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 early career was defined by her ability to build strong relationships and infuse new energy into historic and regional tourism efforts. At Historic Rock Castle, she introduced creative programming and community partnerships that brought renewed relevance to the site while honoring its legacy. At the Tennessee Department of Tourist Development, she played a central role in strengthening tourism across Middle Tennessee. She cultivated partnerships in all 40 counties of the region, working collaboratively to elevate local destinations and expand their reach.

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 a graduate of Middle Tennessee State University and recently finished the local leadership program in Donelson, L'Evate. When she's not working hard to advance 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, their three children, James, Dominick, and Charlotte.