ATLANTA — Georgia’s tourism sector is experiencing an unprecedented surge, setting new records for the third consecutive year.

A State Senate Study Committee is actively traveling across Georgia to engage with business and tourism leaders, seeking insights on sustaining this upward trend.

Chaired by State Sen. Sonya Halpern (D–Atlanta), the committee has been conducting meetings in cities such as Gainesville, Savannah, Valdosta, and will soon visit Henry County. A recurring theme has emerged from these discussions: Georgia must boost its investment in self-promotion.

“By allocating more funds towards marketing and showcasing our state, we can attract more visitors and fill more seats and hotel rooms,” Halpern emphasized.

Governor Brian Kemp reported that over 170 million travelers visited Georgia last year, contributing more than $45 billion in spending and generating close to $5 billion in tax revenue.

Halpern said tourism is Georgia’s second-largest industry after agriculture, with an $82 billion annual economic impact.

“It’s your hotels, your restaurants, attractions, entertainment venues, and our ecosystem is unlike anywhere else,” Halpern said. “We’ve got the mountains, the coast and vibrant cities.”

Lawmakers said nearby states are spending more to market their destinations, a challenge Georgia hopes to address with renewed funding and focus on tourism growth.

Tourism supports one in every 15 jobs in Georgia. The state also ranks fifth in the nation for overnight tourist visits for the fifth consecutive year.