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Explore Bristol reports strong digital reach, unveils AI trip planner and agrees to spending breakdown
Summary
Explore Bristol told the Sullivan County Commission it achieved roughly 888,000 impressions and 1,300 website clicks in a spring campaign, highlighted partnerships with Bristol Motor Speedway and influencer work, and launched an AI trip planner; commissioners asked for a detailed spending breakdown of occupancy-tax-funded activities.
Explore Bristol Executive Director Matt Bolis presented a quarterly tourism update to the Sullivan County Commission on July 16, saying spring marketing produced roughly 888,000 impressions and drove about 1,300 clicks to the county website.
Bolis described targeted markets (including Atlanta, Nashville, Raleigh, Orlando and Northern Virginia), a flight-campaign that generated nearly 6,500 clicks to learn more about available flights, and partnerships that included a hospitality-village at Bristol Motor Speedway. He said the office is using influencer partnerships and micro-itineraries to promote outdoor recreation, downtown destinations and heritage programming tied to the Sullivan 250 initiative.
"We just got it launched. It's an AI trip planner," Bolis said, describing a new tool that lets prospective visitors build budget ranges, pick family sizes and receive suggested itineraries; staff can then follow up for human assistance when requested. Bolis said the county is the only local entity in the region currently offering that feature through its tools.
Commissioners praised the outreach but asked for a line-item breakdown showing how occupancy-tax and marketing dollars are being spent. Bolis agreed to provide a report that details advertising and partnership expenditures so the commission can better evaluate future appropriations.
The commission later adopted a separate appropriation to the Northeast Tennessee Tourism Association for $123,065.88 as the county's quarterly occupancy-tax payment.
