Are music lovers promising tourists? attracting classical music and opera aficionados into the tourism loop

Tourism driven by classical and opera music is a very promising and undervalued segment for many destinations. This letter outlines the current and potential demand for music tourism from a sample of classical music and opera lovers, shedding light on the characteristics of this type of traveller and their travel habits. A cluster analysis identifies 4 clusters with significant differences in terms of attitudes toward music-related journeys and the results are discussed in order to advance some strategic suggestions for the development of destinations and for promoting innovative collaborations between the tourism and performing arts sectors.