In an era where wanderlust meets the FOMO of seeing your favorite artists perform live, concert tourism has emerged as a vibrant niche in the travel industry — perhaps led by a certain beloved pop star and her 2023-2024 Eras Tour.
According to Time magazine, Taylor Swift’s Eras Tour boasts the following record-breaking number of performances and ticket sales:
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As of March 17, 2024, Swift has played 83 shows across 30 cities; 53 shows took place in the U.S. in 20 different cities stateside, and the remaining 30 were part of the Latin America and Asia-Pacific legs of the tour
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By the end of 2024, Swift is set to play a total of 152 concerts across 54 cities worldwide
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Swift sold an estimated 4.35 million tickets across 60 tour dates — an average of 72,500 tickets per show
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By the end of 2024, the tour is expected to have brought in a record-breaking $2.165 billion
No, Taylor Swift is not the star of this article … but we can’t ignore the elephant in the room if we’re talking about concert tourism.
More than just attending a concert in one’s hometown venues, concert tourism is about journeying to different destinations to chase the euphoric high of live music. Concerts unite people from diverse cultures under the universal language of melody and rhythm.
But what does this mean for destination marketing organizations (DMOs)? Well, just ask Visit Cincy. According to The Washington Post, hotels, restaurants, and shops around the country saw millions of dollars flowing into the 20 U.S. cities Swift visited this summer — with Cincinnati estimated to see about $48 million in additional economic impact.
Many DMOs take steps to engage the concert crowds — read on to learn how you can, too.
To Set the Stage
Concert tourism isn't always about seeing your favorite band perform live; it can be about immersing yourself in a new destination — experiencing its flavors, attractions, unique culture, and local flare. Whether you’re standing amidst a sea of enthusiasts in the heart of Barcelona's Primavera Sound Festival or two-stepping with a crowd of hundreds of thousands of campers at the four-day Country Thunder music festival in Florence, Arizona — these events aren't just concerts, they are immersive experiences.
What sets concert tourism apart is the holistic experience it offers. It's not just about the music; it's about the journey, the people you meet, and the places you explore along the way. From sampling local cuisine to discovering hidden gems off the beaten path, concert tourism is a symphony of experiences that engage all the senses.
Concerts have a remarkable ability to etch themselves into our memories. Just ask anyone present for a magical night under the stars at Red Rocks Amphitheatre or the adrenaline rush of dancing in the crowd at Coachella — these events shape the stories we tell for years to come, and your destination can be part of the memories.
To the Tune of Tourism Dollars
This wouldn’t be a true concert tourism article without calling in a subject matter expert. Chris George, Senior Solutions Engineer at Simpleview, is known to be an avid concert-goer. “I’ve been to 100 Phish concerts — 97 of which I traveled to,” said George, before reminiscing about other shows he attended on the road, like a Britney Spears show in Las Vegas, Nevada, and most recently — the Snowattack music festival in France.
97+ flights, hotel rooms, meals, and more in destinations around the world — all in the name of a good show.
Concert tourism provides a significant economic boost to host destinations. From ticket sales and accommodation bookings to local spending on food and souvenirs, concerts draw in crowds that inject vital revenue into the local economy. Festivals like Glastonbury (Pilton, Somerset, England) and Tomorrowland (Boom, Antwerp, Belgium) have become economic powerhouses, transforming small towns into bustling hubs of activity.
The Future of Concert Tourism for DMOs
As the world becomes increasingly interconnected (and increasingly obsessed with celebrities), the future of concert tourism has a brighter spotlight than ever before. DMOs can take advantage of the following technological advancements to help market their events, promote their partners, and entice concert enthusiasts to spend tourism dollars in their destination:
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Destination Travel Network (DTN) makes it easy for local businesses to advertise on the DMO’s website so concert-goers can plan their visits in one, convenient spot
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Mobile apps made for tourism help DMOs engage with in-market travelers while they enjoy the wonders of a destination; DMOs can highlight what their destination has to offer visitors before and after the show
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Use Book › Direct to showcase a relevant and curated list of lodging, rates, and availability that allows concert-planning visitors to book directly with brands they trust
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Lean on Viator to help drive bookings and promote trusted bookable travel experiences that help visitors discover your destination’s concerts, events, and more
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User-generated content (UGC) is a great way for artists and fans to show off their side of the event on a platform that the DMO can utilize to promote happenings on their websites
In a world where experiences hold more value than possessions, niches like concert and sports tourism have the potential to reign supreme. More travelers are expected to pack their bags, grab their tickets, and find a spot in the crowd — and DMOs can set the stage.
