World’s First Music Tourism Convention To Be Hosted In Glasgow

13 October 2016 - Press release

Glasgow is set to host the world’s first international music tourism convention, bringing together the diverse range of businesses in both sectors and establishing a forum for closer collaboration.

Taking place on 18-19 November, The Music Tourist Convention will feature presentations, workshops and networking activities, devised to be relevant to both private and public enterprises of all sizes. Confirmed speakers include Debbie McWilliams (SECC incl. The SSE Hydro), Johannes Everke (Hamburg Marketing), Robert Holan (Nordic Choice Hotels) and Julia Jones, whose Found In Music agency has developed numerous partnerships between entertainment and hospitality businesses.

“The opportunities for cooperation between the music and tourism sectors are almost limitless, but what has been missing is an event to bring them together. We are delighted to be hosting it in the UK’s first UNESCO City Of Music,” explains the convention’s creator Olaf Furniss, who is also behind Scotland’s award-winning music business conference, Wide Days. “Our goal is for Music Tourist to provide an ongoing forum for exchanging ideas.”

In 2015, music tourism generated £3.7bn for the British economy (up from £3.1bn in 2014), according to the annual Wish You Were Here report (source, UK Music), with the convention’s host city accounting for £105m. Moreover, throughout the world, rural and urban destinations are increasingly benefiting from tourists attracted by festivals, musicals, tours and a diverse range of other music activities.

“The Creative Industries are a key growth sector for Scotland and this event will bring together tourism and music entrepreneurs, increasing the opportunities for collaborative partnerships,” says Fiona Hyslop, Scotland’s Cabinet Secretary for Culture, Tourism and External Affairs. “Scotland is renowned as a world class events destination and I’m sure that all those attending this event will receive a warm Scottish welcome.” 

The first day of the event features a series of presentations and workshops taking place at Glasgow’s Drygate Brewery, delivered by speakers working across both sectors. These include talks by Robert Holan, the manager of an Oslo hotel with its own recording studio,  as well as Hamburg Marketing’s Johannes Everke, who has been instrumental in developing a strategy which places music at the core of his city’s destination marketing. 

“Hamburg is Germany’s number one city when it comes to music tourism, but it is a segment which is still being developed,” he says. “I am looking forward to The Music Tourist Convention and being inspired with new ideas to take back to Hamburg.” 

The is echoed by Music Tourist advisory board member, John Langford, who on 1 November begins his new post as VP/general manager of The O2 in London, after more than three years at the helm of The SSE Hydro in Glasgow.

“Music tourism is a key driver of economic impact for both modern cities and rural areas, and yet we don’t talk about it enough,” he says. 

Following the first day’s conference, a reception will be hosted for delegates, while Saturday’s activities are focused on developing ties among delegates and speakers as well as providing a showcase for local acts, businesses and attractions. They begin with Glasgow Music City Tours guiding participants to key locations including The SSE Hydro, which became the world’s second busiest music arena within 18 months of opening in 2013.

"Music and tourism go hand-in-hand in Glasgow; they are key drivers of our economic growth so there’s no better city to host the world’s first music tourism convention," says Councillor Frank McAveety, Leader of Glasgow City Council and Chair of Glasgow City Marketing Bureau. "Glasgow lives and breathes music and visitors from across the globe regularly cite it as a reason for coming here."

Accreditation for the event costs £200 for both days and £190 for the conference and reception.