The Latest Numbers Reveal a Major Economic Boost For Businesses And Communities
(UCBJ) – Newly released data from the Upper Cumberland Tourism Association and the Tennessee Department of Tourism show that visitors to Tennessee’s Upper Cumberland generated $549,357,000 in direct spending in 2025. That amounts to more than $1.5 million in visitor spending each day.
The boost in tourism spending generated tax revenue equivalent to $387 in annual tax savings for every household in the region, according to the UCTA.
The 14-county region includes:
- Cannon
- Clay
- Cumberland
- DeKalb
- Fentress
- Jackson
- Macon
- Overton
- Pickett
- Putnam
- Smith
- Van Buren
- Warren
- White
“These numbers show that tourism is not simply about attracting visitors; it is about strengthening the communities we call home,” said Billie Davis, executive director of the Upper Cumberland Tourism Association. “Nearly $550 million in visitor spending supports local businesses, creates opportunity across all 14 counties and reduces the tax burden on Upper Cumberland households. As our rural counties gain momentum, we are committed to building on that growth through regional collaboration and accessible visitor experiences so more people can discover what makes Tennessee’s Upper Cumberland exceptional.”
Van Buren County saw an 86.6% increase in visitor spending since 2018, showing strong long-term momentum.
What’s driving the interest? Since 2018, Van Buren has invested in and expanded Fall Creek Falls as a destination, improving lodging, visitor facilities, acreage, accessibility and regional marketing.
Between that investment and the pandemic, when people gravitated toward outdoor activities, the growth is real.
Visitor spending has also increased 59.2% in Overton County, 52.7% in Fentress County and 50.7% in White County, with Putnam County gaining across every visitor-spending category in 2025.
Warren County increased 5.9% year over year and 35.7% since 2018 after expanding its experiences, including the newly dedicated 534-acre Cardwell Mountain State Archaeological Park. That project aims to preserve more than five centuries of history while adding trails and educational exhibits near Cumberland Caverns.
At A Glance
- $549.4 million – Total visitor spending in the Upper Cumberland in 2025
- $1.5+ million – Average visitor spending per day
- $387 – Annual tax savings per household generated by tourism
- 86.6% – Increase in Van Buren County visitor spending since 2018
- 59.2% – Increase in Overton County visitor spending since 2018
- 52.7% – Increase in Fentress County visitor spending since 2018
- 50.7% – Increase in White County visitor spending since 2018
- 35.7% – Increase in Warren County visitor spending since 2018
- 5.9% – Warren County year-over-year increase in visitor spending
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