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Northwest Tennessee Tourism Association

Explore the enchanting offerings of Northwest Tennessee through the collaborative efforts of the McKenzie Chamber of Commerce and the North West Tennessee Tourism Association (NWTTA).

We are excited to share our deep involvement with NWTTA. Our partnership signifies a shared commitment to showcasing the hidden gems within the nine counties of Benton, Carroll, Crockett, Dyer, Gibson, Henry, Lake, Obion, and Weakley.

The NWTTA tirelessly works to promote this picturesque region, encapsulating its diverse attractions, storied history, and vibrant cultural tapestry. Our collaboration aims to not only celebrate the unique charm of Northwest Tennessee but also to extend a warm invitation to visitors, encouraging them to immerse themselves in the authenticity of our community.

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For those eager to join in our mission, consider becoming a member of NWTTA. Navigate to their user-friendly website (www.nwtntourism.com) to discover the benefits of membership and the incredible experiences awaiting both residents and tourists alike. Should you have any inquiries or wish to express interest, please get in touch with Kasey Muench at This email address is being protected from spambots. You need JavaScript enabled to view it. .

Together, let's continue to unveil the magic of Northwest Tennessee and make lasting memories.

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Monica Heath

9 Broadway Street McKenzie, TN 38201

Phone: (731) 352.2004

[email protected]

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The Northwest Tennessee Tourist Promotion Council, Inc., better known as Northwest Tennessee Tourism, has been a source for regional destination marketing since 1971 and is recognized by the Tennessee Department of Tourist Development as one of nine regional organizations in the state.

Northwest Tennessee Tourism’s mission is to serve as a catalyst by cultivating regional connectivity and enhancing economic and community growth through development, education, support, and promotion of hospitality and tourism in the nine-county region of the state of Tennessee, namely: Benton, Carroll, Crocket, Dyer, Gibson, Henry, Lake, Obion, and Weakley counties.

NWTN Tourism is diligently working towards being the trusted official tourism destination marketing organization of the region by serving as a viable resource and offering tourism and hospitality-related marketing initiatives and business services to our partners.

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Northwest Tennessee Tourism Gears Up for a Dynamic 2024 with New, Fresh Website

January 2, 2024.

(Northwest Tennessee, January 2, 2024) – As 2023 draws to a close, the Northwest Tennessee Tourism Association (NWTTA) proudly reflects on a year marked by significant achievements and renewed momentum. From impactful advocacy efforts to a revitalized digital presence, the organization solidified its commitment to promoting the region as a premier tourist destination.

Year of Progress: NWTTA was able to execute the first-ever Northwest Tennessee Legislative Breakfast with resounding success. State legislators, tourism stakeholders, and community leaders gathered at Discovery Park of America to discuss the critical role tourism plays in Northwest Tennessee’s economy. The breakfast solidified NWTTA’s role as a champion for the industry, paving the way for future advocacy efforts. Save the date for this year’s event as they cap off National Travel and Tourism Week, on Friday, May 24, 2024!

Committed to operating with efficiency and transparency, the organization undertook a comprehensive overhaul of its bylaws. The updated bylaws streamline governance, promote member participation and influence, and set the stage for continued organizational growth.

In a testament to the organization’s growing influence and impact, NWTTA reached its full board capacity for the first time ever. This diverse group of leaders from across the region brings a wealth of expertise and perspectives to the table, ensuring well-rounded decision making and a commitment to representing the entire area.

A Digital Refresh: Buckle up and get ready to navigate Northwest Tennessee like a pro with our completely revamped website (www.nwtntourism.com)! Thanks to a partnership with Tencom Services of Dyersburg, Tennessee, the site launches in January 2024, and will be your one-stop shop for planning your authentic getaway to our corner. Viewers can explore hidden gems, discover local flavors, and delve into captivating stories of our people and places. Our intuitive interface and user-friendly features will make planning any trip a breeze, whether you’re a seasoned traveler, a first-time visitor, or even a local.

New Year, New Goals: Looking ahead, Northwest Tennessee Tourism is setting ambitious goals for 2024. These include the launch of a comprehensive marketing campaign, hosting several exciting events throughout the year, and building membership by strengthening partnerships with stakeholders across the region.

Northwest Tennessee Tourism Executive Director, Kasey Muench, states, “We are incredibly grateful for the support of our members, partners, and the entire NWTN community for making 2023 a year of tremendous progress. Our board and I have laid a strong foundation, and we’re excited to continue building upon it in 2024. I’m anxious to keep connecting the dots across the region by continuing to be a resource for our members and telling our story through cohesive marketing initiatives. Every business, organization, and individual with a stake in our region’s success has a place at our table.”

