Business View Magazine March 2023

78 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 3 interest in Nashville as a meeting destination with lead production up 119% over FY 21, although the conversion rate is about 25%, slightly below the FY19 rate and the average size of groups has decreased by 16%. However, Nashville remains a strong convention destination with recognition from the meetings industry, including CVB of the Year (Secondary Market) by Conference Direct; No. 5 destination booked by Maritz clients for face-to-face meetings; No. 5 destination by HelmsBriscoe in definite booked business; and No. 7 meetings destination by CVENT. Nashville International Airport is the number one airport for mid-sized cities in the United States, servicing 97 daily nonstop destinations. A $2 billion renovation has transformed it into one of the most state-of-the-art airports in the country. Passengers are coming through the airport in record numbers, and the property hosted the largest number of passengers in a single month in June 2022 at 1.83 million, exceeding pre-pandemic levels by 9.3%. The British Airways’ nonstop flight between Nashville and London resumed in May 2022 to record sales, demonstrating Nashville’s appeal to international visitors. The airport’s renovations include designs for future international flights, a major growth area for the city’s hospitality industry. As leaders in the city, the NCVC and GNHA will continue to promote Music City and create important revenue for local businesses, the city, and the state. In 2021, direct visitor spending in Nashville was $7.4 billion, nearly one-third of all visitor spending in Tennessee. The Nashville MSA has a total of 126,000 leisure and hospitality employees, representing 11% of employment in the Nashville MSA. Unlike other major destinations, Nashville does not have typical demand generators, such as beaches, mountains, gaming, or a theme park. The Music City brand continues to be Nashville’s calling card with country music and multiple other music genres – from rock to bluegrass to gospel to pop – thriving in Nashville. The NCVC and GNHA will continue Nashville’s tourism momentum by staying true to the values that make Music City great: creativity, authenticity, and friendliness, with Nashville named a Friendliest City in the United State in Conde Nast Traveler’s 2021 Reader’s Choice Awards.