Check in, rock out

Ask any fan, and they’ll tell you that nothing beats the boots-on-the-ground, phone-lights-in-the-air magic of live music. There’s a palpable thrill in experiencing your favorite artists in a room (or stadium) full of fans. In 2023 live music has roared back with a vengeance, and creatively dazzling blockbuster tours are inspiring an unprecedented wave of fans traveling to unexpected—and often far-flung—destinations.  

Behind the boom

You may have seen less of them on tour, but musicians weren’t exactly putting their feet up during the pandemic. As well as staging ingenious livestreams, a couple of quiet years gave artists the chance for a creative reset. So, when the concert industry bounced back, it did so with freshly thought-out shows that delivered the euphoric highs of the live experience. “Fans missed out on years of live music,” one tour industry expert tells us. “Now, we are slowly working through the backlog of artist tours; fans are keen to see their favorite stars perform once more.”  

The Swift effect

Due to high demand and prices in some major cities, it’s no longer a given that superfans will be seeing their favorite star in their nearest city. Curiosity for new experiences and burgeoning appetites for travel have led to Taylor Swift’s tour becoming an industry unto itself: Swifties descending on U.S. cities like Cincinnati, Tampa and Chicago earlier this year were called out by the Federal Reserve’s summer report as a major driver of local economies.

“With the wild demand for concert tickets, fans are making savvy financial choices by choosing shows that are off the beaten path for concerts,” says Melanie Fish, chief trend tracker for Expedia Brands. Almost 70%* of those surveyed say they are more likely than ever to travel to a concert outside their hometown, while 44%* would travel to take in a concert as an excuse to visit a new destination. 

Bragging rights

Getting on a plane to see a concert may previously have seemed like an out-of-reach extravagance. Yet travel deals to affordable destinations have piqued the interest of savvy music lovers—destinations like Kuala Lumpur, Edmonton and Warsaw are on the tour itineraries of the world’s biggest artists, but offer hotel rooms for less than $150 a night** on average (see sidebar). Fans increasingly see the opportunity to explore a new city as a complement to their tour trip—plus, it gives good bragging rights.

“Superfans like to showcase their fandom to their peers,” says the industry expert, with 30%* of travelers now saying they would travel to see their favorite artist because tickets are cheaper elsewhere. The price-tracking feature on Expedia’s app also makes booking these flights as cost-effective as possible. 

Niche appeal

Artists with a more cult appeal are also enjoying a renaissance and staging more affordable shows in unusual locations. American fans traveled to London for a performance by goth legend Siouxsie Sioux in an East End music hall this summer—part of her first run of shows for a decade. Meanwhile Lana Del Rey played shows in unlikely U.S. destinations, from hip locales (Austin, Texas) to obscure towns (Brandon, Mississippi, pop. 25,373).

In June, Joni Mitchell performed a celebratory comeback show in Central Washington at The Gorge, a bucolic amphitheater. Fans traveled from as far afield as Japan and The Netherlands, proving that even relatively lower-profile artists can be a potent spur to travel, and that smaller shows can give you more flexibility in your travel budget. So if you’re exploring tour tourism, look for less obvious artists. 

Gig getaways

With global tours from the world’s biggest acts in the pipeline, music tourism is set to rise next year. The recent announcement of one major ongoing tour’s European leg, for instance, led to a threefold increase in Expedia searches for Munich deals. “In 2024 we expect gig-getaways to boom further,” confirms Liseli Sitali, Director of Music Partnerships at Expedia Group. “Music lovers will be travelling farther, turning their gig night into a long weekend, and be on the lookout for affordable alternative destinations to go and watch live music.” 

* Based on consumer research conducted among 20,000 respondents across 14 countries by OnePoll between Sept. 12 – Oct. 5, 2023, on behalf of Expedia Brands. 
**Based on average daily rate for hotels on Expedia global POSa from 1 Sept. 2022 – 31 Aug. 2023 

Based on average daily rate for hotels on Expedia global POSa from 1 Sept. 2022 – 31 Aug. 2023