Since opening in 2007, organisers say the O2 arena in London has consistently sold more event tickets than any other arena world- wide, consistently every year


MUSIC STRATEGY There were a variety of reasons for embarking on this project. Firstly, was a speech made by the prime minister in August 2010, announcing plans to vastly increase numbers of overseas visitors to the UK. The government’s resulting tourism strategy, published in March, detailed a National Brand Index survey, which ranked the UK as fourth in the world for being an “interesting and exciting place for contemporary culture such as music, fi lms, art and literature”. This is a strong indication of how the


rest of the world perceives us. Secondly, was when tourism and


creative industries were both individu- ally recognised by the Treasury as two of a handful of economic sectors that might deliver short or medium-term growth. Both featured signifi cantly in this year’s Budget. And thirdly, was a question we had been mulling over in the UK Music offi ce: what, aside from music, could turn a humble zebra crossing in London’s Abbey Road into a global tourist attraction (visit the webcam at www.abbeyroad.com). Here, it appeared, was an oppor- tunity to highlight the correlation


ISSUE 4 2011 © cybertrek 2011 Whatever the weather: Die-hard music fans will brave all conditions T in the Park, Scotland


Ian Miller, leader of Perth and Kinross Council, told Destination Music: “T in the Park generates in excess of £7m per annum for the local economy of Perth and Kinross. The equivalent of £10.7m is generated through media coverage likely to benefi t local tourism. “During the festival there is a major infl ux of people into the area. The


Balado site becomes the fi fth largest population centre in Scotland for the weekend of the event. "Hotel rooms are booked solid in


Perth, Kinross and the surrounding areas, and local shops see a huge boost in their business through the sales of camping equipment, clothes, food and drink.”


Read Leisure Management online leisuremanagement.co.uk/digital 39


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