Musical tourism as an opportunity to relaunch areas

Speakers: Alessandra Di Caro, Co-founder & Marketing Manager Butik. Guests: Andrea Cortelazzi, Music Tourism Expert Martha Friel, Professor of culture and tourism management at the IULM University of Milan

A significant part of tourist movement that still classified as cultural tourism is, in fact, out and out music tourism, characterized by travellers driven by a desire to attend musical events or explore places related to music. Festivals, specialised museums, theatres, folklore and the many attractions of Italy's musical heritage represent a potential that has only been minimally developed by intermediaries and specialist operators. However, the features of music tourism can represent an interesting opportunity, playing a strategic role in diversifying the most popular destinations and attracting to smaller destinations. Using Butik, we investigate this still little-explored phenomenon through Italian and foreign case studies, giving an example of those models that have been able to create networks and connections between tourism and music operators by developing innovative cross-sector projects.