Why Experience Tennessee Is Moving To Native Content Advertising

Since the launch of the Experience Tennessee brand in 2020, our mission has been clear: don’t just market places, share the experiences that make South Central Tennessee unforgettable. You know... "Don't just travel Tennessee, Experience Tennessee!"

That philosophy has guided everything we do, from how we tell stories online to how we design and distribute our printed guides. And today, I want to share an important evolution in how Experience Tennessee approaches advertising across our flagship publications:

• The Experience Tennessee Travel Guide

• The After Jack Traveler’s Guide

• Our growing lineup of sector-specific brochures and specialty guides

• Local Visitor's Guides

Beginning with our upcoming editions, all of these publications will transition to a native content–style advertising model.

Why the Change?

Simply put, the way people consume travel information has changed.

Today’s travelers are more discerning than ever. They’re looking for authenticity, real stories, real visuals, and real expectations of what an experience will feel like when they arrive. Traditional display advertising, while familiar, often interrupts that journey. Native content, on the other hand, complements it.

This shift is rooted in two major industry influences.

1. The Rise of Authentic Content and UGC

Across the tourism industry (and well beyond it), we’ve seen a powerful move toward authentic, user-generated content (UGC). Travelers trust content that feels lived-in, personal, and genuine. They want to see places as they truly are, not overly staged or filtered into something unrecognizable.

What’s especially interesting is that this movement hasn’t replaced professional content; it has reshaped it. More and more, high-level destination marketing blends beautifully produced photography and video with scaled-down, UGC-style visuals that feel approachable and real.

This balance is where native content shines. It allows advertising partners to tell their story in a way that mirrors how travelers already explore destinations through narratives, recommendations, and experiences rather than sales pitches.

2. Industry Validation from Expedia Group Advertising

Our direction is also reinforced by industry leaders. A recent Expedia Group Advertising case study demonstrated that native-style destination placements outperform traditional ads by creating a more seamless, engaging user experience. When promotional content matches the tone and flow of editorial storytelling, travelers are more likely to engage, explore, and ultimately convert.

In short: when advertising feels like part of the journey instead of an interruption, everyone wins.

Creating a Better Experience for Readers and Partners

Now more than ever, people are searching for better information and more honest expectations. By aligning the editorial flow of our guides with a cohesive, native advertising approach, we’re creating something more pleasant to read, more valuable to use, and more effective for our partners.

This isn’t about disguising advertising; it’s about elevating it.

Native content allows our partners to:

• Showcase experiences in context

• Tell richer, more compelling stories

• Match the tone and expectations of modern travelers

• Become part of the destination narrative rather than competing with it

Staying True to the Experience Tennessee Promise

From day one, Experience Tennessee has focused on the strength of our region: the experiences themselves. This change deepens that commitment.

By refining how visuals are presented and how stories are told, both editorially and commercially, we’re setting clearer expectations for travelers and delivering a more consistent experience across all platforms, whether online or in print.

Our goal is simple but ambitious: to create a truly authentic representation of Tennessee. Not an overpopulated ad piece. Not a brochure full of distractions. But a thoughtful, immersive guide that reflects the character, creativity, and spirit of South Central Tennessee.

This move to native content advertising is a natural next step, and we’re excited to take it alongside our partners as we continue to evolve how Tennessee is experienced.

Industry Research & Data on Native/Authentic Content

1. Expedia Group Advertising—Native Advertising Case Study (VisitScotland) A tourism marketing example showing how native ads were used to increase awareness and bookings for VisitScotland. 🔗 https://partner.expediagroup.com/en-us/resources/case-studies/native-advertising-enhances-dmo-marketing-campaign 

2. Expedia Group Advertising — Travel Content Insights (“Science of Wanderlust”)Research revealing that authentic content and narrative structure builds trust and emotional engagement with travel audiences. 🔗 https://www.expedia.com/newsroom/expedia-group-advertising-travel-content-research/ 

3. Expedia Group Media Solutions—How to Attract Travelers with Data-Driven Tourism Marketing highlights that travelers rely heavily on social media and authentic content for travel inspiration. 🔗 https://advertising.expedia.com/blog/destination-marketing/how-to-attract-travelers-with-data-driven-tourism-marketing/ 

4. Expedia’s #EyeWanderWin Case Study (UGC Campaign) shows how integrating real traveler content increased engagement and provided authentic visuals. 🔗 https://www.nosto.com/case-studies/expedia/ 

Native Advertising Context & Best Practices

5. Expedia Group Media Solutions—Influence Travelers with Native Advertising Discusses how native placements align with travel shoppers’ journeys and can increase click-through and engagement.🔗 https://advertising.expedia.com/blog/products-solutions/influence-travelers-with-native-advertising/ 

6. Native Advertising Institute—BuzzFeed/Holiday Inn Express Case Example outside tourism showing the effectiveness of content that matches audience interests and feels native to the platform.🔗 https://www.nativeadvertisinginstitute.com/blog/case-buzzfeed-campaign-for-holiday-inn-express-results-in-millions-of-page-views-and-brand-lift/ 

Academic & Theoretical Background (Optional)

7. Semiotic Reconstruction of Destination Expectations (UGC & Social Media Analytics) A research paper demonstrating the importance of social media and UGC in shaping travel expectations. 🔗 https://arxiv.org/abs/2505.16118 

8. Sponsorship Disclosure in Native Advertising: A Theoretical Framework A theoretical overview of native advertising principles and how disclosure interacts with consumer perceptions. 🔗 https://arxiv.org/abs/2311.01051