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Gatlinburg CVB reports large social reach, app growth despite website traffic dip
Summary
Chad Nezalwein, president and CEO of the Gatlinburg Convention & Visitors Bureau, told the mayor and aldermen the bureau saw an 18% decline in website sessions attributed to 'AI scraping' but a 253% increase in app usage, a 57% email open rate and strong Q3 event and convention attendance figures.
Chad Nezalwein, president and CEO of the Gatlinburg Convention and Visitors Bureau, presented the bureau’s third-quarter report to the Gatlinburg Board of Mayor and Aldermen, summarizing digital, public-relations and event performance.
Nezalwein said website sessions were down “about 18%,” which he attributed largely to what he called “AI scraping” and changes in how large language models collect data. At the same time, he told the board app usage rose 253% year over year and the bureau’s email campaigns averaged a 57% open rate. “We really, really greatly appreciate” the city’s support for keeping attractions and park access open, he said.
The CVB reported Q3 social-media reach of roughly 30 million impressions and said the bureau hosted or supported several notable events: about 24,000 people used the convention center in July, multiple events produced more than 12,000 attendees in September, and the CVB leveraged print and broadcast coverage (including placements in outlets such as Garden & Gun). Nezalwein noted the bureau’s sales team attends recruitment and industry marketplaces to bring future bookings to Gatlinburg; future convention bookings and food-and-beverage revenue were described as “up over double” compared with the prior period.
On staffing and operations, the CVB reported 35 full-time employees, seven part-time employees and one seasonal employee in the quarter, and said retail/welcome-center income was up about 11.9% year to date. Nezalwein also said some web metrics are harder to track because automated tools are pulling content and that the bureau is adjusting marketing strategies accordingly.
Why it matters: tourism and convention activity are major economic drivers for Gatlinburg; shifts in digital engagement and booking pipelines affect how the city and private businesses plan promotions and staffing for peak seasons. The CVB said it is monitoring AI-driven changes to web traffic while continuing outreach to markets where it has PR and influencer exposure.
The presentation ended with board members thanking staff; no formal action was required beyond receipt of the report.
