Entertainment tourism generates 2 billion British Pounds for UK

London : A total of 6,5 million tourists that love music, carnivals and concerts spent more than 2,2 billion British Pounds in the United Kingdom in 2012

The study “Wish You Were Here” reveals that tourists at live music events add billions to the UK economy and motivate Britain-wide travel stimulating regional economies. Nearly three-quarters (72%) of music tourism happened outside London. The Stone Roses gig, Heaton Park, generated over £20 million for the Manchester economy. 

The “Wish You Were Here” report shows that music tourism not only generates a big cash injection to local economies but it creates and supports over 24,000 jobs.

VisitBritain’s ambition is to attract a total of 40 million overseas visitors by 2020. UK Music is committed to working with VisitBritain and other Government agencies to ensure that we get a similar increase in music tourists.

We call on Government to adopt a Music Tourism Strategy and start developing joined-up policies with us to help exploit this economic advantage. Government should be driving our economic recovery with its strongest hand, of which music must be one finger, and music tourism a second.

“Wish You Were Here” reveals:
* Direct spend by music tourists – buying tickets, paying for transport and accommodation – was worth £1.3 billion
* Further indirect music tourism spend – additional spending along the supply chain generated by music tourists – adds a further £914m, making a total spend of £2.2bn
* The average live music audience is comprised of 41% music tourists
* Music tourists from overseas spend, on average, £910 while attending festivals and £602 while attending concerts (average tourist spend is £600)
* Domestic music tourists spend, on average, £396 while attending festivals and £87 while attending concerts
* Overseas tourists account for 6% of music tourism visits but account for 20% of the spending

UK Music CEO Jo Dipple said: “It’s clear our music industry is doing a great job for the British economy, encouraging 6.5 million tourists who generated £2.2 billion last year. Music tourism created over 24,000 jobs. Just think what we might achieve with policies that specifically target the music tourist in this country and abroad? Our opportunities are limitless. Consider the record demand for Glastonbury 2014. The love of music is a powerful driver for growth.”

The new UK Music and VisitBritain study follows a recent and sustained spike in interest around music tourism. Over the summer many senior politicians, including Prime Minister David Cameron, creative minister Ed Vaizey and shadow minister for culture Dan Jarvis, referred to the music industry’s potential for attracting overseas visitors to events such as Glastonbury and Bestival.- etn