Wednesday, October 28, 2015

Nashville Sees Greatest Increase in Popularity

Nashville Sees Greatest Increase in Popularity Among International Visitors Compared to Other Major U.S. Cities
TripAdvisor Study Reveals Music City had 38% Year-Over-Year Increase in Search from Travelers Outside the U.S.

NASHVILLE, TN – Nashville leads as the U.S. city gaining popularity among international travelers, according to a TripAdvisor study announced today. TripAdvisor evaluated major U.S. tourism cities seeing the greatest increase in interest from travelers outside the U.S. based on searches on TripAdvisor¹, and Music City topped the charts with a 38% year-over-year increase in interest.

“People all over the world are hearing about Nashville and looking at making a visit to Music City,” Mayor Megan Barry said. “Our hospitality community has worked extremely hard for many years to expand our reach beyond the United States, and having a TV show named for and set in our city has broadcast Nashville’s name far and wide. Thanks to our live music scene, the spirit of creativity that permeates the city, our parks and greenways, our growing list of first-rate restaurants and iconic attractions such as Ryman Auditorium, The Hermitage, the Nashville Zoo and the Country Music Hall of Fame and Museum, the word is out about Nashville.”

The study from the world’s largest travel site is not the only one that bodes well for Nashville tourism. The Nashville Convention & Visitors Corp (NCVC) estimates that 5 percent to 7 percent of overnight visitors in Nashville are from outside the country. From 2013 to 2014, Nashville saw a 10 percent increase in international visitation, according to the Global Cities Travel report by Oxford Economics.

International visitors are also traveling to Music City to attend some of the city’s largest music-related events. At the CMA Fest this past June, 10.3 percent of attendees were international visitors. At the Music City July 4th: Let Freedom Sing! event earlier this year, 5.6 percent came from other countries. And the Jack Daniel’s Bash on Broadway: New Year’s Eve in Music City in 2014 saw 7.7 percent of attendees come from abroad.

The NCVC’s international marketing promotions include:
·        Taxi cabs sporting Nashville’s “Visit Music City” message in the London area since August and through mid-November as part of World Travel Market. The city’s Jack Daniel’s Bash on Broadway: New Year’s Eve in Music City, featuring the GRAMMY-winning Kings of Leon, is promoted on the seatbacks inside the cabs.
·        Rhythms of the South, a marketing partnership with Atlanta and New Orleans.
·        Country to Country, a collaboration with the Country Music Association to promote country music throughout the world.

¹The TripAdvisor ranking of Top 10 U.S. Cities with the Greatest Increase in Traffic from International Travelers was based on the largest year-over-year increases in share of international traffic sessions on TripAdvisor August 2014-2015 compared to August 2013-2014 for U.S. cities with at least 100 million sessions during this period of time.

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