UN WORLD TOURISM ORGANISATION, SOUND DIPLOMACY AND PROCOLOMBIA RELEASE FIRST EVER GUIDE TO MUSIC AND TOURISM
Launched globally on 6th November at World Travel Market, London
Sound Diplomacy, the global leaders of the Music Cities movement, in partnership with ProColombia and the UNWTO are proud to launch the world’s most extensive guide ever written on music and tourism.
The music industry is growing at twice the rate of the global economy. Global tourism numbers are increasing as well, with tourist arrivals increasing by 7% in 2017, from a year previous. But the relationship between music and tourism has never been defined globally, to look at how the sectors can partner to increase economic value on both sides. This is what this white paper offers.
This is the first report commissioned by the UNWTO that specifically looks at music as a key, primary driver of tourism. While we all enjoy music when we're travelling, never has music been looked at as a primary source of travel and tourism, from individual experiences to festivals, music heritage and the use of music videos to promote, and share, local culture and local experience. This white paper serves as a source of inspiration to help those working in tourism better realise and capitalise on their music tourism assets and show that around the world; from Australia to Mississippi, China to Argentina, music tourism is increasing visits, increasing spend, bringing people together and creating jobs.
The music industry – from streaming to live music – is growing at twice the rate of the global economy right now, and music, across all genres, create a sense of togetherness and openness that few other artforms and expressions share. Music enhances traditional ceremonies. It creates a transcendental moments you remember forever and most importantly, it is ubiquitous. From our hotels to our airports, from bars and restaurants, music is everywhere. It's all around us. This report, featuring over a dozen case studies from all over the world, explores the role, value and importance of music as a tool to enhance your destination and better tell your story.
It will be launched exclusively at World Travel Market 2018 in a joint press conference, followed by a panel exploring the value of music tourism, featuring some of the authors of the report.
In addition to the release, Sound Diplomacy have announced the next global Music Tourism Convention – the world’s largest conference exploring the relationship of music and tourism – to be held in Liverpool, UK on September 5 & 6, 2019. Part of Music Cities Events – the leading global conference series exploring the role of music and culture on our cities, places and quality of life – the convention will feature speakers featured in the whitepaper alongside other keynotes.
To download the guide and learn more, click here.