Music Tourism Boom: Music pulls In over 14 million tourists and generates £6.6 billion of spending as Harry Styles and Dua Lipa help attract fans to events across the UK

UK Music, the collective voice of the UK music industry, today unveils its Here, There and Everywhere report, which reveals the huge contribution of music tourism to the UK economy. 

The new report outlines the impact of the eagerly anticipated resurgence of live music in 2022 – the first full year of post-pandemic festivals, gigs and concerts in the UK, and shows the international reputation of the UK’s live music events.   

Music tourists were lured by the return of major events such as Glastonbury, where headliners included Sir Paul McCartney, and UK tours by top British artists, including Dua Lipa, Stormzy, Harry Styles, Ed Sheeran and Elton John. 

The key findings for 2022 of Here, There and Everywhere include:                                                                                                                 

·       Total number of music tourists attending live music events across the UK in 2022 was 14.4 million.  

·       Total number of foreign music tourists in 2022 was 1.1 million. 

·       Total number of domestic music tourists in 2022 was 13.3 million. 

·       Total music tourism spending in 2022 was £6.6 billion. 

·       Total employment sustained by music tourism in 2022 was 56,000. 

(See notes for definitions)  

The data also revealed that:  

·       Total attendance at UK festivals and concerts in 2022 was 37.1 million. 

·       A total of 6.5 million music fans attended festivals in the UK in 2022.  

·       A total of 30.6 million people attended concerts (which includes everything from arena shows to grassroots gigs).  

UK Music estimates that the £6.6 billion that music tourism supported last year could increase significantly by 2030 – with the right support from Government, local councils and others to spread growth and job across the UK. 

A key part of the report focuses on the action that towns and cities across the UK can take to use music to help turbo-charge their local economies and support jobs.  

A special toolkit outlines how local authorities and others can utilise existing funding and spaces to help music thrive across the UK.   

The toolkit includes four recommendations for local councils on how to build their own music communities: 

·       Use data to ensure music is at the heart of planning and licensing policy. 

·       Create a register of available spaces and places to support music activities. 

·       Enshrine music and the local community in regeneration and development. 

·       Set up or support city-wide music advisory boards. 

Here, There and Everywhere also features a breakdown of music tourism data for Scotland, Wales and Northern Ireland – as well as in the eight English regions (see full list of data in notes).  

The report also features case studies from across the UK that highlight good practice, from the Liverpool City Region Music Board and their post-Eurovision legacy plans, to Black Bay Studio, which is located on Isle of Lewis, in the Outer Hebrides, in a converted fish factory.   

UK Music Chief Executive Jamie Njoku-Goodwin said: 

“Music is one of our country’s great assets – not only is it absolutely critical to the economic success of our local areas, but it also generates huge amounts of soft power and helps put our towns and cities on the global map. 

“In 2022, music pulled more than 14 million tourists into local areas and supported £6.6 billion of spending in local economies across the UK. This is testament to just how important a thriving musical ecosystem is for our towns and cities.  

“But while music generates huge benefits for our local areas, the infrastructure and talent pipeline that it relies on still faces huge challenges. With a venue closing every week, one in six festivals not returning since the pandemic, and many studios facing huge economic pressures, it’s vital that we protect the musical infrastructure that does so much for our towns and cities.” 

“Post-pandemic, the role of music in transformative placemaking is more important than ever – and this report provides a valuable toolkit for local authorities to help them seize the benefits of being a “music city”. 

“By harnessing the power of music, nations and regions across the UK can generate thousands more jobs, boost economic growth and attract even more visitors to the local area. This report shows how to turn that potential into reality.” 

Minister for Tourism and Creative Industries John Whittingdale said: 

“The UK's stellar line-up of festivals, concerts and grassroots gigs is a magnet for music fans around the world seeking unforgettable experiences.

“UK Music's report demonstrates that live music has come back post-Covid even stronger and shows the power of music to bring people together, support thousands of jobs and drive economic growth." 

VisitBritain/VisitEngland CEO Patricia Yates said:  

“Music’s ability to promote messages of warm welcome - a top motivator in destination choice - was well and truly on show during the UK’s recent hosting of the Eurovision Song Contest on behalf of Ukraine.  

“We know there is pent-up demand for travel and our research shows almost half of travellers already associate the UK with music. A further 44% VisitBritain surveyed were keen on attending a live music festival on holiday abroad. 

“Music tourism offers hugely valuable and exciting opportunities to influence destination choice and bookings and to build on the strong recovery we have seen in overseas visitor spending in the UK.” 

UK Music member are AIM, BPI, FAC, The Ivors Academy, MMF, MPA, MPG, MU, PPL, PRS for Music. 

ENDS 

Notes to editors:  

The full report can be read here.  

The methodology can be read here.  

East of England 

Total number of music tourists: 570,000 

Total music tourist spend: £332 million 

Employment: 2,920  

East Midlands 

Total number of music tourists: 510,000 

Total music tourist spend: £321 million 

Employment: 3,150 

London 

Total number of music tourists: 4.9 million 

Total music tourist spend: £2 billion 

Employment: 13,200  

North East 

Total number of music tourists: 350,000 

Total music tourist spend: £165 million 

Employment: 1,690 

North West  

Total number of music tourists: 1.9 million 

Total music tourist spend: £696 million 

Employment: 6,510 

Northern Ireland 

Total number of music tourists: 270,000 

Total music tourist spend: £136 million 

Employment: 1,280 

Scotland 

Total number of music tourists: 1.5 million 

Total music tourist spend: £581 million 

Employment: 5,340 

South East 

Total number of music tourists: 960,000 

Total music tourist spend: £608 million 

Employment: 4,860 

South West 

Total number of music tourists: 1.1 million 

Total music tourist spend: £683 million 

Employment: 7,040 

Wales 

Total number of music tourists: 510,000 

Total music tourist spend: £218 million 

Employment: 2,470 

West Midlands 

Total number of music tourists: 940,000 

Total music tourist spend: £433 million 

Employment: 4,180 

Yorkshire and the Humber  

Total number of music tourists: 860,000 

Total music tourist spend: £384 million 

Employment: 3,360 

Direct comparisons to data in previous years cannot be made due to methodological changes by Oxford Economics, who processes the data.  

The event attendance numbers represent the total number of visits to live events made in 2022 and so an individual may visit more than one event. 

Domestic music tourists are defined as those who are travelling from within the UK to see live music events if they travelled more than three times an average commute.  

Total music tourism spend covers both direct and indirect spend. This includes ticket sales, food and beverage sales, merchandise, venue parking, camping fees, accommodation, travel, and additional spending outside of venues while visiting the UK for a live music event, as well as spending indirectly supported by such businesses’ supply chain.  

Employment from music tourism captures jobs sustained by music tourism and is measured in terms of full-time equivalency. 

For more information see the Here, There and Everywhere methodology document.