Music Tourism Beyond Events: How Music Drives Visitation Beyond Events and Festivals

August 20, 2019 - 3:30pm to 4:30pm

JW Marriott Austin

Lone Star D

From its power as a cultural expression to encouraging a tourist to stay an extra night, music is often an underutilized tool in the destination marketing arsenal.

Often music marketing is based on experiential activations: events, festivals and concerts. While this is one element of music tourism, music is a year-round tool to increase tourism, attract more conventions and create a more holistic tourism strategy.  From its inclusion in marketing materials to partnerships with culture bearers, to promoting heritage and current trends, exploring music strategically - across your asset portfolio—can improve your storytelling and increase revenues and visitations.
Join Julie Chase, chief marketing officer for Visit Austin, as she curates a conversation with Tracy Lanza, vice president, integrated marketing for Brand USA and Sound Diplomacy's President and Founder Shain Shapiro in which they’ll explore how music—as a strategy—can help you drive tourism revenue. 

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