Concert tourism is the latest travel trend to make waves across the industry. Millions of music enthusiasts are investing in destination concert experiences, sometimes instead of local shows, to catch a glimpse of their favorite stars taking the stage live. By 2033, the global music tourism market is expected to reach a whopping $14 billion. But it’s not just musicians, labels, and production companies raking in big bucks; hotels, airlines, and other travel entities are seeing their fair share of revenue thanks to bookings and ticket purchases as massive tours roll into towns around the world. But what exactly is the allure behind music tourism that has so many fan groups hooked?
What Is Concert Tourism?
Concert tourism, also called music tourism, is a phenomenon where fans travel to a specific location with the intent of attending a music festival or concert. Traveling to these destination concerts often becomes a full-fledged vacation, as many fans decide to arrive earlier or stay later in a city to experience what the area has to offer. Recent studies found that nearly 70 percent of Expedia survey respondents were more likely than ever to travel beyond their hometown for a concert, while 44 percent said they would travel to a concert just as a reason to visit a new place.
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Key Factors Driving Music Tourism
Concert tourism brings together travel, music, and memories that are highly shareable not only in person but also on social media.
Avid Fan Culture
Artists like Taylor Swift and Beyonce or bands like Phish and The Rolling Stones are known for their large, dedicated followings. For die-hard supporters, it would be an understatement to say that seeing their favorite musicians live in concert is a big deal. These followings forge bonds over the years and share in these concert experiences together, establishing them as can’t-miss events. Large festivals like Lollapalooza, Bonnaroo, and Electric Forest provide a multi-day experience with a range of artists, diverse crowd groups, and a unique sense of camaraderie.
Avoiding FOMO
FOMO, or the fear of missing out, is a powerful tool for today’s concert marketing. Artists and bands may be so popular or tour so infrequently that any show they play drives up ticket demand. Fans may be forced to travel to see their favorite musicians perform, whether or not they have a show in their hometown. That’s because, depending on the venue, it might be more affordable for enthusiasts to buy tickets to a show in a different state or country. With grandiose productions and uncertainties about when fans will be able to see musicians tour again, people will pay for tickets and book extended stays just for these experiences.
Unique Destinations and Venues
Attending a destination concert has dual benefits: a fantastic location for the show and the chance to explore a new city or region. Tours often make stops in major cities that are already desirable vacation spots. The venue the show is played at is just as important since a unique venue in a cool city transforms a good show into a great one. Think of iconic open-air amphitheaters like Red Rocks or historic venues like the Ryman Auditorium. These venues and the cities they are in continue to host legendary shows year after year.
Accumulating Social Currency
In the digital age, clout is a powerful form of currency. Traveling to a big city to see a world-famous star perform and sharing their experience on social media is a surefire way to earn likes and followers online. In line with influencer culture, attendees who capture and post exciting visuals or snippets from the show may even amass enough engagement that they cultivate their own loyal online fanbase.
