Chattanooga Tourism Company lays out strategic plan as county faces flat hotel demand and 1,100 new rooms coming online

Barry White, chief executive of the Chattanooga Tourism Company, told Hamilton County commissioners on March 25 that visitor spending in the previous year topped about $1.7 billion and supports roughly 30,000 jobs in the county.

White presented a new strategic plan and told commissioners Hamilton County outpaced the nation and state in hotel room sales growth last year — citing about 1% growth locally versus 0.5% nationally and a 1.7% decline in Tennessee — while the county’s hotel demand is flat in the first two months of the year. He said those conditions heighten the urgency of targeted marketing, convention and sports recruitment, and improving visitor amenities.

The presentation summarized recent research the tourism company commissioned: a convention-center study that found the convention facility needs a larger ballroom and a hotel attachment; a music-venue assessment recommending an amphitheater with capacity for about 6,000 (3,000 seats with 3,000 standing room); and a sports-facilities study under way. White said such investments could drive visitation and lifestyle benefits for residents.

White said Chattanooga received earned-media recognition — including a ranking from Men’s Journal naming Chattanooga among top U.S. vacation cities — and that the tourism company’s marketing increased visits to visitchattanooga.com by 12% last year. He credited events such as Ironman and the Tennessee Tow Truck Association’s national convention with producing measurable local economic impact; he said the tourism company worked with 253 events that produced an estimated $184 million in economic impact the prior year and that the county has 263 future bookings.

White said Hamilton County will get more than 1,100 new hotel rooms over a two-year period and that attraction of approximately 900 additional daily visitors will be necessary to fill those rooms. He noted that major travel forecasters have downgraded 2025 hotel growth projections and that sustaining performance will require ongoing, focused effort. White said the organization is operating with a flat budget and has reorganized staff to concentrate sales on meetings, conventions and sports while streamlining marketing.

Commissioners pressed on operational issues. Commissioner Mackey asked how the planned long-term Walnut Street Bridge closure for reconstruction would affect tourism; White said project leaders plan partial access for major special events and that tourism staff are coordinating with the city to minimize disruption. Commissioner Beck asked about the amphitheater recommendation; White said the study did not recommend a specific location and that the next step is to seek investors and developers. Commissioner Baker asked how the tourism company supports the Chattanooga Airport; White said the agency committed $250,000 to air-service recruitment and will add an information kiosk at the airport.

White asked staff to circulate his presentation to commissioners. The tourism company said it will continue to pursue conventions, sports and events to offset flat leisure-room demand and support ongoing hotel development.

The commission did not take formal action on any funding or capital projects during the presentation.