Liverpool set to host international music tourism convention

2nd September 2019

Next week Marketing Liverpool, in association with VisitBritain and Sound Diplomacy, will host a two-day convention bringing together 200 delegates and 30 speakers working in music tourism from every corner of the globe.

Music tourism is a growing industry worldwide, with more and more visitors being motivated to visit cities and regions which are synonymous with an artist or genre, as well as places which have an outstanding reputation for contemporary live music.

The Music Tourism Convention programme begins on the evening of Thursday, September 5, with a welcome reception and networking, before the main conference programme the next day at the waterfront British Music Experience.

Liverpool Music Tourism Conference 2017

Talks and panel discussions will look into various areas of music tourism, from how it impacts economic development, how it’s used to brand a place, best practices from cities and countries around the world, and how different stakeholders can work together and develop local, national and international partnerships.

As well as destinations, attendees will hear from some of the biggest companies in the music and travel industries, including Spotify,, Warner, Universal and Boiler Room. As a UNESCO City of Music, Liverpool is one of the destinations held up as an example of how to successfully develop a music offer which appeals to visitors.

The convention will not only focus on how to attract more visitors, but also the challenges and opportunities associated with developing talent, sustaining venues and events and maintaining a strong relationship with residents.

Shain Shapiro, founder and chief executive of Sound Diplomacy, said:

“Since the inaugural edition of Music Tourism Convention was held in Liverpool in 2017, we’ve seen a huge growth in destinations around the world starting to embrace music’s power in branding and driving tourism.

“However, there is still a lot to do, discuss and understand, and we’re excited to be bringing the conversation back to Liverpool, a role model and one of the world’s top music tourism destinations.”

Chris Brown, director of Marketing Liverpool, said:

“Music tourism brings millions of pounds into the city each year and our offer is very well developed at this point, but there is a lot more we could do.

“Communicating the offer is a cornerstone of Liverpool’s destination marketing strategy, but it’s also crucial to consider the impact within the city, such as ensuring sustainability of the venues and creatives who fuel the contemporary scene.”

Due to the success of the first convention held in Liverpool in 2017, it is back in the city after editions in Germany and the US.


2nd September 2019