India emerges as a key player in music tourism and sports events across the Asia-Pacific region, with a projected CAGR of 18.7% till 2034. Discover the factors driving India’s rapid growth in experiential travel.
Travellers today are transforming the way they experience the world, placing a higher value on moments that inspire and engage. They seek the pulse-pounding thrill of a live concert or the adrenaline rush of a major sports event – experiences that leave a lasting impact.
This emerging trend is driven by a desire to experience authentic and unique events, making travel more than just a visit—it becomes a journey of discovery and meaningful connection. Music and sports tourism perfectly capture this shift, offering travellers the chance to engage with real-life events, resonate with the roar of a thousand fans in a stadium and create memories that resonate long after the moment has passed.
Music and Sports Tourism: A Surge in Global Growth and Spending
Research from Collinson International’s latest global report, The Value of Sports and Music Tourism, shares that sports fans are the highest spenders among event travellers, with over 51% of them spending more than $500 per trip per person. This highlights the significant economic impact of sports tourism, as it continues to drive substantial revenue in the global travel market.
The report reveals that both music and sports tourism are experiencing remarkable growth. In 2023, sports tourism was valued at $564.7 billion, and it is projected to nearly double in value to $1.33 trillion by 2032. Similarly, the music tourism sector is set for substantial expansion, with its market value expected to reach $13.8 billion by 2032. These impressive figures underscore the growing popularity of live events among travellers worldwide.
Several factors are driving this surge in music and sports tourism. The rise in the number of events is providing fans with more destination options, making it easier for them to plan their travels around their favourite activities. Additionally, the internationalization of sports leagues through TV and streaming platforms has broadened their appeal, encouraging fans to travel beyond their borders to catch live games. Music enthusiasts, on the other hand, are finding that attending concerts abroad can often be more cost-effective than seeing artists at home.
The desire for new and enhanced experiences is stronger than ever following years of COVID-19 travel restrictions. As live events return, fans are eager to immerse themselves in unique experiences, seeking more than just the standard concert or sports match. This renewed enthusiasm for live sports and music events is fueling growth in both sectors, cementing their role as major contributors to the global travel economy.
According to the OECD’s Tourism Trends and Policies report, the focus on experience-driven tourism has significantly increased, with travellers, particularly millennials and Gen Z, seeking meaningful experiences. The report emphasizes that more than 70% of travellers prioritize unique experiences over material possessions, highlighting a substantial shift in travel preferences toward immersive experiences.
Gig Tripping: Music as a Global Magnet
Music experiential travel, often called “gig tripping,” is becoming a major reason why people travel, as fans cross borders to see their favourite artists perform live. Being at a live music concert is more than just listening—it’s living the moment. The thrill of the crowd, the rhythm in the air, and every note make it an unforgettable experience. This trend is reshaping tourism by combining love for music with the excitement of exploring new places.
Music tourism travel is expected to progress, with a projected CAGR of 9.2% from 2024 to 2034. As of 2024, it is valued at USD 6,440 million and is anticipated to exceed USD 15,527.9 million by 2034, reflecting a 2.4X increase in market value according to a research report by Future Market Insights.
Taylor Swift’s Eras Tour is a perfect example of this trend. Fans from all over the world, including India, the UK, and Australia, have travelled to the U.S. to be part of her incredible concerts, leading to a 20% increase in visa applications for these events. Similarly, Beyoncé’s Renaissance World Tour has packed arenas across Europe, with cities like Paris and Berlin turning into global music destinations.
Similarly, K-pop has created a wave of music tourism globally, with fans journeying to South Korea to see BTS and BLACKPINK perform live. These bands have turned Seoul into a must-visit destination for music lovers, attracting fans from all over the globe who want to experience the K-Pop culture up close.
According to industry analysis, the movement of music fans travelling to see their favourite bands and artists perform live plays a crucial role in driving tourism worldwide. Concerts and tours by popular artists with substantial fan bases often lead to significant tourism activity in the cities and countries they visit, boosting local economies where these events are held.
Advances in technology have further expanded the reach of music, allowing enthusiasts to discover and access new artists and genres more easily than ever before. This increased accessibility encourages fans to seek out live music experiences, spurring travel to different destinations for concerts and festivals. Innovations like virtual experiences and live streaming also play a key role in increasing the global music tourism market size.
Music festivals continue to attract millions of travellers annually, with iconic events like Glastonbury, Coachella, Tomorrowland, Afrochella, Sunburn, Montreux Jazz Festival, and Ultra Music Festival leading the way in global music tourism.
Currently, Taylor Swift’s Eras Tour stands as the most significant attraction in the music tourism landscape. Spanning over 150 shows across five continents, the tour, which began in March 2023 and is set to conclude in December 2024 in Vancouver, Canada, has surpassed Elton John’s farewell tour in scale and impact. It has become the most discussed tour in history, drawing massive global attention.
Cities hosting Taylor Swift’s performances have reported a notable increase in tourism, with passenger traffic surging beyond typical levels. Local businesses and hotels are capitalizing on this influx by offering themed merchandise, special experiences, and packages tailored to Swift’s fanbase, further enhancing the economic benefits of the tour.
