When we think about travel destinations, we often picture landscapes, architecture, food, or history. But there is another element—less visible, yet deeply powerful—that shapes how we experience a place:

Sound.

More specifically, music.

Recent research in tourism and place branding shows that music is not just entertainment for visitors. It can become a living expression of identity, belonging, and sustainability—especially when it grows organically from the local community.

A 2025 academic study published in Tourism and Hospitality explores exactly this idea, examining how music helped a small village in Crete build a resilient, sustainable tourism identity rooted in community rather than mass consumption tourism.

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Music as Intangible Cultural Heritage

UNESCO defines intangible cultural heritage as living traditions passed from generation to generation—practices that evolve rather than remain frozen in time. Music sits at the heart of this definition.

Unlike monuments or buildings, music:

• Lives through people
• Adapts across generations
• Connects locals and visitors emotionally

The study emphasizes that music should not be treated as a staged performance “for tourists,” but as a living cultural practice, shaped jointly by residents, artists, and visitors.

As the authors note, traditional music is often misrepresented as a static spectacle, when in reality it is “dynamic, contemporary, and community-based”

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From Tourism Branding to Place Belonging

Many destinations attempt to “brand” themselves using culture—but this often leads to tension. Culture becomes a product rather than a relationship.

The research highlights a different approach: co-creation.

Instead of asking “How do we sell this place?”, the question becomes:

“How do people—locals and visitors—create meaning here together?”

In the case studied, music workshops and performances were not designed as tourist attractions. They emerged from long-term collaboration between musicians and the local community, fostering:

• Repeat visits
• Deep emotional connection
• Pride among residents

This approach aligns with the idea that sustainable tourism depends as much on social and cultural well-being as it does on economics.

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Why Small Places Matter More Than Ever

One of the strongest insights from the study is that small places can lead the way.

Large destinations often struggle with overtourism, loss of identity, and cultural dilution. Smaller communities, when intentional, can:

• Set boundaries on visitor numbers
• Prioritize quality over quantity
• Protect local rhythms of life

The research refers to this as micro-branding—a focused, place-specific identity that resists mass tourism while inviting meaningful engagement.

Music becomes a unifying thread:

“A connecting link between the place brand and the local community” tourism.”

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Music, Community, and Repeat Travel

Unlike one-off sightseeing, music-based experiences encourage people to return.

Why?
Because music:

• Creates emotional memory
• Encourages participation, not just observation
• Builds communities that extend beyond geography

The study found that visitors were not passive tourists, but active participants—learning, listening, sharing meals, and forming long-term relationships with the place and its people.

This challenges the idea that tourists are “the least engaged stakeholders” in sustainability. When culture is co-created, travelers become caretakers, not consumers tourism.

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Sound as Identity, Not Decoration

One powerful concept introduced in the research is that of audio identity.

Just as cities have visual symbols, they also develop recognizable soundscapes:

• Instruments
• Rhythms
• Musical gatherings
• Informal performances in streets and squares

Over time, sound becomes inseparable from place.

As the authors argue, music can help destinations “navigate the labyrinth of sustainable tourism development” by reinforcing identity while avoiding over-commercialization tourism.

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What This Means for the Future of Travel

This research offers an important lesson for travelers, destination managers, and storytellers alike:

The future of meaningful travel is not louder marketing—but deeper listening.

Listening to:

• Local voices
• Cultural rhythms
• Community limits
• Living traditions

Destinations that embrace this approach are not just visited—they are remembered.

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Final Thoughts

Music reminds us that travel is not only about where we go, but how we connect.

When places allow culture to remain alive—shared rather than staged—travel becomes an exchange, not a transaction.

And perhaps that is the most sustainable journey of all.

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Reference

Papadaki, E., & Kladou, S. (2025). The Labyrinth of Sustainable Tourism Development: The Role of Place Branding Through Music. Tourism and Hospitality, 6(5), 277