The relationship between music and tourism is to subject of a white paper to be issued by the UN World Tourism Organisation at World Travel Market in London.
The document will examine the role of music in tourism development, marketing, experiences, and the economic benefits of music and tourism sector partnerships.
The launch of ‘Music is the New Gastronomy’ will accompany a panel exploring the value of music tourism in depth.
The music industry grew at 8%, twice the rate of the world economy last year, while tourist arrivals increased by 7%.
The white paper looks at how the sectors can partner to increase economic value on both sides.
It consists of case studies examining the role of music in destination development, travel marketing, conferences and experiential travel – from music festivals and heritage music to the use of music videos to promote and share local cultures and experiences.
Through these studies, the guide identifies areas for discussion and suggests opportunities for destinations to develop musical tourism products and boost their tourism branding.
UNWTO secretary-general Zurab Pololikashvili said: “This is the first report UNWTO has co-authored that specifically looks at music as a primary driver of tourism.
“Drawing upon experiences from all over the world, it teaches us how music is a tool to enhance destinations and better tell their stories.”
Julian Guerrero, vice-president of tourism at government body ProColombia, led Colombia’s campaign to promote international tourism based on its musical heritage.
“Music is one of the greatest motivations for tourism. Whether live or recorded, experiencing the music of the world is celebrating its rich diversity and talent, promoting intercultural dialogue and encouraging exchange,” he said.
Investment in innovation and digital advances for a tourism sector will be highlighted at ministerial summit co-hosted by the UNWTO tomorrow (Tuesday).
The summit will continue a conversation on innovation and digital transformation, a UNWTO priority designed to give tourism its deserved prominence on the digital agenda.
A new format, involving private sector leaders, will be introduced for the first time.
A panel of investors will discuss investment in tourism technology, followed by a ministerial segment that will link both public and private sectors to set the agenda for ensuring the sector’s digital transformation enhances its inclusion, sustainability and competitiveness.
Developing an innovation ecosystem, data-driven decision making, digital destination branding, and the role of government and policy in smart tourism management are among the topics to be discussed.
Both panels will be moderated by CNN international business correspondent Richard Quest.