel to Williamson County, which was $410.69 million in 2016 and saved every household in the county $487.82 in taxes.

“This is an aggressive goal, but one we are confident we can achieve,” said WCCVB President & CEO Ellie Westman Chin. “Six months of careful collaboration with our hospitality and tourism partners went into developing this strategic plan and, with everyone on board focused on the same goals, this community is known for making incredible things happen.”

The four strategic priorities of Tourism 2020 include:

Maximizing the effectiveness of the WCCVB’s strategy and branding to drive visitor spending.

To reach the goal of 2 million annual visitors, the WCCVB will target its marketing efforts toward visitors who are both day-trippers coming from the surrounding region for the day, as well as those staying in Williamson County hotels.

Assuming a leadership role and becoming a key CVB partner in Middle Tennessee and beyond.

Building on successful partnerships currently in place with other regional destinations, by 2020 the WCCVB looks to expand its role on two regional committees and create a minimum of two new major partnership opportunities.

Promoting Williamson County as a premier destination for youth and amateur sporting events regionally and nationally.

The WCCVB looks to increase the number of hotel room nights in the youth and amateur sports market 40 percent by 2020. Hotel occupancy is very strong during the week in Williamson County, thanks to the corporate travel market. The targeting of youth and amateur sports events will provide an opportunity to strengthen weekend occupancy rates as well.

Educating the community on the importance and impact of tourism.

An additional 500 ambassadors will be added to the WCCVB’s Ambassador Program by 2020. This program trains and educates front-line hospitality workers, local business owners, and citizens about all that Williamson County has to offer visitors so they have that knowledge readily available when asked by a visitor in their store, at their restaurant, or out on the street.

“Working concurrently on each of these strategic priorities will be integral in helping us reach the 2 million visitors mark,” added Westman Chin. “We are focused on both attracting visitors to the area and making sure their experience while here is so enjoyable they want to come back time and time again.”


 The Williamson County Convention & Visitors Bureau (WCCVB) is the official destination marketing organization for Franklin and the unique communities of Williamson County, Tennessee. The WCCVB stimulates economic growth through the promotion of travel and tourism assets such as history, music, attractions, entertainment, the arts, and events to visitors from around the world. For information on Franklin and Williamson County, visit us on the web at VisitFranklin.com.


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Matt is the guy who is always ready to share a story with you.

With a passion for new experiences, taking the back roads, and seeing everything possible, Matt serves as Visit Franklin's Senior Director of Public Relations connecting the many unique stories in the Franklin community with great journalists and storytellers worldwide. When not pitching a story idea to travel writers, you’ll likely find him working as a photographer on the sidelines of college and professional sports events across the Southeast.