Nashville’s Strength as Destination Reflected in New Tourism Impact Numbers
Direct Visitor Spending and Visitation Highest in History
Nashville, Tenn. – The number of visitors coming to Nashville and the amount of money they spend while they are here both significantly grew in the last year, according to research released by the Nashville Convention & Visitors Corp (NCVC) today. Direct visitor spending rose to $4.61 billion in 2012 compared to $4.25 billion the previous year according to a study conducted by the US Travel Association. Total visitation rose to 11.8 million in FY 13, an increase from 11.2 million the previous year, according to the NCVC. The total direct visitor spending for Nashville represents 29 percent of the overall visitor spending in the entire state.
“These latest figures underscore Nashville’s strength as a destination city and our immense appeal to both the leisure and business traveler,” said Mayor Karl Dean. “The hospitality industry continues to be an important economic engine in our city. It’s rewarding to see the growth in the number of visitors and the amount they spend while in our city as a result of the investments we have made.”
The NCVC attributes Nashville’s success as a destination to the long-term strategy and cooperation among industry partners. Nashville has experienced significant and thoughtful growth from the development of new products such as the Music City Center, the Zac Brown Southern Ground and Music City Eats festivals, to existing signature events such as the CMA Music Fest, Bonnaroo, New Year’s Eve and Fourth of July celebrations.
“A major key to our success has been the collaboration that has taken place throughout the industry over the last 20 years,” said Butch Spyridon, president and CEO of the NCVC. “The attitude of our partners has always to been to embrace the brand and keep the product fresh. Our partners understand if Nashville wins, everyone ultimately wins.”
These figures are the latest in a series of economic performance numbers showing significant growth in the hospitality industry in Nashville. The city just finished its third record-breaking year for hotel occupancy tax collection, bringing in $36,937,635 in FY 13, an increase of 8.6 percent over the previous year. The NCVC sold 1,176,683 future room nights in FY 13, the highest in the city’s history. Additionally, Smith Travel Research has named Nashville the second fastest growing market among the top 25 U.S. markets for new hotel rooms, second only to New York City.
“The glimpse in our rearview mirror is reason to celebrate, but our strategic focus is on the future,” said Ed Hardy, chairman of the NCVC board of directors. “We are well poised to sustain the growth and momentum and continue to see this industry and this city go to even greater heights.”
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.