Music Tourism Convention coming to Cape Breton Island in 2022


Tourism bodies, music industry representatives, brands & more from around the world will gather in Cape Breton Island, Canada for the fifth global edition of Music Tourism Convention. With music as a driver for 45% of travellers visiting the Island, an international festival at its 25th edition and an incredible wealth of talent, Cape Breton Island is a perfect host destination for the Convention.

The event will be an international conversation on the use of music as a tool for tourism, including destination branding, developing local and international partnerships, attracting investment, driving economic development, increasing footfall, creating the best conditions for music tourism to thrive, and more.

300+ attendees and 30+ speakers ranging from global tourism boards, music festivals & events, music content creators, tour organisers, tourism experts and the music & tourism industries, are expected to attend.

“We are thrilled to welcome representatives from music destinations and organizations around the globe to Cape Breton Island, which we call the #MusicIsland. In Cape Breton, music is meant to be a participatory experience and we look forward to inviting delegates to engage with our rich musical cultures and explore the musical communities around the Island.” –Terry Smith, CEO, Destination Cape Breton.

The global convening will consist of two full days of insightful conference sessions, and an optional three-day pre-Convention tour for anyone interested in experiencing music tourism on Cape Breton Island first-hand. As part of the conference schedule, we’ll also be heading to the unique Celtic Colours International Festival for its opening night on October 7th.

“We are beyond excited to take Music Tourism Convention to Canada for the first time. Cape Breton Island not only offers stunning landscapes and beautiful scenery, but also unique music heritage and a thriving music scene, which makes the destination the perfect location to host the 5th edition of the biggest global event on the topic of music tourism.” –Luke Jones, CEO, Music Cities Events.

Tickets are already on sale and the cost of the current early bird price is $100 CAD. Tickets include two evening events, two conference days, food and drink at the conference, a delegate bag, access to the digital platform and to the attendee database ahead of the event. Plus, there is the option to join a special, delegate-only music tour of Cape Breton Island before the Convention. Tickets can be purchased here.

Music Tourism Convention has been held in Liverpool in the UK, Franklin (Tennessee) in the USA and Cologne in Germany, bringing together 725+ international delegates from the tourism and music industries in 125+ cities and 25+ countries, providing the attendees the chance to expand on the opportunities the worldwide music and tourism sectors can gain from each other.

Music Tourism Convention is hosted by Destination Cape Breton, Music Cities Events, and Sound Diplomacy, and in partnership with the Celtic Colours International Festival and the Cape Breton Music Industry Cooperative.


Music Tourism Convention is the world’s most extensive conference bringing together the music and tourism sectors to explore how music impacts, benefits and improves tourism and branding, attracts investment, increases economic growth and builds global communities.

Follow the Music Tourism Convention:
Instagram @musiccitiesevents | Facebook @musiccitiesevents | Twitter @MusicCitiesSD
#MusicCitiesEvents #MusicTourismConvention