NIVA Applauds the House for Sending the American Music Tourism Act to the President’s Desk
The Bill Is A First Step Toward Helping Drive Tourism To Independent Stages, Which Accounts for $10.6 Billion in Annual Visitor Spending and 9.2% of All U.S. Travel and Tourism Revenue
Washington, D.C. (Sept. 15, 2026) – The National Independent Venue Association (NIVA) today applauded the U.S. House of Representatives for passing S. 195, the American Music Tourism Act, and sending it to the President for signature.
The House passed its version, H.R. 617, by voice vote in April 2025. The Senate passed S. 195 by unanimous consent three weeks later, on May 14, 2025. Today, S. 195 passed the House by voice vote and will be the version that heads to the President for a signature.
"Independent venues and festivals are the lifeblood of local communities, not just as cultural hubs but as powerful engines of economic activity,” said Stephen Parker, Executive Director of NIVA. "Fans travel for them. They book hotels, fill restaurants, and shop on Main Street because a show is happening that night. The American Music Tourism Act is a jobs bill. We are thrilled the House and Senate have prioritized driving domestic and foreign visitors to the nation’s music attractions and independent stages. Now, we encourage the President to sign it and give the country its first national strategy for music tourism. It is a bipartisan policy that treats live music as the economic asset it already is.”
"We are grateful to Senators Marsha Blackburn and John Hickenlooper and to Representatives Diana Harshbarger and Nanette Barragán for their leadership, and to the Senate Commerce and House Energy and Commerce committees for moving forward this bill," Parker added.
NIVA's State of Live, the first comprehensive economic study of the independent live sector, shows why this matters. Independent venues, festivals, and promoters annually generate $153 billion in total economic output and contribute $86 billion directly to the U.S. GDP. They support more than 907,000 jobs across all 50 states and pay $51.7 billion in wages and benefits. And they are a tourism powerhouse. Independent stages account for roughly 9.2% of total U.S. travel and tourism revenue, translating into more than $10.62 billion in annual visitor spending on lodging, dining, shopping, and local transportation.
That spending happens in every kind of community. From rural towns to city centers, independent stages attract investment and visitors for the artists and professionals who put on shows, as well as the restaurants, retail, and attractions around them.
What the American Music Tourism Act does:
Puts music tourism on the federal map. For the first time, the Assistant Secretary of Commerce for Travel and Tourism will be required to identify the locations and events across the United States that matter most to music tourism and to promote domestic and international travel to them. Music joins sports, conventions, and cultural heritage as a named federal tourism priority.
Defines music tourism to include stages of every size. The bill covers travel to festivals, concerts, and live musical performances, and to "venues of all sizes," as well as museums, studios, and historic sites. That language means a 300-cap room in Missoula or a festival field in Delaware counts the same as an arena.
The financial and cultural impact is clear. A national strategy that steers visitors toward independent stages means more heads in beds, more diners at local restaurants, and more shows that sustain jobs in communities across the country.
NIVA stands ready to partner with the U.S. Department of Commerce to bring the Act's goals to life once it becomes law.
To read The State of Live and NIVA's 50+ state and city economic reports, visit www.nivassoc.org/stateoflive.
ABOUT NIVA
The National Independent Venue Association (NIVA) is the nation’s live entertainment association, representing independent venues, festivals, promoters, and presenters across the United States. NIVA works to preserve and nurture the ecosystem of independent stages. NIVA empowers members and their teams with member benefits, advocacy on the state, local, and federal levels, an annual industry-leading conference, and more.
NIVA led the Save Our Stages campaign, culminating in landmark legislation in 2020 that established the $16.25 billion Shuttered Venue Operators Grant program, the largest arts investment in U.S. history.
NIVA is committed to equity in its support of independent stages. It seeks to create and encourage opportunities for venues, promoters, and festivals owned, operated, and staffed by people of color, women, non-binary, LGBTQ+, veterans, and people with disabilities.
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