Madison Morgan County Convention & Visitors Bureau, Inc. (MMCVB) today announced that visitors to Morgan County spent $70.3 million in calendar year 2025, according to newly released data from Tourism Economics and the Georgia Department of Economic Development (GDEcD). This reflects a 7.6 percent increase over the prior year, marking five consecutive years of record-breaking growth, and a 40 percent increase when compared to pre-pandemic visitor spending numbers recorded in 2019.
“Crossing the $70 million mark in visitor spending reflects the incredible dedication of our local hospitality businesses, attractions, and community partners who make Morgan County a beloved destination to enjoy small-town adventure,” said Jennifer Rosa León, Executive Director of MMCVB.
“2025 marked our first full year of impact from visitors experiencing worldclass attractions including the Georgia Safari Conservation Park - named one of TIME’s World’s Greatest Places alongside new family-friendly additions such as the Morgan County Recreation Complex and the Madison Trolley Co. These experiences combined with targeted marketing initiatives continue to inspire new travelers to explore our community and drive revenues to our local economy.”
Morgan County’s visitor economy supported 610 jobs and generated $6.4 million in state and local tax revenues in 2025. Without the tax revenues generated by tourism, every Morgan County household would need to pay an additional $792 in taxes each year. The majority of visitor spending is generated in lodging ($17.7 million) and food & beverage ($18.3 million).
“The foundation of Georgia’s tourism success is partnership,” said Georgia Department of Economic Development (GDEcD) Deputy Commissioner of Tourism Jay Markwalter. “Thanks to the leadership of Governor Kemp, our General Assembly, GDEcD Commissioner Pat Wilson, the Georgia Tourism Foundation Board of Directors, and the efforts of our statewide tourism industry, we’re putting Georgia on travelers’ minds like never before. By working together to promote Georgia and deliver exceptional visitor experiences, we’re fueling sustainable growth that benefits every community in Georgia.”
In 2025, Georgia broke tourism records for the fourth consecutive year and ranked No. 5 in the nation for domestic overnight visitation for the sixth year in a row. A new high of 175.6 million domestic and international visitors spent $46.2 billion on lodging, restaurants, recreation, transportation, and other local businesses across the state. Those tourism dollars generated $5.3 billion in state and local tax revenues, saving each Georgia household nearly $1,300 in annual taxes on average. Tourism is one of Georgia’s largest economic contributors, generating $84.1 billion in statewide economic impact and supporting 473,837 direct, indirect, and induced jobs, accounting for 1 in every 15 jobs in Georgia.
This data is sourced from an annual study conducted by Tourism Economics and commissioned by the Georgia Department of Economic Development to measure the economic impact of tourism on the state and its 159 counties. Tourism Economics, an Oxford Economics company, is a leader in global economic forecasting for the travel and tourism industry.
— Contributed