UNWTO, ProColombia and Sound Diplomacy to Launch First Ever Guide to Music and Tourism at World Travel Market

05.11.2018 14:35:33 - The Latin American country is a world leader of music since it has more than 1000 rhythms grouped in more than 150 genres. It´s new tourism campaign presents a sample of the musical diversity of Colombia. UNTWO, ProColombia and Sound Diplomacy introduces a white paper with reflections and key studies from all over the world, on how music is a tool to enhance the destinations. The document will be launch on November 6th at the Panel: Music is the New Gastronomy, at the Americas Inspiration Zone.

The musician Gregorio Uribe will demonstrate some of the traditional instruments and rhythms at the stand from Monday to Wednesday.

( - Colombia is the land of a thousand rhythms, such as cumbia, vallenato, salsa and champeta. This year, ProColombia arrives at WTM with it’s new international campaign, a tribute to the musical diversity of Colombia and a window for the international traveller to discover and enjoy the destination.
The delegation of Colombia in WTM is headed by the Vice Minister of Tourism


of Colombia, Juan Pablo Franky and the Vice President of Tourism of ProColombia, Julián Guerrero.
At the stand, Colombia will display all its tourism offer, hand in hand with 21 companies amongst DMC`S, hoteliers and representatives from Valle del Cauca, Medellín and Cartagena de Indias.
The Colombia´s stand is a music box where the visitors can experience the different rhythms and traditions of the country trough musical activations:
• Live Stage: Colombian musician Gregorio Uribe will explain and offer demonstration of the typical instruments of several regions.
• Tasty beat: Music will colour Colombian landscapes. As the attendees play an instrument, the frequency of each sound will transform the black and white images into colourful tones.
• Coffe bar: Enjoy a cup of Colombian Coffee every day at LA400

Titled ‘Music is the New Gastronomy’, the white paper is the first to examine and define the relationship between music and tourism. Both sectors are outpacing global economic growth. In 2017 the music industry grew at 8%, twice the rate of the world economy, while tourist arrivals increased by 7%. The white paper also looks at how the sectors can partner to increase economic value on both sides.

It consists of case studies examining the role of music in destination development, travel marketing, conferences and experiential travel – from music festivals and heritage music to the use of music videos to promote and share local cultures and experiences. Through these studies, the guide identifies areas for discussion and suggests opportunities for destinations to develop musical tourism products and boost their tourism branding.

“This is the first report UNWTO has co-authored that specifically looks at music as a primary driver of tourism,” said UNWTO Secretary-General Zurab Pololikashvili. “Drawing upon experiences from all over the world, it teaches us how music is a tool to enhance destinations and better tell their stories,” he added.

Julian Guerrero, vice-president of tourism at ProColombia, led Colombia's campaign to promote international tourism based on its rich musical heritage. “Music is one of the greatest motivations for tourism. Whether live or recorded, experiencing the music of the world is celebrating its rich diversity and talent, promoting intercultural dialogue and encouraging exchange,” he said.
“This white paper serves as inspiration for those working in tourism to better realize and capitalize on their music tourism assets. It shows that around the world music tourism is increasing visits, increasing spend, bringing people together and creating jobs,” added Danny Keir, global head of business development at Sound Diplomacy.

Tuesday, Nov 6th
Press Conference: Colombia, a musical destination
12:00 – 01:00 p.m.
Press Conference Theatre - International Media Centre - ME580

Tuesday, Nov 6th
Launching a white paper on music and tourism: Music is the new gastronomy
02:15 – 03:15 p.m.
Americas Inspiration Zone - LA360

For interviews and confirmations, please contact:

Marian Sagredo
Communications Advisor Europe
+34 91 5776 708

Contact information:

Calle Lagasca, 88 Madrid

Contact Person:
Marian Sagredo
Phone: 915776708
eMail: eMail


Carolina Martinez
Phone: 0034664672802


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