Music Tourism Market Size, Share & Trends Analysis Report By Event (Concert, Festival), By Age Group (18 And Less, 18 - 34 Years, 34 - 54 Years, 55+ Years), By Booking Mode (Direct Booking, Travel Agents), By Region, And Segment Forecasts, 2025 - 2030

Music Tourism Market Size & Trends

The global music tourism market size was estimated at USD 96.78 billion in 2024 and is expected to grow at a CAGR of 18.8% from 2025 to 2030. The music tourism industry has grown significantly in recent years, fueled by high-profile events such as Taylor Swift’s Eras Tour and major festivals like Coachella. In 2023, concert tourism bookings surged across Europe, while 2024 has seen increased activity in Southeast Asia, particularly in Thailand, Singapore, and Abu Dhabi. This expansion reflects a shift toward global concert experiences among travelers. Notably, BTS alone contributed 0.3% to South Korea’s GDP, showcasing the economic potential of integrating music events into tourism strategies.

A rising demand for experiential travel is shaping the music tourism industry, with 66% of inquiries for concert packages coming from individuals aged 24 to 35 in 2024. Taylor Swift’s Eras Tour exemplifies this trend, with a projected gross of USD 2.2 billion from North American ticket sales alone. Similarly, K-pop’s influence in South Korea is drawing millions of fans annually. Events like Rock in Rio and global initiatives by hospitality brands such as Marriott have further highlighted the role of live music in travel.

The concert ticket industry plays a pivotal role in driving local economies. Taylor Swift’s 2024 UK tour alone was expected to generate more than USD 3.2 billion, with 1.1 million tickets sold. Additionally, BTS has revitalized South Korea’s tourism sector post-COVID-19, drawing international visitors through integrated campaigns. In 2022, live music events in the UK contributed more than USD 8 billion to the economy, reflecting a strong recovery from the pandemic's impact on live entertainment and the music tourism market.

The market for music tourism is increasingly intertwined with the hospitality industry as businesses seek to capitalize on high-profile tours and festivals. Marriott International leveraged Taylor Swift's Eras Tour to expand its Bonvoy loyalty program by offering exclusive ticket raffles. Luxury brands like Auberge Resorts Collection have launched concert series in collaboration with Mercedes-Benz, featuring renowned artists such as Maren Morris and LeAnn Rimes. Meanwhile, Tennessee's Blackberry Farm Resort offers exclusive live music experiences, with ticket prices starting at USD 1,000, reflecting the growing integration of premium services within the music tourism industry.

Consumer Surveys & Insights

Music tourism tourists exhibit dynamic consumer behavior, with 42% traveling internationally for events, according to a 2023 survey by Collinson International, owner and operator of Priority Pass, the original and market-leading airport experiences program, and LoungeKey. Among these, 84% explore new cities or countries, 31% revisit locations, and 30% plan to return. Younger travelers, especially those under 24, dominate this segment, presenting future growth potential. Over half (56%) attend events more than once annually, and 22% attend three or more events yearly. Fans view music events as part of a broader travel experience, often arriving 1-3 days early (78%) and staying 1-3 days post-event (80%). This behavior drives significant economic benefits for local businesses and boosts interest in less-explored destinations.

Recent industry trends highlight the significant travel and accommodation impact of live events. Concerts like Taylor Swift’s Eras Tour have driven unprecedented demand for lodging, with Red Roof reporting an 86% occupancy rate near Cincinnati during her shows, a 28% year-over-year increase. Similarly, Nashville hotels sold out during her May performances. Events like Metallica’s August 2023 concert and Memphis’ Elvis Week further underscore music tourism’s influence on travel trends.

Event Insights

Concerts accounted for a revenue share of about 51% in the overall music tourism market in 2024. Concerts form a significant part of the market due to their widespread appeal and ability to drive tourism growth. In 2023, regions like London saw a 40% rise in music tourists, from 4.9 million in 2022 to 6.9 million, while the South West experienced an 86% increase. Concerts not only attract domestic tourists but also contribute to the rise in international visitors, making them central to the growing music tourism industry.

The music festival industry segment is expected to grow at a CAGR of 19.1% from 2025 to 2030. Music festivals are poised for rapid growth, fueled by millennials and Gen Z’s preference for experiences over material purchases. These immersive, multi-day events offer diverse musical genres, from Coachella's broad appeal to niche festivals like Electric Daisy Carnival for EDM fans. The rise of college-organized mini-festivals like Green Key and themed fraternity events demonstrates the cultural integration of festival experiences. With their ability to create unique escapist environments and cater to evolving musical tastes, music festivals continue to resonate deeply, ensuring their expanding popularity across generations.

Age Group Insights

In 2024, tourists aged 18-34 accounted for about 64% of the overall music tourism market. With a nearly equal gender distribution, this demographic reflects the broad appeal of live music experiences. Their adventurous spirit and preference for crafting travel experiences around concerts and festivals make them a key driver of the market. 66% of searches and inquiries for music events come from individuals aged 24 to 35 in India, according to an October 2024 article by The Times of India, highlighting their influence in fueling the expansion of music tourism globally.

Demand for music-related tourism activity is expected to increase at a CAGR of 19.6% among the 34-54 years age segment. This is due to their lasting affinity for live music experiences and evolving interests. This demographic, often balancing nostalgia with exploration, remains enthusiastic about attending festivals and concerts that connect them to their youth while embracing new cultural experiences. Many in this age group value music as a source of joy and community, making them loyal festival-goers. The active participation of iconic artists further sustains their engagement, driving consistent growth in music tourism.