In addition to the AL-MS-TN Rural Tourism conference held in Obion County in October, NWTTA will host several events of its own. The details of those upcoming opportunities will be exclusively released through their monthly newsletter. Stay up-to-date on all the exciting happenings in Northwest Tennessee by following @NWTNTourism on social media and subscribing to their newsletter through their new website: www.nwtntourism.com. We can’t wait to welcome you to our corner of the world in 2024!

About Northwest Tennessee Tourism: Northwest Tennessee Tourism Association is a dedicated organization committed to promoting the nine counties of Benton, Carroll, Crockett, Dyer, Gibson, Henry, Lake, Obion, and Weakley. We work to showcase the region’s unique attractions, rich history, and vibrant culture, inviting visitors to experience the authentic charm of Northwest Tennessee. If you’re interested in becoming a member of NWTTA, simply log on to their website (www.nwtntourism.com) or email Kasey Muench at [email protected]

Contact: Kasey Muench, Northwest Tennessee Tourism Executive Director [email protected], www.nwtntourism.com

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Whether you are a new resident, someone considering a move to Obion County, or just interested in finding out what our community has to offer, we hope our website will provide you with a wonderful glimpse of the many treasures to be found.

Those who choose to build their lives here will find a community rich with opportunity and hope. 

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Welcome to TN

No matter what you like, you can find something to love in Tennessee. Check out our latest highlights to discover inspiration for your next trip.

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Tennessee Trip Guide – Summer Travel Inspiration

Enjoy a day outdoors, visit Tennessee's locally owned restaurants, bakeries, wineries and more and enjoy a summer music festival.

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Get in Touch (Literally) With Nature at the Tennessee Aquarium

Chattanooga is filled with Tennessee experiences. Just ask lifestyle blogger, Anna Liesemeyer of In Honor of Design, who recently took her family to experience them.

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Culture, creativity, and a wealth of music options, Knoxville beckons with its laid back sophistication.

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Northwest Tennessee Tourism Rebuilds Program, Unveils New Branding, and Hosts Inaugural Legislative Breakfast 

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The 10 Best Tennessee Mountain Towns To Visit This Year

These spots aren't short on history, scenery, and relaxation.

Tennessee is filled with beautiful spots to visit along the 440 miles it stretches east from the Mississippi River to the Appalachian Mountains. Travelers flock to its mountainous peaks and valleys in the eastern half of the state for scenic views, peaceful hiking trails, and quaint mountain towns. With several national and state parks, including Great Smoky Mountains National Park , Cumberland Gap National Historical Park, and Big South Fork National River and Recreation Area, the Volunteer State is a perfect escape for your next mountain getaway. Whether you’re looking for a quiet retreat or ample activities, these 10 Tennessee mountain towns are the best spots to rest your head.

Sean Fisher

Townsend, Tennessee, is lovingly referred to as the “Peaceful Side of the Smokies,” given its more rural vibe compared to its tourism-driven neighbors. If you’re looking for quick access to the 11-mile drive through Cades Cove in Great Smoky Mountains National Park , Townsend puts you at its front door. Treat yourself to a night at Dancing Bear Lodge and grab lunch at The Townsend Abbey , housed within the old Heartland Little River Wedding Chapel.

Pigeon Forge

Smoky Mountain Alpine Coaster

Pigeon Forge, Tennessee, is your Smoky Mountain getaway if you’re looking for a stay packed with fun attractions like alpine coasters , a family-friendly visit to Dollywood , and all the pancakes you could possibly eat. Stay at Camp Margaritaville for easy access to both the national park and all the shopping and amenities the town has to offer. Visit The Island in Pigeon Forge for a ride on its 200-foot-high observation wheel.

Cumberland Gap

Korrin Bishop

Cumberland Gap, Tennessee, is tucked in the valley below Cumberland Gap National Historical Park at the meeting of the state borders for Tennessee, Kentucky, and Virginia. Stay in the late 1800s tongue-and-groove wood house of the Olde Mill Inn Bed & Breakfast for easy access to the town’s restaurants and shops. Take a drive to Pinnacles Overlook for a gorgeous view of the town tucked below and the Smoky Mountains in the distance on a clear day.

Arnita Sitasari Gray

Rugby, Tennessee, is the state’s quirky little mountain town with British Isles charm, founded in 1880 by British author Thomas Hughes. Stop by the Historic Rugby Visitor Centre for a guided tour of the town, including Hughes’s 1884 Kingstone Lisle Victorian home and the 1887 Christ Church Episcopal. Enjoy quick access to Big South Fork National River and Recreation Area’s 125,000 acres of Cumberland Plateau wilderness with a 2.1-mile hiking loop to Gentleman’s Swimming Hole.

