Engaging with UK trade is a ‘priority’ for Nashville tourism board

Working with UK travel agents is a “priority” for Nashville Convention and Visitors Corp (NCVC) as the country remains the city’s second largest international market.

 

Heather Middleton, the tourism board’s chief marketing officer, told Aspire the board has a dedicated trade team, including roles focused on working with international agents, which provides consistent education opportunities, including face-to-face meetings with UK agents.

 

Tourism Economics data shows international visitation to the city has grown from 391,000 in 2019 to 419,900 in 2024, exceeding pre-pandemic levels.

 

UK visitation is predicted to grow from 32,780 in 2024 to more than 40,000 by the end of the decade, making it the destination’s second-biggest market behind Canada.

 

The heightened demand comes as a result of increased airlift to the destination. British Airways upped their Nashville service from seven to 10 weekly flights this summer, while Aer Lingus introduced four direct flights from Dublin each week, increasing to five next summer.

 

Accommodation in the city has also expanded significantly in recent years according to the NCVC, with the total number of hotel rooms in Nashville and surrounding Davidson County going from 26,351 in 2016 to 42,156 in 2025 to date. 

 

The quantity of rooms in the luxury category has jumped almost sixfold from 703 in 2016 to 4,083 to date this year. High-end properties in the city include Four Seasons Hotel Nashville; Conrad Nashville; The Joseph, a Luxury Collection Hotel, Nashville; and The Hermitage Hotel.

 

With multiple developments on the horizon, including a St Regis property, the NCVC also projects that almost 15,000 new hotel rooms will open in Nashville and Davidson County by 2030.

 

Middleton said that music continues to be Nashville’s tourism focus, saying: “Our brand is being the ‘music city’ – a melting pot of music. Country laid a foundation for all kinds of music to happen in Nashville, because the infrastructure is there for songwriters and musicians, producers and record labels, publishing companies and venues so it’s all there.”

 

The latest musical landmark is the 100th anniversary of the Grand Ole Opry country music radio show, which broadcasted a live event from the Royal Albert Hall on September 26, with performances from stars including Luke Combs and Mumford & Sons.

 

Middleton said: “The thing about people in the UK is they love music, so they’re a great fit with Nashville. Country music has exploded worldwide since streaming became widespread, and the UK market in particular has really grown.”

 

She explained that a variety of enhanced music experiences are on offer for luxury travellers in Nashville, such as backstage tours at the Grand Ole Opry with access to private dressing rooms, champagne receptions with performers and on-stage seating.

 

Middleton points out that sports tourism is a growing focus for the city, with a newly built NFL stadium and VIP packages for American football and hockey games on offer for affluent visitors.

 

She added that Nashville has become “known in the States” as a food destination, with culinary tours and fine dining options being a “key angle” to attract luxury travellers.