In September 2025, a major new UNESCO report, Urban Solutions: Culture-Driven Sustainable Urban Tourism, excitingly reinforced what UNESCO Adelaide City of Music has long championed: culture is at the heart of civic life and a powerful driver of tourism, economic growth and global reputation. Adelaide’s designation as a UNESCO City of Music places the city firmly within a growing international movement that recognises culture as essential urban infrastructure.
The report highlights how cities around the world are harnessing their cultural assets – both tangible heritage and living creative practice – to attract visitors, support local industries and build resilient, inclusive economies. Music, in particular, is identified as a key catalyst for tourism, place identity and international recognition, strengthening the case for cities that invest in their music ecosystems.
Adelaide is already part of this global conversation. The city is in active discussions with New Orleans, Kansas City and Montreux in Switzerland – cities that see music tourism as central to their economic prosperity and global standing. Each offers valuable insight into how cultural heritage and contemporary music practice can work together to attract visitors year-round, demonstrating the long-term benefits of treating music as critical infrastructure rather than a seasonal attraction.
Adelaide is also learning from cities such as Austin, Nashville and Seattle, where strong music identities have been successfully leveraged to support creative-industry growth, employment pathways and economic diversification. As the UNESCO report makes clear, culture-driven tourism is most effective when it strengthens local creative ecosystems and delivers lasting benefits for communities.
Adelaide’s arts and creative sector, internationally recognised festivals, world-class food and wine, and extraordinary natural environment all compete on a global stage. With a rich, year-round calendar of festivals and events, Adelaide offers immersive cultural experiences well beyond peak tourism periods, which aligns with UNESCO’s vision for sustainable urban tourism.
This momentum will be further highlighted in February, when representatives from New Orleans’ UNESCO Cities of Music focal point and Tourism Department visit Adelaide. Coinciding with the festival season, the visit will showcase Adelaide’s cultural institutions, vibrant programming and integrated approach to culture and tourism.
For Adelaide, the opportunity is exciting and immediate: build on our UNESCO City of Music status, learn from global peers, and further strengthen our position as a leading destination for cultural tourism and creative exchange.