The potential of music tourism for destination development: the case of Carlingford, Ireland

Music contributes to the promotion of places, destinations and cultures, and is a fundamental element of local branding strategies, helping communities and places to express uniqueness. Carlingford, a small Irish village, hosts small music events that enrich both local life and potential tourism experiences. These are the Carlingford Heritage Centre’s Concert Series and Féile na Tána, two Irish traditional music initiatives curated by the local musicians Zoë Conway and John McIntyre. These small-scale events offer niche tourism opportunities connected to education through which local music and its practitioners may contribute to strengthening the image of the destination. On the basis of primary data gathered through interviews, netnography and participant observation, together with secondary data collection, this study develops a critical understanding of the potential of music tourism in Carlingford, addressing a knowledge gap on music tourism in the east of Ireland. It also highlights the contribution of music to local branding. The paper critically assesses the representation of music in the promotion of Carlingford as a tourism destination. It also recognises music as a significant attraction, providing input to improve current tourism development plans, such as the Ireland’s Ancient East Regional Tourism Development Strategy 2023-2027.