Nashville’s Strength as Destination Reflected in Tourism Impact Study
Direct visitor spending and visitation highest in city’s history
NASHVILLE – The number of visitors coming to Nashville and the amount of money they spend has broken records yet again according to research released today by the Tennessee Department of Tourist Development. Direct visitor spending rose to $5.43 billion in Davidson County in 2014 compared to $4.99 billion in 2013, according to a study conducted by the US Travel Association. The total direct visitor spending for Nashville represents 31.5 percent of all visitor spending in the entire state. Total visitation reached 13.1 million for 2014, up from 12.2 million in 2013 according to the Nashville Convention & Visitors Corp (NCVC).
“These figures confirm the success of the investments we have made in ourselves and underscore our appeal as a destination city for both leisure and business travelers,” said Mayor Karl Dean. “Our hospitality industry is vital to our success as a city and as we see these numbers rise every year, we know this is the new normal for Nashville. The amount of success we are currently experiencing takes a team effort and it is important to remember how we got to this point. We must also look to the future and continue to be proactive as we move Nashville in the right direction.”
According to the study, direct visitor spending for 2014 generated a total of $259.17 million in state and $137.41 million in local tax revenues, increases of 10.4% and 8.8%, respectively. More than 57,400 Davidson Countians are employed in tourism-related fields.
“In 2003 we set a goal, be a $5 billion a year industry by 2015. To realize we have reached that goal one year early is incredibly exciting,” said Ken Levitan, chairman of the NCVC board of directors. “We should celebrate our accomplishments, but our next challenge will be maintaining that level of success by continuing to allow our product to evolve while protecting our authenticity. I have no doubt we can continue our success if we work together as an industry and as a community.”
The city just finished its fourth record-breaking year for hotel occupancy tax collections, bringing in $49,882,792 in 2014, an increase of 24.1 percent over 2013 ($40,204,492). The NCVC sold 1,178,601 future room nights in FY 15, an 11 percent increase over the previous year.
The NCVC attributes Nashville’s success as a destination to the long-term strategy and cooperation among industry partners in addition to reaching new audiences through strategic partnerships with the likes of Bon Appetit, Sports Illustrated and GQ. Nashville has experienced significant and thoughtful growth from the development of new products such as the Music City Center, Music City Food + Wine, Live on the Green and Ascend Amphitheater to existing signature events such as the CMA Music Fest, Bonnaroo, New Year’s Eve and Fourth of July celebrations.
The Nashville Convention & Visitors Corp
The mission of the Nashville Convention & Visitors Corp is to maximize the economic contribution of the convention and tourism industry to the community by developing and marketing Nashville as a premier destination. Visit the NCVC’s website at www.visitmusiccity.com, tune in to our internet radio station at www.highway65radio.com, and follow us on social media: