Madrid, Spain, 2018-Nov-05 — /Travel PR News/ — The World Tourism Organization (UNWTO), together with partners Procolombia and Sound Diplomacy, will launch the world’s first guide devoted to music and tourism on 6 November during the World Travel Market tourism trade show in London, UK.
Titled ‘Music is the New Gastronomy’, the white paper is the first to examine and define the relationship between music and tourism. Both sectors are outpacing global economic growth. In 2017 the music industry grew at 8%, twice the rate of the world economy, while tourist arrivals increased by 7%. The white paper also 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.
“This is the first report UNWTO has co-authored that specifically looks at music as a primary driver of tourism,” said UNWTO Secretary-General Zurab Pololikashvili. “Drawing upon experiences from all over the world, it teaches us how music is a tool to enhance destinations and better tell their stories,” he added.
Julian Guerrero, vice-president of tourism at ProColombia, led Colombia’s campaign to promote international tourism based on its rich 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.
“This white paper serves as inspiration for those working in tourism to better realize and capitalize on their music tourism assets. It shows that around the world music tourism is increasing visits, increasing spend, bringing people together and creating jobs,” added Danny Keir, global head of business development at Sound Diplomacy.
‘Music is the New Gastronomy’ will be launched on 6 November at World Travel Market 2018, alongside a panel exploring the value of music tourism in depth.
UNWTO Communications Department
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