Tennessee’s Mark Ezell Awarded 2026 State Tourism Director of the Year

Mark Ezell, Commissioner of the Tennessee Department of Tourist Development, was announced August 25th as the 2026 State Tourism Director of the Year by his industry peers. The award is one of travel’s highest honors, recognizing a state tourism director whose vision, innovation and leadership has driven exceptional results, elevated their state's profile and delivered lasting economic impact through travel and tourism.

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“Mark and Gov. Lee’s innovative approach to tourism promotion has paid big dividends for Tennessee,” said Geoff Freeman, President and CEO of the U.S. Travel Association. “Mark’s passion for the state has delivered stronger communities, greater economic opportunity and a tourism industry that proudly showcases the culture and hospitality that set Tennessee apart. This recognition is well deserved, and we congratulate him on the extraordinary impact he continues to make across Tennessee and our industry.”

Ezell was announced as the honoree before a group of over one thousand destination marketing professionals at U.S. Travel’s ESTO conference—the premier annual gathering for destination and travel leaders, held this year in Philadelphia. He was selected by his peers on U.S. Travel’s National Council of State Tourism Directors—a body representing tourism offices from all 50 states and U.S. territories.

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Ezell has directed Tennessee's tourism strategy since 2019. Under his leadership, visitor spending has grown more than 40% since 2018—nearly double the national growth rate—reaching a record $32.5 billion in 2025. Ezell was an integral part of landmark investments including the state's first major destination development grant program ($5 million), the first statewide Special Events Fund ($25 million) and a historic $165 million initiative to modernize Tennessee's Welcome Center.

During his tenure, Ezell has become a top advocate for tourism—leading efforts to expand beyond destination marketing into destination development, creating a framework for investing in tourism infrastructure, product development and long-term growth. This work paved the way for rural, distressed and at-risk communities to have the opportunity to compete alongside more established destinations. Through his “Value of a Visitor” framework, his team has reshaped conversations with policymakers, business leaders and local communities—positioning tourism as an investment benefiting both residents and visitors. Since 2018, visitor spending has increased in 93 of Tennessee’s 95 counties.

He also serves as Chair of Travel South USA, serves on the Executive Board, Board of Directors and Finance Committee for the U.S. Travel Association and chairs the U.S. Civil Rights Trail Marketing Alliance. Ezell was announced as this year’s State Tourism Director of the Year by 2025 honoree Diane Shober, former executive director for the Wyoming Office of Tourism.

Candidates for State Tourism Director of the Year are nominated by state and territory tourism directors. A slate of three finalists is presented annually for selection by ballot. This year’s finalists also included Lauren Bennett McGinty, Executive Director, Explore Minnesota and Kate Fox, Executive Director, Massachusetts Office of Travel and Tourism.

ESTO 2027 will be held in San Antonio, August 29 – September 1, 2027.