The Madison Morgan County Convention & Visitors Bureau recently announced that tourism in Morgan County generated $65.3 million in spending in 2024.
The statistics, released by the Georgia Department of Economic Development, mark a record-breaking increase in tourism in Morgan County over the past four years.
The $65.3 million generated through tourism also marked a 7% increase in local visitor spending from the year prior and was 30% higher than its “pre-pandemic visitor spending.”
The Madison Morgan CVB shared a press release on record-breaking tourism funds, featuring a statement from Jennifer Rosa León, the bureau's director. She emphasized the need for tourism, and how the funds “support local jobs, save residents money, and help sustain the small-town character that makes Madison a place people love” to live in and visit.
“Tourism is a major driver of economic vitality in Madison and Morgan County,” León said. “The $65.3 million in visitor spending last year underscores the strength of our destination, appeal of our attractions, achievements of our marketing efforts, and the overall charm of our welcoming community.”
According to the press release, tourism last year generated $5.9 million in local tax and state revenues and supported 579 local jobs. Hence, the “economic investment from visitors” is equivalent to an average annual tax savings of $762 for every household in Morgan County.
Alongside the statement, the Madison Morgan CVB released a summary of visitor spending by category, detailing $65.3 million in local tourism spending. Food and beverage was labeled as the leading category, generating $17 million, and lodging was second highest with $16.5 million.
The report also included remarks from Gov. Brian Kemp, who spoke at the 2025 Georgia Governor’s Tourism Conference earlier this year. He discussed the importance of tourism at the state level and noted that Georgia set tourism records for a third straight year.
He also mentioned that for a fifth consecutive year, Georgia ranked No. 5 in the U.S. for overnight visitation.
“Georgia’s scenic landscapes, spanning the mountains to the coast, cultural attractions, and vibrant communities make our state a top destination that leaves visitors with a reason to keep Georgia on their minds,” Kemp said. “We’re grateful to the hardworking men and women statewide who make sure Georgia always puts its best foot forward, helping create real positive impacts in all four corners of the Peach State.”
In 2024 alone, Georgia welcomed 174.2 million visitors domestically and internationally, who then spent $45.2 billion, creating $5.1 billion in “state and local tax revenues.” The “visitor economy” has helped maintain “one in every 15 jobs in the state,” and 470,570 jobs in Georgia overall.
The tourism industry of Georgia is currently the state’s second-largest economic contributor, creating an overall $82 billion impact economically, which has increased by three percent “year by year.”