Live Music Drives Tourism, Live Nation Study Finds

The company’s 2026 global travel study found that live music fans took 38% more trips during the past year than other travellers, underlining the role concerts, festivals, tours and residencies can play in generating travel demand.

Nearly seven in ten respondents said they plan trips around tour dates and festival line-ups, while 78% said the artist or line-up is more important than the destination when deciding where to attend a show.

For promoters, venues and destination partners, the research also points to significant spending beyond the ticket. Some 87% of fans stay for more than one night when travelling for live music, while Live Nation said 60% of their live music travel budget is spent outside the event itself, including on accommodation, transport, food and other activities.

Nearly seven in ten fans said they had travelled somewhere they would not otherwise have visited because of a concert or festival, while 91% said live music played an important role in their first visit to a destination.

The impact can also extend beyond the original event. Around three-quarters of respondents said they had returned to a destination they first visited for a concert or festival, suggesting recurring events and strong live programmes can contribute to repeat tourism.

Accommodation remains a key factor in whether fans travel. According to the study, 88% consider accommodation when deciding whether to make a live music trip, while 71% said they struggle to find somewhere to stay close to the venue.

“Live music puts places on people’s maps. A fan may arrive for one artist and leave with a new favorite city. One show can inspire an entire trip and create a reason to return for years,” said Russell Wallach, Live Nation’s global president of media and sponsorship.

Live Nation’s 2026 global travel study surveyed 3,300 respondents and examined travel connected to concerts, tours, festivals and residencies.