Live Music

Music tourism predicted to increase travel among Europeans

Featured Image: Photo by Vishnu R Nair on Unsplash

Amadeus’ Travel Trends 2024 report has predicted that many European travellers will follow their favourite acts on tour this year, accelerating a boom in concert and festival attendance from 2023.

The new research project, carried out by YouGov for Amadeus across four European markets, found that there is still a desire to travel after the COVID-19 pandemic brought the world to a standstill.

Following Coldplay’s announcement of concert dates in Romania and Greece in 2024, flight searches to Athens increased by 62% in the same week.

Flight searches to Romania rose by 91% during the week of the show compared to the week prior.

Taylor Swift is also due to continue her highly successful touring this year, which further continues to influence global travel.

Shows in Melbourne and Sydney next month have had “a very significant impact” on booking volumes to Australia, with an average week-over-week growth of 446%.

“A prerequisite to building a better travel experience is understanding the minds of travellers,” said vice-president of global corporate marketing and communications at Amadeus, Daniel Batchelor.

“That is why we promote "Traveller First" thinking throughout the industry. Consumer research shows that this year travellers are on the lookout for new experiences.

“And what better experience can there be than sharing a music festival or concert with friends, family or like-minded fans?

“With artists including Taylor Swift and Coldplay performing in 2024, we are seeing strong demand across Europe for travel, both domestic and international with music fans planning to enjoy a range of performances across the continent.”

The study also found that 49% of Spaniards have previously travelled to attend a concert or festival and spending at least one night away from home.

This was followed by 48% of Brits, 44% of Germans, and 34% of French travellers.

German music fans topped the charts for international travel, with 18% going abroad for a show compared to 11, nine, and seven per cent of Spanish, British, and French people, respectively.

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