Music Tourism association


The stakeholder group for the music tourism industry

Despite being famous around the world for nurturing some of our most loved and influential musical acts, research shows that the lack of support for music heritage tourism alone means the UK is missing out on an estimated £4 billion of additional economic activity.

Formed in 2017, the Music Tourism Association brings together all of those with an interest in changing this - museums, attractions, exhibitions, tour operators, tour guides, venues, archives and charities. 

The Music Tourism Association exists to:

  • Champion music tourism within the wider UK tourist industry;

  • Develop, nurture, and support new music tourism offerings; and

  • Promote the UK as a key music tourism destination.

The Music Tourism Association is currently an unincorporated not-for-profit organisation. Its membership is open to anyone with a working interest in the sector.

Email us to find out more about the benefits of joining the only stakeholder group for music tourism.


FOllow us! 

Facts & figures



  • "Music tourism" (defined as those travelling to experience live music at a concert or festival) generated £4 billion in total direct and indirect spend in the UK in 2016, up 11% year-on-year.
  • There were 12.5 million music tourists in 2016, 40% of the entire live audience.
  • The average spend by an overseas music tourist visiting the UK was £850, up 1% year-on-year.
  • 47,445 full-time jobs in the UK are sustained by music tourism.
  • Above figures from 'Wish You Were Here' (2017) by UK Music.

  • The Beatles generate £82 million for Liverpool's economy. More than 2,300 people are employed in the city due to the legacy of the most famous band in the world. 
  • The V&A's Bowie: Is has welcomed 1.3 million visitors as the exhibition has travelled the world.
  • Four in ten of the top selling worldwide acts of all time are from the UK - The Beatles, Elton John, Led Zeppelin, and Pink Floyd
  • UK Music suggests that music heritage tourism has the potential to be worth as much as £4 billion to the UK economy.



Get involved

Whether you're a guide, museum, attraction, music venue, tour operator... we'd love to hear from you!

Email us to find out how your organisation can join the only stakeholder group for the music tourism industry.


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