Management

Tourism Trends with Local Key Players

These major players in the local tourism industry share the trends they are seeing in the Scenic City, how technology is shaping the industry, and what we could see in the future. 

Andy Wood

Andy Wood

President & CEO, Tennessee Aquarium

What are key trends shaping the tourism industry today?

Chattanooga had record tourism visitation last year, driven largely by Chattanooga’s growth as a regional destination. A trend we see is the accessibility of nature so closely tied to the comforts of a city experience. That was amplified as Chattanooga was named North America’s first and only National Park City. Once seen as an adventure seeker’s experience, Chattanooga’s embrace of natural connections for all is driving visitation. The Tennessee Aquarium is proud to have served as a connection to nature for the last 34 years and continues to build upon that success with new exhibits and experiences.

How is technology shaping the industry?

Technology is fueling how people find their travel inspiration. Social media conversations about exploration and authentic experiences travel at the speed of light and can be exceptionally rich in details. From Reddit discussions about the most immersive IMAX Theater in the region to special Aquarium memories shared on TikTok and Instagram, everyone has become a part of the travel reviewer community. People are also using AI platforms not only to learn about America’s first National Park City and top-rated Aquarium, but they are also asking AI for travel itineraries with an emphasis on an individual’s interests.

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Virginia Sharber

Virginia Anne Sharber

Executive Director, Hunter Museum of American Art

What are key trends shaping the tourism industry today?

People are seeking connection – a personalized and welcoming experience goes a long way. The Hunter offers guests personalized touches throughout their visit to deepen the experience and bring more joy and discovery. For instance, our museum attendants, who are stationed in the galleries to safeguard the art, also participate in training sessions about the works themselves, so that they can engage with guests and offer a bit more context or history of the work or the artist. We also offer ways for our visitors to see themselves in the museum, whether it’s identifying with a work of art, participating in a yoga class in the museum, or being given an opportunity to write personal reflections.

Do you have any predictions for the future of tourism in Chattanooga?

As Chattanooga continues to grow and evolve, I predict that the tourism landscape will be increasingly shaped by the city’s arts and cultural offerings. The city’s arts reputation has grown over the last decade or two, and the Hunter plays a key role, presenting stunning artwork and unique exhibitions most often found in much larger cities. That kind of “wow” factor really impresses guests and is what keeps them coming back and recommending Chattanooga to friends.

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Hugh Morrow

Hugh Morrow

President & CEO, Ruby Falls

How is Chattanooga attracting tourists?

The greater Chattanooga area and Hamilton County continue to build on its rich heritage of tourism. The legacy attractions Ruby Falls, Rock City, and the Incline all support 90 plus years of history. The Tennessee Aquarium is a world class draw. Combine these assets with Chattanooga’s incredible scenic beauty and hospitality, and you have a winning tourism program.

How does tourism benefit Chattanooga?

Tennessee is a sales-tax-driven state. This means sales and commerce are critically important to build our city, county, and state tax base. 40%+ of the sales tax base goes directly to support our schools — over $45 million of tourism-based sales tax goes to Hamilton County Schools. Every time out of town visitors spend money at our local attractions, restaurants, shops, hotels, and venues, the sales tax they pay grows the tax base available for local education. This goes a long way in reducing the tax burden on locals. Significant visitor spending also helps support many local businesses. Without purchases from visitors, there would be fewer places for locals to socialize, dine, shop, and be entertained.

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Doug Chapin

Doug Chapin

President & CEO, Rock City

How does Chattanooga tourism compare to other regions?

I think Chattanooga tourism has some incredible assets that other regions just don’t have and naturally set us apart. The natural beauty of the mountains, the river, our incredible art and food scenes – all are distinctive when compared to other mid-sized travel markets. Our proximity to some major metros, as well as an incredibly easy-to-use airport make us more competitive and appealing than harder to reach locations. There is a lot of exciting stuff coming down the line for Chattanooga, and this is the moment to catch up on long-needed tourism development and turn that overdue work into real momentum.

How is your organization adapting to the current tourism landscape?

We recently announced some of our long-term plans to continue to evolve at Rock City. We are hoping that our new gondola project helps to spur interest in Chattanooga and further investment in our tourism product offerings, as we compete with other destinations around the globe. We realize that we have to continue to invest for the long term to ensure we have a world class attraction, and city, to offer our visitors.

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Darde Long

Darde Long

President & CEO, Chattanooga Zoo

How has the Chattanooga tourism industry evolved over the past several years?


All facets of our economic expansion – business, leisure, etc. – support each other and contribute to the overall growth of the city and quality of life of our residents. In Chattanooga, we have a good balance of attracting major business investments, hosting events with national appeal, and building up our overall infrastructure while also being conscious of our duty to the environment, conserving green spaces, protecting wildlife, and upholding our natural resources.

Can you share any exciting upcoming plans for your organization this year?

At Chattanooga Zoo, we recently completed a new master plan that will guide our development over the coming decade. In the near future, we plan to open a new state-of-the-art veterinary hospital to better accommodate our growing animal family. The hospital will include a surgical suite, a quarantine room, a holding area, recovery rooms, and public viewing windows so guests can get a behind-the-scenes look at medical care at the Zoo. We are also bringing an entirely new species – the southern pudu – to our Corcovado Jungle section, and we’ll have other exciting additions to the Zoo family in the coming years.

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