UN Tourism and UMusic Hospitality expand global campaign to include music tourism Partnership with d

International

Partnership with digital creator Khabane Lame aims to boost innovation, investment and job creation through culture and entertainment

UN Tourism has joined forces with UMusic Hospitality & Lifestyle (UMHL) — the entertainment-driven hospitality venture backed by Universal Music Group — and the Center for Music Ecosystems (CME) to advance music tourism as a driver of economic growth, community empowerment and entrepreneurship. The collaboration was announced during the UN Tourism General Assembly in Riyadh.

Creative industries as engines of development

A new Memorandum of Understanding positions music and culture as catalysts for inclusive economic progress, particularly in high-potential destinations. The initiative will also leverage the global reach of newly appointed UN Tourism Ambassador Khabane Lame, one of the world’s most influential digital creators with more than 250 million social media followers. His role will help raise awareness of music’s economic value and inspire young people to see creative careers as viable, sustainable opportunities.

UN Tourism Secretary-General Zurab Pololikashvili emphasized the sector’s creative potential:

· “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.”

· UMusic Hospitality & Lifestyle CEO Robert Lavia added that music has the power to energize destinations, strengthen local pride and generate long-term economic impact through cultural investment.

Realizing the potential of music tourism

Tourism supports one in every nine jobs globally, and music tourism alone is projected to reach $267 billion by 2030. Despite its scale, the segment remains underdeveloped, especially in emerging markets where policies, investment frameworks and industry networks are still evolving.

The new partnership aims to close this gap by aligning objectives, improving data and research, and developing evidence-based strategies to help destinations unlock music tourism’s full potential. CME will publish a series of reports in the coming year, while UMHL will apply these insights across its global portfolio of hotels and creative hubs.

The expanded mandate builds on CME’s broader mission to strengthen music economies worldwide — creating jobs, supporting local enterprise and using cultural development as a pathway out of poverty.