Tourexpi
UN Tourism has joined forces with UMusic Hospitality
& Lifestyle (UMHL) — the entertainment-driven hospitality venture backed by
Universal Music Group — and the Center for Music Ecosystems (CME) to advance
music tourism as a driver of economic growth, community empowerment and
entrepreneurship. The collaboration was announced during the UN Tourism General
Assembly in Riyadh.
Creative industries as engines of development
A new Memorandum of Understanding positions music and
culture as catalysts for inclusive economic progress, particularly in
high-potential destinations. The initiative will also leverage the global reach
of newly appointed UN Tourism Ambassador Khabane Lame, one of the world’s most
influential digital creators with more than 250 million social media followers.
His role will help raise awareness of music’s economic value and inspire young
people to see creative careers as viable, sustainable opportunities.
UN Tourism Secretary-General Zurab Pololikashvili
emphasized the sector’s creative potential:
·
“Tourism is at its strongest when it amplifies creativity. By uniting
the creative and tourism sectors, we can strengthen local capacity, unlock
innovation, and ensure the benefits of culture and music reach communities
everywhere.”
·
UMusic Hospitality & Lifestyle CEO Robert Lavia added that music has
the power to energize destinations, strengthen local pride and generate
long-term economic impact through cultural investment.
Realizing the potential of music tourism
Tourism supports one in every nine jobs globally, and
music tourism alone is projected to reach $267 billion by 2030. Despite its
scale, the segment remains underdeveloped, especially in emerging markets where
policies, investment frameworks and industry networks are still evolving.
The new partnership aims to close this gap by aligning
objectives, improving data and research, and developing evidence-based
strategies to help destinations unlock music tourism’s full potential. CME will
publish a series of reports in the coming year, while UMHL will apply these
insights across its global portfolio of hotels and creative hubs.
The expanded mandate builds on CME’s broader mission
to strengthen music economies worldwide — creating jobs, supporting local
enterprise and using cultural development as a pathway out of poverty.
Image
Credit: © UN Tourism
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