As we head to the close of 2024, if there has been one defining trend of tourism this year, it has certainly been the sharp and surprising spike in music tourism as millions of music fans travelled across the world to catch their favourite artiste play, be it in a concert or a music festival.

The frenzy around the Eras tour undertaken since 2023 by the biggest current sensation Taylor Swift has dominated headlines at various times as Swift has criss-crossed the entire world, holding\ concerts in Asia, Europe and the Americas and each of them to capacity crowds as the tickets to her shows were consistently sold out soon after they went on sale. Swift is now planning the last series of tour this year with concerts in Toronto, Canada starting from November 14 and Canada’s largest city is also preparing to receive the hordes of fans that normally make their way to any concert by Swift.

Tomorrowland is a major draw for Indian fans (Photo: Ruby Bhatia)

Though figures are not yet available, Swift is estimated to generate over USD 1.5 billion in just ticket sales surrounding the Eras Tour featuring 149 shows between March 2023 and December 2024. Swift’s ticket sales tower above all other music stars as she takes the crown of highest grossing tour from British music star Elton John whose Farewell Yellow Brick Road tour has earned close to USD 940 million.

Brightest though they may be, but Swift and John are not the only stars shining on global music horizon this year as a number of other artistes including Cold Play, Ed Sheeran, Bruce Springsteen or Adele, have performed to capacity crowds. The list is endless as the thirst for the live concerts seems to be unquenchable.

According to data provided by Data Appeal Company, which collates data on various tourism trends around the world, concert tour sales between October 2023 and March 2024 spiked 83 pc year-on-year, with the top 10 tours grossing over USD 1.5 billion. Add to that Swift’s own record earnings and the total is set to exceed USD 3 billion in well under a year.

Beyond the concerts, music lovers are also turning up like never before for music festivals as many major festivals report a record turnout and several new festivals launched.

Partly, this renewed craze for live music shows, be it concerts or festivals, can be explained by the pent-up demand as live performances began rather tepidly in 2023 and have only now come in their full play and it could certainly be a while before this rage begins to settle down.

Louder beats of music tourism

Belgian Pride Festival in Brussels (Photo: Visit Brussels – Mathieu Golinvaux)

While the artistes and other stakeholders in organising concerts and other music shows are biggest gainers from this rage, they are not the only ones to benefit. A number of other players, notably hotels, restaurants, airlines and other tourism players as well as destinations all have been cashing in on the craze for concerts and live music events around the world.

Data Appeal Company says that Taylor Swift’s two concerts in Milan boosted the city’s GDP by EUR 85 million and generated an additional EUR 141 million in local spending by her fans. This influx of activity also created over 1,200 jobs. It adds that the global music tourism market is set to grow at an annual rate of 8.5 pc, reaching USD 13.8 billion by 2032.

Mirko Lalli

Both music festivals and individual concerts can have significant economic impacts on destinations, but the scale and nature of this impact vary. According to recent analysis of musical events in Italy using data from our proprietary platform, D/AI Destinations, large festivals like the Lucca Summer Festival and Umbria Jazz attract hundreds of thousands of visitors and generate significant overall spending, EUR 33 million and EUR 29 million respectively. However, individual concerts, such as Taylor Swift’s Eras Tour in Milan, while attracting fewer attendees of about 80,000 per night, generated EUR 20 million per concert, which is comparable to the spending of some multi-day festivals. While festivals typically have higher attendance numbers, high-profile concerts can rival or even surpass them in terms of per capita spending, making them equally impactful for local economies,” says Mirko Lalli, CEO & Founder, Data Appeal Company.

Indian fans can’t have enough of concerts

Though Indians make for but a tiny sliver of it, this number is growing rapidly (Photo: Ruby Bhatia)

Practically every corner of the world is represented amongst the millions of fans who travel for concerts and music festivals. Though Indians make for but a tiny sliver of it, this number is growing rapidly, thanks to increasing exposure of Indian fans to concerts of leading global artistes, some of whom have now begun to add shows in India to their global tours.

