High fuel costs are expected to drive a significant surge in regional tourism as travelers look for affordable vacation options within the Upper Cumberland.
UC Tourism Association Executive Director Billie Davis said the region serves as a primary drive market for visitors coming from Nashville, Knoxville, and Chattanooga. Davis said the abundance of state parks and free outdoor activities makes the the Upper Cumberland an attractive, affordable vacation.
“We have lakes, rivers and waterfalls, so we are a summer destination anyways,” Davis said. “You add that to high gas prices, being in a drive market between Nashville, Knoxville and Chattanooga, and I would say we’ll see quite a bit of increased traffic which will be great for the local economy.”
Davis said many local businesses rely on visitors traveling from more than 50 miles away to remain sustainable. Davis said the region has gained popularity as a travel spot over the last decade as more people discover the local scenery.
“I think people are definitely looking at our region as more of a destination now than they ever have before,” Davis said.
Davis said travelers opting for free resources like state parks often redistribute those savings into other parts of the local economy. Davis said these visitors frequently use the money they saved on fuel or admission fees to shop at boutique stores or eat at area restaurants.
“And maybe they’re going to stay overnight here rather than drive to Florida,” Davis said. “They’ll spend that extra time here and travel regional, which is the hope and dream, right?”
Davis said approximately 60 to 70 percent of the area’s tourism originates from nearby major metropolitan hubs like Nashville and Knoxville. Davis said the region specifically draws visitors away from larger cities because the lakes and rivers are pristine and less crowded.
“I think whenever you step out of that hustle and bustle of big city traffic, there’s something a little wholesome about the Upper Cumberland region,” Davis said. “And it’s still drivable, it’s an hour drive.”
Davis said the association markets heavily to border states and tracks data on visitors who travel to the Upper Cumberland after visiting downtown Nashville. Davis said the region features diverse attractions ranging from the Cumberland County Playhouse to golf courses in Fairfield Glade and Crossville.
“I think people should know that it is thriving,” Davis said. “It’s necessary and it boosts our local economy and our businesses.”