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Sweetwater Main Street visits rise; city to reapply for Adventure Tourism District
Summary
City tourism and Main Street directors reported rising Main Street visits and festival attendance, outlined marketing wins and partnerships, and said the board will consider a resolution in April to reapply for Tennessee's Adventure Tourism District program. Officials also warned of pending state limits on raising the hotel/motel tax.
Haley Isboil, the city's tourism presenter, told the Sweetwater City Council workshop that the city's tourism metrics show mixed results countywide but growth in the Main Street district.
"There were 5,100,000 visits to the City Of Sweetwater in 2024," Isboil said, citing Placer data, and she reported that the Main Street District recorded 997,600 visits last year, an 11% increase year‑over‑year, with about 204,000 of those counted as visitors.
The numbers matter because tourism revenue pays for events, marketing and grants the city and Main Street use to attract visitors. Isboil said the city will seek to renew its…
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