The American Music Tourism Act has cleared Congress and now heads to the President for signature, setting up a federal effort to promote US music destinations to domestic and international travelers.
The measure directs the Assistant Secretary of Commerce for Travel and Tourism to identify the locations and events across the United States that matter most to music tourism and to promote travel to them.
Its scope includes music festivals, concerts, live musical performances, venues of all sizes, from independent rooms to arenas, as well as museums, studios, and historic sites.
Independent venue sector backs the bill
The National Independent Venue Association (NIVA) has voiced support for the legislation.
NIVA’s recent economic study of the independent live sector, State of Live, found that independent venues, festivals, and promoters “are a tourism powerhouse,” with independent stages accounting for roughly 9.2% of total US travel and tourism revenue.
That translates to more than $10.62 billion in annual visitor spending on lodging, dining, shopping, and local transportation.
NIVA executive director calls bill a jobs measure
Stephen Parker, Executive Director of NIVA, said:
“Independent venues and festivals are the lifeblood of local communities, not just as cultural hubs but as powerful engines of economic activity. Fans travel for them. They book hotels, fill restaurants, and shop on Main Street because a show is happening that night. The American Music Tourism Act is a jobs bill. We are thrilled the House and Senate have prioritized driving domestic and foreign visitors to the nation’s music attractions and independent stages. Now, we encourage the President to sign it and give the country its first national strategy for music tourism. It is a bipartisan policy that treats live music as the economic asset it already is.”
