The United States Tour Operators Association (USTOA) is launching “USTOA On Tour Live,” a music campaign that invites travelers to embark on a cultural journey around the globe through the medium of music.
This innovative campaign showcases musical acts, festivals, and culinary delights from various countries worldwide, providing travelers with a unique opportunity to delve into each country’s cultural identity. The centerpiece of “USTOA On Tour Live” is a captivating music video that celebrates the vibrant and diverse musical traditions of these destinations, with a particular focus on Peru, Colombia, Panama, Dubrovnik, and Turkey. In addition to the music video, there are one-minute videos that offer glimpses into specific destinations.
USTOA President and CEO Terry Dale emphasized the significance of music in the travel experience, describing it as a doorway to culture that enables travelers to explore the distinct traditions, expressions, and rituals that define each place. He expressed excitement about introducing “USTOA On Tour Live” to the world, sharing the authentic musical stories of these remarkable destinations. The campaign embodies the spirit of meaningful travel, where the universal language of music beckons travelers to explore the rhythms of the world.