The rise of Gen Z and Millennial travellers has also contributed significantly to the boom in music tourism, driven by the influence of social media and global streaming platforms. Social media influencers and digital content creators are increasingly promoting music destinations, inspiring fans to travel and experience live performances, which in turn accelerates the global growth of the music tourism industry.
According to the Future Market Insights report in North America, the United States leads the industry and is expected to progress at a CAGR of 5.7% through 2034. In Europe, the United Kingdom is at the forefront, with a projected CAGR of 5.9% through 2034.
International music festivals thrive in India – Drive Tourism growth
In Asia Pacific, India is emerging as a key player in the industry. It is expected to grow faster than China and Japan, with a CAGR of 18.7% compared to China’s 14.4% and Japan’s 13.8% through 2034.
According to the report by Future Market Insights, the outlook for the Indian music tourism market is highly promising, with an expected compound annual growth rate (CAGR) of 18.7%. India hosts around 25 major music and food festivals annually, drawing approximately 1.5 million attendees from around the globe. This rising trend in music tourism is largely driven by an increasing interest among young people and travellers, significantly boosting India’s overall tourism industry.
In recent years, India has emerged as a key destination for international music festivals, attracting renowned global artists. Events like NH7 Weekender, held across various cities, and Sunburn in Goa, which focuses on electronic dance music (EDM), continue to gain momentum, seeing record attendance and popularity. These festivals play a crucial role in driving India’s music and tourism sectors. According to Booking.com’s Travel Trends for 2024, 33% of Indians are eager to travel this year specifically to attend events such as music festivals and concerts.
Lollapalooza, a globally recognized festival, has further fueled the growth of music tourism by expanding its presence into Asia with a two-day event in Mumbai, marking its first-ever edition on the continent. While ticket prices in the Indian market, averaging USD 20, have historically limited participation from top U.S. and European acts, Lollapalooza’s Mumbai tickets were priced competitively, reflecting growing market potential.
Additionally, platforms like BookMyShow have played a significant role in promoting international music tours in India, successfully bringing global artists like Justin Bieber and Ed Sheeran to Indian audiences. The Mumbai edition of the festival drew over 35,000 attendees each day, underlining the substantial economic impact of such events on India’s tourism and entertainment industry.
Indian artists are also playing a big role in this movement. Arijit Singh’s concerts draw fans from countries like the UAE and Singapore, making his live shows a must-see for Bollywood music lovers. Similarly, Diljit Dosanjh’s Illuminati Tour has attracted young adults from India to various global venues, highlighting the growing appeal of Punjabi music worldwide.
ixigo, observes a significant shift in Indian travellers’ preferences, with more people willing to spend on experiences like music concerts and festivals. The passion for live performances is driving fans to travel, and this surge in bookings across flights, trains, and buses shows how music tourism is becoming a major force in the country.
This increased demand is also affecting airfares for major concert dates, with one-way non-stop flights from Bangalore to Delhi, typically priced around Rs 6,500, now reaching Rs 16,000 on October 26th. Likewise, a one-way flight from Mumbai to Delhi, which usually costs around Rs 5,700 in October, will now cost travellers Rs 12,000 on October 26th.
AbhiBus shared insights on the rising bus travel demand stating that searches for bus tickets to Diljit Dosanjh’s concert destinations spiked on the platform. Ahmedabad led with a week-on-week growth of 25-38%, followed by Pune and Bangalore. Notably, the platform witnessed strong demand from tier-2 cities such as Jaipur, Nagpur, Dehradun, Varanasi, Indore, Surat, and Kanpur for Diljit’s concerts. ixigo Trains highlighted the rise in train bookings with the report that train travel demand for Diljit’s shows in October & November in Delhi, Hyderabad, and Bangalore has seen an average MoM increase of 85-90% in train bookings.
Coldplay’s upcoming 2025 India tour shows the growing trend of fans travelling for live music experiences. The massive demand for tickets caused BookMyShow’s website and app to crash, revealing just how eager people are to journey for unforgettable concerts. Coldplay’s Mumbai concert has driven a massive 800% YoY growth in train bookings between 18 – 21st January 2025 according to ixigo Trains.
This highlights how music is turning into a major reason for travel. Similarly, music performances by Dua Lipa, Bryan Adams, K-Pop, Techno king Boris Brejcha, Alan Walker and several international artists at the end of 2024 and all through 2025 are seeing sold-out venues with tickets priced from 2,500 to 47,500 well in advance.
From Ragas to Rock: India’s Music Festivals as a Genre of Their Own
Music festivals in India have emerged as a powerful platform for classical music, folk ballads, poetic mushairas and independent pop artists to showcase their talents. Beyond just music, these festivals play a significant role in driving regional employment and attracting tourists, turning Indian towns and cities into vibrant cultural hubs. These events not only highlight the country’s diverse music scene but also offer a window into India’s rich heritage and traditions.
One standout example is Ragasthan, a desert camping festival held in the majestic dunes of Jaisalmer, Rajasthan. This festival uniquely blends music, culture, and tradition, drawing in large crowds and putting the spotlight on the region’s cultural landscape.
