The travel industry is witnessing an exciting transformation with the rise of music tourism. This emerging trend is reshaping how Indian travellers plan their journeys, with concerts and music festivals becoming central to their travel decisions. As artists like Diljit Dosanjh, Taylor Swift and global sensations such as Coldplay drive this shift, the travel landscape is evolving rapidly.
Music events are increasingly becoming the driving force behind travel plans. Data reveals that about 35-40% of Indians book their holidays around milestones (honeymoons, anniversaries, birthdays) This statistic gains new significance as concerts are now being integrated into these milestone celebrations. The recent Coldplay tour, with its record-breaking ticket sales, exemplifies this trend, demonstrating how major music events can spark travel decisions and create unforgettable experiences.
The Growing Beat of Music-Related Bookings
The music tourism industry is witnessing a distinct upward trend as travellers seek experiences centred around live performances. A notable surge in interest occurs at the end of each year, with about a 24% increase in searches for specific city packages tailored to upcoming concert seasons, rather than generic destination options. This shift toward city-specific searches highlights the rising demand for music-centric travel.
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Moreover, approximately 4-5% of travellers are now planning their trips specifically around music festivals and concerts. This commitment to concert-driven travel is also evident in how travellers allocate their budgets. Many prioritize concert tickets, often dedicating a large portion of their travel expenses to these experiences. This spending pattern reflects the importance placed on the experience, with travellers carefully planning all aspects of their trips around the main event.
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While the allure of concerts is undeniable, travellers are adopting a savvy approach that balances their desire for unforgettable performances with practical considerations. By prioritizing comfort in accommodations and selecting budget-friendly activities, they can enjoy a well-rounded experience that doesn’t compromise their passion for music.
Expanding Horizons: From Local to Global
The scope of music tourism is expanding rapidly. In 2023, concert tourism-related bookings witnessed an increase primarily in Europe, while in 2024, there has been a mix of growth in both Europe and Southeast Asian countries, particularly in Thailand, Singapore, and Abu Dhabi. This shift indicates that Indian travellers are increasingly looking beyond domestic events, showing a growing appetite for international concert experiences, largely driven by the high-profile concerts taking place during this time.
The Profile of Music Tourists
Understanding the profile of today’s tourists gives us a fascinating glimpse into what’s fueling this growing trend. Interestingly, a significant portion, about 66%, of the searches and package inquiries we receive for music concerts and festivals come from individuals aged 24 to 35. This is a young, adventurous, and experience-driven demographic that’s playing a key role in shaping the future of music tourism. These travellers aren’t just attending concerts; they’re crafting entire travel experiences around them.
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Instead of long, drawn-out vacations, they prefer short, trips, often planned around a weekend, with an extra 2-3 days either before or after the main event. This allows them to not only enjoy the music but also immerse themselves in the local culture, sample the food, explore new cities, and even connect with other travellers who share their passion for music. This trend represents a shift in how people plan their vacations, it’s no longer just about the destination, but the experience as a whole, with music being the central anchor. As a result, music tourism is evolving beyond simply attending events; it’s becoming a more holistic, cultural journey that’s inspiring more people to discover new places in a completely different way.
Commenting on the trend, Hari Ganapathy, Co-Founder, Pickyourtrail, said:
“In the post-pandemic world, there is a huge shift towards experiential travel. In 2023 and 2024, this category has exploded. Music, concerts and events have been key pillars of this experiential travel shift. The surge in music-centric trips reflects a deeper shift: travelers now seek not just destinations, but transformative moments. This trend is reshaping how people engage with cities, demanding tailored experiences that inspire and create lasting connections.”
