Music stars and renowned festivals entertain almost 20 million music tourists

International music stars such as Beyoncé, Blur, Harry Styles and The Weeknd attracted almost 20 million music tourists to UK events in 2023. 

New research from Music UK, which labels itself as the collective voice of the UK music industry, has demonstrated that 19.2 million tourists headed to cities and towns across the country to watch shows from major stars as well as attend festivals such as Glastonbury, Boomtown and TRNSMT.

The 19.2 million figure represents a 33% increase on 2022 – where the number of music tourists amounted to 14.4 million.

Additionally, UK Music’s research showed that music tourism spending in 2023 reached £8bn (€9.5bn/$10.3bn), which represented a 21% increase on the £6.6bn in 2022. Total employment sustained by music tourism last year was 62,000; a 17% increase on the 53,000 the year prior.

Music tourism spending was made up of £4.2bn spent directly by music tourists attending concerts and festivals, including the cost of a ticket, on-site spend, travel, accommodation and meals. A further £3.8bn was spent indirectly, including costs such as fencing and security, or a restaurant paying for ingredients.

Over a million music tourists visited the UK from overseas (slightly down on 2022), and the total number of domestic tourists amounted to 18.2 million – a 36% increase on 2022.

Music tourism is believed to be a growing part of the music industry. This year, London saw a 40% rise in music tourists with 6.9 million travelling to the English capital to watch a live performance or attend an event.

This rise is also felt across the UK, with an 86% increase in music tourists to the South West and a 29% increase of those visiting the North East.

“The UK’s thriving music industry continues to be one of our most powerful global exports and an important driver of economic growth,” said the UK’s Culture Secretary, Lisa Nandy. “In towns and cities across the country, the music industry provides entertainment, employment and inspiration to millions.”

Taylor Swift’s Eras Tour is expected to provide a significant boost to figures in 2024. The singer is set to return to Wembley Stadium in August to perform a further five shows after she performed there across three nights in June.

UK Music chief executive Tom Kiehl said that while music attracted more than 19 million tourists, support is still required for grassroots music venues and smaller-scale festivals.

“In 2023, music pulled more than 19 million tourists into local areas and supported £8 billion of spending in local economies across the UK. This demonstrates the positive impact music tourism has on our towns and cities,” he commented.

“But while music generates huge benefits for our local areas, beyond a handful of very successful musicians the opportunities for many artists are becoming increasingly squeezed.

“Grassroots music venues and festivals, studios and rehearsal spaces are facing tough economic pressures and it’s vital that the music ecosystem that enables musicians and artists to perform is supported to ensure that everyone – no matter where they live – can have access to music.”

Nandy added that the current government would work to support the creative industries.