Jonesborough

Courtesy Jonesborough Tourism Department

Jonesborough, Tennessee, is the state’s oldest town and offers quick access to the Blue Ridge Mountains of Cherokee National Forest, as well as hiking trails in the local 130-acre Persimmon Ridge Park. Plan for a stay at the Historic Eureka Inn conveniently located on Main Street. You can learn more about the town’s railroad history at the Chuckey Depot Museum or take a walking tour of the town at the Chester Inn State Historic Site and Museum . The town is best known for its October National Storytelling Festival , which brings mountain tales from near and far to the stage.

Johnson City

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Johnson City, Tennessee, is the big brother of Jonesborough and the best Tennessee getaway for mountain bikers, with miles of trails at Tannery Knobs . Enjoy a more leisurely bike ride on the Tweetsie Trail, a former railroad bed through town, or spend your day hiking at Buffalo Mountain Park. After your fun in the mountains, relax downtown with a beer at Yee-Haw Brewing Company.

Tennessee Tourism

Bristol, Tennessee, is the perfect mountain town for fly fishers and country music lovers. Stay at the South Holston River Lodge for professionally guided fly fishing excursions included with luxury accommodations and delicious food. While in town, visit the Birthplace of Country Music Museum and grab a sweet treat at Blackbird Bakery just over the state line in Virginia—a quick stroll across State Street.

Chattanooga

Rachelle Yingling / EyeEm /Getty Images

Chattanooga, Tennessee, offers an excellent balance between outdoor adventure and city amenities. Walk the Walnut Street Bridge over the Tennessee River, a pedestrian-only thoroughfare with beautiful views. Accommodations at The Edwin Hotel will put you within steps of the bridge and offer an artsy boutique stay. Don’t forget to make time for a visit to Lookout Mountain and its magical Ruby Falls —the tallest cave waterfall open to the public in the United States.

Courtesy The University of the South

Sewanee, Tennessee, is a nature-lover’s paradise. Visit the Sewanee Memorial Cross towering on a well-manicured hill on the University of the South’s campus or take a 2.2-mile out-and-back hike to see the beauty of Bridal Veil Falls. Cyclists may enjoy a stay at the town’s Sewanee Bicycle House. For a more traditional stay, rest your head at The Sewanee Inn .

Ducktown, Tennessee, is tucked in the southeast corner of the state surrounded by Cherokee National Forest, making it perfect for mountain lovers longing for a rustic weekend away . For some adventure, schedule a whitewater rafting trip with Wildwater Ltd. along the Ocoee River. Rest your head at The Company House Bed & Breakfast Inn or find a nearby campground.

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• 10 Friendliest Towns to Visit in Tennessee in 2024

Tennessee is often referred to as the Volunteer State since much of the war volunteers during the American Civil War , the War of 1812 , and the Mexican-American War all hailed from Tennessee. But these days, Tennessee is known for being the friendliest town to visit in 2024. From the birthplaces of globally acclaimed whiskeys and country folk music to pristine mountain towns in the Great Smoky Mountains, there is no deficit of destinations you can pick in the Volunteer State of Tennessee. So, volunteer yourself for a much-desired vacation to some of the friendliest towns to visit in Tennessee in 2024.

Morristown is a fascinating exploration into both the natural and historic attractions of Tennessee. The town happens to be the birthplace of Davy Crockett, "King of the Wild Frontier" who contributed much to Westward expansion and the pioneering age. One can learn all about this folkloric hero at the Crockett Tavern Museum. For alcohol aficionados, you can sample exotic craft brews and cider from the 1907 Brewing Company, Hamblen County’s first taproom and brewery.

Elsewhere, history buffs can pay homage to honorary Revolutionary War heroes at the Nathanael Greene Museum. The General Longstreet Museum, on the other hand, memorializes Confederate General James Longstreet who fought the Civil War. Outside these historic landmarks, one can undertake a brief drive towards the Great Smoky Mountains , aka the Smokies for short. Nearby, you can also wade and fish on the Cherokee and Douglas Lakes or traipse about in Panther Creek Park at your leisure.

