Music is the New Gastronomy
Music possesses a unique power to connect people across cultures and boundaries. It moves us profoundly, evoking an infinite spectrum of emotions that capture the essence of human experience. As a bridge to destinations, music offers a compelling way to understand the places and communities we visit from within. This power hasn't gone unnoticed—an Amadeus report on 2024 travel trends identified music tourism as one of the year's defining travel tendencies.
Eight years ago, while designing Colombia's new international tourism promotion campaign under the slogan "Visit Colombia, Feel the Rhythm," I recognized music's potential as a transformative tourism asset. I collaborated with Sound Diplomacy—a UK-based consulting firm specializing in the music and nightlife economy—to develop the first white paper on music and tourism. The UNWTO provided institutional support and endorsed the publication, lending credibility and reach to our work.
When we launched the white paper at WTM in November 2018, the travel industry responded with enthusiasm. The publication catalyzed growing recognition of music's capacity to enrich travel experiences and strengthen destination branding. What followed was remarkable: just two years later, South Korea launched "Feel the Rhythm of Korea"—their flagship tourism campaign—directly mirroring Colombia's pioneering approach. Coincidence? The structural parallels are striking: the same conceptual framework of linking music to national identity, the same emphasis on emotional connection through rhythm and cultural expression, the same strategic use of music as a destination branding tool.
For destinations worldwide, the message is clear: music is far more than entertainment—it is a strategic asset. By harnessing music's emotional resonance and cultural authenticity, destinations can forge profound connections with travelers, transcend traditional marketing, and create memorable experiences that inspire loyalty and word-of-mouth promotion. Whether through music festivals, cultural performances, immersive soundscapes, or strategic campaigns that weave local music into destination narratives, the opportunity to leverage music as a transformative tourism tool remains vast and largely untapped.
The intersection of music and travel represents a genuine paradigm shift in how destinations connect with global audiences—one that forward-thinking destinations are only beginning to fully embrace.
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