LYNCHBURG — Folk lined to dine at a local barbecue restaurant, dozens of motorcycles parked around the square, tourist in denim and cowboy hats hustling across the crosswalk at Majors Boulevard – these are just everyday scenes here in Lynchburg, the home of the nations oldest registered distillery. Locals have become immune to it, but a recent state tourism report establishes with number what many have always suspected – tourism is a cornerstone of Moore County’s economy.

It’s something worth noting to local voters who not once but twice voted down a quarter-cent sales tax increase in the past several years.

“The vast majority of sales taxes in Moore County are already paid by visitors, meaning a modest increase would have minimal impact on locals while creating new revenue for schools, public safety, infrastructure, and essential services,” said Ryan French, Executive Director of the South Central Tennessee Tourism Association

The economy is tourism

According to the new report, visitors spent more than $15.5 million locally in 2024 – a 10.6 percent increase from the year before – marking the first time Moore County has had a clear, county-specific tourism baseline.

For years, Moore County’s tourism numbers were clouded by technical overlaps with agricultural reporting – leaving local leaders without reliable data. That changed with the latest report from Tourism Economics and the Tennessee Department of Tourist Development. Officials say the new figures provide actionable insights for businesses, county leaders, and residents alike. French says he worked with state tourism official and Jack Daniel’s Distillery for nearly five years to establish those numbers.

“The results are undeniable: Lynchburg and Moore County’s economy is a tourism economy,” said French – noting that more than 81 percent of in-person credit card transactions in Moore County come from visitors, and that tourism effectively saves each household $517 annually in state and local taxes.

Report: Lodging is a weak spot

The report shows visitor spending broke down into three main categories: retail (38 percent), food and beverage (33 percent), and amusement and recreation (24 percent). Lodging, however, remains a weak spot. Overnight visitors spend nearly 186 percent more than day-trippers, but Moore County ranks last in the region for lodging options.

French said increased investment in hotels and short-term rentals could provide an immediate boost to the local economy, especially if paired with a dedicated reinvestment of occupancy tax revenue into tourism marketing.

“Lodging is a critical need,” says French. “Increased lodging would immediately boost revenue in food and beverage, retail, and transportation while generating additional occupancy and sales tax collections.”

The strong local numbers reflect a record-breaking year for Tennessee overall. Statewide, tourism generated $31.66 billion in direct visitor spending and welcomed 147 million visitors, marking the fourth consecutive year of record growth. Tourism Commissioner Mark Ezell credited larger marketing budgets and strategic partnerships with helping drive a 36 percent increase in visitor spending over the past six years.

With this new knowledge in hand, French encouraged local leaders to reinvest in tourism.

“It is time for county leaders to develop strategic plans to reinvest in tourism. New tools now allow counties to collect revenue from short-term rentals, and with new lodging opportunities on the horizon, dedicating occupancy tax revenue directly to tourism marketing and industry development is essential,” he said.

“Occupancy tax should be viewed as seed corn: plant it, and the community will reap the benefits of long-term growth. Consume it, and the opportunity to thrive may be lost. Moore County has an incredible opportunity to build on its strengths.”

With new international flights, milestone anniversaries, and major events on the horizon, officials expect 2025 to be another strong year for Tennessee’s tourism industry. And for Moore County, where a steady stream of visitors already fuels Main Street, the report makes one point crystal clear: tourism isn’t just part of the economy – it is the economy. •

About The Lynchburg Times
The Lynchburg Times is an independent, woman-owned newspaper rooted in the heart of southern middle Tennessee. Led by a Tulane-educated journalist with over two decades of experience covering this region, we shine a light on the people, politics, and cultural pulse of a changing South. From breaking news to slow storytelling, we believe local journalism should inform, empower, and preserve what makes this place unique. Supported by readers and community partners, we’re proud to be part of the new Southern narrative – one story at a time. [Support us here.]