The purpose of this thesis was to survey the locations, buildings and stories that are significant to popular music in Joensuu. The objective of this study was to create a music tourism product which makes use of Joensuu based artists and groups. The clinet of this thesis was the association Esittävän taiteen tila. The aim of planning the tourism product was to diversify the music tourism supply in Joensuu region.

As the knowledge base of this thesis, the attraction factors of culture and music based tourism were studied. The thesis also clarifies the importance of storytelling, productisation, customer segmentation and distribution channels while designing new tourism products. Literature related to Finnish popular music and semi-structured interviews provided information to create the music tourism product.

The process resulted in a guided tour, which can be extended by adding elements of drama. Other results were educational music tourism package and a mobile application about popular music in Joensuu. All produced products can be developed further in the future.