Besides increased exposure, better air connectivity and easier visas, at least to some destinations, and of course rising disposable income for the upper quintile of the Indian population are the key drivers of growth in the number of Indians attending concerts overseas.

One such music fan is Ruby Bhatia, a fashion stylist and content creator in her 30s, working in Delhi. Bhatia’s dream for years had been to attend Tomorrowland, one of the biggest music festivals in Europe that is held annually in Belgium. But she could never manage it, until this year.

Ruby Bhatia

“I remember a few years back I wanted to go so bad, but I couldn’t figure it out. And this time when I was not at all expecting it, some of my friends from London told me that they were going and asked me if I would like to come along. And of course, from my side, it was a big yes. I did not realise it at that moment, but once I was there, I realised why I wanted to go there. It was worth every penny, every second and every wish that I had ever made looking up at the sky. It was magical. I would just use one word for it. It was magical,’’ Bhatia tells India Outbound.

But getting to Tomorrowland did not come very easily. Bhatia says that when the ticket sales began in January or so, she and all her friends, sitting in different countries, tried to buy tickets for the show from the website, but the entire show sold out and they failed to get the tickets.

Determined to get to the show anyhow, Bhatia and her friends began scouting for resellers and finally managed to book tickets for the entire group. “While we were struggling to get the tickets, many times I thought it was not going to happen as it was not meant to be. But I think because I was going with the right kind of people who were as passionate about music and the show, that we managed to get the tickets and that is the moment, I was certain that my dreams would come true,” says Bhatia.

Like Bhatia, there are many other hardcore fans in India of major music festivals like Tomorrowland.

Dennis Nagpal

Dennis Nagpal, aged 36, who runs a production house in Delhi and Mumbai, says he too had been keen to attend Tomorrowland for a while since he had heard about it from many people. Unlike Bhatia, Nagpal has attended quite a few concerts and music shows overseas.

“The first music show I attended overseas was in 2019 in Ibiza in Spain. I went there specifically to watch French DJ and musician David Guetta since he does not visit India. I also attended shows by some other artistes and then in 2022, I went to attend Tomorrowland in Belgium. I went to attend Calvin Harris last year and this year I attended Dimitri Vegas and Like Mike and Chainsmokers,’’ Nagpal reels off the number of music concerts attended by him in various countries around the world.

“I travel overseas to attend these shows since these big artistes don’t really come to India and also in India you don’t get the same kind of environment due to the people who attend these shows and the facilities and event spaces in Europe are much better than what is available here in India,’’ Nagpal adds.

Nagpal admits that attending these concerts does not come cheap as even a basic table for five people costs about EUR 2500 and the hotel prices are about EUR 300 a night, adding to which the cost of flights from India to Ibiza makes the total quite heavy even for a well-earning person. “But I love music, I love techno and electronic music and I love to attend these concerts in places like Ibiza where big artistes come for concerts during the summer,’’ says Nagpal.

Travel trade seizes the moment

The Indian travel trade has also responded proactively to rising desire of the young Indian travellers to travel to attend music shows, even if halfway across the globe.

Shabbir Ali

“There has been a surge in demand from Indian travellers seeking out global music festivals and concerts. High-profile concerts like Coldplay and Taylor Swift have seen a massive influx of Indian fans, who often plan extended trips to the UAE with friends and family,’’ Shabbir Ali, Business Head (GCC), Rayna Tours, a Dubaibased tour operator and Destination Management Company, tells India Outbound.

“The United States and Europe remain the most sought-after destinations for music tourism, with cities like London, New York, Rio de Janeiro, and Berlin leading the way. Cities like Pune in India and Tokyo in Japan are emerging as vibrant music tourism hubs, attracting international artists and music enthusiasts,’’ adds Ali.

Shalini Jain

Shalini Jain, Travel Curator at Click2Travel, a Delhi-based travel firm that caters to luxury tourism, agrees on the spike in demand for music tourism from India.

