(Click on the image to download the report from UK Music's website)
Music Heritage UK worked closely with UK music industry group, UK Music on their report 'Imagine. The Value of Music Heritage Tourism'. The first major study of its kind in the UK, the report aimed to demonstrate the huge potential for music heritage tourism across the country.
The report looked at a breadth of cities at various stages of their development in this area, including Liverpool, Coventry, Sheffield and Hull. The aim was to inspire all cities across the country to do more to promote their popular music heritage.
The main findings of the report are:
- The Beatles generate £70 million for the city of Liverpool.
- Over 250,000 visited the Beatles Story or the Magical Mystery Tour in 2012.
- Music heritage in the UK could be worth up to £4 billion if the rest of the UK matched Liverpool's performance.
- Innovations such as apps and websites could help to bring music heritage alive cost-effectively.
The report was launched with a panel discussion at music industry conference Liverpool Sound City 2014 featuring former Hacienda DJ and writer Dave Haslam, UK Music CEO, Jo Dipple, Liverpool promoter Jayne Casey and Music Heritage Chief Executive and Founder, James Ketchell. For more on the launch event, please read our blog post which covers it in more detail.
The report generate great media coverage with local reports in the Liverpool Echo and Sheffield Star, while trade magazine Music Week also ran a report. Jo Dipple was also interviewed live on Sky News. Music Heritage UK was quoted in the Coventry Telegraph as a result of the report being released.
Ed Vaizey MP, Creative Industries Minister commented on the report, "The huge financial contribution to the UK economy by the millions of music tourists to the UK annually makes it very clear that when combined, the music and tourism industries are powerful drivers for growth."
A huge thank you too the interviewees quoted within the report too, including Dr Bruce Cherry of Britain Rocks, Pam Wilsher of Liverpool LEP, Pete Chambers of the Coventry Music Museum, and Jo Wingate of Sensoria who all added great insight.
Finally a thank you to UK Music for adding to the debate and recongising the huge missed opportunity that is music heritage tourism.