1. A New Way To Explore Beijing
---Music Tourism

2. Introduction of Beijing
✽Political, Cultural, Educational Center of China
✽ 16 districts with a total area of 16,410.54 KM2
✽ One of the most popular tourist destination
✽ 2,000 years history
✽ Home to China’s capital for more than 600 years

3. When It Comes To Tourism in Beijing…
Great Food
Long History
Culture
&
Heritages
Modern City
&
Shopping
Center
People
Traffic
Fog

4. Current Issues in Beijing Tourism
(Source: Beijing Tourism Association. http://english.visitbeijing.com.cn)
Possible Reasons (x2)
1
2
Lack of Novelty &
Competitiveness
Heritage Destruction
Because of the
Urbanization, Over-
developed

5. Possible Reason 1 Lack of Novelty & Competitiveness

6. Possible Reason 2
Heritage Destruction Because of the
Urbanization, Over-developed

7. ❖Beijing needs to come up with something new,
something that can：
✪Reappear History
✪Increase Novelty & Competitiveness
✪Attract More Tourists
Music
Tourism
Why Music Tourism

8. ❖Music is a world language that can communicate with people
deep in souls
❖Music has a power to intrigue all the sensations while
traveling
❖Tourism is a journey of inspiration, a journey of experience
❖The combination of tourism and music will amplify the emotions
and help creating an unique and unforgettable travel experience
❖Beijing has many incredible music resources but are less known
❖Music tourism, as a part of Special Interests Tourism, is the future
trend in tourism industry

9. Case Study: Austin & Nashville
✪Both did well on
consolidating music
resources around the city
✪ Both work closely with
all the local music
association
✪ Social media
music info updates
✪ Win-win
situation: “Hire
Austin Musicians”
✪ Music at visitor
center: first touch
of music
✪ Highway 65
radio: reach more
potential visitors

10. Music Resources in Beijing (Categorized by function)
Music Performance : 84
Music Sight-seeing: 21
Music Recreation: 178
Total: 283

11. Destination Marketing Plan For
Music Tourism in Beijing

12. Promote Music Tourism in Beijing
❖Cooperate with Stakeholders in
Music Industry
Step 1. Integrating Music
Resources in Beijing
Step 2. Increase Beijing’s
Awareness As A Music-Oriented
Destination
❖ Conduct Market Research
❖ Emphasize Traditional Music
Resources
❖ Music Familiarize Tour
❖ Online and Offline Promotion
❖ Work with Tourism Stakeholders
to Promote Music Tourism
Beijing DMO
Beijing Municipal Commission of
Tourism Department
Chinese Musicians’ Association
&
Beijing Musicians’ Association

13. Application: Live Music + Beijing Attractions