For sure, passengers are splurging on experiences than mundane city break holidays. Vacations are centred around shared interest experiences and adventure now a days. There is no comparison to Coachella, but Tomorrowland remains the most popular and sought after music festival followed by Ultra, MELT, Rockwave, Primer and The Great Escape,’’ Jain tells India Outbound. “In terms of destinations, Amsterdam, Berlin, Greece and Croatia are picking up really well,’’ adds Jain.

Destinations join the chorus

Alongside the travel trade industry, many destinations are also alive to the emerging boom in music-based outbound travel from India. Being host to Tomorrowland, one of the most popular events, Belgian capital Brussels has been witnessing a major growth in travel from India, notably for the musical extravaganza.

Ellona Pereira

“Brussels has seen a remarkable surge in demand from Indian travellers for music festivals, highlighted by the recent Tomorrowland event, which attracted over 400,000 attendees globally. In 2023, a significant portion of the festival’s audience included travellers from India, with arrivals from India
increasing by approximately 15 pc in the past year alone. Other prominent events, such as the Brussels Summer Festival and Couleur Café, are also drawing considerable interest, showcasing Brussels as a vibrant music destination,” Ellona Pereira, General Manager, Aviareps India tells India Outbound.

Besides Brussels, another popular destination in Europe for music tourism is the United Kingdom, which is home to many music festivals and concerts that rank amongst the world’s most popular festivals. Tourism promotion organisation VisitBritain says that music is one of the major draws for Indian tourists.

Vishal Bhatia

“VisitBritain’s research shows that 43 pc of international travellers globally having a strong interest in visiting a literary, music, film and TV location on their next leisure trip. In 2022, the number of music tourists in the UK reached 14.4 million, of which 1.1 million were foreign tourists. Every year Britain hosts hundreds of thousands of music-lovers that come together to celebrate the sound of their favourite artists. From world-famous mega events like Glastonbury, Reading, Leeds and the Isle of Wight festivals, to surfing festival Boardmasters, or familyfriendly Camp Bestival, there’s a music event to suit every taste,’’ Vishal Bhatia, Country Manager India , VisitBritian, tells India Outbound.

Across the Atlantic Ocean, the United States hosts dozens of music festivals and concerts that attract visitors from all over the world. Though almost every state in the US has many notably music festivals and hundreds of top-label concerts are held each year, some of the notable events that draw a lot of attention in India include Coachella in California, music festivals like New Orleans Jazz Festival in Louisiana and Ultra Music Festival in Miami.

To promote Louisiana in India, the American state, led by its Lieutenant Governor Billy Nungesser, mounted a major visit to India a few weeks ago, its first-ever trade mission to a market that is rapidly emerging as one of the top source markets for many parts of the United States.

Nungesser said on the occasion that he was in India to engage with the Indian travel trade and enhance the footfall of Indian visitors to the state that is known for its culture, cuisine and outdoors.

Billy Nungesser

“Louisiana, before Covid-19 had over 54 million visitors in 2019 from all over the world, rather incredible numbers for a state our size. We hit way above our weight. And it is because there are so many unique things here, including the food, the culture and the music we invent, notably jazz,’’ Nungesser told India Outbound.

For Nungesser, besides the carnival, the main draws in Louisiana for Indian travellers are its festivals, especially music festivals. “There are so many different kinds of music festivals in Louisiana, over 400 of them. So any day of the week, all year round, there is something exciting going on all over Louisiana. Each one of them has unique food, crafts and culture and music, so if you have a liking for any taste, you can come to Louisiana any time of the year and find the thing that you like. So we know that people will come, have a great time and spread that word. It is happening for every market. I think India is going to be a great opportunity to grow those numbers that we have,’’ Nungesser added.

Doug Bourgeois

Doug Bourgeois, Assistant Secretary of Tourism of Louisiana accompanied Nungesser on the visit to India. He says the state has already seen a sharp jump in number of Indian visitors. “We saw that since 2018, there was a 54 pc increase in Indian travellers arriving in Louisiana. So we knew there was something to look at. Then last year, we looked at our visitor spending. USD 19 million came from Indian travellers that were coming to Louisiana to enjoy our great food, our culture and our music. So we definitely knew we wanted to be here. India is in the top five overseas source markets for Louisiana,’’ Bourgeois told India Outbound.

