Case Study: Tennessee Department of Tourist Development achieves higher engagement with Acquia

Tennessee Tourism reimagines its digital platform to turn online visitors into real tourists

The Tennessee Department of Tourist Development needed to replace an outdated, one-size-fits-all tourism website with a more personalized digital experience that could better inspire and convert mobile travelers. Working with VML and Acquia, the team aimed to improve content relevance, simplify content management, and support broader CRM goals beyond printed guide requests.

Acquia helped launch the new TNVacation.com on Drupal 8 with Acquia Lift, enabling reusable content components, API-first integrations, and targeted personalization based on user interests and behavior. The results included a 29% increase in average session duration, 9% more pages per session, an 8% increase in time on page, a 19% decrease in bounce rate, more than 120,000 partner-related engagements and outbound referrals, and a 2% increase in email signups.

Tennessee Department of Tourist Development