Music Tourism Set to Surpass £208 billion by 2030

What Is Music Tourism?

Music tourism refers to travel that is motivated by attending a music event, from large-scale festivals and concerts to more intimate gigs, club nights, or cultural showcases. Tourists may travel internationally or within their own country to attend these events, often extending their stay to explore local culture and hospitality offerings.

This trend is particularly strong among Millennials and Gen Z, who increasingly prioritise experiences over material purchases. Festivals and live music events offer a unique form of immersive entertainment that can’t be replicated online, and they’re shaping how people choose to travel.

The Role of Festivals in Music Tourism Growth

Large-scale festivals are among the biggest drivers of growth in this sector. The report highlights events such as:

• Glastonbury Festival in the UK, attracting over 200,000 attendees
• Tomorrowland, drawing international crowds to Belgium each year
• Ultra Music Festival, with editions in South Korea, Croatia, and Brazil

These events do more than entertain. They contribute significantly to local economies through spending on accommodation, food, transport, and other tourism-related services.

This reinforces the value of viewing festivals not just as entertainment experiences, but as economic engines and key assets in tourism strategy.

Key Trends Shaping the Music Tourism Market

Experience-Driven Travel

Travellers now expect more than a ticket. They want a full, memorable experience. Music events are increasingly packaged with curated accommodation, cultural activities, and local partnerships to deliver more immersive offerings.

Rise of Digital Booking

The report notes a shift toward online booking platforms and mobile-first experiences, with fans increasingly discovering events through search engines, social media, and music platforms like Spotify (See news of our recent integration with Spotify here).

Gen Z and Millennial Power

Younger travellers are driving demand for authentic, shared experiences. Organisers who can align with these values – community, sustainability, inclusivity – will have a competitive edge in attracting international audiences.

What This Means for Promoters and Event Organisers

The findings present a huge opportunity for UK promoters, festival planners, and tourism-linked events to expand their reach and attract global audiences. Here’s how to respond:

• Optimise event listings for SEO and global discovery. Use keywords that align with travel intent and experience-based search terms.
  
• Collaborate with local businesses and tourism boards to offer travel packages, discounted stays, or city-wide promotions.
  
• Invest in digital marketing that targets international music fans early in the event cycle, especially through platforms like Instagram, TikTok, and Spotify.
  
• Create experiences beyond the music, such as workshops, wellness areas, food markets, and local tours.
  

Skiddle’s Take

At Skiddle, we’ve seen firsthand how powerful event-driven travel can be, especially when paired with smart planning and promotional support. With features like:

• Tiered ticketing tools
• RemindMe and Waiting List functions
• Artist Alerts and Spotify integration
• In-platform marketing support
  

We help promoters position their events for maximum visibility, both locally and internationally.

As music tourism continues to expand, now’s the time to plan smarter, promote earlier, and think bigger about your event’s potential reach.

Image credit: Danny Howe / Unsplash.com