Sara Beth Urban

At the helm of TNHTA, Sara Beth isn't just leading an association—she's championing Tennessee's vibrant hospitality scene. As CEO & President, she's the powerhouse behind the state's lodging, dining, and tourism interests. Sara Beth's journey through Tennessee's tourism landscape is as rich as the state's own history. From breathing new life into the Historic Rock Castle as its Executive Director to showcasing Middle Tennessee's hidden gems with the Department of Tourist Development, she's been crafting unforgettable experiences for a decade.

Sara Beth's stint as the Tennessee Distillers Guild's Executive Director saw her raising spirits in more ways than one. She expertly navigated the complex world of whiskey, putting Tennessee's finest on the map through the Tennessee Whiskey Trail.

A proud Nashville native, Sara Beth's roots run deep in the Volunteer State. She's not just a graduate of Middle Tennessee State University—she's come full circle, now shaping future tourism mavens as an adjunct professor in their Tourism & Hospitality Management program.
When she's not revolutionizing Tennessee's hospitality industry, Sara Beth's world revolves around family. She shares her Nashville home with J.P., her husband and senior deputy attorney general for the state, and their two young sons, James and Dominick.