Select Page
Manchester, United Kingdom — 22-25 September 2009

WYSE Archives

Music tourism & youth travel: Getting the best of both worlds

Alice Fentro, Events Coordinator, Sound Diplomacy

ITB Berlin 2019, Hall 4.1, WYSE Workshop area

Friday, 8 March 13:00 – 13:30

Session description

From festivals to trails and museums, music tourism is on the rise. Music does not only represent a key opportunity for destination marketers to increase tourist arrivals and profits, but can provide young travellers with qualitative, life-enriching and educational experiences. By touching upon some of the world’s best practices and music tourism initiatives, Alice will explore the role of music in promoting, boosting and improving youth travel.


Alice Feltro works as Events Coordinator at Sound Diplomacy, a consultancy agency helping cities, governments and businesses achieve their social, cultural and economic goals using music as a tool. As part of the Music Cities Events convention series, Alice has helped organise events in seven different countries on three continents, which brought together leaders from governments, cities and regions, academics and organisations to discuss how music can drive tourism, enhance economic development and create jobs. Alice is a graduate of the University of Turin, Italy with a Bachelor’s Degree in Applied Languages and is currently specialising in Planning and Management of Tourism Systems at the University of Bergamo, Italy with a thesis on Music Tourism. A music-lover herself, Alice travelled all over Europe to attend festivals and concerts and strongly believes in the power of music to stimulate growth and empower people.