Jonesborough

Approximately seven miles away from Johnson City, Jonesborough is widely regarded as “Tennessee’s Oldest Town.” For the longest time, Jonesborough has attracted thousands of storytellers and audience members with magnificent performances at the Jonesborough Repertory Theatre. It is because of these artists and literary creators that Jonesborough has also been hailed as the Storytelling Capital of the World. During the first full weekend of October, the townsfolk and visitors are entreated to the International Storytelling Festival. It is when writers and storytellers from all over America—whom the acclaimed Teller-in-Residence program sponsors—congregate to Jonesborough to share their tales and legends old and new. If you are one of these invested audiences or an aspiring storyteller, then you should definitely purchase a room at the Blair-Moore House, the Franklin House, or Jonesborough Bed & Breakfast while you spend your days and nights at Jonesborough.

Dayton is situated on the banks of Richland Creek which is near the Tennessee River . Only 36 miles from the city of Chattanooga, travelers can experience the forested splendors of the Laurel Snow National Area, home to a number of Tennessee’s vibrant flora and fauna. You can also purchase bouquets in Lorenzen Flower Farm or fish some elusive bass at Lake Chickamauga. Aside from these bucolic paradises, you can head over to the historic Rhea County Courthouse where the infamous Scopes Trial of 1925 was held. This unusual trial found high school science teacher, John T. Scopes, guilty of teaching evolution. More information about this strange and unwarranted conviction can be observed during the Scopes Trial Play and Festival every July. No need to feel unwanted in Dayton, because you can live your days and nights merrily in the PB Lodge.

Approximately 30 miles from the city of Columbia, you will find yourself in the geographic and cultural heart of Tennessee in the town of Pulaski. Admire the tallest and most aesthetically beautiful courthouse in Tennessee, the historic Giles County Courthouse. Tour the well-preserved grounds of the Sam Davis Home and Museum, former home and now living museum highlighting Confederate hero Sam Davis who fought in numerous skirmishes in Tennessee. No need to go beyond the planet when exploring the Milky Way Farm, which is so named not because of the Milky Way Galaxy but because of the famous candy bar inventor, Frank Mars, who made both the Mars Bar and Milk Way bars. For those of you interested in seeing more of Pulaski’s wonders, let the Giles Hotel Inn & Suites entertain and entreat you.

Grab a pint of the world-famous Jack Daniels from the town of Lynchburg, the venerable birthplace and headquarters of the Jack Daniels Distillery. As a small town with big contributions to the world, one can be more knowledgeable about the beer company’s history in the distillery itself. You can also know more about the company’s founding father, Jasper “Jack” Newton Daniels. Beyond the bubbly confines of Jack Daniels Distillery, travelers can revel in scenic strolls through the Tims Ford State Park or kayaking through the underground waters of Pennington Cave. More history can be inferred at the Lynchburg Old Jail Museum and the Beechcraft Heritage Museum. Consider attending the annual Lynchburg Music Fest every April for lively music and festivities. Only about 74 miles from Nashville , you can drink your bottle of fresh Jack Daniels at The Hopestead, Mulberry House, or The Cats Meow.

The town of Columbia in Tennessee should not to be mistaken with British Columbia in Canada or the country of Colombia in South America . It certainly lacks the frigid winters of the former and the humid tropical air of the latter—Columbia is, for all intents and purposes, just right. Most of all, Columbia happens to be the “mule capital of the world” or simply “Muletown.” Every April, the townsfolk celebrate the yearly Mule Day where they flock to the Mulehouse and listen to some unique Appalachian music. Besides the offspring of horses and donkeys, you can tour the Presidential Residence of James K. Polk , a residential museum showcasing President Polk’s life and works during his presidential term. More attractions can be found in this town along the Duck River, so pick your choice of lodgings between Richland Inn of Columbia, Forest Gully Farms, or Candlewood Suites.

Pigeon Forge

Forge your own path or follow the pigeons towards the town of Pigeon Forge . Strangely enough, though, Pigeon Forge neither has any pigeons or forges. Instead, it is home to the wild and whimsical Dollywood, Dolly Parton’s Appalachian theme park comprised of rides, a water park, and a museum exhibiting the singer’s career and iconic costumes. Beyond the jolly grounds of Dollywood, you will also come across other theme parks such the Titanic Museum Attraction, which showcases images, artifacts, and stories from the fatal ship, The Titanic .

There are also the Hollywood Wax Museum, WonderWorks, and The Island in Pigeon Forge for you to peruse and admire. You can take a roller coaster ride through the Smoky Mountains or perhaps zipline through the slopes and forests in the region. You might also want to watch exhilarating performances at Dolly Parton's Stampede. Even though Pigeon Forge lacks both pigeons and forges, it certainly has an abundance of lodgings for you to stay at, like the Dollywood DreamMore Resort & Spa, Berry Springs Lodge, Riverbend Campground, and much more.

