Athens, GA – Visit Athens GA has been named Destination Marketing Organization of the Year at the 2026 Georgia Tourism Excellence Awards, presented by the Georgia Association of Convention & Visitors Bureaus (GACVB). The organization was also recognized with a Travelblazer award, presented by Georgia Trend Magazine, for its innovative Pup Pass initiative, highlighting its continued impact on destination development and creative marketing across Athens.
The Destination Marketing Organization of the Year award recognizes a tourism organization whose creativity, strategy and partnerships have achieved outstanding results in promoting their destination and supporting the local tourism economy. For Visit Athens, the honor reflects a year of strategic growth, major milestones and measurable impact driven by a focused, collaborative approach.
Over the past year, Visit Athens built on major developments across the destination, including the December 2024 opening of Akins Ford Arena, the city’s most significant new venue in decades, and the debut of the Athens Rock Lobsters professional hockey team.
The organization also expanded its storytelling efforts with the launch of Athens: Off the Record, a new podcast highlighting the people and creative voices shaping the destination. These milestones, paired with continued investment in media outreach, contributed to increased visibility and visitation for Athens.
The organization’s work generated more than 83,000 room nights and an estimated $54.7 million in economic impact, while contracting an additional 65,000 future room nights. Marketing efforts resulted in 2.8 billion media impressions, a 173 percent increase year over year, alongside 160 media placements and a 45 percent increase in both media visits hosted and coverage secured.
Despite operating in a smaller market without the advantages of interstate traffic or large-scale hotel inventory, Visit Athens continues to outperform expectations through strategic partnerships, creative programming and a strong focus on both leisure travel and meetings and conventions.
During the GACVB Annual Conference, Visit Athens’ Pup Pass was named a 2026 Travelblazer, an award recognizing innovative, community-driven tourism initiatives that demonstrate collaboration and creative product development.
Launched in April 2025, the Pup Pass is a free, mobile-friendly digital passport designed to help families explore Athens through more than 20 participating businesses offering child-friendly experiences. The program connects visitors with a range of attractions, from museums and outdoor spaces to restaurants, shops and hotels, making it easier for families to navigate the destination in a thoughtful and engaging way.
The initiative reflects Visit Athens’ broader approach to destination development, bringing together local partners to create experiences that are both accessible and meaningful for visitors while supporting small businesses across the community.
The Travelblazer designation celebrates projects that position tourism as a key contributor to economic development, recognizing initiatives that demonstrate long-term impact, non-traditional partnerships and a strong sense of place.
“These awards speak to the strength of our community and the partners who help bring Athens to life every day,” said Katie Williams, executive director of Visit Athens GA. “From major developments to creative initiatives like the Pup Pass, it’s a collective effort to ensure Athens continues to grow in a way that feels authentic and welcoming.”
Together, these recognitions underscore Visit Athens’ role in advancing the destination through strategic marketing, innovative programming and community collaboration, reinforcing Athens’ position as one of Georgia’s most dynamic and distinctive places to visit.
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About the Georgia Association of Convention & Visitors Bureaus (GACVB)
The Georgia Association of Convention & Visitors Bureaus (GACVB) is a nonprofit trade association representing more than 150 destination marketing organizations in Georgia. The association’s mission is to advance Georgia’s tourism industry through advocacy, professional development and collaboration.
About Visit Athens GA
Visit Athens GA is the official destination marketing organization for Athens-Clarke County, Georgia. We engage the creative energy of Athens to activate curiosity, inspire experience, and advance our community’s quality of life and economic opportunity for all. We increase the economic impact of the hospitality and visitor industry by attracting individual visitors, groups, and meetings and conventions to Athens.
Media Contact
Lou Hammond Group
Images: 2026 GACVB Awards