Tourism

The Business of Fun
Tourism remains a driving force behind state economy

Here, the Dr. Feelgood Potts Band warms up the music scene at the Blues Hall Juke Joint in Memphis.

If you think of Tennessee tourism strictly in terms of the Grand Ole Opry and Dollywood – think again. This burgeoning industry consistently ranks among the top nonagricultural industries within the state. In fact, tourism injected $12.4 billion into the state’s economy in 2005 – an 8.3 percent increase from 2004.

“Most people relate to tourism personally, thinking only in terms of their last vacation. They don’t think of it as an industry,” says Susan Whitaker, commissioner of the Tennessee Department of Tourist Development. “But the tourism industry has grown at such a rapid clip in the last few years, people are starting to take notice.”

One factor behind this growth is the tremendous diversity of Tennessee’s attractions, Whitaker says.

“We have three distinct regions, each with its own unique characteristics,” she says. “People are attracted by the bigger drivers – such as Dollywood or the Grand Ole Opry, but once they’re here they discover all kinds of other smaller attractions that are just as interesting. So you might decide to visit Memphis because of Graceland or Beale Street, but while you’re there you’ll probably want to check out Stax Museum of American Soul Music and the National Civil Rights Museum, and then maybe you’ll head over to see the pandas at the Memphis Zoo. And once people discover Tennessee, they’re likely to return because there’s always something new to see.”

Graceland is indeed one of the state’s most popular destinations, attracting an estimated 600,000 visitors each year.

“We have a very diverse base of fans,” says Paul Jankowski, chief marketing officer for Elvis Presley Enterprises. “With younger generations being exposed to Elvis through so many channels – including everything from Lilo & Stitch to “American Idol” – we find that the majority of our visitors are 35 and under. That surprises some people.”

What’s not surprising is that Elvis’ reach extends far beyond the gates of Graceland.

“Graceland is certainly the hub – it’s the ultimate rock and roll pilgrimage,” Jankowski says. “But because Elvis was connected to so many other music-based attractions throughout the state, we maintain a great relationship with them in terms of marketing. The state has done a phenomenal job and is always very supportive of our efforts.”

“Music is a huge part of Tennessee tourism,” Whitaker says. “That’s our legacy and kind of an over-riding theme. We celebrate music of all kinds, and each of the three regions has its own story to tell. But I think we’ve gotten smarter about marketing too, and cities like Nashville have done a great job of broadening their appeal. Nashville will always be Music City, but it’s so much more than country music now – and that is attracting a lot of young, creative people.”

And Whitaker is hoping to entice some of those young people to choose a career in tourism.

“For years, people thought of tourism in terms of low-paying, entry-level jobs,” she says. “But because the industry is growing, there are all kinds of opportunities and career paths – whether it’s in marketing, operations or things like Web design. Most tourist attractions are small, privately owned businesses – and they need good business people to run them.”

Story by Amy Stumpfl
Photo by Wes Aldridge