Here, There and Everywhere: VisitBritain

27.09.2023: VisitBritain/Visit England's CEO Patricia Yates discusses the connection between tourism in the UK and the UK music industry. 

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27.09.2023: VisitBritain/Visit England’s CEO Patricia Yates discusses the connection between tourism in the UK and the UK music industry. 

“It is a privilege to recognise the significant and valuable role music plays in driving both domestic and inbound tourism. The impressive statistics speak for themselves. Billions of pounds are generated for the UK economy from music tourism, supporting tens of thousands of jobs and small businesses right across the country. UK Music’s Here, There and Everywhere report also demonstrates music’s effectiveness in driving immediacy to visit and in encouraging visitors to discover more of the UK.

Behind these statistics of course are the amazing people and businesses who drive our outstanding, innovative music industry. Their efforts attract the millions of visitors who come to enjoy our live music scene and vibrant musical cities, from Liverpool to Glasgow, Cardiff to London, Manchester and beyond. Whether soaking up the atmosphere at one of our legendary festivals, a gig at our world-famous pubs and clubs or a concert at our first-class venues, these experiences create memories of a lifetime, building friendships, cultural connections and inspiring future travel.

Music’s ability to promote messages of warm welcome, a top motivator in destination choice, and an emotional connection, was well and truly on show during the UK’s recent hosting of the Eurovision Song Contest on behalf of Ukraine. This global event, with our music offer and welcome centre stage, saw hundreds of thousands of visitors come together in Liverpool, United by Music, as the 2023 theme suggested. It showed our creativity, hospitality and ability to hold live events of the highest calibre.

We know there is pent-up demand for travel and our research shows almost half of travellers already associate the UK with music. A further 44% of tourists VisitBritain surveyed were keen on attending a live music festival on or not on holiday abroad. Music tourism offers hugely valuable and exciting opportunities to influence destination choice and bookings, plus helps us build on the strong recovery we have seen in overseas visitor spending in the UK.

We look forward to continuing our work with the industry to promote our globally renowned music offer, inspiring even more visitors to come and experience it for themselves, boosting economic growth from tourism and supporting businesses and talent right across Britain.”

Read more about Here, There and Everywhere, the report on music tourism here 

Read more about VisitBritain here

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