When the Music Moves You: How Concert Tourism Is Shaping Travel
The rise of concert tourism has tourism boards and hotel companies taking notice
Today, music fans are increasingly booking flights and hotels around major concerts, transforming one night of live music into a launching pad for a memorable vacation. According to market analysis firm Technavio, concert tourism spending is projected to reach $18 billion by 2029 as millions of travelers create itineraries that include their favorite acts, making music tourism one of the fastest-growing travel drivers this decade.
Often called “gig-tripping,” this trend is hitting a high note. The US Travel Association reported that Taylor Swift’s Eras tour delivered a “Super Bowl-level” impact at each of her 53 shows in 20 US cities, as fans energized local economies. Beyoncé’s Cowboy Carter tour broke hotel booking records in Chicago and fueled spikes in online searches near other stadium stops, while Shakira’s Las Mujeres Ya No Lloran tour sent hotel and airline searches soaring significantly. All of these acts saw similar success in Europe, as do many others. For example, Bruce Springsteen’s global dates filled hotels and restaurants in cities including San Sebastián, Spain, and Milan, Italy, as his fans followed him across continents and oceans.
Stan Goldstein, co-operator of the Rock ‘n’ Roll Tour of the Jersey Shore, has traveled to some 100 Springsteen concerts worldwide, and he also greets guests from around the world on his own tours. “When traveling for Bruce’s shows, I always make sightseeing a big part of the trip. It truly enhances the overall experience,” he says. “In London, I’ll never forget walking across Abbey Road to visit the Beatles’ famous recording studio.”
What’s the catalyst for the concert travel movement? Avid fans view the concerts as once-in-a-lifetime experiences in their dream destinations, and many travelers find that tickets are substantially less expensive—and easier to purchase—in European cities than in the US. Tourism boards are catching on, promoting musical events alongside their city’s historic landmarks and vibrant food scenes. Hotel companies are also getting into the act, launching themed packages for guests (such as Marriott’s Cowboy Carter package in some markets during Beyoncé’s tour) with perks like pre-show dinners and transportation.
For many travelers, it’s not only about music but also about the electric atmosphere, the thrill of a new city and singing along with the crowd in a bucket-list destination. After all, the best encore might be the journey itself.