Music Tourism Convention

Selected Outcomes:

• Brought together and supported more than 1,300 policymakers, destination leaders, music tourism professionals and cultural organisations worldwide
• Curated programmes featuring more than 150 expert speakers
• Generated estimated economic impact exceeding $2,300 USD per delegate
• Achieved an average delegate stay of 4.8 days
• Achieved a 100% recommendation rate from surveyed attendees
• Achieved media reach of up to 10 million people monthly
• Delivered social media reach exceeding 1.5 million people
• Expanded the platform through the launch of the Music Tourism Forum, a more regionally focused edition.
• Featured by CBC Radio, OffBeat Magazine and other international media
• Secured partnerships with organisations including lastminute.com and The Recording Academy, alongside cities and cultural partners worldwide

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Overview:

In 2017, I took over the leadership of the Music Tourism Convention brand and led its international growth over the following nine years.

The platform focused on how music and culture can help destinations strengthen their identity, encourage more immersive visitor experiences, and support tourism and economic development.

During this period, the conference expanded from a single edition into a globally recognised event series held across three continents, establishing itself as the leading international conference platform for music tourism. The brand successfully expanded into North America and the Caribbean, while further strengthening its position across the UK and Europe.

Under my leadership, the events evolved from single-day conferences into large-scale, multi-day international gatherings welcoming more than 300 attendees, combining conference programming with immersive destination experiences.

I oversaw all aspects of the brand’s development and delivery, including international business development, host city partnerships, programme strategy, speaker curation, production leadership and delivery oversight.