Joe Docal

Within the US, across the Gulf of Mexico, Miami in Florida has also positioned itself as a music tourism destination in India. “Interest among Indian travellers in attending international music concerts and performances is clearly on the rise. According to a recent Skyscanner report, 20 pc of Indian music fans are willing to travel long-haul for these events. Each year, Miami hosts a remarkable lineup of prestigious festivals, most notably the iconic Ultra Music Festival, which welcomed over 165,000 attendees from more than 100 countries in 2024, setting a new standard for festival production. Additionally, Miami is home to celebrated events like Miami Music Week, the South Beach Jazz Festival, Jazz in the Gardens, Montreux Jazz Festival Miami, Calle Ocho Music Festival and III Points Music Festival, all of which attract a diverse global audience and further enhance the city’s reputation as a premier destination for music enthusiasts,” Joe Docal, Director of Travel Industry Sales at Greater Miami Convention & Visitors Bureau, tells India Outbound.

GCC picks up the beat

Catching fairly early on the importance of music as a key appeal for travel, destinations even beyond the western hemisphere have been turning to the Indian market, trying to play the tunes that would draw hordes of Indian fans. These include organising concerts of not just global music icons but also top South Asian, notably Indian musicians.

Bader Ali

Dubai in the United Arab Emirates has been one of the earliest converts in this domain. “The demand from India for music concerts and festivals in Dubai has seen a tremendous rise. Indian travellers are increasingly choosing Dubai as their go-to destination for live entertainment, driven by the city’s unmatched ease of access, short flight times, and hassle-free visa processes. Over the past year, we have hosted iconic artists like Hans Zimmer, Ustaad Rahat Fateh Ali Khan, Bruno Mars, Beyoncé, Shakira, Coldplay and Rihanna among others. They have cemented Dubai’s reputation as a must-visit hub for Indian music lovers. This demand isn’t just about the concerts, it is about experiencing Dubai’s world-class dining, shopping and culture alongside these unforgettable performances,’’ Bader Ali Habib, Regional Head of Proximity Markets, Dubai Department of Economy and Tourism (DET), tells India Outbound, while reeling off the fully packed-up calendar of high-profile music events that Dubai hosts annually or regularly.

Profile of Indian traveller

Destinations and travel trade stakeholders say that an overwhelming part of the demand is coming from a very specific section of Indian travellers, almost all of them below the age of 35 and with a relatively comfortable annual income of over INR 1 million and of course that they are tuned into the global music scene in a significant manner.

“The profile of Indian travellers attending events like Tomorrowland typically includes young adults aged 18-35 who are culturally curious and enthusiastic about global music. Many are professionals and students with an annual income exceeding INR 1 million, allowing them to invest in international experiences. Group travel is common, with many attendees choosing to experience these events with friends, enhancing the social and communal aspect of their visits,” says Perera of Aviareps India.

“If we look at the global data, our research shows 93 pc people from the age group of 18-34 years have shown keen interest on visiting a location based on screen tourism, London being the most popular destination of choice. Our research shows that 2.8 million visits to the UK include a live music event, with these visitors spending a total of GBP 3 billion on their trips and 67 pc of Indians visiting Great Britan or consider visiting, were extremely interested in attending a live music festival/event when taking a break or holiday abroad, well above the global average of 44 pc,” says Bhatia of VisitBritian.

Dubai, however, receives a more even spread of Indian travellers, says Habib of DET. “The profile is diverse and reflects a growing appetite for unique, experience-driven travel. We have young professionals and millennials who are increasingly seeking experiential travel, and value live entertainment as a key part of their travel experience. Many of them travel with friends, looking to combine concerts with Dubai’s vibrant nightlife, adventure activities and shopping. We also have affluent families and multi-generational groups that are attracted to Bollywood or international classical music performances. For them, these trips are an opportunity to enjoy a vacation while attending events that appeal to a wide age range, allowing family members to bond over shared cultural experiences,” he says.

