Dollywood has once again proven that Southern hospitality never goes out of style. The Pigeon Forge, Tennessee destination—founded by country music legend Dolly Parton—has been named to Forbes’ Best Customer Service 2026 list, earning recognition as one of the most guest-focused destinations in the world.

Dollywood ranked #50 overall and was the highest-ranked theme park company on the list, second only to Seminole Hard Rock Hotel & Casino (#23) in the “Hotels/Recreation” category. Sister park Silver Dollar City also made the list at #192, while Legoland parks ranked #232.

The Forbes list, developed in partnership with HundredX, drew from more than 3.8 million consumer ratings and feedback from 158,000 participants between August 2024 and July 2025. Only 300 companies across 90 industries made the cut, spanning grocery, travel, retail, finance, and entertainment.

“Every decision we make starts with one question—how will this serve our guests?” said Dollywood Parks & Resorts President Eugene Naughton. “We don’t use the word ‘customer.’ Our visitors are our guests, and our employees are their hosts. That mindset keeps our focus where it belongs: on creating memory-making moments and true connections that make every guest feel like they are coming home to family.”

That philosophy is more than just talk—it’s something guests feel. Every time I visit Dollywood, I’m reminded why it stands apart. There’s a genuine warmth in the way team members greet you, help you, and make sure your day feels special. At Dollywood, I always feel valued—not processed. It’s a distinction that’s rare in today’s fast-paced world of mass entertainment, and one that clearly resonates with guests everywhere.

HundredX Founder and CEO Rob Pace echoed that sentiment: “Customer service comes back to culture. Are you obsessed with the customer’s outcome? It’s usually an ‘and’—a great product and great service. It’s very rare to find people who have great service and a lousy product.”

Other companies appearing alongside Dollywood on Forbes’ list include The UPS Store (#1), Mary Kay (#2), Chick-fil-A (#3), REI (#5), Trader Joe’s (#10), Buc-ee’s (#13), Build-A-Bear Workshop (#46), In-N-Out (#53), Delta (#65), and Four Seasons Hotels and Resorts (#83).

The recognition on Forbes’ 2026 Best Customer Service list comes just as Dollywood prepares to open its 35th Smoky Mountain Christmas presented by Humana this Saturday, November 1. The 15-time winner for “Best Theme Park Christmas Event” promises millions of twinkling lights, towering Christmas trees, and the kind of heartwarming touches that make the park’s holiday season unforgettable.

For those looking to make the magic last, Dollywood’s 2026 Season Passes are now on sale—and they include free admission to this year’s Smoky Mountain Christmas when purchased during the festival. The coming season will also mark the debut of NightFlight Expedition, a first-of-its-kind attraction and the largest investment in Dollywood’s history at more than $50 million.

To see the full Forbes list, visit forbes.com/lists/best-customer-service. For information on Dollywood’s 2026 season or to purchase passes, visit Dollywood.com or download the Dollywood app.

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