A new report has urged Glasgow to market itself better as a music tourism destination.
Liverpool, New Orleans and Nashville are cited as examples Scotland’s largest city should follow in showcasing itself as a top international destination for popular music, according to the study, commissioned by Scottish Enterprise and Glasgow Life.
Despite live music generating £160 million per annum for the local economy, just 2% of those attending gigs come from outside the city – and thus, do not inject further cash from hotel accommodation and the like.
Scottish Enterprise, the Scottish Music Industry Association (SMIA), and the SSE Hydro have been presented with 22 recommendations produced by students from Glasgow Caledonian University, and designed to allow Glasgow to market itself as a truly international music tourism destination, in the same way as the three cities mentioned.
Among the suggestions are to tell the stories behind venues such as the Barrowlands, King Tut’s and the Panopticon, create dedicated music ‘districts’, and set up a Glasgow Music Subway Trail.
SMIA chair Dougal Perman, said: “Glasgow is a world-class, world-renowned city of music. Now we just need to tell the world.
“Music tourism makes a significant contribution to the economy but most of the money spent on music events in the city comes from locals. Glasgow’s high reputation at home and abroad is undervalued and under-exploited.
“There is great potential but more work needs to be done to learn from the experience of others and to design practical affordable and cost-effective interventions which would command the support of the industry.”