Georgia Area Convention & Visitors Bureau Conference

Across the country, communities are discovering that music culture isn’t just heritage — it’s strategy. From centuries-old Appalachian ballads preserved across generations, to modern broadcast platforms owned by destination organizations, music has the power to elevate geography, attract visitors, and extend a region’s identity far beyond its borders.

In this featured session, leaders from Madison County, NC and Macon, GA shared how they were activating music culture in unconventional ways — through community-led revival efforts, touring collaborations, documentary publishing, curated music experiences, and independent radio — to drive tourism growth and civic renewal. Through storytelling and live performance, the session explored how deeply rooted traditions can become powerful engines for visitation, resilience, and long-term cultural impact.