Sweeten your adventure through Tennessee by visiting the lovely town of Sweetwater. Situated midway between Knoxville and Chattanooga, visitors can treat themselves with history lessons from the Sweetwater Depot and Visitor Center. The town is renowned for campaigning a local theme park called the Lost Sea Adventure where one can experience thrilling rafts and spelunking in the Lost Sea, the largest underground lake in the US . When crossing the Lost Sea, you will come across the Tsali Notch Vineyard which is Tennessee’s largest muscadine vineyard and one of the first producers of grape in the state. You can uncover more about the town’s delightful past at the Sweetwater Heritage Museum. Feel joyful while roaming the Craighead Caverns State Park, which is also connected to the Lost Sea. Last but not least, book a room at either the Rodeway Inn or Remedies Inn if you intend to stay a while at Sweetwater.

Once you have finished your tour of Pigeon Forge, travel about seven miles towards the Smoky Mountains towards the mountainous town of Gatlinburg . As the gateway to the Great Smoky Mountains National Park , you can savor the Smokies’ major landmarks like the Space Needle observation tower where you can survey the mountains and valleys in the area.

Hop aboard the Gatlinburg SkyBridge, a leisurely aerial cable car that will take you from Gatlinburg all the way up to the luxurious ski resort of Ober Gatlinburg. The Anakeesta's Rail Runner Mountain Coaster will have you zooming through the slopes and cliffsides of the Smokies for adrenaline-rushing fun. And even though you are so high up from sea level, you can still be immersed in the depths of the ocean at the Ripley's Aquarium of the Smokies. For those of you interested in seeing more of what the Smoky Mountains have to offer, you can stash your belongings safely at the Gatlinburg River Inn, Tree Tops Resort, or Bearskin Lodge On the River.

Send yourself away to the majestic town of Townsend, another humble community in the Great Smoky Mountains. Only 50 minutes away from Gatlinburg, you can enjoy different kinds of attractions deep within the Smokies. For instance, the Cades Coves a photographer’s paradise of a valley filled with nature’s finest forests teeming with Tennessee’s wildlife. Adventurers can go spelunking in the nearby Tuckaleechee Caverns where mesmerizing underground waterfalls await.

On the surface of the Smokies, you can survey the whole land from atop the Townsend Wye, The Sinks, and Meigs Creek Cascade. At the Little River Railroad/Lumber Museum, you can learn more about the lumberjacks and railroad builders who contributed to the economic and social development of Townsend. Should you desire a luxurious rest in the high-altitudes, you can always seek warmth and comfort at Riverstone Lodge, Townsend Gateway Inn, or Tremont Lodge & Resort.

The Takeaway

Meet new places and people along winding and bending rivers in a state named after the Cherokee word “Tanasi,” meaning “meeting place," "wind river," or "river of the great bend." Along the Tennessee River or other rivers and tributaries, or in high-altitude destinations and places deprived of waterways, you will be enamored by the friendliest towns to visit in Tennessee this 2024. Travel beyond the major cities like Memphis , Nashville, and Knoxville and head over to mountainous towns like Townsend and Gatlinburg to quirky communities like Columbia and Pigeon Forge. In a state whose people have volunteered to the security, prosperity, and liberty of the US, you can now be merry and content when exploring what Tennessee has to offer.

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Nashville tourism leaders unveil bold plan to manage rapid growth with safety

• Colin Reed of Ryman Hospitality Properties and Deana Ivey of the Nashville Convention and Visitors Corp. co-chaired the strategic planning group.
• The plan focuses on Nashville's reputation, public safety and the financial impact of the tourism industry.
• The city's tourism industry is expected to continue to grow quickly over the next decade.

Nashville needs to undergo big changes to get its house ready for more visitors over the next decade and to maintain Music City's ascent, according to a sweeping new long-term strategy from its chief tourism executives.

"The Music City Strategic Plan," released to The Tennessean Thursday morning, calls on Metro Nashville to increase policing, asks bar owners to deter raucous behavior and challenges hospitality industry leaders to show support for improvements, among other recommendations.

"We have a great destination, but we also need to take care of it," said Deana Ivey, the president and CEO of the Nashville Convention and Visitors Corp. "And we want to make sure that growth continues. The plan is our roadmap to tell us what we need to take care of."

The report says Nashville's reputation is threatened by "alcohol overconsumption, drug use and brawling," among other concerns.

