Nashville is aiming to host major events such as the Super Bowl, March Madness Final Four, and Wrestle Mania as part of its strategy to establish itself as a major player in the tourism industry. Deana Ivey, the CEO and president of Nashville Convention & Visitors Corp, is focused on attracting more diverse visitors to the city while also breaking free from its roots as primarily a destination for country music fans. The recent development of the $2.1 billion, 60,000-seat Nissan Stadium set to open in 2027 is expected to boost Nashville’s appeal as a host city for mega events.
Ivey, who has been with the bureau since 1997 and played a key role in developing the brand ‘Music City’ to promote Nashville as a destination, has seen a shift in the city’s image from being solely focused on country music to embracing a variety of music genres such as pop and rock. While domestic travelers have responded positively to this rebranding, international visitors, who mainly consist of country music fans, still make up a significant portion of Nashville’s tourism market. To attract more international visitors, Nashville aims to increase its number of nonstop flights from overseas markets, as currently, the city only has one nonstop long-haul flight with London under British Airways.
One of Ivey’s top priorities is to expand Nashville’s international visitor base, with expectations of hosting 453,000 international visitors this year, a 16% increase from 2019. By 2026, the city hopes to surpass half a million international visitors, with significant growth coming from countries like Canada, the UK, Australia, Germany, and France. However, Nashville recognizes the need for more nonstop flights to attract international visitors, which would help boost tourism revenue and elevate its status as a global travel destination.
Over the past decade, Nashville has experienced significant growth in its hotel supply, with plans for an additional 14,000 rooms in the pipeline. Luxury hotel brands like Four Seasons, St. Regis, and The Joseph have contributed to the expansion of Nashville’s hospitality sector. The city welcomed a record 16.8 million visitors last year, generating over $10 billion in tourism revenue. With the upcoming marketing campaign “There’s More Than One Way To Play Music City,” celebrities like Bon Jovi, Dierks Bentley, Cassadee Pope, and chef Philip Krajeck will showcase different Nashville experiences beyond its country music scene.
The new marketing campaign aims to highlight diverse aspects of Nashville beyond its music heritage, with celebrities endorsing various attractions and activities in the city. Chef Maneet Chauhan, for example, promotes her Indian cuisine restaurant, Chauhan Ale and Masala House, as a unique dining experience in Nashville. The campaign will be launched on digital and broadcast media next year, with the Nashville Convention & Visitors Corp planning to wait until after the 2024 elections to avoid higher advertising costs and a crowded news cycle. Overall, Nashville’s efforts to attract a wider range of visitors and promote its diverse offerings beyond country music demonstrate the city’s commitment to establishing itself as a premier tourism destination.
