Within the framework of the 26th United Nations Tourism General Assembly recently held in Riyadh (Saudi Arabia), UN Tourism signed a Memorandum of Understanding with Universal Music Group's UMusic Hospitality & Lifestyle (UMHL) and the Center for Music Ecosystem (CME) to cooperate in developing music tourism into a new driving force for economic growth, innovation and job creation, especially in economies with high growth potential.
“Tourism is at its strongest when it engages and fosters creativity,” said Zurab Pololikashvili, Secretary-General of the United Nations Tourism Organization. “The link between creative industries and tourism will enhance local capacity, unleash innovation and ensure cultural and musical benefits reach communities everywhere.”
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 Khabane Lame, the newly appointed UN Tourism Ambassador.
Khabane Lame is one of the most influential digital content creators. He has over 250 million followers on social media.
According to UN Tourism, this collaboration 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.
UN Tourism predicts that music tourism will be worth $267 billion by 2030. However, despite its great potential, music tourism remains a niche market.
UMHL CEO Robert Lavia said: "Music has a unique appeal to visitors, energising cities and creating opportunities. By investing in global cultural hubs, we are not only creating destinations but also fuelling creative energy that contributes to sustainable growth."
According to UMHL CEO Robert Lavia, this partnership with UN Tourism helps the CME Music Ecosystem Center accelerate work in music tourism, demonstrating the power of music to bring economic growth to communities around the world.
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.
The Center for Music Ecosystems (CME) is a non-profit organization dedicated to research, policy advice and promoting the role of music in socio-economic development. CME aims to make music part of the solutions to global challenges, including reducing poverty and improving quality of life.
Source: https://nhandan.vn/un-tourism-thuc-day-phat-trien-du-lich-am-nhac-post925338.html
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