Facing the challenges of ever-growing Music City tourism

It outlines eight objectives to push back on the problems and create several advisory groups and marketing campaigns to move the recommendations forward.

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Ivey co-chaired the report's strategic-planning groups with Colin Reed, executive chairman of Ryman Hospitality Properties, operator of some of Nashville's most famous brands including Opryland. Dozens of downtown business leaders took a hard look at the city to help develop the plan — from Garth Brooks' honky-tonk partner Max Goldberg and Metro Planning Director Lucy Kempf, to Titans President Burke Nihill and Fifth Third Bank executive Kevin Lavender.

"I think it tells a really powerful story about where we are as a city, how fragile and important this music-based entertainment is, and how the global growth is taking place as these artists are connecting with consumers all across the planet," Reed said. "And how this will stimulate future growth in this wonderful town."

The group has been meeting since late 2022 to address the biggest challenges facing Nashville's tourism industry. Their plan comes the same week as the Davidson County Medical Examiner's office released Riley Strain's autopsy report , revealing the 22-year-old visiting college student's excessive alcohol intoxication contributed to his accidental drowning after he left friends on Lower Broadway on March 8.

The tourism report found that: "A thriving hub in the heart of Nashville, the Downtown Tourism District has faced considerable challenges recently. Current issues on Broadway, such as overconsumption, overcrowding, and noise pollution, damage Nashville’s reputation as a warm, welcoming city."

It calls for more Metro Nashville police officers, added family-friendly attractions and, among other things, creates a Music City Local Host Committee of hospitality CEOs to attract big events, advise government leaders and raise private funds for events at the new Nissan Stadium.

The strategic plan is backed by some of the most influential voices in Nashville's hospitality industry. In the working group were leaders representing organizations like the Nashville Downtown Partnership, the Nashville International Airport, the Country Music Association and Vanderbilt University Medical Center.

Uniting state, local politicians around tourism growth

Tensions reached a fever pitch last year between Nashville's Democratic-leaning political leaders and Tennessee's Republican elected officials.

After Metro Nashville Council members rejected a bid for the 2024 Republican National Convention in 2022, state leaders lashed out against what they said was bad local fiscal management. Last year, state officials attempted to take over the Metro Nashville Airport Authority Board of Commissioners and sought to cut the number of Metro Council members from 40 to 20 .

Reed said the simmering tension is bad for tourism.

"We’re going to be sitting down with state leadership to present the impact of our industry. I’m hopeful we can have a calming effect," Reed said. "It’s about the education of these folks so they truly understand the power of this industry and where it is going."

Ivey said improving the experience for tourists downtown and maintaining Nashville's positive reputation is a top priority.

"If we don’t take care of our business and keep the city safe and clean, all that can go away," Ivey said. "It can go away quickly and the spigot could be turned off. That would be a real problem for this city."

They proposed new marketing campaigns highlighting the positive while also encouraging hospitality leaders to do more to curb the problems.

The city saw a record 16.8 million visitors in 2023 , and direct visitor spending amounted to $10.56 billion, up 6% from the year prior. The hospitality industry employs more than 70,000 people locally.

That's a dramatically different picture than just a decade ago.

"We’ve evolved," Reed said. "The things we are thinking about today as an industry are very different from the things we thought about a decade ago."

Moderate projections show that, within a decade, the number of tourists visiting Nashville could swell to more than 20 million people a year. Those tourists would leave behind hundreds of millions of dollars in tax revenues for Davidson County and the state of Tennessee, according to the report. Annual direct visitor spending could reach as high as $20 billion in 2034 if the growth of tourism keeps its current historic pace.

Growth in the hotel industry has also soared, resulting in increased revenue from the city's lodging taxes. The most aggressive revenue growth has come from the hotel occupancy tax, which has soared more than 262% over the past decade.

Hotel room supply has grown 59% since 2013, and more than 13,000 hotel rooms are currently in various stages of development , in addition to the approximately 40,000 that already exist.

Beyond downtown: Spreading the wealth with new housing, transit

While downtown's Lower Broadway is the most concentrated tourism hub, Nashville's distinct neighborhoods are increasingly on the list for visitors.

Neighborhoods like East Nashville, Germantown and the Gulch are especially popular for repeat visitors, and areas outside of downtown are noticed for their culturally diverse businesses and attractions.

That's why the strategic plan recommends the expansion of family-friendly attractions and increased support for Nashville's racially and ethnically diverse business owners.

"I think people misunderstand, or they assume, that the only tourism that is here are the people who are drinking on Broadway," Ivey said. "They don’t realize that there are visitors throughout all the neighborhoods."

