UK Music has today announced that Bournemouth University will undertake extensive research into the economic impact of music to tourism in the UK.
Staff from the University’s International Centre for Tourism and Hospitality Research will be joined on this project by colleagues from the Centre for Event and Sport Research and Market Research Group.
They will start work immediately, with the aim of publishing two reports by early 2011:
Using existing data, an impact assessment of the importance of music as a driver of tourism in the UK.
A proposal detailing the additional data that would be required to inform more a more comprehensive music tourism strategy.
Both will draw on the impact of overseas and UK resident tourism, and will aim to provide UK Music with evidence of the benefits accruing to other businesses as a result of ancillary spending on music and music events.
Commenting on the research, Feargal Sharkey, Chief Executive of UK Music said:
“Music is one of the UK’s crown jewels. It is a significant and powerful magnet for both overseas and UK tourists - whether they’re attending one of our many music festivals, visiting our music heritage sites or simply drawn by our reputation as the world’s preeminent music-producing nation.
“However, we need to quantify our experiences - which is why this research is so important. With Government looking to tourism as a driver of economic growth, it is vital that we can provide accurate data and look towards building a comprehensive music-tourism strategy.
“This was one of the commitments made in Liberating Creativity, our manifesto for the commercial music sector, as well as a conclusion reached by the excellent PRS for Music report Adding Up The UK Music Industry For 2009.”
Adam Blake, Professor of Economics at Bournemouth University, added: “The importance that music plays in the visitor economy is not very well understood. By attracting visitors to festivals and concerts, as well as promoting the UK around the world, music not only provides revenues for event organisers but also brings income and jobs to much wider groups. This research project will provide us with evidence of how important music is to tourism and of the subsequent economic benefits that it brings to the UK.”
Bournemouth University’s expertise in this field includes studies undertaken for the Department for Culture, Media & Sport, the Scottish Government, Visit Scotland and the National Trust, as well as a range of music and entertainment events.