USTOA Launches 'On Tour Live' Music Campaign Highlighting Destinations Around the World

Image: The campaign is designed to engage travelers and inspire them to learn about each country’s distinct cultural identity through music. (Photo Credit: hadynyah/iStock/Getty Images Plus)

by Patrick Clarke
Last updated: 10:55 AM ET, Thu July 20, 2023

The United States Tour Operators Association (USTOA) is launching the "USTOA On Tour Live" music campaign featuring destinations worldwide.

The new campaign is designed to inspire travelers to learn about each country's distinct cultural identity through its music.

USTOA On Tour Live includes a music video showcasing musical acts, festivals and culinary delights of countries from around the world. There are also one-minute videos highlighting specific destinations, including Peru, Colombia, Panama, Dubrovnik, and Turkey.?

"Music plays an integral role in the enriching experience of travel. It is often a gateway to culture, allowing travelers to explore traditions, expressions, and rituals that make each place unique," USTOA President and CEO Terry Dale said in a statement.

"We are delighted to debut the 'USTOA On Tour Live' video with the world and share the authentic musical stories of Colombia, Dubrovnik, Panamá, Perú, and Türkiye," Dale added. "The video combines the infectious joy of music and exemplifies meaningful travel’s importance. The rhythms of the world are calling!"

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Patrick Clarke

Senior Editor

A Maryland native and wanderer who has lived across the U.S. from North Carolina to SoCal, Patrick Clarke graduated from Towson University with a B.S. in journalism. He previously worked for Bleacher