Nashville, renowned for its country music roots, is ambitiously setting its sights on hosting major global events. This strategy aims to expand the city’s appeal beyond domestic tourists.
Nashville aims to host mega events like the Super Bowl and WrestleMania to gain international recognition. This is supported by the development of the new $2.1 billion Nissan Stadium, planned to open in 2027. Deana Ivey, CEO of Nashville Convention & Visitors Corp, emphasises the importance of diversifying the city’s offerings to attract more international visitors.
A critical component of Nashville’s strategy involves improving international air travel options. Currently, the city’s only direct long-haul flight is to London with British Airways. Deana Ivey is prioritising the expansion of nonstop flight routes from additional international markets to boost international visitor numbers.
In 2023, Nashville anticipated approximately 453,000 international visitors, marking a 16% rise since 2019. With aspirations to surpass half a million by 2026, efforts to increase flights and diversify cultural offerings are crucial.
Deana Ivey has been instrumental in broadening Nashville’s music scene beyond just country music.
Over the past decade, Nashville has emerged as a hub for diverse music genres, including pop and rock. This transformation is integral to shaking off the “country music only” image and appealing to a wider audience.
Despite this diversification, the city finds that most international visitors are still primarily country music fans. Deana Ivey notes, “It tends to be more of a draw for country music fans because they’re just discovering Nashville.”
A new marketing campaign by the Nashville Convention & Visitors Corp aims to showcase the city’s multifaceted attractions. Set to launch after the 2024 elections, this campaign will feature celebrities like Bon Jovi and Dierks Bentley, promoting various Nashville experiences.
The campaign, titled “There’s More Than One Way To Play Music City”, will include personalities sharing unique facets of Nashville, such as culinary experiences at popular restaurants.
The upcoming $2.1 billion Nissan Stadium is central to Nashville’s plan to attract international events. This facility is expected to position Nashville as a contender for events like the Super Bowl.
Nashville’s hospitality sector has seen significant growth, with the hotel supply doubling in the past decade. The city is also expecting an influx of 14,000 rooms in the near future, thanks to luxury brands like Four Seasons and St. Regis.
In 2023, Nashville attracted a record 16.8 million visitors, generating over $10 billion in revenue. This economic infusion has been pivotal in supporting local businesses and the hospitality industry.
Tourism has become a cornerstone of Nashville’s economy, with strategies in place to further enhance its global appeal through diversification and infrastructural development.
While Nashville is making strides to establish itself as a global event hub, challenges remain. Increasing international flights and changing international perceptions are vital for sustained growth.
Nashville is undertaking significant efforts to enhance its international appeal through diverse cultural offerings and strategic infrastructural developments. While challenges persist, the city’s forward-thinking approach and strategic initiatives provide a robust foundation for competing on the global stage.