What Destination Marketing Organizations Should Know About Music Tourism
Musical tourism is evolving beyond the traditional concert experience. Today, it represents a rich cultural experience, seamlessly blending music with hospitality, travel, dining, and retail. Tourists are seeking full-sensory experiences tied to music history, local artists, and iconic venues. This shift gives destination marketing organizations the chance to create deeper connections with visitors.
Based on the trends we are tracking, marketing to tourists in 2025 should focus on evoking emotions in bold and impactful ways. Travelers are investing more time and money into their trips. And for this reason, they want every moment to matter. This is where a destination marketing organization can shine. By amplifying your area’s unique music scene, you boost visibility and visitation. Music venues, festivals, historic studios, and local talent all become powerful assets in your marketing strategy.
Noteworthy Numbers
As interest grows, the economic impact of music tourism is impossible to ignore. The global market is projected to reach $15.5 billion by 2034—more than double the $6.44 billion seen in 2024. With this surge in demand, destination marketing organizations have a powerful opportunity to engage, and delight music-minded travelers. Successful organizations are already doing this by spotlighting local artists, highlighting music history, and promoting unique landmarks. As a result, they’re seeing higher visitor engagement and community pride.
Legislation that Supports DMOs
Under the American Music Tourism Act, the Department of Commerce will develop a national plan to expand music tourism. This initiative has strong, industry backed support from the Recording Academy. Additionally, this act positions destination marketing organizations at the forefront of a booming sector that includes music festivals, concert halls, museums, and historic studios. Travelers can map out journeys across America, discovering culture through the soundtrack of each city.
Tips for DMOs Curating Visitor Experiences
A destination marketing organization that authentically leads with celebrating local sound, culture, and community can turn their cities into must-visit music destinations. From promoting local talent to curating themed visitor experiences, the potential is high to blend tourism with artistic identity in meaningful ways. For example, we saw Caesars Superdome decorate its exterior with a larger-than-life friendship bracelet for the Taylor Swift Eras Tour in New Orleans, LA. The art aligned with the on-site activity of Swifties who exchanged homemade beaded bracelets at the concert. The signage appeared at other legs of the tour, and embraced the visitors in different cities by strengthening the connection between the audience and the concert experience.
Storytelling on Social Media
The digital age has transformed how travelers discover and engage with destinations—especially when it comes to music tourism. Social media plays a massive role in this growth. From Instagram reels to TikTok trends, shared moments now create real-world momentum.
Big concerts and music festivals often go viral. Whether it’s surprise guest appearances or over-the-top stage designs, these moments become must-see events. And that’s where FOMO kicks in.
When users see influencers, celebrities, or friends attending a concert, it sparks urgency. They don’t want to miss out. This emotional pull drives tourism, especially among Gen Z and Millennials, two groups passionate about music, pop culture, and travel. Social media isn’t just about visibility—it’s about resonance. And that’s where our storytelling shines. We help destination marketing organizations cut through the noise, inspire travelers, and turn online buzz into booked trips.
To learn more about Red Sage and how we can support your DMO, tourism group, or attraction, connect with Red Sage’s V.P. of Sales & Marketing Michelle Stark, at mstark@redsageonline.com.