Gary Wheat, President & CEO, Visit Macon
In an interview with Focus:, Gary Wheat, president and CEO of Visit Macon, discussed projects that are in the works to help enhance tourism in the region, key drivers of fiscal growth, and events that have had a great economic impact on tourism in Macon. “We’ve evolved beyond a destination marketing organization into a destination development organization,” he said.
What have been the key milestones or achievements for Visit Macon over the past 12 months?
As an organization, we’ve launched several impactful projects. One was acquiring a world-class tour company and bringing it in-house to enhance our tourism offerings and build on the legacy of that organization. More recently, we acquired a radio station, which strengthens our ability to promote Macon as a music destination — a central focus of our work. We also partnered on a culturally significant initiative to rename streets with translations that honor and include those displaced during the Trail of Tears, creating an educational opportunity for the community. Additionally, we’ve seen the positive impacts of the Atrium Health Amphitheater and the opening of the Otis Redding Center for the Arts. These developments pave the way for the next generation of musical talent from Macon and our next local legend.
Macon saw record hotel motel tax collections and increased fiscal spending. What have been the key drivers of this growth?
One major shift has been in our approach to sales and market segmentation, which we’ve built into our strategic plan. We took a step back to reassess, and that reflection has helped us move forward effectively. Our visibility has grown, with national and international publications like Time, which listed Macon among the most exciting places to visit, amplifying our reputation. With the creation of America’s newest national park underway, the city is seeing a transformation: What used to be transient hotel stays have evolved into visits for concerts, tournaments, and longer stays.
What trends are you seeing when it comes to visitor preference in terms of amenities or visitor experience, and how is Macon adapting to meet those expectations?
We’ve had to evolve intentionally and by design to meet changing visitor expectations. Today’s travelers are shifting from high-volume visits to experiences that are cultural, authentic, and immersive. They want to feel a connection to the communities they visit and ensure their travel gives something back. We’ve positioned Macon to deliver that kind of experience, and it’s paying off.
What events have had the greatest economic impact on tourism-related businesses, and what sets Macon apart as a vacation destination?
Our events define us — we love our festivals. From the Christmas Light Extravaganza, which garnered national attention, including from ABC News, to the Cherry Blossom Festival, these anchor events draw massive crowds. This year, the Christmas lights event generated over $7 million in economic impact.
The Atrium Health Amphitheater is also proving to be a game-changer, turning concerts into weekend-long experiences and mini-festivals that highlight our musical roots, particularly southern rock. Seven years ago, we launched the Christmas lights event, and even named a section of a street in honor of the founder.
Looking forward, what are some emerging opportunities for Macon?
We’re committed to deepening cultural experiences, particularly those centered on African American history and heritage. We’re preparing the national park to accommodate growing visitor numbers, and continuing to lean into our music legacy, positioning Macon alongside cities like Nashville. Growing our tourism economy will also rely on hotel development and the construction of a new convention center and arena, which is a top priority for the mayor. Expanding airlift is critical — we currently only have one flight to Dulles, and we need more destinations to attract national groups.
What impact have groups and conventions had on tourism and Macon’s market position?
On the group side, we’re targeting social, medical, educational, and religious organizations. Our central location within the state makes us a preferred meeting spot. We’re also working to modernize our arena and convention spaces, replacing historic buildings as necessary to remain competitive. Enhancing airlift remains a focus, and we expect to announce new flights and destinations soon, which will elevate our status in the market.
What final thoughts would you like to express or expand upon?
I’m proud of the incredible team we have — their vision, passion, and dedication to our destination are unmatched. I’m in my 26th year in this industry and my ninth here in Macon. We’ve evolved beyond a destination marketing organization into a destination development organization. The intentionality behind our work is refreshing and exciting. We’re doing things I haven’t seen others do like acquiring a radio station to promote our music heritage. These investments reflect our passion and allow us to redefine the future of our industry.
