EMI to encourage tourists to VisitBritain
Music group EMI is offering tourists the opportunity to create their own musical mystery tour with a new download service on the VisitBritain website. The label is joining forces with the tourism body to promote UK artists to music lovers inspired to visit the country by bands. VisitBritain claims offering a catalogue of 140,000 hits will “help drive awareness of Britain as a tourist destination, highlight its world-renowned rock and pop music heritage and raise the profile of the musical appeal of its individual cities”. The agency’s chief executive Tom Wright claims a fifth of potential visitors will choose their holiday destination based on the music or bands from that country. The website’s Britain Rocks! map illustrates the country’s musical offerings, including festivals, venues and artist birthplaces. EMI will use the tie-up to promote new releases by the label’s homegrown artists across the globe.