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South Central Tourism opens Lynchburg Welcome Center

The South Central Tennessee Tourism Association (SCTTA) and Experience Tennessee announce on Tuesday the upcoming opening of the Lynchburg Welcome Center.

Through a new partnership with the Jack Daniel Distillery, SCTTA will open and operate a regionally focused Welcome Center on the campus of the world-renowned distillery where every drop of the iconic Tennessee Whiskey is crafted.

“It’s great to see one of our most-recognized brands, Jack Daniel’s, partner with the South Central Tennessee Tourism Association to spotlight even more reasons to stay and play in Tennessee. Tourism is a vital economic driver for Lynchburg, Moore County, and the surrounding region — delivering jobs, visitor spending, and helping build a better quality of life for Tennesseans”, said Tennessee Department of Tourist Development Commissioner, Mark Ezell.

Every year about 300,000 people tour the distillery and visit the small town of Lynchburg. In any two-month period, visitors from all 50 states and over 30 foreign countries will make their way to Lynchburg to see where Jack Daniel’s all comes from and meet the folks who make their favorite whiskey.

“It’s an absolute pleasure for us to welcome friends from all over the world who make their way to Lynchburg and experience the special hospitality we all love to deliver,” said Erik Brown, Director, Jack Daniel Distillery Homeplace. “This area we call home is a special one, and we look forward to hosting the Welcome Center so visitors can learn more about all we have to offer, the experiences to be had while they’re here and the memories to be made.”

The new welcome center will offer local products as well as those made in Tennessee like Merritt Popcorn made right down the road in Pulaski.

The Lynchburg Welcome Center will be a strategic effort to provide more exposure to local tourism partners throughout the south-central Tennessee region (Bedford, Coffee, Franklin, Giles, Hickman, Lawrence, Lewis, Lincoln, Marshall, Maury, Moore, Perry, and Wayne County in Tennessee). The location will also offer merchandise and local Tennessee products.

“This is an amazing opportunity for our regional tourism partners, small businesses, and local destinations. With this partnership, Jack Daniel’s has demonstrated a strong commitment to the regional and state tourism industry. Our Experience Tennessee team will be the first to welcome folks to Lynchburg and the first to offer advice on where to go next. This is an incredible position to be in, and one that will benefit all 13 SCTTA counties and beyond.” – Ryan French, Executive Director and CEO of SCTTA.

The Lynchburg Welcome Center will showcase literature placement from across the state with a heavy emphasis on local and regional destinations. In addition to being an information hub, the site will also feature programs aimed at encouraging more shopping within the town of Lynchburg itself.

“One of the key focus areas for the Lynchburg Welcome Center is to encourage visitors to experience all that Lynchburg and our region have to offer. We look forward to providing local support through two unique programs, Lynchburg Loyalty, and offering on-site shipping services. Our hope is to not only drive traffic into small businesses but also allow those that may be traveling by air or motorcycle the opportunity to expand their purchasing ability,” said Becky Forkel, Membership Director, and COO of South Central Tennessee Tourism Association.

The Lynchburg Welcome Center will also feature specific initiatives such as a focus on Tennessee State Parks, Tennessee Music Pathways, Nashville’s Big Back Yard, and more. The staff will be made up of local volunteers and a well-trained and knowledgeable team to help visitors navigate the area.

“Our goal is to expand the visitor experience by having them spend just a bit more time in the area. If we can invite them to the table one more time, or have them stay one more night that will make a measurable economic difference for our region,” Forkel says.

“Congratulations to everyone involved in the Lynchburg Welcome Center,” said Deputy Commissioner Greer Tidwell of the Tennessee Department of Environment and Conservation. “This will be a great addition to such an outstanding area for tourism, and we hope visitors will include our Tennessee State Parks in their travels. The Welcome Center will be a focal point for all visitors to enjoy what our great state has to offer.”

The facility will open to the public seven days per week from 8:30 am through 5:30 pm starting November 25th, 2022. On Monday, December 12th, the Lynchburg Welcome Center will host a public open house from 8:30 am to 5:30 pm with special pricing, snacks, drinks, a free limited edition gift, and more. For more information about the Welcome Center, staffing, volunteer opportunities, FAQs, and more, visit

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About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Rye, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand.

About the South Central Tennessee Tourism Association and Experience Tennessee

The South Central Tennessee Tourism Association (SCTTA) is the official “state-designated” tourism organization covering Bedford, Coffee, Franklin, Giles, Hickman, Lawrence, Lewis, Lincoln, Marshall, Maury, Moore, Perry, and Wayne counties in Tennessee. You can find more information on the organization at and more visitor information at

About Tourism in Tennessee (TDTD Annual Economic Impact Report)

Tennessee tourism generated $24.2 billion in domestic and international travel spending in 2021, according to recently released economic impact data from U.S. Travel Association and Tourism Economics. It also marks the largest visitor spending nationally in Tennessee’s history. Travelers in Tennessee spend an estimated $66 million per day. Travel in Tennessee generated $1.9 billion in state and local tax revenue. Travel and tourism is also the third largest employer in the state.

About Tennessee State Parks

Tennessee State Parks offer magnificent waterfalls, rugged trails, tranquil lakes, and many other recreational opportunities. You can browse the Things to Do area of the website for a full list. Overnight guests have their pick from hotel-style lodges, cozy cabins, and thousands of campsites. Many of the parks have restaurants that can also provide on-site catering. Eight parks feature a golf course, three of which are signature Jack Nicklaus-designed Bear Trace golf courses.


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