Hidden Gems of Music Tourism

Selected Outcomes:

• Developed the first global guide dedicated to music tourism itineraries
• Showcased 40 curated itineraries across six continents
• Created an interactive online experience allowing audiences to explore music from featured destinations
• Secured partnerships with organisations including Visit Miami and the North Carolina Music Office

Overview:

At the end of 2024, I led the development and production of the Hidden Gems of Music Tourism, a global guide showcasing 40 one-day music tourism itineraries from destinations around the world.

Produced both digitally and in print, the publication highlighted emerging and established music tourism experiences across six continents, combining destination storytelling, cultural tourism and audience engagement. The guide was officially launched during the Riyadh Music Cities Convention.

The project was developed as a strategic initiative to strengthen engagement with the tourism and destination marketing sectors, expand international partnerships, and support audience development for wider music tourism programmes and events.