Matthew Ord

Since becoming a UNESCO ‘City of Music’ in 2008, Glasgow has sought to develop the tourism potential of its music scene. As potential beneficiaries, accommodation providers have facilitated the development of music tourism initiatives within the city, strategically positioning themselves as ambassadors for the city’s music. This article considers how three Glasgow hotels ‘curate’ the musical life of the city, presenting themselves as facilitators of cultural experiences rather than mere service providers. We draw on interviews alongside an analysis of marketing discourse to show how this approach is reflected in the physical space of hotels, recruitment practices, and the language of promotional materials. Arguing that the packaging of musical experience often implies an instrumentalist understanding of music’s cultural value, we consider what it means for music to be re-imagined as an ‘experience’, and how music’s value as a resource for self-construction is articulated within the discourse of contemporary tourism.