Booking Mode Insights

Booking through online travel agencies (OTAs) accounted for a revenue share of about 56% in 2024. Online Travel Agencies (OTAs) have become a key booking mode in the music tourism industry due to their convenience, competitive pricing, and access to a variety of options. They enable users to book concert tickets, travel, and accommodation in one seamless transaction, enhancing the overall experience for music tourists. Despite challenges with ticket resale platforms, OTAs streamline the process by offering verified options, ensuring reliability for travelers. Their growing popularity reflects a demand for efficient and comprehensive planning, making them essential for music-driven travel. 

The direct booking mode is projected to witness growth at a CAGR of 19.2% from 2025 to 2030. Direct booking in the music travel market is poised for growth as customers seek personalized, cost-effective experiences. By bypassing third-party platforms, direct booking allows for tailored packages, lower prices, and stronger customer relationships. Tour operators benefit from increased profitability and greater brand control, offering exclusive incentives to encourage direct engagement. With optimized websites, active social media promotion, and excellent customer service, the ease and appeal of direct booking are driving its rising popularity in a competitive travel landscape.

Regional Insights

The music tourism industry in North America accounted for a share of about 38% in 2024. Music tourism is a key economic contributor in the region, with Canada’s live music industry alone generating USD 10.92 billion in GDP in 2023, creating over 101,640 jobs, and contributing USD 3.73 billion in tax revenue, according to Canadian Live Music Association. The industry thrives on iconic festivals and venues, drawing tourists who boost local economies through travel and accommodation spending. This impact occurs even without substantial fiscal incentives, showcasing the sector’s resilience and cultural appeal. North America's music tourism highlights its significant role in fostering economic growth and cultural enrichment across the region.

U.S. Music Tourism Market Trends

In 2024, the music tourism industry in the U.S. accounted for a share of about 75% in North America. The industry here is poised for dominance, driven by initiatives like the American Music Tourism Act, which aims to expand music tourism nationwide. The sector thrives on diverse attractions, from iconic festivals to historic studios. By incorporating music tourism into the Visit America Act of 2022, the U.S. bolsters its appeal to both domestic and international travelers. This growth highlights the country’s rich musical heritage and its economic significance.

Europe Music Tourism Market Trends

The music tourism industry in Europe accounted for a revenue share of about 30% in 2024. In Europe, the industry is thriving, fueled by diverse offerings and booming post-pandemic demand. Dublin ranks as the fourth-best live music destination in Europe, hosting 558 gigs in 2025, with top venues averaging 4.5-star ratings, according to a study by Accor. The European Music Map highlights hotspots like Dublin, known for its electric music scene spanning traditional Irish folk to modern rock. Events like Eurovision 2025 in Basel exemplify the trend, with 42,000 tickets selling out in minutes and over 60,000 attendees expected. Such high demand showcases Europe’s position as a global hub for music tourism.

Asia Pacific Music Tourism Market Trends

The market for music tourism in Asia Pacific is expected to grow at a CAGR of 19.5% from 2025 to 2030. The music tourism industry in APAC is set for significant growth, driven by high-profile events and rising travel demand. Amadeus’ 2024 Travel Trends report highlights music tourism as a transformative force, with global icons like Taylor Swift and Coldplay fueling the trend. Taylor Swift’s Asia Pacific tour announcement triggered a 44% spike in flight searches and a staggering 446% rise in bookings to Australian cities in 2024. Similar surges were observed in Singapore (18%) and Tokyo (32%) after concert announcements. Travelers from Australia, Indonesia, South Korea, and Thailand combine concert attendance with leisure, showcasing APAC’s potential as a music tourism hotspot.

Key Music Tourism Company Insights

The music tourism market is moderately fragmented primarily due to the presence of several globally recognized players as well as regional players. Some prominent companies in this market are Coachella Valley Music and Arts Festival, Tomorrowland, AEG Presents, Ticketmaster, and Royal Albert Hall among others. Market players are differentiating through expansions of acquisitions, investments, and innovations to cater to evolving consumer preferences.

Recent Developments

• In February 2025, Busan Concert Hall launched its official website to provide classical music enthusiasts with a seamless platform for ticket reservations, venue rentals, and academy schedules. Designed with responsive technology, the site ensures accessibility across devices and features a mobile ticketing service for quick entry via barcode scanning. The initiative enhances convenience and enriches the cultural experience for visitors in Busan.

• In August 2024, Brightline launched "The Big Concert Sweepstakes," offering tickets to Taylor Swift's sold-out Miami concert on October 20. The prize included two concert tickets, four round-trip Brightline tickets on a special "Tay-keover Sing-Along" train, and exclusive lounge perks. Participants entered by following Brightline on Instagram and signing a rail safety pledge, with the winner announced during Rail Safety Week in late September.

• In May 2024, Live Nation brought back its annual Concert Week promotion, offering USD 25 all-in tickets for over 5,000 shows across North America. Featuring artists like Janet Jackson and 21 Savage, the week-long event made live music more accessible to fans. Tickets, available from May 8 to May 14, could be purchased online without a promo code, allowing fans to enjoy significant savings on select concerts and festivals. The initiative aimed to enhance the summer touring season with budget-friendly options.

Music Tourism Market Report Scope

Global Music Tourism Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the music tourism market report based on event, age group, booking mode, and region:

• Event Outlook (Revenue, USD Billion, 2018 - 2030)

  • Concert

  • Festival

  • Others

• Age Group Outlook (Revenue, USD Billion, 2018 - 2030)

  • 18 and Less

  • 18 - 34 Years

  • 34 - 54 Years

  • 55+ Years

• Booking Mode Outlook (Revenue, USD Billion, 2018 - 2030)

  • Direct Booking

  • Travel Agents

  • Online Travel Agencies

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia & New Zealand

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • UAE