Report: Moore visitors spent $15.6M in ’24

1:50 p.m. Aug. 26, 2025

DUANE CROSS
MCO Publisher•Editor

Tourism has always been a part of life in Moore County, but now, for the first time, the community has hard numbers to prove just how much of an impact it makes. According to newly released data from Tourism Economics and the Tennessee Department of Tourist Development, visitors to Moore County generated $15,588,807 in spending in 2024 – a 10.61% increase from 2023.

For years, Lynchburg leaders recognized that visitors were vital to the economy. Still, a technical overlap between tourism and agricultural reporting made it impossible to obtain precise data. That problem has finally been resolved.

“This is a significant step, one that we have worked diligently on for nearly five years together,” said Ryan French, Executive Director of the South Central Tennessee Tourism Association. “The results are undeniable: Lynchburg and Moore County’s economy is a tourism economy. Over 81% of in-person credit card transactions are made by visitors from outside the county.”

What Tourism Means for Local Families

The new report shows that tourism saves every Moore County household $517 a year in state and local taxes. That’s because visitors are picking up the tab through their spending on retail, restaurants, and attractions.

In fact, the breakdown shows that 38% of visitor spending went to retail, 33% to food and beverage, and 24% to amusement and recreation. That means the shops on the square, the local eateries, and the attractions people travel here to see are all benefiting directly from out-of-town guests.

Tourism also generated $1.1 million in state tax revenue and more than $244,000 in local tax revenue in 2024 alone.

Where the Community Can Grow

French pointed out three key opportunities Moore County should consider moving forward:

More lodging
Moore County ranks last in the region for overnight accommodations. Yet, the data shows overnight guests spend 186% more than day-trippers. Hotels, bed and breakfasts, and short-term rentals could significantly increase revenue in other sectors, such as food, retail, and transportation.

Sales tax referendum
Because visitors already pay the majority of sales taxes here, French suggested residents carefully consider supporting a sales tax increase. A modest adjustment could raise critical funds for schools, public safety, and infrastructure without placing a significant burden on Moore County residents.

Reinvestment in tourism
With new tools in place to collect revenue from short-term rentals, French emphasized the importance of using occupancy tax revenue wisely. “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.”

Statewide Perspective

Moore County ranked 63rd among Tennessee’s 95 counties for visitor spending, but the ripple effects of tourism stretch far beyond Lynchburg.

Statewide, tourism broke records for the fourth consecutive year in 2024, with Tennessee welcoming 147 million visitors and generating $31.66 billion in direct visitor spending.

“I’m so grateful to our amazing tourism and hospitality industry for these remarkable results,” said Mark Ezell, Commissioner of the Tennessee Department of Tourist Development. “We are leading the nation as one of just a few states that are aggressively growing tax revenue from non-Tennessee residents to benefit all seven million Tennesseans.”

Looking Ahead for Tennessee

Across the state, 74 of 95 counties saw year-over-year growth in tourism. Since 2018, visitor spending in Tennessee has grown by 36.6%, outpacing the U.S. average growth of 17.4%. Tourism now generates $3.3 billion in state and local tax revenue each year.

And there’s more on the horizon. New international flights, expanded airline routes within Tennessee, and luxury coach services will make it easier for travelers to reach small communities like Moore County. Major cultural milestones – like B.B. King’s 100th birthday in Memphis, the Grand Ole Opry’s 100th anniversary, and Dollywood’s 40th anniversary – will help keep Tennessee in the spotlight.

Even food tourism is getting a boost, as the upcoming Michelin Guide to the American South promises to elevate Tennessee’s culinary reputation.

Moore County’s Next Chapter

For Lynchburg and Moore County, the message is clear: tourism isn’t just an add-on to the economy – it is the economy. The challenge, and the opportunity, is to harness that momentum in ways that benefit both visitors and locals.

As French noted, “Moore County has an incredible opportunity to build on its strengths, and this report makes it clear that tourism is not just part of the economy, it is the economy.”