Attracting a growing number of international tourists is a key priority as well. The report recommends additional global marketing focused on "ensuring an authentic and welcoming Nashville experience."

Reed said when it comes to supporting city-led efforts to expand access to public transportation and affordable housing , some of the dozens of hospitality leaders who contributed to the plan should be willing to throw support to the work.

"I’m very hopeful that these people will be supporting initiatives from elected officials," Reed said.

The report itself stresses the importance of robust attainable housing near the downtown core for the city's hospitality workers and creative community who work near downtown every day.

"We are pleased to hear that Mayor O’Connell will be proposing a transit initiative in 2024 and the industry will look forward to doing its part to advocate for greater investment in affordable public (transportation) for the benefit of our workforce and our visitors," the report says.

Reducing crime and improving the city's reputation

While overall crime only rose 1% from 2019 to 2022, violent crime jumped from 21% to 25% — mostly in areas frequented by tourists, the report states.

"We must combat a mentality that 'tourism at all costs' is healthy for our city’s growth and progress," says the report.

Solutions proposed are more security cameras, better street lighting, stricter rules for vendors and training for hospitality workers to help sexual assault victims and to intervene in dangerous situations , among others.

And it argues police staffing and pay, which starts at $45,000, should be increased.

"MNPD currently is roughly 200 officers short of budgeted officer staffing levels, the minimum headcount necessary for effective performance," the report states. "MNPD is struggling to attract, recruit, and retain police officers. This pay scale is problematic in a city experiencing significant cost of living increases. According to one analysis performed in 2022, the average compensation for the MNPD ranks ninth among police departments in Tennessee."

While downtown Nashville's problematic reputation is based in some fact, the area gets a bad rap considering its outsized economic contribution to the county, the report says.

"Hospitality is the second largest industry in Nashville and Tennessee, directly employing more than 70,000 residents," states the report. "Music City’s reputation, major events and new state-of-the-art hospitality assets are sources of pride and enjoyment for Nashvillians."

The report recommends a "communications campaign" focused on the hospitality industry's large economic impact and highlighting its community assets like restaurants, sports arenas and concert venues.

"Despite these benefits, in recent years, many residents have blamed the tourism industry solely for the angst many feel due to the city’s recent growth challenges," it states.

Nashville tourism leaders unveiled a new strategic vision. How it could change downtown

Nashville's tourism industry could soon look quite different thanks to a newly proposed plan from the city's tourism leaders.

"The Music City Strategic Plan," released on Thursday and co-chaired by Deana Ivey of the Nashville Convention and Visitors Corp . and Colin Reed of Ryman Hospitality Properties , outlines industry changes, improvements and other recommendations that aim to successfully spearhead Nashville as an industry leader in the upcoming years.

For example, the report proposes relocating two of the city's biggest annual attractions , "Let Freedom Sing! Music City July 4th" and "Nashville's Big Bash New Year's Eve" to the East Bank, the future home of the new and improved Nissan Stadium . Other proposed relocations include the Live on the Green music festival, the Nashville Hot Chicken Festival and Oktoberfest. Additionally, the city is eyeing hosting the Grammy Awards and a Super Bowl .

According to the report, the number of visitors in Davidson County has grown steadily in recent years. In 2018, 12,603,962 people visited the area. In 2023, that figure increased by nearly 3 million. But while the city has reaped the cultural and financial benefits of hundreds of thousands of tourists descending upon the city annually, Nashville and its locals have also had to deal with accompanying crime and safety concerns .

"We have a great destination, but we also need to take care of it," said Deana Ivey, president and CEO of the Nashville Convention and Visitors Corp. "And we want to make sure that growth continues. The plan is our roadmap to tell us what we need to take care of."

Mayor Freddie O'Connell praised the extensive study by tourism leaders.

"I’m grateful to everyone who put work into this strategic guide because we know tourism is a critical piece of our economy, and this work helps Nashville put its best foot forward for residents and visitors alike," O'Connell said.

Here are the plan's eight priorities.

Improving the experience and reputation of Downtown Nashville

The report pinpoints overconsumption, overcrowding, and noise pollution as a threat to Nashville's reputation as a "warm, welcoming city." Recent efforts to mitigate the concerns include improving Downtown lighting, installing surveillance cameras, implementing a rigorous cleaning schedule and more.

Ongoing efforts include:

• Refining the right-of-way vending ordinance to improve the pedestrian experience on the street.
• Advocating for a dedicated noise enforcement unit to ensure compliance with existing noise ordinances for buildings, vehicles, and vendors on private property.
• Activating Downtown Parks in a way that best serves residents and guests with a focus on local engagement.
• Explore implementing a Street Performer Program that permits live music in dedicated areas to enhance the downtown experience.
• Support private initiatives with downtown establishments to improve bar line management, SAFE Bar Program compliance and scooter and e-bike corrals.

