Aaron MTC.jpg

Liverpool, UK

5-6 September 2020


The theme for Liverpool 2019 was: Value of Music on Tourism & Destination Marketing

Liverpool 2019 welcome 170 delegates from all over the world. Talks and panel discussions focused on various areas of music tourism from how it impacts economic development, how it’s used to brand a place, best practices from cities and countries around the world and how different stakeholders can work together and develop local, national and international partnerships.

The event started with a reception at the Museum of Liverpool on Sept 5th with private access to the Double Fantasy exhibition, a major exhibition telling John Lennon and Yoko Ono’s story. The British Music Experience hosted a following day of talks and an evening reception where our delegates got to explore the history of British Music from David Bowie to the Spice Girls.


Evening events


1x Conference day

11+ Presentations & Panel Discussions



Thursday 5 September 2019

Music Tourism Convention Opening Reception 

6.00pm-8.00pm / Museum of Liverpool


6 September 2019

Music Tourism Convention Official Welcome

10.00am-10.20am / British Music Experience

Shain Shapiro, Founder & CEO, Sound Diplomacy (UK)
Tim Holt, Head of Marketing, VisitBritain & VisitEngland (UK)
Steve Rotheram, Metro Mayor of the Liverpool City Region (UK)


Q&A - The power of music


Scott Booker, Manager, The Flaming Lips / CEO, Academy of Contemporary Music, University of Central Oklahoma / Board Member, Creative Oklahoma / Commissioner, Oklahoma Arts Commission (USA)

Shain Shapiro, Founder & CEO, Sound Diplomacy (UK)

Panel - UK music tourism: Importance, development & future


Tim Holt, Head of Marketing, VisitBritain & VisitEngland (UK) (moderator)

Jane Randall, Head of Visitor Economy, Marketing Manchester (UK)

Brendan McGoran, Economic Development Officer (Creative & Digital), Place and Economy Department, Belfast City Council (UK)

Kath Davies, Arts And Creative Development Manager, Kirklees Council (UK)

Llio Angharad, Senior Marketing Manager, Welsh Government (UK)

Presentation - Venue operators & the need for community legacies



Liam Naughton, Manager, Kazimier Productions (UK)

Presentation - Global urban holland campaign: Using music to divert tourism from Amsterdam


Jeannette Varela Calabria, Project Manager, Global Urban Holland Campaign and Country Manager for Spain for the Netherlands Board of Tourism and Conventions (NBTC) Holland Marketing (Spain)

Lunch break


Panel - U.S.A music tourism: Progress, successes & practical advice for other destination marketers


Aaron Wodin-Schwartz, Vice President, Public Policy & Public Affairs, Brand USA (USA)
Mitch Whitten, Executive Vice President For Marketing & Strategy, Visit Fort Worth (USA)
Jayne White, Music Specialist, Memphis Tourism (USA)
Kamel King, Music Bureau Manager, Visit Mississippi (USA)
Brandt Wood, Co-Founder & Producer, Pilgrimage Music and Cultural Festival & Principle, WoodHouse (USA)    

Presentation - Collaborating with the music industry: Duesseldorf, Germany



Nora Will, Manager Market Development, #VisitDuesseldorf (Germany) 
Thorsten Schaar, Head of Department Content, #VisitDuesseldorf (Germany)

Roundtable - How can the music and tourism industries better collaborate?


Led by Katja Hermes, Head of Projects, Sound Diplomacy (Germany)

Coffee break


Presentation - Importance of a thriving music ecosystem to music tourism


Kevin McManus, Head of UNESCO City of Music, City of Liverpool (UK)

Presentation - The Beatles to Bruce Springsteen: Developing heritage tourism


Eileen Chapman, Director, The Bruce Springsteen Archives & Center For American Music, Former GM of Stone Pony Nightclub & Founder Of Riverfest Jazz & Blues Festival (USA) 
Kenneth Womack, Dean, Wayne D. Mcmurray School of Humanities & Social Sciences at Monmouth University & Author, Multiple Beatles Books (USA) 

Presentation - Festival operators & the need for sustainable legacies


Rowan Hoban & Sarah Bird, Founders, Wild Rumpus (UK)  

Panel - How can you better harness content creators around music?



Arfa Butt, Cultural Strategist, Sounds Like London Ambassador & Music Industry Leader (UK) (moderator)
Charlie Rout, Creative Lead, Partnerships, Warner Music (UK)
Tim Barnett, VP Creative Director EMEA, VICE (UK)
Lucy Humphreys, Senior Brand Partnerships Manager, Global, Universal Music Group & Brands (UK) 
Scott Humble, Head of Client Solutions, Lastminute.com (UK)


Closing remarks and reception

5.10pm - late

Host Organisations

image-asset (9).png


image-asset (11).png
image-asset (10).png

Supporting Partners

image-asset (12).jpeg
image-asset (11).jpeg