Tourism generates $927 million dollars in Northeast Tennessee each year.
The Northeast Tennessee Tourism Association’s annual Pinnacle Awards program first began in 1997, and pays tribute to the industry’s top performers, projects, and individuals.
Nominations are reviewed by a panel of unbiased judges, and exemplary projects are selected as Pinnacle Awards winners. The winners are announced at an awards luncheon during the summer each year.
The Pinnacle Awards program is a past recipient of the Shining Example Award presented by the Southeast Tourism Society, and the Community Relations Award presented by the former Tennessee Association of Convention and Visitors Bureaus.
Northeast Tennessee Tourism Association
The Northeast Tennessee Tourism Association was named the state’s 2019 Destination Marketing Organization of the Year with a mission is to serve as a catalyst to enhance regional economic and community growth through the promotion and development of tourism. The organization was chartered in 1977, is a non-profit tourism promotion and agency that serves and supports Carter, Greene, Hancock, Hawkins, Johnson, Sullivan, Unicoi, and Washington counties in Tennessee.
2026 Pinnacle Award Winners
Attraction of the Year
The Jackson Theatre
ETSU Martin Center for the Arts – Broadway Season
Event of the Year
30th Annual Iris Festival Week
Fun Fest
Best New Event
Marquee Ball at The Jackson Theatre
2025 Big South Basketball Championships
Best Sports Event
2025 Big South Basketball Championships
Roll With It
Rafting Tourism nominated by Appalachian RC&D
Hands On! Discovery Center
Best Virtual Series
Addams Family Halloween – Believe in Bristol
No Depression – Birthplace of Country Music
Best Marketing Campaign
Addams Family Halloween – Believe in Bristol
Explore Bristol
Best Public Relations Campaign
100th Anniversary – Mountain City Fiddlers’ Convention
Big South Media Day – Visit Johnson City
Best Social Media Campaign
Small Business Saturday – Downtown Kingsport Association
Santa’s Reindeer Visit Jonesborough -Jonesborough Tourism Department
Best High School Campaign
Community Awareness – West Ridge High School
Brochure or Guide
6 Days A Week: Good Food Starts with Local Roots – Appalachian RC&D Council
Visit Johnson City Kids Activity Book
Rack Card
Dog Approved Downtown Kingsport
Brews & Tunes – Jonesborough Tourism Department
Mailer
Alliance for Continued Learning – ETSU Office of Professional Development
Bristol Rhythm & Roots Reunion
Print
Visit Johnson City Backdrop
Photography – Lifestyle
Sunset at The Beauty Spot by Alex Stiner Photography
Nominated by Unicoi County Chamber
Photography – Landscape
Tailwaters Lodge on the River – caseSensitive Photos
Commercial
100th Anniversary – Mountain City Fiddlers’ Convention
Experience ETSU Martin Center for the Arts
Long Video
Resilient Farmer Fund Campaign – Appalachian RC&D Council
Bristol Rhythm & Roots Reunion Festival
Short Video
Welcome MLB Fans to Bristol – Explore Bristol
Vendor of the Year
Union Transfer & Storage (Go Minis)
Nominated by Visit Johnson City
Partnership of the Year
Discover Greeneville / Friends of the Cherokee National Forest
Nominated by Greene County Partnership
Adventure Tourism Award
Victory Sports Racing
Nominated by Visit Kingsport
Adventure Tourism Leader
Joe Nowotarski
Nominated by Greene County Partnership
Rising Star
Ella Brown
Nominated by Jonesborough Tourism Dept.
Sustainability Leader
Fun Fest Trash Barrel Paint-In
Nominated by Fun Fest
Frontline Employee of the Year
Steve “Lefty” Falin, Kingsport Public Works
Nominated by Visit Kingsport
Volunteer of the Year
Bonnie Booher
Nominated by Fun Fest
Hospitality Leader of the Year
Joel Dahlhauser
Nominated by Visit Johnson City
Tourism Leader of the Year
Frank Lett
Nominated by Visit Kingsport
Lifetime Achievement
Jenny Brock
pinnacleawards.net 