Live Music Is Changing the Way People Travel
Live music isn’t just a night out anymore. It’s the reason fans pack a bag, and brands like Airbnb are tapping into the movement.
At our largest music festivals, more than half of fans come in from out of town. Globally, 59% of fans now travel for live music each year, and 82% say they want to attend concerts in destination cities.
They’re not just buying tickets. They’re planning group trips, weekend getaways, and multi-day cultural moments they’ll never forget. And when they land, they spend.
Airbnb bookings spike. Hotels book up. Restaurants stay packed. Local economies get a major lift. This is emotional tourism, and brands are getting in early.
The Rise of Emotional Tourism
We’ve entered a new era where music tourism isn’t just about location. It’s about identity.
Fans are building their lives around these experiences. They’re organizing entire trips around a single tour date. They’re flying across countries and continents to see their favorite artist. And they’re documenting every moment, making concerts one of the most shared experiences on social media today.
Live music has become a global travel behavior. And like any great travel behavior, it creates opportunity.
A New Kind of Festival Experience
That’s why Live Nation partnered with Airbnb to reimagine how fans experience festivals once they arrive.
Launched last week at Lollapalooza Berlin, Airbnb Festival Experiences brought curated local adventures to international fans in town for the show, from backstage access with the festival producer to shooting from the photo pit with a live music photographer. This isn’t about pre-roll or signage. It’s about joining fans on their journey and becoming part of the memory.
Why It Matters for Brands
This is more than a tourism play. It’s a visibility play. A relevance play. A loyalty play.
Music and travel are two of the most shared topics on social media, and when they intersect, brands get outsized impact.
For marketers looking to build brand love, align with passion, and stay top of mind and feed, these are the moments that matter.
What the Data Says
- Many plan full vacations, friend trips, and weekend getaways around the tour calendar
- Music is one of the most shared experiences on social, alongside travel
- Fans are open to brand presence when it enhances or simplifies the experience
The Bottom Line
Live is the destination, and fans are going the distance to get there.
For brands, this is your boarding call. Want to connect your brand to the new wave of music-driven travel? Reach out to sponsorshipcommunications@livenation.com .
Authored by: Russell Wallach, Global President, Live Nation Media & Sponsorship
