Jonesborough Expands Tourism Through Regional Partnerships

Town focuses on sustainable growth that preserves historic character

Published on Feb. 9, 2026

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Jonesborough, Tennessee is expanding its tourism efforts through regional partnerships and targeted marketing, while prioritizing sustainable growth that protects the town's historic character. The town is working closely with Washington County and regional tourism organizations to strengthen marketing, expand events, and encourage longer visitor stays.

Why it matters

Jonesborough's tourism is rooted in its historic downtown, preserved architecture, and locally owned businesses, along with a calendar of festivals that attract families. By balancing preservation with thoughtful development, the town aims to ensure tourism remains sustainable and continues to benefit both the community and local economy.

The details

Jonesborough is focusing on strengthening its brand as Tennessee's oldest town, expanding high-quality events and experiences, encouraging longer stays, and supporting local businesses. The town receives $110,000 in funding from Washington County, which is divided among Jonesborough, Visit Johnson City, and inbound passenger recruitment for Tri-Cities Airport through the Northeast Tennessee Tourism Association. Jonesborough evaluates the success of its tourism initiatives through economic indicators like visitor trip-planning data, growth in sales tax and hotel/motel tax revenues, and increased website and social media engagement.

  • Jonesborough plans to focus on sustainable tourism growth over the next 5-10 years.

The players

Cameo Waters

Director of tourism for the Town of Jonesborough.

Washington County

Provides $110,000 in funding for tourism-related marketing, which is divided among Jonesborough, Visit Johnson City, and inbound passenger recruitment for Tri-Cities Airport through the Northeast Tennessee Tourism Association.

Northeast Tennessee Tourism Association (NETTA)

A regional tourism organization that Jonesborough collaborates with to promote the area.

Visit Johnson City

A tourism organization that Jonesborough works with to promote the region.

Tri-Cities Airport

An airport that receives funding through the Northeast Tennessee Tourism Association for inbound passenger recruitment.

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What they’re saying

“Jonesborough defines its key tourism priorities and long-term goals by focusing on sustainable economic growth that preserves the town's historic character while increasing visitation and visitor spending.”

— Cameo Waters, Director of tourism for the Town of Jonesborough

“One of the greatest strengths of tourism in Northeast Tennessee is our close collaboration. 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.”

— Cameo Waters, Director of tourism for the Town of Jonesborough

“Preserving the integrity of Jonesborough's historic character has always been a top priority, as it is the primary driver of visitation and economic activity. Our tourism strategies are designed to support growth that complements the town's historic assets while maintaining a high quality of life for residents.”

— Cameo Waters, Director of tourism for the Town of Jonesborough

What’s next

Jonesborough plans to continue monitoring emerging tourism trends and adopt those that align with the town's brand and historic identity. The town also intends to strategically grow and enhance its events and experiences to attract new visitors, encourage longer stays, and strengthen economic impact while maintaining the character that makes Tennessee's oldest town unique.

The takeaway

Jonesborough's approach to sustainable tourism growth through regional partnerships and a focus on preserving the town's historic character serves as a model for other communities looking to balance development and preservation in order to drive economic benefits while maintaining a high quality of life for residents.