UK Music has just published Destination: Music – the first study of its kind to scope the economic contribution of music festivals and major concerts to tourism throughout the UK.
The analysis, carried out by Bournemouth University’s International Centre for Tourism and Hospitality Research, focused on live music events with capacities of 5,000 or greater. The analysis set out to determine how many people come to Britain from overseas for the primary purpose of attending a music festival or concert.
This ticketing data was then cross-referenced with individual festival surveys, tourism reports, economic impact assessments and music industry revenue data already published, to estimate the economic activity generated as a result of each type of visit. The calculation totalled estimations of both on and off-site spending for the duration of the visit
Drawing on unprecedented access to more than 2.5m anonymised ticketing transactions, the report’s main findings are as follows:
- Large-scale live music across all regions of the UK attracts at least 7.7m attendances by domestic and overseas music tourists
- Collectively they spend £1.4bn during the course of their trip
- This is a positive contribution of £864m (GVA) to the national economy and equivalent to 19,700 full-time jobs
- Although 5% of all music tourists come from overseas, they contribute 18% of total music tourist spending
From these findings UK Music has issued a list of recommendations to Government – including the implementation of a national live music tourism strategy, with the immediate goal of increasing the number of overseas music tourists. The research follows the Government’s Plan For Growth, published alongside the Budget. This specifically identified the UK’s creative industries and tourism amongst sectors with the greatest potential to drive economic growth.