The Growth of Music Tourism
Music traversing is a growing industry as more music lovers want to experience live music in new destinations. According to the International Federation of the Phonographic Industry (IFPI), music traversing generates over $20 billion per year globally. This number has grown significantly over the past decade as more towns, cities and countries seek to promote their local music scenes to attract tourists. Music festivals in particular have played a huge role in the rise of music traversing. Large iconic festivals like Glastonbury and Coachella draw crowds of over 100,000 people each year from all over the world. While major festivals receive the most media attention, smaller and more niche festivals focused on genres like bluegrass, jazz or world music are also seeing growth in international attendance. Many destinations have recognized the economic impact festivals and major touring acts can provide to local economies. Hotels, restaurants, shops and transportation companies all see increased business when major music events are held in their town.
Festivals as Music Tourism Drivers
Music Tourism have become one of the biggest drivers of music traversing globally. Well-known festivals provide visitors with deep access to local music scenes through multiple day and night performances across various venues. But festivals offer much more than just live music - they also showcase the local food, drink, arts and culture of their host destination. Many attendees combine a festival trip with additional pre or post-event leisure travel to fully explore and experience a new place. Countries and cities actively work to host major recurring festivals as a way to put themselves on the map as a top music traversing destination. Iceland for example has seen visitor numbers nearly double since establishing Secret Solstice, a midsummer electronic music festival held in Reykjavík. The country has embraced music traversing as a key part of its growth strategy seeing opportunities to appeal to younger demographics. Cities like Memphis, Tennessee have also found success elevating their musical heritage through curated festival experiences. Events like Memphis In May attract tens of thousands each spring and support over $200 million annually for the local economy.
Music Sites as Tourist Attractions
While live performances are a core part of the music traversing experience, physical sites connected to iconic artists or genres are also attracting large numbers of visitors. Graceland, Elvis Presley's former home, welcomes over 600,000 paying visitors each year making it one of the top tourist attractions in Tennessee. The birthplaces and childhood homes of legends like Johnny Cash, Dolly Parton and Jimmie Rodgers have all been transformed into museums capitalizing on fans desires to visit locations significant to their lives and careers. Tours through places like Nashville's famous Music Row offer opportunities to see studios and publishing houses where many hits were created. Small towns too have embraced attracting music tourists to historic sites. The Bob Dylan Center opened in Tulsa, Oklahoma in 2022 and is expected to be a major economic driver for the city. Even international destinations like Liverpool and Hamburg have developed entire music trail walking tours showcasing locations connected to The Beatles and other artists from their cities. Seeing firsthand where creative works were crafted adds meaningful context appealing to devoted music fans.
Cultural Experiences Beyond Shows
While live performances remain central, music tourists are increasingly interested in having deeper cultural experiences when travelling to new places for music. Culinary tours pairing local food with music are on the rise globally. Examples include barbecue backyard sessions in Memphis or pizza and music pairing events in Naples, Italy. Experiential workshops are now commonly offered teaching non-music skills like guitar building alongside American roots styles. Immersive multi-day artist trails provide opportunities for intimate small-venue shows combined with discussions from those intimately involved in the local scene. Well planned itineraries take visitors behind the stages of festivals for backstage tours and meetups with crew members. Destinations recognize that broad cultural experiences appeal to couples and families in addition to solo music fans. Connecting fans to grassroots players through authentic community experiences is becoming more important for the future of music traversing. This shift allows visitors the opportunity to not just observe music but engage with it on a deeper cultural level and support local creatives long after they have returned home.
The Future is Bright for Music traversing
As music streaming grows globally, some have questioned whether live music experiences may decline for new generations. However, all evidence points to the contrary. Younger fans are showing that while recorded music is accessible virtually, live events and deep immersion in an artist's environment have unique value as memorable experiences to share on social media. Cities and countries that have invested in festivals, venues and arts infrastructure to serve the music traversing industry will continue reaping economic rewards. Forward-thinking destinations are also leveraging virtual technologies to better connect prospective visitors to their music offerings pre-trip.
Livestreamed ticketed events, online artist trails and 360 degree tours of music venues can inspire future travel. The future remains bright for music traversing worldwide as new destinations pop up each year and fans continue exploring the communities, cultures and histories that have shaped the development of diverse music genres and various scenes. There is no sign interest in live music and seeking those experiences in new places will abate anytime soon.
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