Jonesborough’s Tourism Boom: How Tennessee’s Oldest Town is Thriving with Big Plans for 2026 and Beyond!

Jonesborough, Tennessee, is set to take bold steps toward boosting its tourism industry while ensuring that its historic charm remains intact. The town, often referred to as Tennessee’s oldest town, is actively collaborating with Washington County and regional tourism organizations to promote sustainable growth that preserves its unique character. Through a combination of strategic partnerships, targeted marketing efforts, and a focus on expanding events and experiences, Jonesborough is positioning itself as a premier destination in Northeast Tennessee.

A Collaborative Approach to Regional Tourism Growth

Jonesborough’s tourism strategy hinges on the power of collaboration. According to Cameo Waters, the director of tourism for the town, Jonesborough works closely with local and regional tourism offices to align efforts and achieve shared goals. “One of the greatest strengths of tourism in Northeast Tennessee is our close collaboration,” Waters explained. “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.”

Jonesborough’s efforts are not just focused on attracting visitors but also on encouraging them to stay longer, thus increasing the economic benefits of tourism. By focusing on sustainable growth, the town aims to maintain its historical integrity while welcoming more visitors. This is a delicate balancing act, but one that Jonesborough is dedicated to mastering.

Sustainable Growth and Long-Term Goals

Jonesborough’s tourism priorities go beyond just increasing visitation. The town has set ambitious goals for the next five to ten years, focusing on sustainable economic growth while ensuring that tourism enhances the town’s historic character. “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,” Waters shared. This comprehensive approach aims to foster long-term tourism that not only brings in visitors but also contributes positively to the community’s economy.

The town’s commitment to preservation is evident in its careful planning. Jonesborough aims to expand its tourism infrastructure while maintaining the historic charm that makes it a unique destination. By doing so, the town hopes to set a model for other historic communities looking to expand tourism without compromising their identity.

Tourism Marketing and County Support

One of the key ways Jonesborough is able to expand its tourism efforts is through regional collaboration and financial support from Washington County. In 2026, the county allocated $110,000 for tourism-related marketing, with funds distributed between Jonesborough, Visit Johnson City, and Tri-Cities Airport through the Northeast Tennessee Tourism Association (NETTA). Waters noted that this funding allows for the launch of new campaigns and initiatives that might not be possible otherwise.

“The funds are shared among Visit Johnson City, Jonesborough, and inbound passenger recruitment for Tri-Cities Airport,” Waters explained. This collaborative funding model helps ensure that all of Northeast Tennessee’s tourism marketing efforts are united under a common cause, strengthening the region’s overall tourism draw.

Beyond marketing funds, Jonesborough also tracks the broader economic impact of tourism. The town evaluates success using a variety of economic indicators, including sales tax and hotel/motel tax revenue, visitor trip-planning data, and increased engagement on its website and social media platforms. This data helps the town understand tourism’s direct and indirect impact on the local economy.

Boosting Local Businesses through Tourism

The local economy stands to benefit significantly from the growth in tourism, particularly sectors like hospitality, retail, and local services. “Tourism growth positively impacts multiple sectors of Jonesborough’s economy, with hospitality and retail seeing some of the most immediate benefits,” Waters pointed out. As more visitors come to the area, local businesses see an uptick in demand, resulting in job creation and long-term economic sustainability for the community.

Jonesborough’s commitment to supporting local businesses is a cornerstone of its tourism strategy. By fostering an environment where tourism and local commerce can thrive together, the town ensures that its economic growth is both broad and sustainable. Increased visitation directly supports lodging, dining, shopping, and other services, all of which contribute to the town’s economic prosperity.

Partnerships with Regional Organizations

A crucial element of Jonesborough’s success lies in its partnerships with regional tourism organizations like NETTA and Visit Johnson City. These collaborations have allowed the town to promote Northeast Tennessee as a destination, pooling resources and working together to attract more visitors. “The Jonesborough Tourism Department works very closely with both NETTA and Visit Johnson City to promote tourism,” Waters explained. “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 and drive greater economic impact across the region.”

This collaborative approach not only strengthens Jonesborough’s position as a key destination in Northeast Tennessee but also supports the growth of the broader regional tourism industry. By working together, the communities of Northeast Tennessee are creating a unified, compelling tourism offering that attracts more visitors and benefits all involved.

Balancing Development with Preservation

While Jonesborough actively works to expand tourism, it remains deeply committed to preserving the historic charm that attracts visitors in the first place. “Preserving the integrity of Jonesborough’s historic character has always been a top priority,” Waters noted. As the town grows, it is crucial that development complements the town’s unique historical assets. By balancing preservation with thoughtful development, Jonesborough ensures that tourism remains sustainable and continues to benefit both the local community and economy.

Jonesborough’s tourism strategies are designed to support growth that enhances the town’s historic appeal without overwhelming it. Thoughtful development allows the town to modernize and expand its tourism offerings while staying true to the qualities that make it so special.

Looking Ahead: Embracing New Trends and Technologies

As Jonesborough looks to the future, it plans to stay selective about embracing new trends and technologies. The town’s tourism department is committed to monitoring emerging trends but will only adopt those that align with Jonesborough’s identity as Tennessee’s oldest town. “We will continue to monitor emerging tourism trends and adopt those that align with Jonesborough’s brand and historic identity,” Waters explained.

In addition to keeping an eye on emerging trends, Jonesborough plans to strategically grow and enhance its events and experiences. By attracting new visitors, encouraging longer stays, and strengthening economic impact, the town aims to continue its upward trajectory in tourism while maintaining the character that makes it unique.

Conclusion: A Bright Future for Jonesborough

Jonesborough’s tourism strategy, rooted in collaboration, sustainability, and preservation, positions the town for a bright future. By working closely with Washington County, NETTA, and Visit Johnson City, Jonesborough is expanding its tourism efforts while ensuring that growth supports the town’s unique character. As the town continues to strengthen its brand, expand events, and encourage longer stays, it is on track to see continued success in the coming years. Jonesborough is proving that tourism growth doesn’t have to come at the expense of preservation—it can be a force that enhances both the community and the local economy.

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