UK Music has published its Hometown Glory report, which reveals that live music tourism generated record levels of economic activity across the UK in 2024. The report highlights the vital role that live music plays in supporting local economies, communities and employment, while also outlining the significant challenges that continue to impact the sector.
Key UK Findings
- 23.5 million music tourists attended live music events across the UK in 2024, an increase of 23% on 2023’s total of 19.2 million.
- Of these, 21.9 million were domestic music tourists, and 1.6 million were international visitors (up 62% from one million in 2023).
- Music tourism spend reached £10 billion in 2024, a rise of 26% from £8 billion in 2023.
- Music tourism supported 72,000 full-time equivalent jobs across the UK live sector, up 16% on 2023.
Music tourists include those travelling within the UK or internationally to attend concerts and festivals. Spending includes ticket purchases, accommodation, travel, food, drink and associated on-site and off-site costs.
Scotland’s Contribution
Scotland welcomed 2.3 million music tourists in 2024. These visitors generated £857 million in direct and indirect music tourism spend, supporting around 7,160 full-time equivalent jobs within Scotland’s live music ecosystem.
These figures underline the significant role that live music plays in supporting Scotland’s economy, local businesses and communities. Music tourism in Scotland not only boosts employment but also helps power associated industries such as hospitality, retail and transport.
Sector Challenges and Next Steps
While the report showcases impressive growth, it also highlights a range of challenges faced by the UK and Scottish live music industries:
- Rising costs associated with touring in the UK and overseas.
- The continued threat of closure facing grassroots music venues, studios and other vital music spaces.
- The impact of the cost-of-living crisis on audience spending and ticket sales.
In response, UK Music has launched the Local Music Action Charter as part of the report. The Charter aims to support local authorities and stakeholders in developing music-friendly policies that help protect and grow local music sectors. This includes commitments to safeguarding venues, improving infrastructure and supporting skills development to ensure the long-term sustainability of the industry.
The Hometown Glory report argues that investing in local music ecosystems can strengthen communities, promote pride in place and drive regeneration across towns and cities. Music tourism is shown to stimulate the economy by increasing footfall, boosting hospitality and retail and attracting both visitors and long-term investment.
Find Out More
You can read the full Hometown Glory report on the UK Music website: UK Music – Hometown Glory 2025.