Participants in the world’s first music and tourism summit have hailed the event a success, with 82% stating they are “very likely" or “likely” to do business with the other sector, as a result of attending.
The event, which was hosted in Glasgow on 18-19 November, combined presentations and workshops with a series of activities including a civic reception, a Glengoyne whisky tasting and a tour taking in several key venues.
Some 60 music and tourism professionals took part in the Music Tourist Summit over the two days, with delegates from France, Germany, Norway and Sweden joining attendees from Scotland and the rest of the UK.
“The feedback from participants has been extremely positive and provides a solid foundation for developing Music Tourist’s activities,” says founder Olaf Furniss, who is building a global music tourism network and has established a consultancy to provide advice to companies and organisations, looking to capitalise on the opportunities. “Our next step is to seek partners with a view to hosting the Music Tourist Summit in 2017, as well as to collaborate on other events and initiatives.
The conference, hosted on the first day, included presentations by Icelandair, Full Metal Cruise, UK Music, Hamburg Marketing, Nordic Choice Hotels, the Found In Music consultancy and Bonfest. Delegates also took part in workshops and heard talks on promoting destinations through streaming music events and creating festival packages to Cuba.
“The Music Tourist Summit was a great arena to meet professionals within different areas and exploit the huge opportunities,” says Nordic Choice’s Robert Holen, general manager of Oslo’s Comfort Hotel Karl Johan, which boasts its own recording studio.  “It was inspiring to learn new things and a great way of building stronger relationships and networks across the industries.”
This is echoed by Kath Bateman, director of Caledonia Worldwide, whose company has developed a range of music packages to Cuba.
“The Music Tourist Summit highlighted just how important this sector is. It brought together a great mix of people and this was reflected in the wide range of presentations,” she says. “From a business point of view I am already discussing two new projects for 2017/18 with companies I met at the event.”
Tom Kiehl, director government & public affairs for UK Music, presented details of the industry umbrella organisation’s Wish You Were Here study, which reported that music tourism contributed £3.7bn to the British economy in 2015, a figure many expect to rise due to the fall in Sterling.
“The Summit was particularly useful in shining a light on the many exciting approaches to music tourism increasingly being offered across the world,” he says. “It presented a welcome opportunity for the music and tourist sectors to work together and help bolster this growing part of the economy.”
Just over 80% of participants who completed the survey (approximately a third of delegates), said they would be “very likely” to recommend the event, with the remainder responding “likely.”
The Music Tourist Summit was sponsored by the Scottish Music Industry Association, whose members will receive free access to the conference content.



The Music Tourist Summit is pleased to announce a range of bonus additions to its post conference programme on Friday and Saturday, including an interview with venue pioneer Craig Tannock and a series of special stops on the its Glasgow City Music Tour. The activities will follow the world’s first conference showcasing a wide range of case studies where music and tourism are being combined.
As part of the evening soiree hosted in the Citizen M Hotel, Tannock, who founded 13th Note, Mono, Stereo and the Old Hairdressers, will talk about how his businesses have gained an international reputation, combining vegan food with a booking policy which has seen many of Scotland’s top acts grace his stages.
On Saturday the delegates’ tour will visit the UK’s oldest surviving music hall, the Panopticon, as well as two more recent additions to the city’s venue selection, converted church St Luke’s and The SSE Hydro, where delegates will be taken round the arena by sales manager, James Graham. “Glasgow enjoys a reputation for its audiences but it also has a well-deserved reputation for some incredible venues,” says Music Tourist founder, Olaf Furniss. “The tour will reflect the incredible variety as well as highlighting the city’s music heritage.”
Saturday’s excursion will end with lunch at the home of Tenement TV, the online music channel which also hosts the Tenement Trail, a live extravaganza featuring a selection of the most exciting emerging talent.
In 2015, music tourism generated £105m for Glasgow and £295 for Scotland.
“Music events and festivals don’t just provide great entertainment – they represent a multi-million pound benefit to Scotland – both urban and rural – year round,” says VisitScotland CEO, Malcolm Roughead. “The Music Tourist Summit is a fantastic opportunity to bring the tourism and music sectors closer together, forging new partnerships and exploring unique collaborations."





