Sparta and White County officials launching a new tourism campaign titled After the Falls to encourage visitors to explore downtown businesses and local entertainment after visiting area natural landmarks.
Sparta-White County Chamber of Commerce and Tourism Executive Director Brent Young said the organization will host a Destination Tourism Meeting 12pm Thursday at Oldham Theatre.
“Destination also means intentional to me. So you’re intentionally coming here for the waterfalls and for all the other things that we have to offer. So making the intentional commitment,” Young said.
Young said a lack of short-term rentals potentially forces larger event groups to stay and spend money in surrounding counties. He said building up a dedicated destination network will bring critical sales tax relief to local residents who do not own retail businesses.
“One thing that I can say that we’re effectively working to get is a hotel in our area, even if it is a boutique hotel,” Young said. “That way whenever these folks come to enjoy their day of an event, they’re staying here in Sparta or White County.”
Young said a primary challenge has been building relationships with industry partners and helping residents understand that true visitors contribute tax dollars to the local economy before returning home.
“Destination tourism is just an opportunity for us to come together, share ideas, discuss different opportunities and just generally explore ways we can work together to showcase all of what Sparta and White County has to offer,” Young said.
Young said the organization is hosting the panel discussion at the theater to bring together community partners for a one-on-one conversation about growth. A representative from the Tennessee Department of Tourism Development will attend the event to present the latest economic impact metrics for the county.
Young said the Tourism Advisory Committee will also hold a formal meeting during the event to outline its project agenda for each quarter of 2027, covering efforts like the local farm stand initiative. Residents who cannot attend can submit feedback directly to the chamber office at 117 East Bockman Way, by phone at 931-836-3552, or via email at [email protected].