Research to measure impact of music on tourism

Bournemouth University has been commissioned by UK Music to undertake research into the economic impact of music on the tourism sector.

Staff from the university's School of Tourism will assess the importance of music as a driver of tourism in the UK in the project for the umbrella organisation, which represents the collective interests of the UK’s commercial music industry.

UK Music will then use the conclusions of the research to provide the government with a plan to put music at the centre of its forthcoming tourism strategy.

“The importance that music plays in the visitor economy is not very well understood," said Adam Blake, BU's professor of economics. "By attracting visitors to festivals and concerts, as well as promoting the UK around the world, music not only provides revenues for event organisers, but also brings income and jobs to much wider groups.

“This research project will provide us with evidence of how important music is to tourism and of the subsequent economic benefits that it brings to the UK.”

The two reports will use existing data for an impact assessment of the importance of music as a driver of tourism in the UK and detail the additional data that would be required to inform a more comprehensive music tourism strategy.

Both reports will aim to provide evidence of the benefits to businesses as a result of ancillary spending on music and music events.

“Music is one of the UK’s crown jewels," said Feargal Sharkey, the chief executive of UK Music. "It is a significant and powerful magnet for both overseas and UK tourists – whether they’re attending one of our many music festivals, visiting our music heritage sites or simply drawn by our reputation as the world’s pre-eminent music-producing nation.

“We need to quantify our experiences, however, which is why this research is so important. With the government looking to tourism as a driver of economic growth, it is vital that we can provide accurate data and look towards building a comprehensive music tourism strategy.”

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