DAY 1: CONFERENCE & RECEPTIONS
The Music Tourist Convention begins with a day of presentations, workshops and networking activities at the Drygate Brewery.
09.15 : REGISTRATION & COFFEE
10.00-10.20 : WELCOME & INTRODUCTION
10.20-10.45 : Destination Music
Music tours range from a guided walk of key locations (taking place on day two), to fully fledged packages to exotic countries. What are the challenges for travel agents looking to develop this niche and what benefits do they bring promoters and artists?
Presented by Kath Bateman (Caledonia Worldwide)
10.45-11.10 : Destination Music
Music forms a key component of Hamburg’s promotional strategy and attracts more music tourists than Berlin, Munich and Cologne combined. The umbrella organisation Hamburg Marketing has developed a wide range of initiatives working with a variety of partners from the grassroots scene to promoters of large musicals and the recently-opened Elbphilharmonie.
Presented by Johannes Everke (Hamburg Marketing)
11.10-11.35 : Destination Music
Icelandair is the founding partner of the annual Airwaves Festival, which is now Reykjavik’s biggest tourist event and has played a significant role in boosting visitor numbers. The airline supports a variety of different music activities which in turn have also stimulated general interest in the country. Presented by Mike Reynolds (Icelandair)
11.35-11.50 ICE-BREAKING INTERVAL
11.50-12.15 : Cruising To Success
Music Cruises are a growth market, increasingly catering for niche genres and seeking to offer bespoke shore-based excursions. Among the European success stories is the Full Metal Cruise, partnership between Tui Cruises and the ICS Network, promoters of the enormous Wacken Festival. Currently eyeing Scotland for future sailings, we look at what makes a destination attractive as a port of call. Presented by Jan Struve (ICS Festival Service)
12.20-12.50 : Studying Success
In 2011 UK Music published the Wish You Were Here report, the world’s first study detailing the value of music tourism for an entire country. Updated annually, it now includes more regional data and is proving a valuable tool for both the music and tourism sectors. How has it evolved and how can it be used to further boost this segment? Presented by Tom Kiehl (UK Music)
12.45-13.30 : LUNCH
13.30-13.55 : Beyond The Bed 1
In 2011 The Nordic Choice hotel chain opened its first hotel targeting musicians, promoters and fans. This year it followed up its successful debut with venture which houses a recording studio and allows guests to make music. The first album recorded in the hotel is due to be released in the spring. Presented by Robert Holan (Nordic Choice Hotels)
13.55-14.20 : Beyond The Bed 2
Dr Julia Jones has worked with leading brands including Intercontinental, Saga and Warner, to create music packages for guests tailored around demographic data. Her next project is to set up a network of hotels to create a circuit for emerging talent.
Presented by Dr Julia Jones (Found In Music)
All you need to know about the music and tourism industries, according to the audience.
15.30-15.55 : Amplifying The Legacy
Bon Scott’s Scottish home town, Kirriemuir, attracts thousands of AC/DC fans from 27 different countries for its annual Bonfest and a recently unveiled statue has quickly become a top visitor attraction. This in turn funds the local youth music initiative, DD8, and gives the local economy a significant boost. How can the legacy be developed and be tied in to Scotland giving birth to three quarters of the original AC/DC line up? Presented by Graham Galloway (DD8 Music/Bonfest)
15.55-16.15 : Destination Digital
Streaming gigs and festivals is becoming an increasingly effective way of promoting destinations, both in terms of costs and the type of data generated. We look at some examples of how it can benefit musicians and promoters, while also generating interest in where they are playing. Presented by Dougal Perman (Inner Ear)
16.15-17.00 : WORKSHOP
Towards closer collaboration. A look developing more music and tourism partnerships.
17.00-17.55 NETWORKING DRINKS
18.15-19.15 : Civic Reception at Glasgow City Chambers (Portrait Room)
19.45-late : socialising, buffet dinner and drinks at Citizen M Hotel