Scotland’s largest city Glasgow should do more to promote itself as an international music destination, a new report has recommended.
Currently, the city’s vibrant music scene generates £160 million for the local economy but the new report has revealed that only two percent of attendees travel to the city from outside of Scotland.
The report has outlined 22 recommendations to promote the city’s vibrant music scene to international tourists.
Some of the recommendations include a dedicated music district across the city, launch interactive digital maps, promote live music at Glasgow Airport, introduce techno tours, and establish a Glasgow Music Subway Trail.
Dougal Perman, chair of the Scottish Music Industry Association, said: “Glasgow is a world-class, world-renowned city of music. Now we just need to tell the world.
“Music tourism makes a significant contribution to the economy but most of the money spent on music events in the city comes from locals. Glasgow’s high reputation at home and abroad is undervalued and under-exploited.
“There is great potential but more work needs to be done to learn from the experience of others and to design practical affordable and cost-effective interventions which would command the support of the industry.”
Claire Bereziat, lecturer in International Tourism Management at Glasgow Caledonian University, said: “Glasgow has a phenomenal music product but it is undersold.
“Everybody wants to play Glasgow and the crowds are famous throughout the world but we need to promote the stories behind our venues, and the thriving scene, to capitalise on that reputation.”
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