Visit Britain, Invest Liverpool & Sound Diplomacy are proud to present MUSIC TOURISM CONVENTION. It is the world’s first conference bringing together the music and tourism sectors to explore how music impacts, benefits and improves tourism offers, from festivals to heritage, music trails to food and music partnerships.


Music tourism is booming globally. In the UK, for example, it is worth £3.1bn in direct and indirect spend, with over 9.5m travelling to the UK for music related festivals and events. 

In Nashville, the ‘Music City’ brand brings hundreds of thousands of people to the city while cities like Vienna, Salzburg, Moscow and Berlin all trade on their music heritage, from classical composers to modern, electronic DJs. At the same time, increased destination marketing and BID initiatives are dedicated to music, from Visit Bronzeville in Illinois, USA to the the Chopin Museum in Warsaw.


The music and tourism sectors can better utilise each other’s skills and resources to produce more vibrant, impactful tourism initiatives to bring jobs, skills and visitors to our global towns, cities and regions. 

From artists to tour operators, marketing and chambers of commerce to music associations, music is a cost-effective tool to project, promote and diversify tourism offers, regardless of genre, locale or language.


Held in arguably the global capital of pop music tourism, Liverpool.

In partnership with the Institute of Popular Music’s 30th Year Celebration, Visit Britain’s ‘Music is GREAT’ program and Invest Liverpool, Music Tourism Convention will bring together executives across the sectors as well as leading thinkers from the public sector, academia and think tanks to expand on the opportunities the music and tourism sectors can gain from each other.