Williamson County set a record in 2025, generating $1.38 billion in direct visitor spending, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development.
The 1.33% increase from 2024 breaks down to visitors spending $3.79 million per day in the county.
“Visit Franklin is built to generate visitor spending and champion our destination’s identity,” said Williamson County Convention & Visitors Bureau President and CEO Maureen Thornton. "This success is made possible by the dedication of our hospitality partners across Williamson County."
Williamson County ranked six among Tennessee's 95 counties for the most visitor spending last year. Davidson County and Nashville ranked first with $11.61 billion. According to additional data from Tennessee Department of Tourist Development (TDTD) and its research partners, the county welcomed 8.83 million visitors in 2025, a 0.31% increase, and nearing the 2019 benchmark of 8.95 million.
Locally, roughly 36% of tourism spending was on food and beverage. Hotels and lodging made up 22%, while amusement and recreation made up 16%, transportation 14% and retail 13%.
“The local tourism attractions that invest in Williamson County are all great benefits that residents can take pride in," Visit Franklin Board Chair, The Circle of Giving, Inc. President & CEO and City of Franklin Alderman at Large Brandy Blanton said. "The incredible benefit that it brings to residents of our county is poised to continue through 2026 and beyond."
Due to the tax revenue visitors generate, each household in Williamson County pays $1,621 less in combined state and local taxes, officials said.
Specifically, visitor spending throughout the county generated $93.4 million in state- and $56.2 million in local-tax revenues while $18.79 million of the generated revenue went directly to public schools in Williamson County. These funds were also used to create 179 new jobs in 2025, a 2% increase over 2024.
Learn more about how other counties compare to Williamson at TN.gov/tourism.
This article originally appeared on Nashville Tennessean: Williamson County tourism spending hits record $1.38 billion
