Shain Shapiro: Music tourism ‘too opportunistic’

News By James Hanley | 15 July 2025

Center for Music Ecosystems director Shain Shapiro has delivered his verdict on the explosion of music tourism in an interview with IQ. The music tourism market is projected to reach US$267.85 billion by 2030, according to a recent global report.

But Shapiro, whose music market development consultancy Sound Diplomacy is known for pioneering the idea of the ‘music city’, has mixed thoughts on the industry’s buzzword of the moment.

“We held our first Music Tourism Convention in 2016, and this…

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