Exploring Cultures Through Musical Journeys

This summer, the United States Tour Operators Association (USTOA) launched a captivating campaign: USTOA On Tour Live. The campaign’s goal is to connect travelers with the unique musical essence of different countries, shedding light on their cultural identities.

We're excited to present the musical tales of Colombia, Dubrovnik, Panamá, Perú and Türkiye via a musical travel video — the heart of this initiative.

Here's a Glimpse Into the Musical Tapestry From These Destinations as Featured in USTOA's On Tour Live Video:

Colombia
Known as the "Land of 1,000 Rhythms," Colombia's vibrant culture has birthed musical styles such as champeta, vallenato, porro and cumbia. Its music, influenced by native traditions, Africa, Spain and beyond, offers a dynamic soundscape. This rich diversity is amplified by numerous music festivals both locally and internationally.

Dubrovnik, Croatia
Dubrovnik, a historical gem with maritime legacies, offers magnificent Baroque architecture, eclectic food and a buzzing music scene. The Old Town is alive with artistry, local flavors and melodies, especially during the Summer Festival, a global performance stage. Ibrica Jusić, a local legend, has championed the troubadour traditions with spontaneous concerts for over five decades.

Panamá
Panamá stands at the crossroads of North and South America, the Caribbean and the Pacific, resulting in a cultural cauldron. The nation's music is a testament to its diverse roots, with traces from Spain, Africa and indigenous groups. Contemporary folk musicians encapsulate this multicultural legacy.

Perú
In Perú, musical instruments like the cajón, ocarina and pan flute, and the bandurria mirror the African, Native Andean and European blend. Bands like Banda San Pedro, showcased in the On Tour Live video, flaunt European brass sections but remain deeply tied to local traditions.

Türkiye
Türkiye’s vast musical canvas, rooted in ancient traditions, comes alive in numerous festivals. Istanbul, the cultural heart, hosts diverse events, including the Beyoğlu Culture Route and İstanbul Jazz festivals. Other highlights are the International Balkan Music Festival in Edirne, the International Antalya Piano Festival and the Mystic Music Festival in Konya.

Lastly, a nod to Turkish Airlines. Based at İstanbul Airport, Turkish Airlines is pioneering aviation's next chapter. Travelers from the U.S. will find 13 direct routes to İstanbul from major market cities. Initiatives like the Turkish Airlines Corporate Club offer corporate travelers unparalleled benefits, setting new global benchmarks in aviation.

I would like to express my heartfelt gratitude to our campaign partners, Dubrovnik Tourist Board, ProColombia, PromPerú, Türkiye Tourism Promotion and Development Agency TGA, Visit Panamá and Turkish Airlines for helping us make this project come to life.

For more information about USTOA On Tour Live, visit www.ustoa.com/music.