South Central Tennessee Tourism Association

The South Central Tennessee Tourism Association (SCTTA) is a non-profit tourism promotional agency, created by the state of Tennessee, with a mission to serve as a catalyst to enhance regional economic and community growth through the support, promotion, and development of tourism.

SCTTA serves as one of nine statewide regional tourism organizations recognized by the Tennessee Department of Tourist Development as a partner. Each of the nine regional organizations works closely with the State Department of Tourist Development to promote and implement marketing strategies and grant opportunities for service regions.

SCTTA serves 13 counties, 37 cities or towns, and hundreds of unincorporated communities in a region including Bedford, Coffee, Franklin, Giles, Hickman, Lawrence, Lewis, Lincoln, Marshall, Maury, Moore, Perry, and Wayne counties.

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SCTTA Provides an Award-Winning Tourism-Ready Partnership

In 2024, the South Central Tennessee Tourism Association (SCTTA) proudly received the prestigious Purple Iris Award from the Tennessee Tourism and Hospitality Association, being recognized as the Destination Marketing Organization of the Year. Through its innovative Tourism-Ready strategy, SCTTA has created a robust and dynamic regional network that seamlessly connects major and local attractions with small businesses, community organizations, service providers, vibrant downtowns, and local destination marketing offices. This comprehensive approach has positioned SCTTA as a leader in fostering collaboration and driving tourism growth across the region.

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"My wife was eating donuts for breakfast this morning, and I mansplained how donuts are not very good for you. She said “My grandmother lived to be 100 years old.” I asked her “Why? Did she eat donuts every day?” She said “No, she minded her own business.”"

-Lane Curlee

We couldn’t have asked for better weather to get out and explore the region this week! (except maybe a little less rain)

We kicked things off earlier in the week with a stroll around Winchester’s downtown square, checking out all the unique shops and grabbing a delicious lunch at Filo’s Tavern (highly recommend). Over in Pulaski, we got a sneak peek at some exciting things that Light Hill Meats has in store this year—big things coming!

One of the coolest stops this week was The Bridges in Wayne County—it’s hard to put into words just how stunning this place is. With its rare double-span natural bridges, it’s a hidden gem that feels like something out of a postcard.

We ended our day yesterday on a high note at the Perry County Chamber Community Excellence Awards Ceremony, celebrating the amazing people who make this region so special.

Huge congrats to our amazing partners in Tullahoma—Clayton’s Shoes and Cascade Hollow Distilling Co.—for hitting 100 years in business! 🎉💯🥃 Here’s to a century of excellence and many more to come! #ExperienceTN #100YearsStrong

"My wife sent me a sweet text earlier, she said:

"If you are sleeping, send me your dreams. If you are laughing, send me your smile. If you are crying, send me your tears. I love you."

I replied "I'm on the toilet... please advise""

- @lanecurlee

They say every week starts best at a Distillery. Right, they say that, right? Thanks for Charity Toombs with the Tennessee Whiskey Trail for joining us in Lawrence County and for Gobbler Springs Distillery, @visitlawrenceburgtn and Ryan Egly for hosting us.

We’re excited to welcome our new intern, Erika, who has joined us in the new year!

She is finishing up her studies at Columbia State (graduating this May! 🎓), and we’re happy to have her on board until then.

Internships like this are such a valuable part of preparing students for real-world success, and we’re proud to play a small role in Erika’s journey. A big thanks to Columbia State for supporting opportunities like these!

"The cave you fear holds the treasure you seek!"

What an incredible kick off for our 2025 Influencer & Ambassador program 🥳

We want to express our profound gratitude to Jeff, Joe, and the entire wonderful team at The Caverns for helping us to organize and host such a fantastic first call for our new class of ambassadors and influencers. The experience was truly like no other- from our delicious lunch of Mountain Goat Market sandwiches inside Big Mouth Cave, to learning about the many fun shows planned for this concert season, to the tours we took through the stunning Big Room Cave.
Gathering together with our community is one of the best parts of this industry, and this day was full of just that! If you haven't visited The Caverns yet for a show or a cave tour... consider this your sign ⛺️

#SCTTA #SouthCentralTennesseeTourism #ExperienceTN

If I told you that I looked forward to it every week, that would be a lie. In fact, that is what makes it so funny; you are never expecting it. I am talking about the carefully crafted joke that Lane Curlee, our marketing director, shares each week at our Monday team meeting.

