The Middle East Tennessee Tourism Council (METTC), widely recognized as the 9 Lakes of East Tennessee, has once again celebrated the best in regional tourism through its Excellence in Tourism Awards. The prestigious awards were presented during the East Tennessee Legislative Luncheon in Knoxville on March 10, 2025. The event served as a gathering of state and local officials, tourism professionals, and industry stakeholders, all of whom play a vital role in shaping Tennessee’s thriving tourism economy.
The awards recognized individuals, businesses, events, and marketing campaigns that have significantly boosted tourism and strengthened the economic impact of travel across the 16-county METTC region. As tourism remains a key economic driver in East Tennessee, these honors highlight the ongoing efforts to promote the state’s attractions, outdoor experiences, and cultural heritage.
Celebrating Marketing and Event Excellence
The Excellence in Tourism Awards featured various categories, acknowledging the best marketing and public relations initiatives, events, and festivals that have drawn visitors to the region.
- Best Marketing & Public Relations (Small Budget): Monroe County Tourism – Cherohala Skyway Wildflower Tour
- Best Marketing & Public Relations (Large Budget): Visit Knoxville – United States Diving Trials
- Best Festival/Event: Cocke County Partnership – ARA Overmountain Rally
Each of these initiatives has contributed to raising awareness of Tennessee’s tourism offerings. The Cherohala Skyway Wildflower Tour showcased the region’s stunning natural beauty, while the United States Diving Trials brought national attention to Knoxville. The ARA Overmountain Rally proved the enduring appeal of adventure tourism, drawing off-road enthusiasts to Cocke County.
Honoring Leadership and Partnerships in Tourism
Beyond marketing and event promotions, the awards also paid tribute to outstanding leadership and collaboration in the industry.
- Chuck Davis Leadership Award: This honor, named after the late tourism director of the Morristown Area Chamber of Commerce, was created to recognize those who have demonstrated unwavering dedication to tourism development in the region.
- Partner of the Year Awards:
- Top Golf – Recognized for its commitment to enhancing recreational tourism.
- Tennessee Department of Transportation – Beautification – Honored for its role in maintaining scenic travel routes and supporting tourism-friendly infrastructure.
Leadership That Shapes the Future of Tennessee Tourism
One of the event’s highest honors, Tourism Leader of the Year, was awarded to Lauren Hurdle, the Director of Tourism for Jefferson County and Chairman of the METTC Board.
Hurdle has been instrumental in guiding regional tourism initiatives, fostering collaborations, and strengthening East Tennessee’s position as a leading destination. Her role in advancing tourism policies and engaging with stakeholders across Tennessee Hospitality and Tourism earned her this distinction.
Transformational Projects Driving Tourism Growth
As part of its mission to highlight developments that shape the future of travel in Tennessee, METTC recognized five major projects that have been pivotal in boosting local tourism.
The selected initiatives, spanning Sweetwater, Knoxville, Dandridge, Rockwood, and Andersonville, were honored for their impact on economic development, visitor engagement, and destination enhancement. These projects range from historical site revitalization to outdoor recreation expansions, showcasing the diversity of Tennessee’s tourism landscape.
With these transformational projects in place, East Tennessee continues to position itself as a prime travel destination for both domestic and international visitors.
The Impact on Tennessee’s Tourism Economy
Tennessee’s tourism industry remains one of the largest economic contributors to the state. By recognizing the efforts of local tourism organizations, government partnerships, and private enterprises, the Middle East Tennessee Tourism Council highlights the collective role in strengthening regional travel opportunities.
- Increased Visitor Spending: Recognized projects and events generate higher visitor spending, benefiting local businesses, restaurants, and attractions.
- Growth in Outdoor and Sports Tourism: Events like the ARA Overmountain Rally and the United States Diving Trials showcase Tennessee’s potential as a hub for adventure and sports tourism.
- Enhanced Destination Appeal: Investments in scenic byways, beautification projects, and local tourism leadership contribute to an improved visitor experience, encouraging longer stays.
A Model for Other Regional Tourism Councils
The approach taken by METTC can serve as a blueprint for other regional tourism organizations looking to elevate their destinations and drive sustainable growth. By honoring key contributors and supporting long-term projects, Tennessee’s tourism sector is set to thrive in the coming years.
As tourism professionals, government officials, and business leaders continue to collaborate, East Tennessee is cementing its position as a leading travel destination, where history, culture, and outdoor beauty come together to offer unforgettable visitor experiences.
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