TOURISM READY PROGRAM | South Central TN Tourism Association

Building a Tourism-Ready Tennessee

The Tourism Ready Program is an initiative of the South Central Tennessee Tourism Association designed to help communities, businesses, and frontline staff fully engage in the tourism and hospitality industry.

Being tourism ready means understanding the economic impact of tourism, working collaboratively to support visitor movement across the region, investing in a trained and welcoming workforce, and actively participating in tourism advocacy and industry conversations. Tourism-ready partners recognize that tourism is a shared regional effort—and that success depends on coordination, education, and commitment.

Participants who complete the Tourism Ready Program receive a Tourism-Ready Three-Star Certification, signaling their dedication to strengthening tourism in South Central Tennessee. This certification not only demonstrates credibility within the industry but also opens access to funding opportunities for continuing education, industry training, and conferences.

Whether you are a community leader, business owner, or individual employee, the Tourism Ready Program provides the tools, knowledge, and connections needed to support visitors, strengthen the local economy, and contribute to a more connected and competitive tourism region.

ourism conversations

Tourism-Ready DMO Program

Step One: Annual Tourism-Ready Asset Assessment
Each year, DMOs complete a comprehensive Tourism-Ready Asset Assessment to evaluate local tourism assets, identify strengths and gaps, and measure alignment with Tourism-Ready program goals. This process ensures that community priorities remain data-driven and responsive to evolving needs. Assessments are conducted annually between May and July.

Step Two: Host a Tourism-Ready Workshop
Each year, DMOs host at least one Tourism-Ready workshop, with two available formats:

Economics Workshop: A data-driven session led by SCTTA that highlights insights from the Tennessee Department of Tourist Development’s Annual Economic Impact Report. These workshops are designed for community leaders, business owners, and elected officials to build a shared understanding of tourism’s economic value and impact.

Community-Ready Workshop: A business-focused workshop designed to help local businesses better engage with visitors and maximize their role in the tourism economy. This workshop is available both virtually and in person (optional).

Step Three: Support Visitor-Facing Tools
DMOs collaborate with Experience Tennessee to identify strategic locations for Virtual Brochure Posters and assist in distributing Tourism-Ready Community Rack Cards to local businesses. These tools empower frontline staff to confidently guide visitors while encouraging local exploration.

Tourism-Ready Business Program
The Tourism-Ready Business Program is designed to strengthen the local small business community by fostering a tourism-minded approach and expanding the economic impact of visitor engagement—not only for individual businesses, but for the broader local economy.

Step One: Complete the Tourism-Ready Business Profile
Businesses complete the Experience Tennessee Business Profile Form. This free step ensures that Experience Tennessee, local DMOs, welcome centers, and guest experience teams have accurate, up-to-date information to confidently recommend the business and maintain consistent listings across local, regional, and state tourism platforms. This information also supports visibility across tourism-focused websites.

Step Two: Equip Your Team for Success
Businesses provide staff with the Tourism-Ready Community Rack Card and display the Experience Tennessee Virtual Brochure Poster on-site. These tools empower staff to confidently answer common visitor questions—where to go, what to do, where to eat, and where to stay—while keeping recommendations local and intentional. The virtual brochure poster also provides scannable access to Experience Tennessee’s digital guides, giving staff enhanced resources to better serve guests.

Step Three: Stay Engaged, Informed, and Intentional
Businesses are encouraged to stay connected by subscribing to the Tourism-Ready newsletter and participating in Tourism-Ready workshops offered quarterly, both in person and online. While attendance at every workshop is not required, participation in at least one annual economic impact workshop is strongly encouraged. Businesses are also invited to attend quarterly Tourism-Ready Socials across the region to connect with peers and industry partners.

Tourism-Ready Community Project

The Tourism Ready Community Program is a strategic initiative led by the South Central Tennessee Tourism Association (SCTTA) in partnership with local Destination Marketing Organizations (DMOs) to strengthen and grow a community’s tourism economy. Built on a holistic approach, the program focuses on identifying existing assets, uncovering new opportunities, and aligning local businesses, tourism leaders, and community development efforts around a shared vision for success.

At its core, the program equips both DMOs and tourism-related businesses with practical tools, training, and resources to better serve visitors and maximize economic impact. Through asset assessments, workshops, business engagement, and visitor-facing materials, communities establish a strong foundation for a sustainable tourism ecosystem.

For those ready to go further, the program expands into a community-wide effort that connects tourism strategy with quality-of-life improvements for residents. By fostering collaboration between public and private sectors, the Tourism Ready Community Program helps destinations become more competitive, more welcoming, and better positioned for long-term growth.

Phase One: Building a Tourism-Ready Foundation

The first phase of becoming a Tourism Ready Community is completing the fundamentals through two core programs:

1. DMO Program

The DMO Program gives local destination organizations three simple priorities to focus on each year:
Conduct an Annual Tourism-Ready Asset Assessment to evaluate community tourism assets
Host a Tourism Ready Workshop, such as an economic impact workshop or business-ready workshop
Support visitor-facing tools, including placement of VBR posters and Tourism Ready rack cards

2. Business Program

The Business Program gives tourism-related businesses three simple steps to strengthen their role in the visitor economy:

Complete an updated Tourism Ready Business Profile
Equip staff for success by learning how to use Tourism Ready rack cards and VBR posters
Stay engaged by signing up for the monthly Tourism Ready newsletter and participating in quarterly socials

Together, these two programs create the foundation of a strong tourism ecosystem.

The Next Step: The Community Project

For communities ready to build beyond the basics, SCTTA offers The Community Project.

This program is designed to bring all of the Tourism Ready fundamentals together and take them to the next level. It demonstrates how the work happening on the DMO side supports local businesses, and how business engagement strengthens the DMO and the broader tourism strategy.

The Community Project aligns:

DMOs / Tourism Organizations
Small businesses
Community development efforts

A thriving tourism ecosystem should not only support visitors but also contribute to a higher quality of life for residents. That is why this program is designed to connect tourism development with broader community growth.

What It Means When a DMO Invests in The Community Project

When a DMO participates in The Community Project, the investment supports a stronger, more connected tourism ecosystem, this includes:

A set number of businesses receiving a Tourism Ready Scholarship
A Tourism Ready Workshop hosted by SCTTA to kick off the program
This workshop covers the economics of tourism, the Bell Buckle Mentality, and guides businesses through the next steps
A dedicated blog feature written by SCTTA for each participating business
VBR posters provided to participating businesses
Tourism Ready rack cards provided to participating businesses
A full one-year SCTTA partnership for each participating business at no charge
Benefits of the One-Year SCTTA Partnership
Each participating business receives a full partnership package that includes:
A partner page on ExperienceTN.com
A listing card on TNVacation.com
A listing on the TRVA Geotourism page by National Geographic
A visit from SCTTA ambassadors, Hey Y’all
Recognition as a Featured Place on ExperienceTN.com
Invitations to quarterly partner networking events
Placement as a community recommendation in the Experience Tennessee Travel Guide
The ability to submit monthly blogs for publication on ExperienceTN.com
Discounts on ad buys and co-op advertising opportunities
A media kit developed by SCTTA to support media outreach and pitches

Why It Matters

The Tourism Ready Community Program is about more than tourism promotion. It is about building stronger communities by connecting destination leadership, local businesses, and community development around a shared vision for growth.

When communities become tourism ready, they are better positioned to welcome visitors, support local businesses, and create lasting value for residents.

DMO or Community Partner Investment:

30 Participating Businesses - $10,000
20 Participating Businesses - $7,500
10 Participating Businesses - $4,000

LEARN MORE ABOUT THE PROGRAM