National Geographic Society is lending the brand name of its Traveler glossy magazine to a series of live-music concerts aimed at U.S. geo-tourists.

As part of the value-added service National Geographic Traveler offers the tourism boards that advertise in the magazine, it has been investing in a series of U.S.-based concerts, featuring both international and established local acts from the country concerned.

This year, Traveler magazine is working with David Kapilian, the New York-based independent concert and music-festival producer, to organize a series of high-profile concerts to promote geo-tourism in Slovenia, the former Yugoslav state and current holder of the European Union's presidency, and Mexico.

For the Slovenia Tourism Board, concerts will take place May 30 and May 31.

The first will be held at Joe's Pub, an intimate 161-capacity venue that is part of New York's not-for-profit Public Theater. The venue has featured major international acts like Alicia Keys, Nora Jones, Youssou N'Dour and Mos Def in the past. Among the Slovenia acts scheduled to play on May 30 are contemporary string quartet Godalika, rock and pop act Fake Orchestra.

The May 31 show will be at the 1,800-capacity Town Hall in Times Square, another well-known New York non-profit venue. That day's Slovenia artists will include piano and vocals ensemble Silence, controversial experimental-music group Laibach, folk act Brina, U.S.-born composer/accordionist Guy Klucevsek, percussionist Zlatko Kaucic and jazz quartet Samo Salomon.

"It will be a cross-section of many genres - contemporary, edgy. The emphasis will be that it is the only time these acts will play together," says Kapilian, whose clients include Carnegie Hall, Hollywood Bowl, the Apollo Theater (Harlem), and the North Sea Jazz Festival in the Netherlands. "I thought it was a great idea to have music with a medium designed for travel and tourism."

The concerts will be supported by a special Traveler magazine supplement dedicated to Slovenia, food and wine tasting sessions, multi-media ad campaigns, and postcards distributed at the venues.

A similar music-related promotion for the Mexico Tourism Board is planned for August and September, with concerts at New York's Central Park, Chicago Cultural Center, Chicago's Millennium Park, and the Hollywood Bowl. Artists participating have yet to be confirmed.

Traveler magazine embarked on the live-concert promotion format between 2005 and 2007, when the acts included sitar player/composer Anoushka Shankar, Norah Jones' half sister, for India's tourist board; and jazz legend Hugh Masekela and the Soweto String Quarter for South African tourism.

New York-based National Geographic VP/publisher Dawn Drew says Traveler magazine, with nearly 8 million readers internationally, is considering taking the live-music promotion format outside the U.S.