Integrated circuits for music tourism

Music festivals mainly attract fans below 35 years of age (Photo: Dennis Nagpal)

Almost everyone who travels for music integrates at least some degree of exploration of the city or region to which they travel for music. And almost every destination has tried to position activities and visits that can be combined with travels for attending music festivals or concerts.

“Absolutely! Music concerts and festivals act as a gateway for visitors to explore the city’s wider tourism offerings. For Indian visitors, attending a concert or festival often extends into discovering Dubai’s popular attractions, whether it is indulging in our culinary scene, setting off on desert adventures, or visiting iconic landmarks like the Museum of the Future. We also work closely with our partners to create tailored packages that combine event access with luxury stays, dining experiences and curated tours. This ensures that visitors can enjoy a complete Dubai experience beyond just the concert. Our shopping festivals, for example, often coincide with major music events, offering travellers the chance to not only enjoy live entertainment but also take advantage of exclusive retail offers and deals,” says Habib of DET.

“Brussels capitalises on music festivals like Tomorrowland to promote its broader tourism offerings. During the festival, various packages are available that include city tours, culinary experiences, and cultural exhibitions. For instance, attendees can explore the historic Grand Place, indulge in Belgian chocolates, and visit local art galleries, creating a well-rounded experience that showcases the city’s rich cultural heritage alongside its vibrant music scene,” says Perera of Aviareps India.

Indeed, the longer the distance to an event, easier it becomes for destinations to get the visitors to tie-in some additional days for discovery of the destination where they attend these events.

“The young Indian visitors are likely to extend their stay to explore the destination’s rich offerings, including its culinary scene, arts and culture, vibrant nightlife, natural attractions, and heritage neighbourhoods. Yes, we actively promote our core pillars, which encompass the culinary scene, arts and culture, heritage neighbourhoods, and natural attractions, along with accessible travel options, ensuring that visitors can fully enjoy all that Greater Miami and Miami Beach have to offer,” says Docal of GMCVB.

VisitBritain’s Bhatia says his team offers several packages for Indian travellers to explore the area.

“Britain is home to three UNESCO cities of music, Glasgow, Liverpool and Belfast. We know visitors love trying our local food, having a drink and a chat with locals in a great British pub and enjoying our modern culture whether music, fashion, arts or the theatre as well as our history, heritage and world-class attractions,’’ says Bhatia.

“In 2023, Liverpool hosted the Eurovision Song Contest. It was a great opportunity to not only showcase Eurovision’s host city Liverpool – the ‘Capital of Pop’ – but also to spotlight Britain’s wider musical heritage. From the Liverpool of the swinging ’60s to Manchester and Glasgow’s music-themed tours, visitors can discover a world of musical experiences in Britain, celebrating its world-leading reputation for music,’’ he adds.

Emerging segments of music tourism

Miami hosts several popular music festivals every year (Photo: GMCVB)

Historically and currently for most destinations, at least in the West, the Indian music travellers are either groups of friends, families, couples or solo. However, over the past few years and notably in the post-pandemic era, the market is broadening and deepening as even companies have spotted an opportunity to use music concerts or festivals for their corporate travel or MICE groups.

Due to the ease of visas, currently the destinations benefitting from these larger groups are countries in South-East Asia or the GCC. Dubai, again, seems to have a head-start in this context due to ease of travel as well as fairly competitive prices for highvalue services. Habib says that Dubai is seeing a mix of travellers.

“The demand for travel from India to Dubai for music concerts and festivals is a dynamic mix of both leisure and MICE segments actually, which makes it particularly exciting. While leisure travellers, families, friends and solo adventurers, continue to be a significant driving force, we are witnessing rapid growth in the MICE segment. Many corporations are now integrating concerts and festivals into their incentive programmes, adding an element of exclusivity and excitement to traditional business trips. This unique blend of leisure and corporate travel allows Dubai to cater exceptionally well to both groups, enhancing its appeal as a destination,’’ says Habib.

Though still a relatively small niche, music tourism from India is headed for strong growth for many more years to come. In many ways, these are but the initial notes and the show is set to go on!