So as a team (minus Lane), we have decided to share this beautiful tradition with all of our friends and partners. So be on the lookout for "Lane's Joke of the Week" this upcoming year. We will start with letting Lane tell you a little story from this past week.

"I don't like to brag on myself, but the other day I got a jigsaw puzzle done in one day! And the box said two to four years! 🤣 #LanesGotJokes

Building Relationships: The Heart of Tourism and Hospitality

In the tourism and hospitality business, success is about more than great campaigns, innovative ideas, or standout events. It’s about the relationships you build along the way. Over the years, I’ve been fortunate to have incredible mentors who have shaped my journey—from my early days on the Manchester Tourism Commission to the work I do today.

One of the most rewarding aspects of this industry is the network of people you encounter. The professionals. The visionaries. The brilliant minds who create amazing campaigns and bring their ideas to life. The key is to connect with those people, learn from them, and understand how they think.

For instance, when someone like Captain Rodney—an icon in our field—calls and invites you to lunch at Ed’s Wings on a Saturday, you don’t miss that opportunity. It’s in those moments, sharing ideas and stories, that you gain insights and forge deeper connections.

I’m immensely grateful for everyone I’ve met along this incredible career path and for those I have yet to meet. Each interaction, collaboration, and partnership brings new opportunities and inspiration.

This is what excites me about being in this industry—the chance to partner with such talented individuals and to keep learning and growing together. Here’s to all of us creating something remarkable, one relationship at a time.

#SCTTA #TourismReady #ExperienceTN

🎉Happy Birthday Dano! We’re thankful for you, the passion for Tennessee we share, and for Mary keeping it all on the tracks! 🤣😂

#HeyYall

Building Bridges in Tennessee Tourism: A Collaborative Effort 🥃

This week, the South Central Tennessee Tourism Association (SCTTA) had the honor of sitting down with two of the state’s most influential tourism leaders—the Jack Daniel Distillery leadership team and the Tennessee Department of Tourist Development. These conversations are more than just meetings; they’re vital moments of alignment that strengthen our shared mission: showcasing the magic of Tennessee.

One of the most critical roles of regional tourism organizations like SCTTA is bridging the gap between state-level initiatives and local attractions, ensuring a unified message that resonates from the bustling city streets to the charming backroads. This alignment isn’t just about logistics—it’s about celebrating and amplifying what makes Tennessee extraordinary.

From its iconic music scene to its rich whiskey heritage, Tennessee is a state of unparalleled experiences. Our culinary offerings, world-class attractions, and hidden gems draw visitors from all corners of the globe. Meetings like this help us fine-tune the narrative, creating continuity in messaging that inspires everyone to answer the call: Come see Tennessee.

Whether it’s the rolling hills, vibrant small businesses, or the hollers echoing with stories of our past, Tennessee offers something unique for every traveler. Through partnerships like these, we continue to build on our strong foundation, ensuring that every visitor leaves with a deeper appreciation for the Volunteer State.

This is Tennessee, from the highest peaks to the deepest valleys—and everywhere in between. It’s a message worth sharing, and it’s one we’re proud to help carry forward.

🎄Last week our Tennessee Whiskey Trailhead team knocked it out of the park this week with a record week of visitation leading into Christmas in Lynchburg. 👏🏼 These folks are on the front lines of the visitor experience and continue to go above and beyond! Thank you!

Hanging with Wartrace Mayor/Christmas Light Expert Brian Ross and Santa. #GiveTheGiftofTN #SCTTA

You never know what famous folks you’ll see around Tennessee. #SantaAndRandal #GiveTheGiftofTN

Happy Birthday, Sophia! 🥳🎂🎉

Sophia is SCTTA's Associate Director of Media, working across the region to develop compelling narratives, unique stories, and content.

In her "spare time," she is an avid concertgoer and currently finishing up her degree at UT Southern (graduating this month!)

