Music Tourism is a thing in 2020, but it may also be 'the' thing to promote your destination in the most genuine, yet unique way!

‍

Music tourism allows the visitor to experience the significance, identity and culture of a destination through music, a universal language. The interest in a range of music genres has also broadened, as it has become highly accessible, thanks to the streaming revolution.

‍

Even if music is not the main pull for the destination, it is an integral part of how visitors will experience and understand the destination's native culture.

‍

The examples included in this Board are of DMOs who have successfully incorporated their destination's musical identity into their overall strategy. These DMOs have utilised their musical culture to imaginatively market their destination, engaging the consumer's senses as well as their cultural interest.

‍

• Brand USA, partnering with The Telegraph, has been showcasing the History of American Music culture through rich-content interactive platforms that feature great interactive storytelling.

‍

‍

• Newfoundland and Labrador’s ‘Sounds from the edge’ campaign is a great example of how music and sounds have been used to encapsulate the nature of a destination and as a means to creatively market a destination.

‍

‍

• Colombia has based its recent tourism campaign entirely on music because music expresses the identity and stories of Colombia. It has a rich musical heritage, with a diverse range of genres, which make up a rich cultural landscape.
• Nashville‘s rebranding as the ‘City that Music Calls Home’ has done wonders for their travel economy. Nashville, as a result of its connection to music, has been branded as one of the top ten trendiest cities in the US to visit. You can also learn a lot about the history of music in Nashville, by watching the documentary they launched on Amazon Prime It All Begins with a Song.

‍

‍

• Auckland is another DMO that uses music as a means to divulging stories about their destination. Music is used to highlight the Maori culture: the belief is that music was passed down by their gods; it is embedded in native ceremony and oral traditions. Listen to the Auckland City of Music playlist on Spotify to be inspired and travel right to New Zealand.
• Jamaica "Heartbeat of the world" is the new slogan and campaign launched in January 2020 by the Jamaican tourist board, who wants to position Jamaica as a must-visit exclusive destination, due to the abundance of culture, which is commonly expressed by music and rhythm.

‍

Discover more on the Mural board.

Enter Mural Board 🔗

‍

‍