Nashville Convention and Visitors Corp. has launched “Destination Stewardship,” an ad campaign promoting respect and responsibility among tourists and locals. The campaign aims to address issues such as noise and safety incidents in the honky-tonk district, highlighting the need to balance tourism’s economic benefits with residents’ quality of life.

According to preliminary numbers, 16.9 million visitors generated $11.1 billion in spending last year as city officials wrestle with ways to balance economic benefits of tourism with residents’ quality-of-life concerns.

“This campaign is a reminder that we all have a role to play in protecting the city we love,” CVC president and CEO Deana Ivey said in a statement. “By being mindful of our actions and showing care for our surroundings, we help ensure Nashville remains a beautiful, welcoming, and safe place for everyone to enjoy.”