Music Tourism: The New Beat of European Travel in 2024

In 2024, music tourism is set to become a key driver of European travel demand, as revealed by the Amadeus Travel Trends. The fusion of music and travel, gaining momentum from the concert and festival boom in 2023, is expected to flourish further. European travelers are increasingly planning trips centered around following their favorite music acts on tour, combining their love for music with the joy of travel.

According to a YouGov research commissioned by Amadeus, a significant percentage of Europeans have traveled for music events, with Spaniards and Brits leading the way, followed closely by Germans and French. Notably, German fans exhibit the highest propensity for international music travel, with 18% venturing abroad for concerts, compared to their Spanish, British, and French counterparts.

The study also sheds light on the spending habits of music travelers. British fans emerge as the most economical, with a majority preferring to spend less than £300 on music trips, excluding the ticket cost. In contrast, a significant portion of German, Spanish, and French fans are willing to invest over €600 in their musical journeys.

Daniel Batchelor from Amadeus underscores the importance of understanding traveler preferences in crafting better travel experiences. He highlights that 2024 is poised for a surge in unique experiences, especially with top artists like Taylor Swift and Coldplay touring. This trend is driving robust demand for both domestic and international travel among music enthusiasts keen on enjoying diverse performances across Europe.

Spaniards, in particular, show a strong inclination to explore their destinations when traveling for music events, with 79% planning to do so. This enthusiasm for local exploration is comparatively higher than that of French, British, and German travelers. Furthermore, a significant number of Spanish travelers prefer to attend musical events with friends.

Amadeus' flight search data provides concrete evidence of the growing trend. The announcement of Taylor Swift’s 2024 Eras tour, for instance, led to a significant spike in international flight searches to Paris and an increase in longer-duration trip searches to Madrid. In the UK, domestic flight searches covering the concert dates soared, indicating a strong intent among music fans to travel for these events.

The methodology behind this trend analysis involved a comprehensive YouGov survey, engaging a panel of 6,299 travelers from France, the UK, Germany, and Spain. Additionally, Amadeus' flight search data, drawn from a wide array of sources including the Amadeus Master Pricer and Agency Insights, provided valuable insights into the travel intentions and preferences of music enthusiasts. This robust dataset underlines the growing significance of music tourism in shaping European travel trends in 2024.