UN Tourism has partnered with UMusic Hospitality & Lifestyle (UMHL), the entertainment-driven hospitality venture powered by Universal Music Group (UMG) and the Center for Music Ecosystems (CME) to harness the power of music tourism to drive economic growth and job creation, with a focus on high-growth-potential economies.
A new Memorandum of Understanding, announced during the UN Tourism General Assembly in Riyadh, will position the creative industries as a transformative force for economic growth and community empowerment through tourism. The partnership will also draw on the influence on some of the biggest names in global entertainment, including newly-appointed UN Tourism Ambassador Khabane Lame, one of the world’s most influential digital creators with over 250 million social media followers. Together, they will amplify the work to the global creative community, encouraging people to recognize music as a viable path to entrepreneurship, job creation, and economic mobility.
UN Tourism Secretary-General Zurab Pololikashvili says: “Tourism is at its strongest when it amplifies creativity. By uniting the creative and tourism sectors, we can strengthen local capacity, unlock innovation, and ensure the benefits of culture and music reach communities everywhere.”