Signing ceremony of the Memorandum of Understanding between the United Nations Tourism Organization, UMusic Hospitality & Lifestyle and the Music Ecosystem Center. Photo: UN Tourism
The partnership highlights the role of creative industries in driving community development through tourism, and leverages the influence of prominent figures from the global entertainment industry, including newly appointed UN Tourism Ambassador Khabane Lame, one of the world’s most influential digital content creators with over 250 million social media followers.
UN Tourism said the partnership will help spread the message to the global creative community, encouraging young talents to see music as a sustainable career path, contributing to job creation and economic development.
“ Tourism is at its most powerful when it engages and fosters creativity,” said UN Tourism Secretary-General Zurab Pololikashvili. “The links between creative industries and tourism will enhance local capacity, unleash innovation and ensure that cultural and musical benefits reach communities everywhere .”
UMHL CEO Robert Lavia said music is becoming a new driving force in destination development: “ Music has a unique appeal to travelers, energizing cities and creating opportunities. UMusic Hospitality & Lifestyle was founded on the idea that music has the power to shape economies and connect communities. By investing in global cultural hubs, we not only create destinations but also foster creative energy that contributes to sustainable growth. This partnership with UN Tourism will help the CME Music Ecosystem Centre accelerate work in music tourism, demonstrating the power of music to bring economic growth to communities around the world .”
The huge potential of music tourism
The opportunity to accelerate economic growth through the connection between tourism and music is huge. According to UN Tourism, music tourism is forecast to be worth $267 billion by 2030. However, despite its huge potential, music tourism remains a niche market.
The collaboration between UN Tourism, UMHL and CME will focus on building data and research on the socio-economic impact of music tourism. CME will release a series of reports over the next year to further highlight the huge potential of music tourism. This data will be used by UMHL to support UN Tourism members and partners.
This new partnership expands CME’s mission, adding music tourism to CME’s work, tapping into the pulse of the music economy, where CME is establishing roadmaps, partnerships and policies to accelerate the role and impact of music in contributing to poverty reduction through promoting growth, creating jobs and improving local economies.
About UMusic Hospitality & Lifestyle
UMusic Hospitality & Lifestyle (UMHL) is an innovative hospitality and entertainment business, with a focus on UMusic Hotels - a hotel model that integrates live performances, cultural storytelling and music experiences. UMHL also expands its operations into retail, branded residences and interactive experiences, aiming to build an ecosystem where music, culture and hospitality are closely connected.
About the Center for Music Ecology (CME)
CME is a non-profit organization that conducts research, provides policy advice, and promotes the role of music in economic and social development. It aims to make music part of the solutions to global challenges, including reducing poverty and improving the quality of life.
Source: https://bvhttdl.gov.vn/un-tourism-hop-tac-thuc-day-du-lich-am-nhac-nhu-dong-luc-doi-moi-sang-tao-va-tang-truong-kinh-te-20251118142440432.htm
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