Tourism and Music Partner to Harness Power of Entertainment as Driver of Development and Opportunity

Tourism and Music are joining forces to unlock new pathways for innovation, investment, and job creation worldwide.

🎶 Partnership Overview
- UN Tourism + UMusic Hospitality & Lifestyle (UMHL): A new Memorandum of Understanding was signed during the UN Tourism General Assembly in Riyadh.
- Center for Music Ecosystems (CME): The collaboration expands CME’s mission to include music tourism as a driver of local economic development.
- Ambassador Influence: Khabane Lame, one of the world’s most influential digital creators (250M+ followers), has been appointed UN Tourism Ambassador to amplify the campaign globally

🌍 Why Music + Tourism?
- Economic Potential: Tourism already accounts for 1 in 9 jobs worldwide. Music tourism is projected to reach $267 billion by 2030, but remains underdeveloped.
- Cultural Power: Music energizes cities, attracts travelers, and fosters community pride.
- Creative Industries as Growth Engines: By uniting tourism and entertainment, the partnership aims to strengthen local capacity, unlock innovation, and empower communities.

🚀 Strategic Goals
- Data & Research: CME will publish reports to highlight the potential of music tourism and guide policy.
- Infrastructure Development: UMHL is building hotels and creative hubs worldwide, blending hospitality with live entertainment and cultural storytelling.
- Entrepreneurship & Mobility: The initiative encourages people to see music as a viable path to entrepreneurship and economic mobility.

✨ Why It Matters
This partnership reframes tourism as more than travel—it becomes a cultural and creative ecosystem. By harnessing music’s universal appeal, countries can:
- Diversify their tourism offerings
- Create sustainable jobs
- Strengthen cultural identity
- Attract global investment

In essence, tourism and music together are redefining how destinations grow—turning creativity into a cornerstone of economic and social transformation.