10 NOVEMBER 2016


A musical airline, a hotel with its own recording studio, a heavy metal cruise and a Scottish travel company offering festival packages to Cuba, are just some of the presentations due to feature at the first international Music Tourist Summit in Glasgow on 18-19 November.
Unveiled at the World Travel Market in London yesterday, the full programme highlightsinnovative initiatives where music and tourism converge, providing insights into how they can mutually benefit businesses, organisations and the artistic community. Moreover, in keeping with two industries based around enjoyment and connecting with people, the event features a range of relaxed networking opportunities.
“The Music Tourist Summit is the perfect opportunity for destination marketing organisations, hotels, attractions and other hospitality businesses to learn how this growing niche can boost visitor numbers and increase awareness,” says founder, Olaf Furniss. “For all those working on the music side, it will introduce a wide range of areas for potential partnerships and collaborations.”
The conference takes place in the Drygate Brewery on the first day and is followed by a reception at the City Chambers and an evening event comprising music, food and socialising at the Citizen M Hotel. On the Saturday, delegates will have a further opportunity to connect on a Glasgow Music City Tour, followed by a presentation by The SSE Hydro and lunch.

The summit pass costs £200 and includes lunches and a buffet on Friday evening.



Glasgow is set to host the world’s first international music tourism summit, bringing together the diverse range of businesses in both sectors and establishing a forum for closer collaboration.
Taking place on 18-19 November, The Music Tourist Summit will feature presentations, workshops and networking activities, devised to be relevant to private and public enterprises of all sizes. Confirmed speakers include Debbie McWilliams (SECC incl. The SSE Hydro), Johannes Everke (Hamburg Marketing), Robert Holan (Nordic Choice Hotels) and Julia Jones, whose Found In Music agency has developed numerous partnerships between entertainment and hospitality businesses.
“The opportunities for cooperation between the music and tourism sectors are almost limitless, but what has been missing is an event to bring them together. We are delighted to be hosting it in the UK’s first UNESCO City Of Music,” explains the convention’s creator Olaf Furniss, who is also behind Scotland’s award-winning music business conference, Wide Days. “Our goal is for Music Tourist to provide an ongoing forum for exchanging ideas.”
In 2015, music tourism generated £3.7bn for the British economy (up from £3.1bn in 2014), according to the annual Wish You Were Here report (source, UK Music), with the convention’s host city accounting for £105m. Moreover, throughout the world, rural and urban destinations are increasingly benefiting from tourists attracted by festivals, musicals, tours and a diverse range of other music activities.
“The Creative Industries are a key growth sector for Scotland and this event will bring together tourism and music entrepreneurs, increasing the opportunities for collaborative partnerships,” says Fiona Hyslop, Scotland’s Cabinet Secretary for Culture, Tourism and External Affairs.
This is echoed by Frank McAveety, leader of Glasgow City Council and chair of Glasgow City Marketing Bureau.
"Music and tourism go hand-in-hand in Glasgow; they are key drivers of our economic growth so there’s no better city to host the world’s first music tourism convention," he says. "Glasgow lives and breathes music and visitors from across the globe regularly cite it as a reason for coming here."
The first day of the event features a series of presentations and workshops at Glasgow’s Drygate Brewery, delivered by speakers working across both sectors. These include talks by Robert Holan, the manager of an Oslo hotel with its own recording studio,  as well as Hamburg Marketing’s Johannes Everke, who has been instrumental in developing a strategy which places music at the core of his city’s destination marketing.
“Hamburg is Germany’s number one city when it comes to music tourism, but it is a segment which is still being developed,” he says. “I am looking forward to The Music Tourist Summit and being inspired with new ideas to take back to Hamburg.”
Music Tourist advisory board member, John Langford, who was recently appointed as VP/general manager of The O2 in London after more than three years at the helm of The SSE Hydro, has been active in developing closer ties between the sectors.
“Music tourism is a key driver of economic impact for both modern cities and rural areas, and yet we don’t talk about it enough,” he says.
An evening reception will followed the conference on day one, while Saturday’s activities are focused on developing ties among delegates and speakers, as well as providing a showcase for local acts, businesses and attractions. They begin with Glasgow Music City Tours guiding participants to key locations including The SSE Hydro, which became the world’s second busiest music arena within 18 months of opening in 2013.
Accreditation for the event costs £200 for both days and £190 for the conference and reception.