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METTC Celebrates Excellence in Tourism

On March 10, 2025, the Middle East Tennessee Tourism Council (METTC), known for its promotion of the stunning 9 Lakes region, held its annual Excellence in Tourism awards at the East Tennessee Legislative Luncheon in Knoxville. The event was attended by a wide array of participants, including state and local officials along with tourism experts from the 16 counties in the region, marking a significant occasion in the local tourism calendar.

With great anticipation, attendees gathered to recognize the efforts of individuals and organizations that have made substantial contributions to tourism development. The keynote address was delivered by notable figures Anne Ross, Director of Tourism at the Morristown Chamber of Commerce, and Sara Beth Urban, CEO of the Tennessee Hospitality and Tourism Association (TNTHA). Their inspiring words set the tone for the celebration of excellence within the tourism industry.

Honoring the Best in Tourism

The award ceremony was the highlight of the luncheon, where various accolades were distributed to celebrate remarkable achievements in tourism marketing and events across the METTC region. The groundwork laid by these individuals and organizations has elevated tourism’s economic impact, bringing benefits to communities throughout the area.

Awards and Recognitions

Several awards were given out, categorized to honor diverse achievements:

• - Best Marketing & Public Relations (Small Budget): Monroe County Tourism for the Cherohala Skyway Wildflower Tour.
• - Best Marketing & Public Relations (Large Budget): Visit Knoxville for successfully hosting the United States Diving Trials.
• - Best Festival/Event: The Cocke County Partnership for organizing the much-loved ARA Overmountain Rally.

The event also included the presentation of the prestigious Chuck Davis Leadership Award, named after the late Morristown Area Chamber of Commerce tourism director, recognizing individuals’ and businesses' outstanding contributions in the tourism sector.

Key Partnerships and Leadership

The Partner of the Year Awards went to Top Golf and the Tennessee Department of Transportation for their exemplary teamwork and dedication to improving the region's tourism infrastructure. Their projects showcase how collaborative efforts can lead to fruitful outcomes in enhancing the local tourism landscape.

Notably, Lauren Hurdle, the Director of Tourism for Jefferson County and Chairman of the METTC Board, earned the Tourism Leader of the Year award. Her commendable leadership and steadfast commitment to the tourism sector have positively impacted the overall growth of tourism in the region.

Spotlight on Transformational Projects

The ceremony also highlighted five transformational projects that are currently reshaping the tourism experience in key cities such as Sweetwater, Knoxville, Dandridge, Rockwood, and Andersonville. These projects are pivotal in showcasing the potential and bright future of tourism in East Tennessee, offering fresh opportunities for travelers and residents alike.

As the METTC continues to support and promote tourism throughout the region, the Excellence in Tourism awards serve as a reminder of the vital role that dedication and innovation play in enhancing the local economy and enriching the community's quality of life.

For those interested in learning more about METTC and its annual tourism awards, detailed information is available by reaching out through their official contact channels.

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The Middle East Tennessee Tourism Council represents 16 counties and is dedicated to promoting tourism, fostering economic development, and enhancing the quality of life for residents and visitors in the area.