UN TOURISM AND UMUSIC HOSPITALITY & LIFESTYLE PARTNER TO HARNESS MUSIC’S POWER FOR GLOBAL GROWTH

Riyadh, Saudi Arabia — November 11, 2025 — UMusic Hospitality & Lifestyle (UMHL), the entertainment-driven hospitality venture powered by Universal Music Group, has joined forces with UN Tourism and the Center for Music Ecosystems (CME) to unlock the power of music tourism as a driver of innovation, investment, and opportunity around the world.

Announced during the UN Tourism General Assembly in Riyadh, this new partnership positions the creative industries as a transformative force for economic growth and community empowerment through tourism.

The collaboration will also engage newly appointed UN Tourism Ambassador Khabane Lame, one of the world’s most influential digital creators, to amplify the initiative globally. Together, the partners aim to inspire a new generation to see music not only as art, but as a path to entrepreneurship, job creation, and economic mobility.

“Music has an unmatched power to attract travelers, energize cities, and create opportunity,” said Robert Lavia, CEO of UMusic Hospitality & Lifestyle. “By identifying and investing in cultural hubs around the world, we’re not just creating destinations—we’re amplifying the creative energy that drives tourism, inspires pride, and generates lasting economic impact.”

Tourism accounts for one in every nine jobs worldwide, and music tourism is projected to reach a value of $267 billion by 2030. Through this partnership, UMHL, CME, and UN Tourism will generate new data, research, and networks to position music tourism as a key driver of local development—particularly in emerging markets.

For more information, contact:
Michael Kutach, Senior Vice President, The Lede Company
michael.kutach@ledecompany.com