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June 24, 2024 | Tom Ballard

Nashville has a new plan for its exploding tourism industry

The document, titled "Music City Next," was developed by a group of more than 100 people.

Nashville, which already enjoys a booming tourist business, has issued a new visionary plan that identifies eight strategic priorities over the next several years. Titled “Music City Next,” the plan is the result of the work of more than 100 people convened by the Nashville Convention and Visitors Corporation (NCVC).

The group was led by Deana Ivey, the then-NCVC President and now NCVC President and Chief Executive Officer (CEO), and Colin Reed, Executive Chairman of Ryman Hospitality. The group settled on these major priorities:

  • Downtown Nashville – Improving the experience and reputation;
  • Public Safety – Improving and supporting public safety efforts throughout the city;
  • Workforce and Transportation – Developing a robust pipeline of job seekers and advocating for future transportation needs through the lens of the tourism industry;
  • Fostering more support for the tourism industry from residents;
  • International Visitation – Strategic marketing for growth and best preparing the city;
  • Major Opportunities – Embracing family-friendly programming opportunities at new venues and major development projects such as the emerging East Bank;
  • Nashville’s Cultural Offerings – Ensuring that Nashville’s diverse, cultural offerings are marketed to visitors and develop new cultural assets for future hospitality growth; and
  • Hospitality Leadership Groups – Utilize hospitality CEO leadership to engage and lead major city and state initiatives in support of the agendas of elected officials.

Background on the Music City brand, along with the strategies and tactics for the eight priorities, can be found here.

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