Saudi Arabia’s Music Tourism Partnership with UMusic to Drive Travel Growth: All You Need To Know

Saudi Arabia‘s tourism sector is on the verge of a drastic change, thanks to the collaboration of the United Nations Tourism Organisation (UN Tourism), UMusic Hospitality & Lifestyle (UMHL), and the famous digital creator Khabane Lame. The partnership intends to tap into the potential of music tourism as a force for global travel and cultural exchange, thereby really taking it to the next level in the country’s plan to be recognised as a primary spot for music and creative industries.

The announcement of this new initiative took place during the UN Tourism General Assembly in Riyadh on November 11, 2025. The partnership between UN Tourism, UMusic Hospitality & Lifestyle, and the Center for Music Ecosystems (CME) aligns with Saudi Arabia’s growing emphasis on cultural tourism, which positions music as a central element of its strategy for global engagement and growth in the tourism sector.

This strategic alliance seeks to amplify the role of music in tourism, an industry that has long been underestimated but is poised to become a USD 267 billion market by 2030. Music tourism, which attracts millions of visitors each year, plays an important role in creating economic opportunities and enhancing a destination’s cultural profile. In collaboration with Khabane Lame, one of the world’s most influential digital creators with over 250 million social media followers, this initiative promises to revolutionize the way tourists engage with music and culture across Saudi Arabia.

A New Chapter for Saudi Arabia’s Tourism Industry

The partnership’s ultimate goal is to bolster Saudi Arabia’s tourism offerings by integrating music as a key driver of attraction. The country is already known for its rich cultural heritage, and now, by tapping into the music tourism sector, Saudi Arabia plans to strengthen its position as a top destination for global travellers. UMusic Hospitality, powered by Universal Music Group, will focus on developing immersive hotels, cultural hubs, and live music venues that will offer unique, music-infused experiences for tourists.

Robert Lavia, CEO of UMusic Hospitality, explained that the fusion of music and tourism can unlock significant potential for both cultural and economic growth. By enhancing the local tourism ecosystem with music-driven projects, the collaboration will not only boost visitor numbers but also help nurture local talent, create jobs, and promote Saudi Arabia’s diverse cultural offerings on the global stage.

The Role of Music in Empowering Travel and Tourism

The power of music to attract tourists and energize communities is undeniable. From live concerts to music festivals, music tourism fosters connections among people from different cultures. The collaboration between UN Tourism and UMusic is set to explore the full potential of music tourism, with the goal of increasing its contribution to the global tourism sector, particularly in emerging economies where tourism infrastructure can benefit from targeted investments.

Tourism accounts for one in every nine jobs worldwide, and music tourism is expected to grow substantially over the next decade. Despite its promising outlook, the sector remains underdeveloped, especially in regions like the Middle East and Africa. The Saudi Arabia initiative will serve as a model for expanding music tourism, helping emerging markets leverage their cultural assets to draw international visitors and generate new economic opportunities.

In the coming year, the Center for Music Ecosystems will release reports highlighting the untapped potential of music tourism. The data gathered will guide UMusic Hospitality’s efforts to create culturally rich travel destinations that provide authentic music experiences. These reports will also inform policy decisions and investments aimed at further integrating music into the tourism experience, benefiting not only travelers but also local communities.

Empowering Global Travel Through Music

Khabane Lame’s appointment as UN Tourism’s new ambassador adds a personal touch to the partnership. His massive social media following and influence among young global audiences will amplify the initiative’s message and draw attention to Saudi Arabia’s efforts to become a hub for music tourism. Lame’s involvement will encourage his followers to explore music as a gateway to cultural exploration and entrepreneurship, enriching their travel experiences in the process.

As the music tourism sector continues to grow, the synergy between creative industries and tourism will play a central role in shaping future travel trends. This partnership demonstrates the immense potential of music to drive tourism, with Saudi Arabia poised to become a key player in this dynamic market.

Transforming Saudi Arabia’s Tourism Landscape

The new collaboration between UN Tourism, UMusic Hospitality, and Khabane Lame marks a transformative moment for Saudi Arabia’s tourism industry. By positioning music at the heart of its tourism strategy, the kingdom is set to unlock exciting new opportunities for global travelers, creating unique cultural experiences that will define the future of tourism. With the backing of leading global entities and a growing focus on music-driven initiatives, Saudi Arabia is well on its way to becoming a key destination for music tourism in the years ahead.

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