A new Memorandum of Understanding, announced during the UN Tourism General Assembly in Riyadh, will position the creative industries as a transformative force for economic growth and community empowerment through tourism.

The partnership will also draw on the influence on some of the biggest names in global entertainment, including newly-appointed UN Tourism Ambassador Khabane Lame, one of the world’s most influential digital creators, with over 250 million social media followers. Together, they will amplify the work to the global creative community, encouraging people to recognize music as a viable path to entrepreneurship, job creation, and economic mobility.

UN Tourism Secretary General Zurab Pololikashvili says: “Tourism is at its strongest when it amplifies creativity. By uniting the creative and tourism sectors, we can strengthen local capacity, unlock innovation, and ensure the benefits of culture and music reach communities everywhere.”

By uniting the creative and tourism sectors, we can strengthen local capacity, unlock innovation, and ensure the benefits of culture and music reach communities everywhere

“Music has an unmatched power to attract travelers, energise cities, and create opportunity,” says Robert Lavia, CEO of UMusic Hospitality and Lifestyle.

Adding, “UMusic Hospitality and Lifestyle was founded on the idea that music has the power to shape economies and unite communities. By identifying and investing in cultural hubs around the world, we’re not just creating destinations, we’re amplifying the creative energy that drives tourism, inspires pride, and generates lasting economic impact.

‘‘This partnership with UN Tourism to enable CME to accelerate its work in music tourism will demonstrate music’s power to deliver economic growth for communities everywhere.”

Realising massive potential of music tourism

The opportunity to accelerate economic growth by unifying music and tourism is significant. Tourism accounts for one in every nine jobs worldwide and music tourism is estimated to reach a value of $267 billion by 2030. However, it remains a niche sector.

The policies, investments, and networks required to expand music tourism – particularly in emerging markets – are not yet optimised. This partnership aims to align objectives and generate new data, research, and evidence to position music tourism as a key driver of local economic development.

CME will issue a series of reports in the coming year to further expand upon the potential of music tourism. This data will be put into action by UMHL, which is developing hotels and creative hubs worldwide, to support all UN Tourism stakeholders and signatories.

The new partnership broadens CME’s mission, adding music tourism to CME’s work with other parts of the music economy, where it is establishing the path, partnerships, and policies to accelerate the role and impact of music to eradicate poverty by driving growth, creating jobs, and improving local economic conditions.

^{UMusic Hospitality & Lifestyle (UMHL)}

^{UMusic Hospitality & Lifestyle (UMHL), developed in partnership with Universal Music Group, is an innovative hospitality and lifestyle company with UMusic Hotels at its core. UMusic Hotels reimagine traditional hospitality by blending immersive guest experiences, live entertainment, and cultural storytelling in destinations around the world. Beyond its hotels, UMHL expands into retail, branded residences, and immersive experiences, building a global ecosystem where music, culture, and hospitality converge. By integrating entertainment, creativity, and community at every touchpoint, UMHL fosters meaningful connections and drives positive social and economic impact in the places it calls home. www.umusic-hotels.com}

^{Centre for Music Ecosystems 
The Centre for Music Ecosystems is a non-profit organization that advances research, policy and global thought leadership on how music contributes to economic, social, and human development. It aims to incorporate music into how we address and solve big global problems.}

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In a press statement signed by Cyril Lau-Tee, Chairman of Lalyans Nouvo Sesel, the Group said the late music legend was recognised and admired, both nationally and internationally, noting further that he was a celebrated patriot, who united the people together.

The statement reads in full: ‘‘it is with profound sadness that we mourn the passing of Joe Samy, a legendary figure in music and a cherished son of Seychelles. Admired and respected both nationally and internationally, Joe Samy’s music touched the hearts of many and reflected his vibrant joie de vivre.

‘‘Throughout his illustrious career, Joe Samy was celebrated for his patriotic spirit and his ability to unite people through his timeless melodies. His legacy will remain a testament to his passion, talent, and love for his homeland.

‘‘Seychelles has lost one of its most patriotic and beloved sons. As we bid farewell to “Ton Joe,” Lalyans Nouvo Sesel (LNS) extends heartfelt condolences to his family, friends, and supporters. We also remember him as a beacon of our nation’s cultural pride and a symbol of the joie de vivre that defines us.

‘‘Adieu, Ton Joe. Your memory and legacy will live on forever in our hearts.’’

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