Tickets are on sale for the annual Augusta State of Tourism (ASOT) event. We’ll learn whether visitor spending hits $1 billion.
Sponsored by Destination Augusta, the event brings into focus the impact the tourism and hospitality industry has on Metro Augusta. President and CEO Bennish Brown told ABD the celebration brings together all of Destination Augusta’s partners, including the Augusta Sports Council.
“No success happens in Augusta, at least from the tourism space, without us collectively working,” he said. “So, our annual Augusta State of Tourism is when we just celebrate the things that have happened to this point in the year. We also spend a little time looking towards what we’re excited about for next year.”
This year’s report has a tough act to follow. Last year, visitor spending had an economic impact that was knocking on the door of $1 billion, with a total of $890 million.
Brown believes tourism will continue its steady growth in 2027 with the addition of new lodgings, like the Conroy Hotel in the 600 block of Broad Street, and the opening of the new arena.
“You don’t get these big assets happening like we’re gearing up for,” he said. “We know that the Oakview Group (Augusta Entertainment Complex management company) is really primed to now bring in acts that this community couldn’t accommodate for years and years. And this community has brought back ice hockey, and this community is fired up about ice hockey.”
Brown expects music fans will be drawn downtown to experience the James Brown Linear Park. Plus, he added, there may be a tie to a location in Beech Island.
“We imagine at some point in 2027 that the James Brown mansion will begin with some opening opportunities for the public,” he revealed. “Probably it will slowly move into open opportunities for specific groups. But the organization who owns that estate, their ultimate goal is that the public will be allowed to come in and have a glimpse into the life of Mr. Brown through that mansion.”
Destination Augusta leaders got a peek at what to expect during the annual Georgia Governor’s Tourism Conference, sponsored by the Georgia Department of Economic Development (GDEcD), held Sept. 30th in Atlanta.
Gov. Brian Kemp (R) announced a fourth record-setting year during the celebration. Explore Georgia, the tourism division of GDEcD, said the Peach State hosted 175.6 million visitors in 2025. They spent $46.2 billion in 2025, setting new records for the state’s tourism industry. Nearly half a million jobs are supported by the tourism industry,
“These figures are a testament to the work of hardworking Georgians statewide who provide visitors with a reason to keep Georgia on their mind, thereby generating revenue, supporting small businesses, and creating jobs for hardworking Georgians in all four corners of the Peach State,” said Kemp.
More than 400 of Georgia travel and hospitality professionals attended the tourism Conference. Augusta was well represented with Michelle Pippen from the Sports Council and Stacie King from Stacie Social, each leading a seminar.
Additionally, Destination Augusta’s Kayla Jefferson was selected by her tourism peers as a Rising Star. She participated in a panel sharing her early experiences in the tourism industry.
During the statewide conference, GDEcD Commissioner Pat Wilson said every visitor spending money in Georgia supports a better future for residents.
“Tourism is a powerful economic driver with real results. These latest numbers reflect the hard work of Georgia’s tourism professionals who keep our state competitive and a destination worth choosing time and again,” he said.
For more information about tourism in Georgia, visit www.georgia.org
The theme of the Augusta event is “Excitement in Progress.” The ASOT celebration will be at the Augusta Marriott from 4 – 7 p.m. Tickets can be purchased at www.visitaugusta.com/events/annual-events-and-festivals/augusta-state-of-tourism/
