Report Shows Tourism Remains a Key Economic Driver

Visitors to Overton County generated $9,044,353 in spending in 2025, representing a 8.4% increase over 2024 and outpacing the statewide growth rate of 2.7%, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development.

Statewide, Tennessee’s tourism industry generated a record $32.5 billion in direct visitor spending in 2025 and $3.3 billion in state and local tax revenue. The state’s tourism economy has grown 40% since 2018, nearly double the national growth rate of 22%. Visitor spending in Overton County grew 59.2% during that time, outpacing the statewide rate, led by increases in lodging.

“Visitors are discovering what residents have known for years: Overton County offers authentic experiences, outstanding outdoor recreation, rich cultural heritage, and genuine southern hospitality. Tourism supports local businesses, creates jobs, generates tax revenue, and improves quality of life for our residents. We are encouraged to see Overton County outperforming state growth rates and remain committed to building on that success through strategic investments in tourism assets, targeted marketing, and visitor experiences. Follow @VisitLivingstonTn on social media for travel inspiration.” Morgan White, Director of Tourism

BY THE NUMBERS:

- Direct visitor spending in Overton County generated $474,448 in state tax revenue and $506,346 in local tax revenue.

- Every day, visitors spend $24,779 on lodging, retail, transportation, recreation and dining throughout Overton County.

- If it were not for state and local taxes generated by tourism, each household in Overton County would pay $108 more in state and local taxes.

- Visitor-paid taxes support public education and other critical services across Tennessee.

- Overton County ranked 81 among the 95 counties in Tennessee based on visitor spending. 

*Research conducted by Tourism Economics, commissioned by the Tennessee Department of Tourist Development. The data above highlights the impact of visitors within the incorporated and unincorporated areas of Overton County.

“Tennessee is a sales tax state. The quality of our assets – whether that’s live music or entertainment or outdoors – are attractive to visitors,” said Mark Ezell, commissioner of the Tennessee Department of Tourist Development. “Every tax dollar captured from an out-ofstate visitor is a dollar retained in Tennessee and used for Tennesseans. It’s incredible to see communities understanding the power of visitor spending, and leveraging that spending for the good of their residents.”

2025 Statewide Highlights:

- Visitors spent $89 million per day across the state in 2025.

- Tennessee’s 2.7% year-over-year growth in visitor spending outpaced the national growth rate of 1.9%.

- Fifty-seven of Tennessee’s 95 counties saw year-over-year growth.

- Visitor spending generated $2 billion in state tax revenue and $1.3 billion in local tax 

revenue.

Overton County is part of Tennessee’s Upper Cumberland tourism region, where visitor spending reached $549.4 million in 2025, up 2.4% over 2024 and up 32% since 2018. The 2025 Economic Impact on Travel Report analyzes statewide spending and visitation from domestic and international travelers to Tennessee. The report includes methodology used to determine visitor spending, tax generation, job creation and more. The TN Travel Impact Interactive County Dashboard provides instant access to key metrics, statewide and by county, about the economic impact of travel to Tennessee. All data is sourced from the Tennessee Department of Tourist Development and Tourism Economics, with national benchmarks provided by U.S. Travel Association.