Brits Are Planning 2027 Holidays Around Gigs and Games
A concert ticket or football fixture is becoming the starting point for British holidays, rather than the destination itself. In a survey of 2,000 UK adults commissioned by Marriott Bonvoy, 36% said they were more likely to plan a trip around a sporting, music or cultural event than a year earlier. Another 45% had already visited places they would otherwise have overlooked.
Among respondents who had stayed overnight for an event in the previous four years, 62% said that occasion shaped their most recent trip. The survey also found that 56% would use annual leave to follow a team or country, while 31% would travel abroad to see them play. Music and theatre offer similar reasons to travel, with major dates already set for 2027.
Three 2027 Dates Worth Planning Around
- Music: Primavera Sound, Barcelona, 2–6 June (main shows 3–5 June at Parc del Fòrum); full-festival passes cost €350 plus fees.
- Sport: Wimbledon, London, 28 June–11 July; ticket access depends on official ballot and sales arrangements.
- Culture: Edinburgh Festival Fringe, 6–30 August; free and paid performances across the city, with new shows added as registrations continue.
- Bookings: Secure event tickets before buying non-refundable flights or accommodation.
Visitors heading to Primavera Sound can spend the day on Barcelona's beaches or exploring Poblenou before evening concerts at Parc del Fòrum. At Wimbledon, the Village and Common are nearby options between matches. Many of Edinburgh's Fringe venues are in or near the Old Town, giving visitors access to the Royal Mile and castle. Staying an extra night makes these stops easier to fit in.
The event ticket should come first, but accommodation and transport can decide whether the trip is affordable. A Wimbledon ballot entry does not guarantee a seat, while Edinburgh performances require separate bookings and some venues refuse late entry. Check which festival days your ticket covers, how to get back after evening events and whether hotel bookings can be cancelled before committing to flights.
