State officials say an ad campaign launched in 2014 to promote tourism in Tennessee is paying off.
In a report unveiled today, the state Department of Tourist Development says that the “Made in Tennessee” campaign has generated more than $73 million in new state and local tax revenue.
That’s 18 times what was spent. The typical return on a state tourism campaign is half that, says Tourist Development Commissioner Kevin Triplett. And those returns could grow.
“This is a brand new campaign — about 18 months old,” Triplett says. “If we do things right and that’s what we’re charged with doing, this will only grow and we’re very excited about that.”
Officials are basing their numbers on visitor surveys. They believe the boost in tourism is separate from the effect of the ABC television show “Nashville.”
“Made in Tennessee” has stressed the state’s natural beauty, music, history and family-friendly destinations. It drew some criticism when it was launched because the agency behind it, VML, is based in Kansas City, Mo.
Officials say Tennessee now ranks among the top 10 states in tourism.
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