About Us
Visit Franklin is the official destination marketing organization (DMO) for Williamson County, Tennessee. As a nonprofit, we serve each community in Williamson County by leading efforts to attract visitors, increase travel-related spending, and support our hospitality economy. We market to leisure travelers, meeting planners, tour operators, and sports organizers through sales, promotions, and strategic partnerships. We’re not a membership organization—we’re a connector. Our work spans marketing, experience development, and community collaboration. At the heart of it all, we believe in doing things with integrity, curiosity, and energy—helping every visit strengthen our communities and every story told here reflect who we are.
Our Vision
We exist to help Williamson County+ thrive.
Mission
To positively impact the local economy by increasing travel-related spending in the county, provide quality services to the visitor and the local hospitality industry, and assist in the development, preservation, and expansion of the county’s tourism product.
Our Role
Destination Leadership:
Unify with a shared vision
Destination Sales & Marketing:
Attract visitors
Destination Management:
Shape the experience
Visit Franklin Core Values
collaborate
[col•lab•o•rate] verb
to work jointly with others on an activity, especially to produce or create something
1. We appreciate varied perspectives and approach ideas with an open mind.
2. We believe healthy discourse strengthens projects and relationships.
3. We support each other and celebrate each other’s successes.
integrity
[in•teg•ri•ty] noun
the adherence to moral and ethical principles; soundness of character; honesty
1. We are transparent in all that we do.
2. We are authentic.
3. We are accessible and responsive.
innovate
[in•no•vate] verb
to make changes in something established, especially by introducing new methods, ideas, or products
1. We approach projects creatively and explore ideas.
2. We ask questions and stay curious.
3. We are always learning and trying new things.
enthusiasm
[en•thu•si•asm] noun
a strong excitement; lively interest
1. We are passionate about our community and its residents.
2. We genuinely care about the impact of our work.
3. We are energized by the stellar work we do.
Our Impact
8.80M
Annual Visitors to
Williamson County
$1.37B
Annual Visitor
Spending
$3.74M
Visitor Spending
Per Day
9,001
People Employed by the Hospitality Industry
$1,631
VS. $1,174 State avg.
HOUSEHOLD TAX SAVINGS AND TOURISM saves every Williamson County household resident $457 more than the state average.
“Economic impact information is determined by the U.S. Travel Association and Tourism Economics and then distributed by the Tennessee Department of Tourist Development. Values represent the direct impact of spending, labor income, employment, and taxes on domestic and international travel.
Williamson County’s annual visitor count results from the combined data and insight from Smith Travel Research, AirDNA, Arrivalist, Tennessee Department of Revenue, Tennessee Department of Tourist Development, US Bureau of Economic Analysis, US Bureau of Labor Statistics, US Census Bureau, Longwoods International, Visa Data Insights, and Tourism Economics to most accurately capture the number of visitors to Williamson County annually.”
Accreditation With Distinction
LEED Certification
The City of Franklin has held LEED Silver certification since 2018 and was the first city in
Tennessee to achieve it.
MARS Petcare’s Better Cities for Pets
“Franklin was the first city in the world designated a Mar’s Petcare Pet Friendly City through the Better Cities for Pets program, meaning it has implemented programs and policies that make it a welcoming and supportive place for both pets and their owners.”
Industry Affiliations
- US Travel Association
- Destinations International
- Meeting Professionals International
- Play Tennessee
- Sports ETA
- Event Service Professionals Association
- National Tour Association
- Religious Conference Management Association
- Public Relations Society of America, Travel & Tourism Section
- Society of American Travel Writers
- Southeast Tourism Society
- Society of Human Resources Management
Frequently Asked Questions
Have questions about Visit Franklin? Start here.
What is Visit Franklin, and who do you serve?
Visit Franklin is the official destination marketing organization for all of Williamson County and the entire city of Spring Hill, Tennessee. We serve travelers, meeting planners, hospitality partners, and community leaders by promoting the region and supporting its visitor economy.
What communities are part of your destination?
We represent all of Williamson County’s unique communities: Arrington, Brentwood, Fairview, Franklin, Leiper’s Fork, Nolensville, Spring Hill, and Thompson’s Station.
How is Visit Franklin funded?
Our work is primarily funded by one percent of local hotel occupancy taxes collected by Williamson County and by the cities of Franklin and Spring Hill. A small portion of Visit Franklin is also funded through co-op sales, merchandise, and state grants. We do not operate on membership dues.
What does Visit Franklin do to attract visitors?
We market the destination through advertising, public relations, digital content, attending trade shows with meeting & convention planners, and hosting familiarization tours for planners and media, all designed to inspire travel and generate positive economic impact on the community.
Can local businesses partner with Visit Franklin?
Yes. While we’re not a membership organization, we collaborate with hotels, restaurants, attractions, and visitor-facing venues to promote tourism and enhance the visitor experience. Find out how here.
Where can I find tourism statistics or research about Williamson County?
Visit Franklin annually publishes visitor spending data and other industry insights, and performance reports. You’ll find the latest stats and downloadable resources here.
How do you measure success in tourism?
We track visitor volume, hotel occupancy, spending impact, tax revenue, and engagement across campaigns. Our work is data-informed and aligned with countywide economic goals.
Free Vacation Guide
Plan your visit with our FREE 2025 Vacation Guide! Consider it the ultimate road map to Franklin with our top recommendations for where to stay, eat, shop, and explore.