RUTHERFORD COUNTY, Tenn. - Tourism continues to play a major role in Rutherford County’s economy, with visitors spending more than $804 million locally during 2025, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development.

Visitor spending in Rutherford County totaled $804,462,487 in 2025, representing a 2.1% increase from the previous year. That amounts to approximately $16.8 million more in visitor spending than in 2024. The report also shows Rutherford County’s tourism economy has expanded significantly over the longer term, with visitor spending increasing 45.1% since 2018, outpacing Tennessee’s statewide growth rate of 40% during the same period. Transportation was among the areas leading the local increase.

“Tourism is a major economic driver for Rutherford County, and this growth reflects the outstanding work of our CVB staff and tourism partners. Our history, sporting events, shopping, restaurants, parks, and small-town hospitality give visitors a reason to return.” -Thomas Laird, Board Chair of the Convention & Visitors Bureau

The economic impact extends well beyond hotels, restaurants and attractions. Direct visitor spending in Rutherford County generated $47,705,375 in state tax revenue and $31,151,363 in local tax revenue. On an average day, visitors spend approximately $2,204,007 on lodging, retail, transportation, recreation and dining throughout the county.

According to the report, tourism-generated tax revenue also provides a significant benefit to local households. Without the state and local taxes generated through tourism, each Rutherford County household would pay an estimated $609 more annually in state and local taxes. Visitor-paid taxes also help support public education and other government services across Tennessee. Rutherford County ranked seventh among Tennessee’s 95 counties for visitor spending.

“Tennessee is a sales tax state. The quality of our assets – whether that’s live music or entertainment or outdoors – are attractive to visitors,” said Mark Ezell, commissioner of the Tennessee Department of Tourist Development. “Every tax dollar captured from an out-of-state visitor is a dollar retained in Tennessee and used for Tennesseans. It’s incredible to see communities understanding the power of visitor spending, and leveraging that spending for the good of their residents.”

Statewide, Tennessee tourism reached another record in 2025, generating $32.5 billion in direct visitor spending and approximately $3.3 billion in state and local tax revenue. Visitors spent about $89 million per day across Tennessee. Statewide visitor spending increased 2.7% from 2024, exceeding the national growth rate of 1.9%, while 57 of Tennessee’s 95 counties recorded year-over-year increases.

Rutherford County is included in Tennessee’s Greater Nashville tourism region, where visitor spending climbed to $15.2 billion in 2025, an increase of 3.3% from 2024. Spending across the Greater Nashville region has risen approximately 50% since 2018.

The 2025 Economic Impact on Travel Report examines spending and visitation by domestic and international travelers throughout Tennessee, along with tax generation, employment and other economic indicators. The research was conducted by Tourism Economics and commissioned by the Tennessee Department of Tourist Development, with national benchmarks provided by the U.S. Travel Association.

BY THE NUMBERS*:

• Direct visitor spending in Rutherford County generated $47,705,375 in state tax revenue and $31,151,363 in local tax revenue.

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• Every day, visitors spend $2,204,007 on lodging, retail, transportation, recreation and dining throughout Rutherford County.

  

• If it were not for state and local taxes generated by tourism, each household in Rutherford County would pay $609 more in state and local taxes.

• Visitor-paid taxes support public education and other critical services across Tennessee.

• Rutherford County ranked 7 among the 95 counties in Tennessee based on visitor spending.

*Research conducted by Tourism Economics, commissioned by the Tennessee Department of Tourist Development. The data above highlights the impact of visitors within the incorporated and unincorporated areas of Rutherford County.