Nashville’s expanding entertainment choices ‘make people want to visit’
Writer: Mirella Franzese
July 2024 — Nashville’s tourism and hospitality industry has been humming along like the audience of a Morgan Wallen concert.
Even in the midst of national economic uncertainty, Nashville has performed well as this summer is expected to bring exciting new establishments to Nashville’s downtown area, from restaurants, bars, and clubs to art exhibitions, music soundstages, and entertainment venues.
“We’re attractive because of our many attractions and offerings. We are known for our live music and big events, but our food scene is also strong,” Deana Ivey, president and CEO of Nashville Convention & Visitors Corp, told Invest:. “Sports are another big draw for visitors, whether it’s our homegrown professional and college teams or when we host groups like the SEC or All-Star games or Drafts. Our historic attractions, our arts community, our distinctive neighborhoods — there are so many things here that make people want to visit.”
Anticipating sustained demand in tourism, local hotels are leveraging the city’s cultural assets to attract guests and help tailor a unique stay.
“When guests stay with us, we want them to truly immerse themselves in the essence of Nashville,” said Ben Olin, general manager of the Westin Nashville, in a conversation with Invest:. “Beyond the vibrant Broadway scene, Nashville offers a wealth of attractions, including Michelin-starred chefs, acclaimed theaters, and cultural institutions like the National Museum of African American Music,” he added. “Our hotel aims to lead, align and continue to showcase the diversity and richness of Nashville’s offerings, providing guests with a comprehensive experience that extends beyond the expected.”
Invest: also spoke with Bill Simmons, the general manager of The Union Station Nashville Yards, about emerging trends in the region’s hospitality sector. “Occupancy has been strong, but our biggest push has been Food & Beverage activations including our recent pop-up bar,” he explained.
“These activations not only elevate our guests’ experience, but also bring more awareness of The Union Station to locals. A lot of the time, they’ll drive by the hotel without thinking of it as a destination for a night out,” said Simmons. “We want more people from the city to enjoy what we have to offer.”
According to Ivey, Nashville represents two-thirds of all visitor spending in Tennessee at $10 billion annually. And sales tax generated from the industry contributes about $400 million to the city of Nashville and approximately $600 million to the state. Additionally, 70,000 jobs in Davidson County alone are from the hospitality and leisure tourism industry.
One of the main drivers behind the noticeable upsurge in tourism is the growing luxury hospitality market, which caters to a niche category of travelers with high disposable incomes.
“We’ve been in Nashville for nearly four years and one of the main differentiators has been in creating a new standard for luxury,” said Xavier Moulin, general manager of The Joseph Nashville, in an interview with Invest:. “There was some luxury in the market, but it wasn’t very developed and had an old-school feel. We were able to refresh the market.”
“The market is maturing in Nashville. The rapid growth isn’t just about volume, but also refining tastes and demand. Luxury hospitality wasn’t as obvious four years ago, but it’s seeing an obvious increase in demand that is also expanding beyond Broadway. (…) It’s about seizing developing trends and being willing to pivot with what the markets want next, anticipating as much as possible,” he noted.
Despite the increase in demand for luxury accommodations, the president of the Nashville Area Short-Term Renters Association (NASTRA), Barb Culligan, credits this growth in travel to high travel sentiment for leisure and business travelers alike.
“Travel sentiment remains strong, with 93% of travelers planning trips in the next six months. Inflation poses a potential concern, but travel has become increasingly important to people compared to a year ago,” said Culligan.
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