#TeamSCTTA #ALLAs #HappyBirthday

Great week of collaboration, partnerships, friendships, and wins! #SCTTA

The South Cumberland Tourism Partnership is a standard-bearer when it comes to rural tourism development through collaboration and a regionalism mindset. It was an honor to be a part of their rural tourism follow-up, and I look forward to the years of successful partnerships they have developed. #tnsoundsperfect #mountainsofadventure #experiencetn

If you didn’t make it to SCTTA Con yesterday, you missed this!

We are excited to announce that the 2025-26 Experience Tennessee Travel Guide’s will be printed quarterly and will feature covers of the following counties:

🗓️ May 2025 - Lewis County
🗓️ August 2025 - Perry County
🗓️ November 2025 - Marshall County
🗓️ February 2026 - Franklin County

In the coming months we will be working with DMOs in these counties to capture the beauty of our region in each of these covers.

SCTTA-CON was a success! Thank you to all of those who attended, speakers including TDTD’s Ashely DeRossett, TN Whiskey Trail’s Charity Tombs, and of course Cindy Dupree Holloway, Sophia Posey, and Amanda McGowan with our SCTTA team. Cheers to 2024 and here’s to an exciting 2025! 🥃

The 2nd Annual SCTTA Bowling After Party at the AL MS TN Rural Tourism in Union City, TN was a ton of great fun! Thank you to everyone who came out and bowled, laughed, and had just a genuinely good time! We can’t wait to see everyone agains next year in Athens, Alabama! #RuralTourism

SCTTA’s Fall Fam has wrapped!

🍁10 Communities
🍁4 Travel Journalist
🍁1 Photo Journalist
🍁20+ Locations
🥃5 Distillery Visits
🍔8 Local Eateries

Media tour makes its way to Prichards Distillery in Kelso, Tennessee.

Last night we kicked off a four day media tour across the region with stops scheduled at small businesses and attractions in Linden, Ethridge, Lynnville, Pulaski, Fayetteville, Lynchburg, Shelbyville, Tullahoma, and Manchester. #SCTTA #TNWhiskeyCountry #ExperienceTN #NashvillesBigBackYard

What an honor to partner with the National Multiple Sclerosis Society to support the 30th Annual Jack & Back MS Ride.

🚴‍♂️🚴🚴‍♀️ 600+ amazing humans road today, supporting the efforts of the MS Society and ensuring that no one faces this disease alone. Thank you to EVERYONE who road.

A special thanks to Maddie Alder for organizing such a great partnership, and for all of her dedication and tireless work to put on this event. We appreciate so very much being a small part of such and amazing mission. 🙏🏼

#BikeMS #BikeTN #ExperienceTN #TourismReady #SCTTA

From Tennessee Department of Economic and Community Development:

Brownsville and Shelbyville have been selected as recipients of the T-Mobile Hometown Grants, bringing incredible improvements to both Tennessee communities. 🙌

Shelbyville will use its grant to turn an unused courtyard into a vibrant space for recreation to foster local connections, support small businesses and create a family-friendly environment.

Brownsville will create Downtown Art in The Alley, a collection of outdoor public art murals celebrating the area's rich musical and cultural heritage. 🎶 🎨

Learn more: https://bit.ly/tmobile-hometown-grants

There are only two places in the world where you say hello and goodbye the same way. One is Hawaii, they say aloha. The other is Lynchburg, and we say them by sharing a bottle of Jack.

Dominic, thank you for all you’ve done for our region. We excited to keep you as a consultant, but your time as a full-timer will always be appreciated more than we can say.

“The whole is greater than its sum of parts.”

🤩 Congrats to Ryan, Dominic, and the rest of their class for graduating the Southeastern Tourism Society’s Marketing College. 🎓

Over 32 years, STS Marketing College has graduated 1,488 Tourism Marketing Professionals.

This program would not be possible without countless supporters including the Tennessee Department of Tourist Development. Without question, TDTD’s commitment to this program has absolutely transcended the network of tourism professionals across the state into a position to drive economic and community prosperity from Memphis to Bristol.

🙏🏼Thank you TDTD, thank you STS, and thank you to everyone who plays any role in the continuation and development of this amazing program.

Who’s next? 👀

Even in Auburn, AL you can get a taste of South Central Tennessee.

Have you registered for Gov Con? We’re looking forward to another amazing year with industry professionals from across the state. 👀 lookout, we’ll see you in Chattanooga!

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