Music Tourism Drives Global Travel Boom

A study by Collinson International highlights how music tours and sporting events are fueling tourism worldwide. The report, The Value of Sports and Music Tourism, reveals that 2024 was a major year for event-driven travel, and 2025 is poised to continue this trend, thanks to the growing demand for live entertainment experiences.

Collinson, owner of Priority Pass, identified key insights into the spending and travel behaviors of music fans. Their findings present a major opportunity for tourism companies to enhance engagement and loyalty programs tailored to concertgoers.

With global tours from major acts like Oasis, Coldplay, and Shakira, music tourism is expected to generate $13.8 billion by 2032. Fans are proving willing to cross borders for exclusive live performances, reshaping the travel industry and expanding the potential for event-related travel services.

Manuel Catedral, VP of Business Development for Collinson Americas, emphasized that music fans are reshaping tourism, saying, “Fans are synonymous with loyalty, and this research shows how brands can tap into specialized travel packages, offering perks like VIP seating, backstage access, and airport lounge benefits.”

The 2025 concert calendar includes major festivals such as Coachella, Lollapalooza, Rock in Rio, and events in Latin America like Estéreo Picnic in Bogotá and Viña del Mar in Chile. These gatherings not only drive tourism revenue but also create lucrative opportunities for airlines, hotels, and travel services.

Collinson’s data also highlights trends among Colombian travelers, with 79% of music fans having traveled for an event or planning to do so. Younger travelers, particularly those aged 25-34, emerge as top spenders, with 33% exceeding $1,000 per trip. As these trends grow, 2025 promises to be a pivotal year for the global travel industry.