Rob Bates, senior account manager at BGB Communications, which has been hired to manage PR, said the company has relied on word of mouth within niche sectors, but the unique nature of its travel services would allow it to target coverage outside travel pages.
He added that the musical nature would give it appeal for broadcast media.
The firm has arranged tours for musical groups and choirs since 1955, but in recent years has expanded its services to appeal to non-musicians.
In 2002 it acquired Travel For The Arts, which sends arts lovers on holidays to attend performances. Its Scratch service sends tourists overseas to appear on stage.