There is no tourism product like it - 7 days a week, 52 weeks a year Music Cities produce events and maintain iconic sites that music fans will travel the world to see. But tapping into the power of music tourism is easier said than done. How do we put our Music Cities on the map for the globetrotting fan? How do we turn hapless visitors in our city into passionate audience members? And if you’re the one producing music events, how do you tap into local destination marketing plans to make sure music is spotlighted?
In this panel, European and North American experts will share insights on effective programs and audience development strategies, as well as how to work with your city partners to ensure music is part of the story.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.