Students pitch ideas to turn Glasgow into music tourism destination

Glasgow can become one of the world’s most popular cities for music tourism if it can unlock its vast potential, according to industry experts.

Live music generates £160 million a year for the city and attracts 1.4million fans but few gig-goers travel to Scotland from overseas.

Students from tourism, events, marketing and fashion branding courses at Glasgow Caledonian University have been tasked with generating ideas to capitalise on the city’s rich musical heritage and promote its diverse music scene.

A panel of experts, including representatives from the Scottish Music Industry Association, Scottish Enterprise, and SSE Hydro, will today be presented with 22 recommendations to help Glasgow market itself in a similar way to Liverpool, New Orleans and Nashville.

Ideas include a marketing drive to promote the stories behind famous venues, such as King Tut’s Wah Wah Hut, where Oasis were discovered, the Barrowland Ballroom, and the Britannia Panopticon Music Hall, home of Stan Laurel’s first stage performance.

Plans to create dedicated music districts across the city, launch interactive digital maps, promote live music at Glasgow Airport, introduce techno tours, and establish a Glasgow Music Subway Trail will also be put forward at a showcase at Radisson RED.

Claire Bereziat, lecturer in International Tourism Management at Glasgow Caledonian University, said: “Glasgow has a phenomenal music product but it is undersold.

“Everybody wants to play Glasgow and the crowds are famous throughout the world but we need to promote the stories behind our venues, and the thriving scene, to capitalise on that reputation.”

Dougal Perman, chair of the Scottish Music Industry Association and a member of the panel, 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.”