In this Expert Editorial, Georgia’s Cities talks with Jay Markwalter, Statewide Tourism Director of the Explore Georgia team to share insights into how their organization is supporting communities in elevating tourism efforts, meeting today’s challenges and maximizing local assets. From strategic outreach to tailored resources, Explore Georgia plays a vital role in helping cities tell their unique stories to attract visitors from near and far.
Can you provide an overview of Explore Georgia and its mission to support tourism across the state?
The tourism division of the Georgia Department of Economic Development (GDEcD), known to travelers as Explore Georgia, is the state’s official destination marketing organization. We work closely with state leadership and tourism partners to grow Georgia’s nearly $80 billion travel and hospitality industry.
Our nine Georgia Visitor Information Centers serve as the front line in welcoming millions of travelers each year, while our regional tourism representatives ensure that local convention and visitors bureaus, attractions and hospitality businesses are engaged in GDEcD’s strategic tourism marketing efforts in collaboration with the department’s marketing and communications team.
Through our public and private partnerships, visitor serves and targeted marketing, we actively promote Georgia’s diverse landscapes and experiences, showcasing the state as a destination for every traveler and travel occasion. Tourism not only involves leisure travelers but also business leaders, film producers, event planners and potential residents, attracting investments and business opportunities for Georgians.
As a result of our collaborative mission to inspire travel to and within Georgia, we’ve seen back-to-back years of record visitation and spending. In 2023 alone, 171 million travelers spent more than $3 billion on lodging, food and beverage, retail, recreation, and transportation. That activity supported more than 463,000 jobs, enhancing quality of life and bolstering local economies statewide.
Simply put, tourism is a powerful economic engine for Georgia—and we are committed to keeping it running strong in partnership with communities and businesses of all sizes across the state.
What steps is Explore Georgia taking to ensure that cities and communities are aware of and utilizing the tourism resources Explore Georgia offers?
Markwalter: We know tourism success starts at the local level, which is why Explore Georgia prioritizes strong, ongoing engagement with communities across the state. Our team is constantly on the ground throughout the state, building relationships with local tourism leaders, attending community events, touring attractions, and identifying ways we can support and amplify the great work being done locally.
We also keep partners informed through updates and opportunities shared via speaking engagements, newsletters, and our online industry portal. Whether it’s helping partners boost their visibility through Explore Georgia’s marketing and communications channels, encouraging participation in co-op programs and activations—including at our Visitor Information Centers—or facilitating meaningful connections, we are dedicated to helping partners maximize available resources.
We want every community to know that they have a partner in Explore Georgia, working alongside them to drive increased visitation and tourism-fueled economic growth.
What are some of the current challenges facing the tourism industry in Georgia, particularly in smaller communities, and how is Explore Georgia helping address them?
Tourism is a competitive business, but thanks to the leadership of Governor Kemp and our state legislators, the support of Georgia Tourism Foundation Board of Directors, and the collective efforts of our statewide tourism industry, we have given the top travel states in the country a run for their money. Consistent with a theme that has driven Georgia’s broader economic success, we have outworked states that have outspent us.
Cities, small towns and rural areas each play a vital role in Georgia’s tourism economy. Our goal is to connect those places to the right audiences and match regional experiences to traveler interests, ultimately generating economic benefit for all of Georgia.
What specific resources, tools, or programs are available for cities that want to enhance or expand their tourism efforts?
Georgia is home to incredible natural wonders, charming small towns, major cities with rich cultural offerings, iconic filming locations, and vibrant arts scenes—everything today’s travelers are looking for.
The more a community understands its specific visitors, the better it can identify and showcase its unique local assets. That’s why we invest in Georgia-specific research and visitor profile studies, which are available to our industry partners through our hub of resources.
Communities can also tap into our visitor-driven marketing strategies and partnership opportunities—from listing tourism businesses and events on ExploreGeorgia.org, which reaches 8.8 million users, to advertising in the annual official state travel guide, which is circulated in print to half a million readers.
Each year, the Georgia Governor’s Tourism Conference convenes 400 industry professionals to explore emerging trends, fresh insights, and actionable strategies to elevate tourism efforts statewide. This year’s event will take place September 24-26 in Savannah.
We are also making it possible for destinations of all sizes to reach global audiences through key events like the U.S. Travel Association’s IPW, the world’s leading international inbound travel trade show, and Brand USA’s Travel Week UK & Europe, where we work together to raise Georgia’s profile on the world stage and drive future visitation across every region of the state.
Through out partnership with Travel South and the U.S. Civil Rights Trail Marketing Alliance, we have grown Georgia’s presence on the trail to 12 sites across three communities, with ongoing efforts to expand to additional communities and locations supporting cultural and historic preservation.
As we gear up for the FIFA World Cup 2026™ and position Georgia as the ideal hub for this month-long event, we launched our year-long “Make Your Self at Home in 2026” campaign as part of our soccer-themed activation on the IPW trade show floor in June. Communities have a unique opportunity to capitalize on this moment and attract international travelers who will be seeking weekend getaways and destinations to explore between matches in Atlanta.
Beyond the World Cup, sports tourism remains a key contributor to Georgia’s economy. We provide tools for sports event sales and tournament recruitment through an online facilities assessment and exposure to events rights holders.
As the 250th anniversary of America’s founding approaches in 2026, communities are encouraged to start planning initiatives and programming in collaboration with the Georgia US250 Commission. Georgia250.org is a valuable resource for information, updates, and programming ideas to commemorate this historic milestone locally.
Together, through these efforts, we are growing Georgia’s tourism industry stronger than ever before.
