Spotlight on: Jason Johnson, Tourism Director, Wilson County Convention & Visitors Bureau
March 2025 — In an interview with Invest:, Jason Johnson, tourism director of Wilson County Convention & Visitors Bureau, discussed recent milestones, emerging trends, and strategic initiatives driving tourism growth. “There’s a sweet spot where we can grow tourism in a way that benefits both visitors and residents without losing our identity. That’s the goal,” he said.
What were the significant milestones or achievements for the county from a tourism perspective over the past year or so?
Using some of the ARPA funding, we were able to secure the entitlement sponsorship for NASCAR weekend this year and next year. That means we’ll be the pole position sponsors for both the Xfinity Series race and the NASCAR Cup Series race — the two main races of the weekend. Given that the NASCAR race is the major league of the series, that’s a huge win for us. With that, we’ve also secured branding for Wilson County, which will now be visible everywhere the Nashville Superspeedway is mentioned. Whether it’s an email, an advertisement or a race promotion, our badge will be featured. That brings great awareness.
Beyond that, last year, when the Music City Grand Prix was set to leave downtown Nashville, we worked with organizers to relocate it to the Nashville Superspeedway in Lebanon. That’s a multi-year deal moving forward, and Penske Motorsports has since taken over promotion. Penske Motorsports, which runs eight other IndyCar races, is very well suited to handle logistics. This shift is only going to create significant growth opportunities for us. One standout area for us is definitely the Nashville Superspeedway. We’re growing into a motorsports and automotive tourism hub.
Outside of motorsports, we’re seeing major growth in our historic downtown Lebanon area. It’s transforming with new boutique shops, pop-up bars and unique dining experiences that are now sustainable businesses. That’s fantastic not just for visitors but also for locals, who now have more places to enjoy. Cedar City Brewing is thriving, and East Nashville Beer Works, which recently expanded into Wilson County, is doing exceptionally well, attracting both locals and tourists. Another major sign of growth is that, according to CoStar, we have 12 new hotels in permit planning or pre-construction stages over the next four years. That kind of development signals something’s going right in Wilson County.
How has the tourism industry evolved over the past few years, and what key trends are shaping the market today?
It’s interesting because, four years ago, tourism practically shut down. Coming out of COVID, things were slow to recover as people were hesitant to travel. For the first year or two, we saw a lot more local and regional travel, with people opting for weekend getaways and overnight stays rather than longer trips. They were still adjusting, trying to feel safe again. Now, over the past year and a half, people have finally taken that deep breath and fully returned to travel. We’re seeing international tourism pick up again, and in Tennessee, we’ve had one of the highest year-over-year growth rates in the state.
One notable trend is that while people still want to experience major cities like Nashville, they don’t necessarily want to stay there. We’re seeing a shift where travelers opt for accommodations in smaller areas like Wilson County while making day trips to big cities. This applies to both leisure and business tourism. Visitors love that they can take an Uber into downtown Nashville, enjoy a night out, and then return to a more budget-friendly, less crowded place to stay. Our hotel rates are lower, our restaurants offer great dining experiences without long waits, and we don’t charge $35 per night for parking like some downtown hotels. People get the best of both worlds: proximity to Nashville without the high costs and congestion.
Which tourism segments are seeing the highest demand in Wilson County?
It’s tough to pinpoint just one, but our hotel sector is especially strong. With 12 new hotels planned over the next four years, that’s nearly a 50% increase from the 27 we currently have. That alone speaks volumes about demand. Food and beverage is also a major growth area. People don’t necessarily want to go to chain restaurants when they travel. They’re looking for unique, local spots they can’t find anywhere else. Our downtown square is full of those, from Town Square Social to Olivia’s Oyster & Cocktail Bar. We’re also seeing growth in boutique shopping, where visitors are looking for something beyond big-box stores. They want to support local businesses and find one-of-a-kind items they can’t get back home.
What strategies are you using to increase overnight stays and maximize economic impact from visitors?
We focus on targeted marketing, especially in five-hour drive-time markets. Our tagline, “Near Nashville, Miles from Ordinary,” plays a huge role in positioning Wilson County as a smart alternative for visitors. We know people coming from out of state want to experience Nashville’s attractions, but we show them they can do that while saving money by staying here. We also emphasize convenience. For example, we’re as close to the airport as downtown Nashville is, but without the traffic headaches. Getting to the airport on a Monday morning from Wilson County is considerably easier than from Nashville. Little things like that make a big difference when people choose where to stay.
What are the biggest hurdles, and what strategies are in place to navigate them?
One of the biggest challenges we face is funding. In a city like Nashville, leaders understand that tourism is the lifeblood of the economy, so they prioritize reinvesting in it. But when you step outside of major metros into counties like ours, it’s a different story. We often have leadership that’s been in place for decades, and they remember Wilson County as it was 25 or 30 years ago, rather than what it is today. There’s a learning curve when it comes to understanding that the people visiting our county now, and the ones moving here, are different. They have new expectations and new demands.
There’s also the challenge of public perception. People see government spending and wonder whether the investment in tourism is more pertinent than ambulances, more schools or better roads. And I get that, it’s a valid concern. But what they don’t always realize is that tourism brings in new revenue, which ultimately funds those exact things. Every dollar we invest in tourism returns at least $20 in visitor spending. And unlike permanent residents, visitors don’t put strain on local infrastructure like schools and emergency services. They come, they spend, they leave. On a given night, our hotels are at 73% occupancy. With 3,000 rooms filled, that’s roughly 7,500 people in the county. Now take those people out and we’d take a massive economic hit. When you present it that way, it’s hard to argue against the numbers.
What are the top priorities and goals for Wilson County’s tourism industry over the next two to three years?
Continued growth is the main focus. We need to sustain our momentum while preparing for challenges, especially with federal aid dollars rolling back. The goal is to offset that with increased local investment in tourism without putting undue strain on the budget. The good news is that our lodging tax revenue has grown by 100% over the past four years. That means the demand is there, we just need to make sure our funding keeps pace with that growth.
From an events standpoint, NASCAR isn’t going anywhere, and given the current trajectory, I don’t think the Grand Prix or IndyCar will leave anytime soon, either. Those two major events are solid cornerstones for our tourism economy. Beyond that, we’re actively working on bringing in additional mid-to-large-scale events. As Nashville continues expanding, people are looking for alternative locations for concerts, festivals and conventions. Wilson County is in a prime position to absorb that growth.
Another exciting development is the historic railway project in Watertown. Since we last spoke, the turntable project has been fully funded and approved. The preservation of historic steam engine No. 578 is nearly complete, and once the turntable is installed, it’s going to be a major attraction. The thing about niche tourism markets—like historic railways—is that they have incredibly dedicated fan bases. Some people will drive an hour or two to see it, but the hardcore enthusiasts will hop on a plane from across the country just to visit. That’s a game-changer for us. Wilson County is in a really exciting phase of growth. Between motorsports, historical tourism, boutique shopping and local dining, we have something special happening here. It’s about striking that balance between growth and maintaining the unique character of our communities. We’re not trying to become another Gatlinburg or another Panama City Beach. There’s a sweet spot where we can grow tourism in a way that benefits both visitors and residents without losing our identity. That’s the goal.
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