In-bound Music Tourism and Brexit: What to Expect
From Glastonbury to Liverpool to Abbey Road Studios, music tourism to iconic UK events and attractions has long been a significant economic contributor. UK Music, which lobbies on behalf of the music industry, estimates that over 9.5 million annual visitors generate £3.1 billion of direct and indirect spending. Many are European tourists, and Brexit will impact this sector.
The biggest casualties may be UK music festivals, which run on notoriously tight margins. ParcelHero’s 2017 studyon the effects Brexit could have on the touring industry estimates that 767,000 international (majority EU) tourists visit the UK annually to attend festivals and shows, with an average spend of £1000. Losing even a modest percentage would hurt festivals’ bottom lines.
Shain Shapiro, Founder & CEO of Sound Diplomacy, which works with cities and governments on music strategy and policy, says, “A hard Brexit and the end of 2020 would further weaken the pound and make UK festival ticket prices cheaper for fans…but access to EU talent will increase costs for organisers…festivals may face challenges and certainly some would struggle to stay afloat.” Marquee festivals like Glastonbury that sell out in minutes wouldn’t suffer, but smaller festivals would.
Though festival tickets may be cheaper for in-bound European tourists, the UK’s “open skies” membership will presumably take a hit, and airfares on both budget and flagship carriers will rise. Food and beverage prices seem sure go up, reciprocal free cell-phone roaming may end, and driving could be affected.
Then there’s the hassle and uncertainty of the wait at border control. Bad press and potential “border chaos” reports may deter EU citizens as they join the ranks of “All Other Passports” travellers after 31stDecember.
For UK outbound bands, the need for visas, equipment carnets, and an hours long process at each EU country border would cause problems and expense — particularly hard for small and mid-size bands to absorb. In a recent Music Week piece, John Giddings of Solo Agency said one of his artists declined to finalize any dates until Brexit issues are settled.
But Andrew Zweck, CEO of Sensible Events global booking agents in London says, “It may be rocky at first, but things will shake out…We’ll manage. That’s how we ran the touring industry in the 70s and 80s…We can do it again.”
Additionally, the music and tourism industries need to consider other businesses that may be affected. West End shows, the Notting Hill Carnival, the Hard Rock Café, and even Madame Tussauds could all see a dip in revenue.
Unless you’re a motorist on Abbey Road grateful for fewer gawpers slowing traffic, music and tourism executives may be singing a sad song, at least in the short term. We’ll just wait and see.
