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Experience a Destination Through Its Music
By Paloma Villaverde de Rico
With its recently launched music campaign, “USTOA On Tour Live,” the
United States Tour Operators Association (USTOA)
is celebrating music’s role in immersing travelers in a destination. The virtual campaign whisks visitors to Colombia, Panama, Peru, Dubrovnik and Turkiye, with the goal, says USTOA’s president and CEO Terry Dale, “to engage travel advisors and their clients and inspire them to learn more about each country’s distinct, cultural identity through music.”
He goes on to note, “Music plays a key role in enriching the travel experience by allowing travelers to explore expressions, rituals and traditions that make each destination special. The rhythms of the world have no language barriers—we tap our toes, dance and immerse ourselves into the moment when music is involved.”
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The centerpiece of the campaign is a music video that highlights musical acts, festivals and culinary delights of countries from across the globe. Additionally, each country is featured in its own stand-alone video. USTOA invites travel advisors and travelers to watch the videos, listen to the drumbeats, brass bands and a capella harmonies, and enjoy the colorful imagery of each destination. In Panama, you’ll groove to Afrolatino drumbeats, while in Colombia, your hips will naturally sway while listening to the infectious stylings of a Colombian accordionist. Peru’s musical traditions come through via a unique brass band, while it’s the a cappella harmonies of klapa singers in Dubrovnik that get to the core of the country’s traditions. And in Turkiye, you’ll get to experience the mystical Mevlevi music of a traditional Sufi Sema ceremony.
“Travel advisors,” says Dale, “can use ‘USTOA On Tour Live’ to show travelers that an itinerary can go beyond the typical sightseeing tours. We hope this video can serve as guidance to inspire an itinerary that blends iconic sites with culinary exploration, diverse musical artistry and immersive experiences.”
Inspired to create an itinerary that’s a feast for the senses? As Dale notes, no one is better suited to create itineraries that provide access to these activities infused with the local sounds and flavors than USTOA member tour operators. “USTOA member tour operators are experts in planning itineraries with rare access to musical experiences,” he says. “Tours give travelers exclusive access to immerse themselves in cultural traditions up close and personal.”
What’s more, travel advisors who work with a tour operator know that the vacation planning will be seamless and save loads of time. On an escorted/guided tour all the nuts and bolts are taken care of, with the tour operator handling the complicated logistics of transportation, booking necessary reservations at negotiated rates and providing personal services of tour directors with on-the-ground knowledge. A tour operator has all the elements of a trip planned out expertly, down to the last detail, ensuring that everything runs as planned. Transportation, lodging, dining, sightseeing and flexible free time are all included.
The music campaign and its accompanying videos, for which USTOA partnered with
Dubrovnik Tourist Board
,
ProColombia
,
PromPeru
,
Turkiye Tourism Promotion
and Development Agency TGA
,
Visit Panama
and
Turkish Airlines
, are also strongly tied to USTOA’s overall messaging on responsible travel. Dale tells
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: “Responsible travel is all about providing authentic and meaningful experiences to travel with purpose and intention. ‘USTOA On Tour Live’ celebrates what makes each destination exceptional by not only including the diverse musical artistry, but the joy of its people and how travelers can actively partake in learning about the culture.”
The “USTOA On Tour Live” video can be viewed at
ustoa.com/music
.
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