Cindy Day wants geotourists in her bakery.

They're typically middle-aged, highly educated people who pull in a salary above $75,000. They're looking for authentic, local experiences when they travel. There are about 55 million of them and many are willing to spend up to 10 percent more for a product from a sustainable company, according to the Travel Industry Association of America.

They're exactly the kind of people Day wants to visit and shop at her Dutch Maid Bakery in Tracy City, TN, the oldest bakery in the state. So she drove an hour into Chattanooga on Thursday for the region's first conference on geotourism to find out how.

"I want to be able to attract tourists from the perspective of being authentic," she said.

Read more from our news partners at the Chattanooga Times Free Press.