Annual meeting highlights more than $500 million in visitor spending, a 9.8% year-over-year increase and recognizes Athens Hospitality Award winners
Athens, Ga. (November 5, 2026) – Visit Athens GA, the official tourism marketing organization for Athens, Georgia, announced record-breaking visitor spending in Athens-Clarke County and recognized the winners of the Athens Hospitality Awards at its annual meeting held at the State Botanical Garden of Georgia.
According to the 2025 Travel Economic Impact study prepared by Tourism Economics for the Georgia Department of Economic Development, direct visitor spending in Athens-Clarke County surpassed $500 million for the first time in 2025, reaching $500.7 million and marking a 9.8% increase from the previous year.
Key highlights include:
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Visitors to Athens-Clarke County generated $35.9 million in state and local tax revenue, equivalent to $660 in tax savings for every household.
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Tourism supported 4,759 local jobs, representing a 7.9% increase from the previous year.
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Food and beverage spending reached $156.8 million, a 14.2% year-over-year increase, while lodging spending totaled $143 million, up 8%.
"These numbers are a reflection of the people and businesses that make Athens such a special place to visit," said Katie Williams, Executive Director of Visit Athens GA. "Our hospitality industry plays an important role in supporting the local economy, and that success wouldn't be possible without the dedication of our community partners. From our hotels and restaurants to the individuals who welcome visitors every day, it's their hard work that continues to move Athens forward."
The 2026 Athens Hospitality Awards were also presented during the meeting, celebrating individuals whose dedication and contributions continue to strengthen Athens-Clarke County's tourism and hospitality community. This year's winners include:
The Partner of the Year Award, recognizing a local hospitality partner who demonstrates the value of collaboration, was presented to Jamie Lowe, Director of Sales at Hyatt Place Athens Downtown. With more than two decades of experience in the hospitality industry, Lowe has built a reputation for her commitment to client service, collaboration and growing tourism and business travel in Athens. Her career includes 17 years with The Ritz-Carlton Lodge, Reynolds Plantation, followed by roles at Hotel Indigo Athens and Visit Athens GA, where she served as Destination Services Manager. Known for her strong relationships throughout the local hospitality community, Lowe continues to support Athens' success as a destination for leisure and business travelers.
The Hospitality HERO (Hospitality Employees Recognition) of the Year Award, honoring frontline employees who go above and beyond in delivering exceptional service, was presented to Kellie Peppers, Assistant General Manager at Candlewood Suites Athens. Over her eight years with the hotel, Peppers has worked her way from Night Auditor to Assistant General Manager, demonstrating exceptional dedication to guest service and her team. Whether mentoring new employees, assisting colleagues across departments or helping visitors make the most of their time in Athens, Peppers is known for her welcoming personality and willingness to go above and beyond. Her leadership and commitment to creating positive experiences for guests and colleagues embody the spirit of Athens hospitality.
The Classic Host Award, recognizing an individual who helps bring meetings, conventions or events to Athens-Clarke County, was presented to Alan Fowler, Executive Director of the Georgia Music Educators Association (GMEA) and Music Director of the Newton County Community Band. Under Fowler's leadership, GMEA brings four annual events to Athens, including the Statewide Elementary & 6th Grade Honor Choruses, All State Chorus, All State Band & Orchestra and GMEA In-Service Conference. Together, these events attract an estimated 8,500 visitors and generate approximately $6.3 million in economic impact for Athens each year. In 2027, GMEA will celebrate its 13th year hosting these events in Athens, reflecting Fowler's continued commitment to the destination's meetings and events industry.
The Louis Griffith Hospitality Leadership Award, honoring an individual whose leadership has made a lasting impact on Athens' hospitality industry, was presented to Barrie Buck, longtime owner of the iconic 40 Watt Club. A central figure in Athens' music community for more than four decades, Buck began working at the venue as a bartender in 1983 before becoming part owner in 1987. Under her leadership, the 40 Watt Club has remained one of the country's most celebrated independent music venues, welcoming generations of musicians and music fans to Athens. Known for her generosity, dedication and commitment to hospitality, Buck has played an important role in preserving the city's musical identity while helping introduce visitors from around the world to Athens' renowned live music scene.
High-resolution images of the award recipients are available for download here.
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About Visit Athens GA
Visit Athens GA is the official destination marketing organization for Athens-Clarke County, Ga., providing roadmaps for visitors and residents to personal, creative journeys through the destination. Its primary goal is to increase the economic impact of the hospitality and visitor industry by attracting individual visitors, groups and meetings and conventions to Athens. Tourism works for Athens, contributing more than $500 million in visitor spending, $35.9 million in state and local tax revenue in 2025 and supporting more than 4,700 local jobs.
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