NASHVILLE, Tenn. (WTVF) — Visitors to Davidson County spent a record $11.6 billion in 2025, a 3.5% increase over 2024, according to newly released data from Tourism Economics and the Tennessee Department of Tourist Development.
Davidson County ranked first among all 95 Tennessee counties in visitor spending, accounting for about 35% of all visitor spending statewide. It takes the combined totals of the next four counties — Shelby, Sevier, Knox and Hamilton — to exceed what visitors spent in Nashville alone.
WATCH Nashville tourism hits record $11.6 billion in visitor spending in 2025
Visitors spent an average of $31.8 million per day in Nashville in 2025, generating jobs, fueling local business growth and producing tax revenue. According to the state report, if not for tourism-generated tax revenue, each Nashville household would pay $3,674 more in state and local taxes each year.
"Tourism continues to be a powerful economic engine for Nashville and all of Tennessee," said Deana Ivey, President and CEO of the Nashville Convention & Visitors Corp. "We're proud to see record visitor spending, especially at a time when the global tourism landscape continues to face challenges. Visitors consistently tell us Nashville is fun, authentic, welcoming and safe, and that remains our competitive advantage."
By the Numbers
Direct visitor spending generated $1.2 billion in state and local tax revenue in Davidson County — $715.8 million in state taxes and $477.8 million in local taxes.
74,000 leisure and hospitality workers are employed in Davidson County, according to the U.S. Bureau of Labor Statistics.
Labor income in Davidson County totaled $3.2 billion in 2025.
17.4 million daily and overnight visitors came to Davidson County in 2025.
Visitor spending is forecast to grow to $12.2 billion in 2026 and reach $17.4 billion by 2036.
Growth Outpacing the Nation
Nashville's visitor spending grew 55.7% since 2018, outpacing the statewide growth rate of 40% and nearly doubling the national growth rate of 22%.
Statewide, Tennessee's tourism industry generated a record $32.5 billion in direct visitor spending in 2025, with $3.3 billion in state and local tax revenue. Fifty-seven of Tennessee's 95 counties saw year-over-year growth.
"Tennessee is a sales tax state," said Mark Ezell, commissioner of the Tennessee Department of Tourist Development. "Every tax dollar captured from an out-of-state visitor is a dollar retained in Tennessee and used for Tennesseans."
What's Driving Growth
Research shows visitor spending growth is being driven by dining and recreation, as travelers increasingly spend on experiences such as concerts, sporting events and food and beverages — trends that align with Nashville's strengths as a major events and concert destination. Nashville was also added to the MICHELIN Guide American South last year.
Nashville is now the No. 3 meeting destination in North America, and the NFL selected the city to host the Super Bowl in 2030.
More Investment on the Way
Major development projects are underway or planned across the city. Gaylord Opryland, Bridgestone Arena and Nashville International Airport are all expanding. Music City Center is planning for future expansion. A new enclosed Nissan Stadium is set to open early next year. There are also 16,242 hotel rooms across 90 properties in the development pipeline — described in the report as the most robust pipeline in the country.
Davidson County is part of Tennessee's Greater Nashville tourism region, where visitor spending reached $15.2 billion in 2025, up 3.3% over 2024 and up 50% since 2018.
Data is sourced from the Tennessee Department of Tourist Development and Tourism Economics, with national benchmarks provided by the U.S. Travel Association.
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