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Chattanooga Tourism Company touts visitor growth, events pipeline and economic impact to council
Summary
Susan Harris, interim CEO of the Chattanooga Tourism Company, briefed council members on a record visitor year (cited at 11.1 million in 2024), a $1.88 billion economic impact, and a multi‑year events pipeline that includes sport and meeting recruitment; council asked about county funding and continuity as organizations transition.
Susan Harris, interim CEO of the Chattanooga Tourism Company, told the council the organization’s work focuses on attracting visitors, strengthening partnerships and recruiting events that deliver economic benefits to hotels, restaurants and small businesses.
Harris cited 2024 totals of 11.1 million visitors to Hamilton County and a record economic impact figure she gave as $1.88 billion, with roughly 12,000 visitors staying overnight on an average night and $73 million paid in local visitor‑generated taxes. She said the tourism company invests in targeted marketing outside the immediate market, public relations placements (examples cited: Southern Living, NPR and National Geographic) and long lead‑time event recruitment; some large events and sports opportunities take three to five years or longer to finalize.
The presentation highlighted recent wins — the Michelin Guide recognition for four local restaurants, the International Bluegrass Music Association event and recruiting Spain’s national football team for a base-camp arrangement — and previewed upcoming media and sports events that tourism staff expect will drive visitors and hotel nights.
Council members pressed on organizational continuity after the county indicated it may shift funding and responsibilities. Harris said the tourism company is reviewing structure and budget, focusing on transparent communication with stakeholders and ensuring that events already booked will not be disrupted during any transition. Harris told council that day‑to‑day client interactions should be seamless to event organizers.
The tourism briefing was given during the council’s economic development committee portion of the meeting. Council members thanked the tourism staff for the work and asked for continued communication about impacts, funding and partnership arrangements going forward.