Tourism officials also plan to launch a campaign which promotes the "Nashville way" which would call on bars to enforce better protocols, address raucous behaviour, and encourage other actions which would "help fix what is wrong on Lower Broadway." The campaign targets celebrities with namesake bars as potential partners.

Improving and supporting public safety efforts citywide

Public safety remains the top priority for visitors, read the report. In an effort to prioritize safety and reduce crime, tourism officials proposed allocating local and state resources to the following:

• Increasing the number of MNPD public safety officers.
• Increasing MNPD wages to national levels.
• Curbing disorder Downtown.
• Supporting MNPD in their efforts to reduce gun thefts from vehicles.
• Foster community partnerships with MNPD.

Developing a robust pipeline of job seekers and pushing for transportation improvements

While Nashville's hospitality industry has grown alongside the city, hospitality workers, like most Nashvillians, deal with a lack of affordable housing and public transportation.

Industry leaders plan to address challenges with a three part strategy which includes supporting hospitality workforce development, making affordable housing more available to hospitality workers and increasing the offerings, reach and appeal of public transportation.

Leaders aim to accomplish their goals by standardizing high school hospitality program curricula across Nashville, engaging local college and university hospitality programs to recruit employees and offer on-the-job training opportunities, supporting affordable housing and transportation access on the East Bank, increasing the number of public transportation stops and locations, exploring rideshare and shuttle options and more.

Fostering increased, local support for Nashville's tourism industry

Hospitality is the second largest industry in Nashville and Tennessee, directly employing over 70,000 people. The report states that despite benefits, the industry has had to bear the brunt of many resident's frustrations with the challenges that come along with growth.

Tourism officials propose a campaign highlighting the positive impacts of the industry which would hopefully alleviate those frustrations. Goals of the campaign include broadening the core message of the benefits of tourism, emphasizing personal and emotional connections to hospitality, ensuring messages reach broad and diverse audiences, enlisting diverse communicators to deliver said messages, and communicating across multiple platforms.

A focus on international tourism

More than a national destination, Music City has become an international destination, welcoming visitors from almost every corner of the globe. Tourism leaders aim to make Nashville a more welcoming, inclusive environment by marketing to international visitors and creating a better overall experience.

Officials aim to reach said goals by nurturing relationships with Nashville's sister cities and consulates, increasing direct airlift to and from Nashville International Airport, working together with the Tennessee Department of Tourism, partnering with popular travel apps, providing free Wi-Fi connectivity citywide and more.

Embracing family-friendly programming at the city's newest venues

While Lower Broadway may not be the most family friendly setting after-hours and on weekends, Nashville offers plenty of other family-friendly outings and venues. The East Bank, currently under redevelopment, plans to be a tremendous cultural center and will host multiple events suited for people of all ages.

Tourism officials plan on focusing on the following when evaluating potential new events:

• Creating large, family-friendly outdoor spaces for local and national events.
• Attracting world-class, family-friendly, diverse, and locally appealing events.
• Maximizing the riverfront's potential to offer residents and tourists new recreational opportunities.
• Working with state and local governments to achieve goals.

Marketing Nashville's diverse cultural offerings and developing new cultural assets

Tourism officials recognize that not all Nashville communities have benefited equally from the city's immense growth. In the report, industry leaders vowed to promote broader community participation while expanding offerings to attract diverse visitors and benefit underrepresented communities.

Focus areas include expanding Nashville's offerings to include more diverse music and entertainment events, increasing promotion and mentorship for minority-owned businesses as well as branding and promoting Nashville's culturally diverse communities.

Hospitality leaders to work with Metro and state

Finally, tourism leaders plan to work together with city and state officials to drive meaningful change in a variety of areas, for example economic development and legislative priorities.

By establishing the Music City Local Host Committee , hospitality leaders aim to demonstrate their value to the city. The committee will have the responsibility of attracting major events and raising the funding for the new Nissan Stadium and will also serve as a body of economic counselors to city and state leaders in evaluating critical new development projects or legislative priorities.

Committee leaders include former Governor Bill Haslam, country music artist Eric Church, Chairman of Ingram Industries John Ingram, and others.

Diana Leyva covers trending news and service journalism for The Tennessean. Contact her at [email protected] or follow her on X, the platform formerly known as Twitter, at @_leyvadiana