Another key festival is the Dhrupad Mela in Varanasi, a five-day event dedicated to the classical Dhrupad genre of Hindustani music, held annually at the historic Tulsi Ghat. It celebrates India’s classical roots and draws enthusiasts from across the country and abroad.
Additionally, festivals like the Tantrik Trance Music Festival in Kullu, Himachal Pradesh, and the Deccan Festival in Hyderabad offer unique cultural experiences. The Tantrik Trance Music Festival celebrates Lord Shiva and Goddess Parvati through music and rituals, while the Deccan Festival showcases the spirit of Hyderabad with performances of ghazals, qawwalis, and traditional dances, commemorating the city’s rich history.
India’s music festivals not only captivate local audiences but also attract international travellers eager to explore Indian music and culture. Popular festivals like NH7 Weekender, Sunburn, Hornbill, Ziro Festival, and VH1 Supersonic with music ranging from folk to contemporary genres have seen growing attendance, emphasizing their role as significant cultural attractions.
These festivals not only celebrate music but also create a sense of community, bridging the gap between local traditions and global audiences. From Rajasthan’s folk ballads to Hyderabad’s poetic mushairas, each event offers a glimpse into India’s soul, enriching the travel experience and cementing India’s position as a cultural powerhouse in the global music tourism landscape.
India is poised to become a prime investment destination for investors and stakeholders. The ongoing developments highlight a strong growth trajectory for music tourism in the country, with international festivals playing a pivotal role in driving revenue generation and industry expansion.
Sports Events Fuel Travel Demand
Sports experiential travel has become a significant trend as fans journey globally to witness iconic sporting events live. The thrill of being in a stadium packed with passionate supporters, chanting and cheering, creates an atmosphere that can’t be matched on TV. This type of travel goes beyond mere tourism; it’s about experiencing the thrill of a game, the energy of the crowd, and the passion shared by fellow fans.
The global sports tourism market is projected to reach $1.8 billion (₹15,046 crores) by 2030. According to the World Tourism Organization (WTO), sports tourism accounts for approximately 10% of global tourism spending. It is projected to grow at a rate of 17.5% between 2023 and 2030, driving significant intra- and intercontinental travel.
Beyond its economic impact, sports tourism promotes social and environmental progress, accelerating development and creating a lasting positive legacy. Mega events like the Olympics and World Cups have the potential to act as catalysts for tourism growth when effectively utilized for destination branding, infrastructure development, and broader economic and social gains.
Travelling to watch international football has become a global craze, with fans crossing borders for events like the UEFA Champions League and FIFA World Cup. Packed stadiums in places like Wembley and Maracanã offer an unmatched atmosphere.
Bollywood stars are often seen enjoying sports events around the world, showing their love for football and tennis. For example, Ranveer Singh is frequently spotted at football matches, especially supporting his favourite team, Arsenal, in the Premier League. He has also attended the FIFA World Cup matches, cheering passionately from the stands. The 2026 FIFA World Cup in the USA, Canada, and Mexico is set to draw millions of passionate supporters.
Formula 1 races also draw huge crowds from all over the world. The Abu Dhabi Grand Prix, set to take place in November 2024, has seen a spike in ticket sales and travel packages from Europe, Asia, and North America. Fans are eager to experience the thrill of high-speed racing, glamorous events, and the vibrant nightlife that the UAE offers alongside the race.
According to the atlys report, The Abu Dhabi Grand Prix, along with races in the US, Mexico, and Brazil, has led to a 10-12% increase in visa requests from major Indian cities such as Delhi, Mumbai, and Hyderabad, especially around race weekends. Meanwhile, the 2024 Paris Olympics sparked a 60% surge in visa applications from India as sports enthusiasts geared up to witness the historic event firsthand.
Cricket is hugely popular, especially in countries like India, Australia, and England. It’s loved for its exciting matches, whether in traditional Test cricket or shorter formats like T20. The Indian Premier League (IPL) and international tournaments like the World Cup attract millions of fans who passionately follow their favourite teams and players.
The upcoming 2026 T-20 World Cup edition is going to be held jointly in India and Srilanka which is good news for Indian fans since the requirement for a visa shall not be there to watch their team excel at the premier tournament.
In India, the sports tourism market has shown such tremendous growth potential that it has shown interest in bidding for the 2036 Summer Olympics in an Indian city. As reported by Future Market Insights, the current market value stands at USD 10,870.41 million, with a forecasted compound annual growth rate (CAGR) of 17.1%. The market is expected to reach an impressive USD 52,967 million by 2033, highlighting the increasing significance of sports tourism in driving economic growth and travel opportunities within the country.
This is supported by major players in the Indian market. Thomas Cook’s 2024 India data trends reveal a 40% increase in demand for major global sporting events, with the Cricket World Cup, Wimbledon, the Olympics, and Formula 1 leading the list.
According to Booking.com’s 2024 travel trends, 73% of Indian travellers plan to go abroad specifically for sports events this year. The American Express Global Travel Trends report also indicates a growing interest among Indian sports enthusiasts, particularly F1 fans, with 29% intending to travel more for sports events and 30% specifically targeting F1 in destinations like Singapore
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