Jonesborough partners with Washington County for tourism projects

Jonesborough is leaning into regional partnerships and long-term planning as it looks to grow tourism. The town continues to work closely with Washington County and regional tourism organizations to strengthen marketing efforts, expand events and encourage longer visitor stays, according to Cameo Waters, director of tourism for the Town of Jonesborough. "Jonesborough defines its key tourism priorities and long-term goals by focusing on sustainable economic growth that preserves the town's historic character while increasing visitation and visitor spending," Waters said. "Over the next five to 10 years, our goals include continuing to strengthen our brand as Tennessee's oldest town, expanding high-quality events and experiences, encouraging longer stays and supporting local businesses." That approach fits into a broader regional tourism strategy built on collaboration rather than competition, she said. "One of the greatest strengths of tourism in Northeast Tennessee is our close collaboration," Waters said. "We understand that when one of us succeeds, we all succeed. We work continuously with tourism offices across the region and throughout the county to support shared goals." She said Jonesborough's tourism draw is rooted in its historic downtown, preserved architecture and locally owned businesses, along with a calendar of festivals that attract families throughout the year. County funding also plays a role in expanding those efforts. She said Washington County allocates $110,000 for tourism-related marketing, which is divided among Jonesborough, Visit Johnson City and inbound passenger recruitment for Tri-Cities Airport through the Northeast Tennessee Tourism Association. "Jonesborough receives a portion of the $110,000 provided by Washington County," Waters said. "These funds are shared among Visit Johnson City, Jonesborough and inbound passenger recruitment for Tri-Cities Airport through NETTA. This additional support allows us to expand and strengthen our existing tourism marketing efforts, while also providing the flexibility to launch new campaigns and initiatives that may not otherwise be possible." Beyond attendance numbers at festivals and events, she noted the town looks at broader economic indicators to measure success. "Beyond event attendance, we evaluate the success of our tourism initiatives through key economic indicators," Waters said. "These include visitor trip-planning data, growth in sales tax and hotel/motel tax revenues and increased traffic and engagement across our website and social media platforms, all of which help demonstrate tourism's direct and indirect economic impact." Tourism growth tends to benefit several sectors of the local economy, with some seeing faster returns than others. "Tourism growth positively impacts multiple sectors of Jonesborough's economy, with hospitality and retail seeing some of the most immediate benefits," Waters said. "Increased visitation supports lodging, dining, shopping and local services, while also contributing to job creation and long-term economic sustainability throughout the community." That growth is reinforced through partnerships with regional organizations such as NETTA and Visit Johnson City, which work together to market Northeast Tennessee as a destination. "The Jonesborough Tourism Department works very closely with both NETTA and Visit Johnson City to promote tourism," Waters said. "Collaboration is one of the region's greatest strengths. Each community brings unique assets to the table, and by leveraging those strengths together, we are able to expand our reach, attract more visitors, and drive greater economic impact across the region than we could individually." As tourism expands, she noted town leaders remain focused on balancing development with preservation. "Preserving the integrity of Jonesborough's historic character has always been a top priority, as it is the primary driver of visitation and economic activity," Waters said. "Our tourism strategies are designed to support growth that complements the town's historic assets while maintaining a high quality of life for residents. "By balancing preservation with thoughtful development, we ensure tourism remains sustainable and continues to benefit both the community and local economy." Looking ahead, the town plans to stay selective about new trends and technologies, adopting only those that align with its identity. "We will continue to monitor emerging tourism trends and adopt those that align with Jonesborough's brand and historic identity," Waters said. "We also plan to strategically grow and enhance our events and experiences to attract new visitors, encourage longer stays and strengthen economic impact while maintaining the character that makes Tennessee's oldest town unique."