Collaborate: Partnerships are the key to Jonesborough’s preservation and tourism success. As Smith recalls, when the Jonesborough Civic Trust was formed in the 1960s as the private arm of preservation, its success was “the marriage between preservation and government. We were all one.” Likewise, from its earliest efforts in tourism promotion, leaders realized that a regional focus was necessary to create the critical mass that would attract visitors and keep them in the area longer. With Jonesborough leading the way, the Northeast Tennessee Tourism Association was formed to represent the region’s eight counties.
Find
the Fit between the Community and Tourism: Jonesborough began its preservation efforts as a way to save the town for the people who lived there. Building on that success, leaders approached tourism development in a similar manner – as a way to generate economic impact and create jobs for the town’s residents. Jonesborough’s cultural heritage tourism development has many successful results: shop owners and restaurant owners operate thriving businesses downtown, tour guides offer thematic tours to a steady flow of visitors, historic homes have been restored and opened as bed and breakfasts and a regular schedule of special events generates additional economic revenues.
Make
Sites and Programs Come Alive: The cornerstone of Jonesborough’s cultural heritage tourism success is its continual presentation of the history of the town and region through storytelling. Guided tours of the historic town are given by noted storytellers, an annual Storyteller-in-Residence program offers ongoing entertainment and the National Storytelling Festival brings the town to life in a unique way each October. A Preserve America grant awarded in early 2006 will provide yet another way to make Jonesborough come alive through the creation of a “Main Street Museum” complete with interpretive kiosks and storytelling-based audio interpretation.
Focus
on Quality and Authenticity: Whether developing an exhibit for the museum, writing a script for a walking tour, restoring a historic building, or selecting storytellers to perform at the annual festival, all of Jonesborough’s cultural heritage tourism projects demand authenticity and quality. These high standards have resulted in accolades from visitors and recognition such as the Dozen Distinctive Destinations award from the National Trust for Historic Preservation.
Preserve
and Protect Resources:Jonesborough’s renaissance is solidly based on the principles of historic preservation. One of the town’s first steps was to achieve designation on the National Register of Historic Places. Subsequent restoration efforts followed accepted preservation standards with the result that Jonesborough is an authentically restored community. The success of this approach led three community organizations – the Jonesborough Civic Trust, Historic Jonesborough Foundation and Jonesborough/Washington County History Museum – to merge into the Heritage Alliance of Northeast Tennessee and Southwest Virginia. Through this new merger, the organization can share its preservation expertise with communities throughout the region.
Collaborate: Partnerships are the key to Jonesborough’s preservation and tourism success. As Smith recalls, when the Jonesborough Civic Trust was formed in the 1960s as the private arm of preservation, its success was “the marriage between preservation and government. We were all one.” Likewise, from its earliest efforts in tourism promotion, leaders realized that a regional focus was necessary to create the critical mass that would attract visitors and keep them in the area longer. With Jonesborough leading the way, the Northeast Tennessee Tourism Association was formed to represent the region’s eight counties.
Find
the Fit between the Community and Tourism: Jonesborough began its preservation efforts as a way to save the town for the people who lived there. Building on that success, leaders approached tourism development in a similar manner – as a way to generate economic impact and create jobs for the town’s residents. Jonesborough’s cultural heritage tourism development has many successful results: shop owners and restaurant owners operate thriving businesses downtown, tour guides offer thematic tours to a steady flow of visitors, historic homes have been restored and opened as bed and breakfasts and a regular schedule of special events generates additional economic revenues.
Make
Sites and Programs Come Alive: The cornerstone of Jonesborough’s cultural heritage tourism success is its continual presentation of the history of the town and region through storytelling. Guided tours of the historic town are given by noted storytellers, an annual Storyteller-in-Residence program offers ongoing entertainment and the National Storytelling Festival brings the town to life in a unique way each October. A Preserve America grant awarded in early 2006 will provide yet another way to make Jonesborough come alive through the creation of a “Main Street Museum” complete with interpretive kiosks and storytelling-based audio interpretation.
Focus
on Quality and Authenticity: Whether developing an exhibit for the museum, writing a script for a walking tour, restoring a historic building, or selecting storytellers to perform at the annual festival, all of Jonesborough’s cultural heritage tourism projects demand authenticity and quality. These high standards have resulted in accolades from visitors and recognition such as the Dozen Distinctive Destinations award from the National Trust for Historic Preservation. 
Preserve
and Protect Resources: 
community organizations – the Jonesborough Civic Trust, Historic Jonesborough Foundation and Jonesborough/Washington County History Museum – to merge into the Heritage Alliance of Northeast Tennessee and Southwest Virginia. Through this new merger, the organization can share its preservation expertise with communities throughout the region.
