The United States Tour Operators Association (USTOA) launched one of my favorite campaigns this summer, USTOA On Tour Live. On Tour Live is crafted to engage travelers and inspire them to learn about each country’s distinct cultural identity through music.
We are thrilled to share the authentic musical stories of Colombia, Dubrovnik, Panamá, Perú and Türkiye through a musical travel video, the spotlight of this campaign.
Keep reading for some highlights of the destinations featured in the USTOA’s On Tour Live video.
Colombia
Colombia, often referred to as the "Land of 1,000 Rhythms," has a rich cultural mix that has introduced distinct musical genres like champeta, vallenato, porro and cumbia to the globe. Influences from indigenous customs, as well as Africa, Spain and other regions, can be found all over the country, offering a unique musical universe to explore. The accessibility of this musical diversity is further supported by the prevalence of local and international music festivals.
Dubrovnik, Croatia
Dubrovnik, a historical gem, boasts diverse cuisine, splendid Baroque architecture and a vibrant music scene. Its lively Old Town brims with artists, unique local flavors and music, particularly during the Summer Festival, which showcases global performances. Notably, local folk hero Ibrica Jusić has been keeping troubadour traditions alive with impromptu concerts for fifty years.
Panamá
Panamá, the geographical intersection between North and South America as well as the Caribbean and the Pacific, is a melting pot of various cultures. Its music reflects this, drawing from a vast array of influences, including African, Spanish and numerous Indigenous cultures. This multicultural history, deeply ingrained in the nation's identity as a crossroads, is embodied by contemporary folk musicians.
Perú
Throughout Perú, there are hints of Native Andean, African and European influence in instruments like the ocarina and pan flute, the cajón, and the guitar-like bandurria. Musical groups like the Banda San Pedro, as featured in the On Tour Live video, wear their European influence on their sleeve with full brass sections, however, their music still maintains a strong affinity to their local culture.
Türkiye
Rooted in its ancient heritage, Türkiye’s rich musical diversity manifests itself in various music festivals around the country. Istanbul, the cultural capital, hosts several local and international acts in festivals, such as İstanbul Jazz festivals and the Beyoğlu Culture Route. Other remarkable events include the International Antalya Piano Festival, the Mystic Music Festival in Konya and the International Balkan Music Festival in Edirne.
Lastly, a nod to Turkish Airlines. Operating from the İstanbul Airport, Turkish Airlines is shaping the future of aviation. For clients traveling from the United States, the airline offers direct flights to İstanbul from 13 gateway cities. With programs like the Turkish Airlines Corporate Club, it provides extensive benefits to corporate frequent flyers, redefining global aviation standards.
My heartfelt appreciation goes out to our campaign partners, Dubrovnik Tourist Board, ProColombia, PromPerú, Türkiye Tourism Promotion and Development Agency TGA, Visit Panamá and Turkish Airlines. Their support was instrumental in bringing this project to life.
Visit www.ustoa.com/music for more information about USTOA On Tour Live.
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