music tourism
Helen Hatzis
Helen Hatzis
July 3, 2024 ·  5 min read

Music Tourism: Traveling for the Love of Music

music tourism

In recent years, music tourism has become a significant trend, drawing travelers from around the globe to destinations renowned for their music festivals and concerts.

This trend is driven by the powerful connection between music and travel, allowing fans to experience live performances of their favourite artists while exploring new places. One of the most notable examples is Taylor Swift’s tours, which have significantly impacted travel bookings to destinations like Australia, Singapore, and Japan. This article explores the rise of music tourism, its appeal, and the destinations that are benefitting from this booming trend.

The Rise of Music Tourism

Music tourism is not a new phenomenon, but it has gained substantial momentum with the rise of social media, streaming services, and the global accessibility of music. Fans are no longer content with merely listening to their favorite artists online or through headphones; they want to experience the music live, surrounded by like-minded enthusiasts. This desire has led to a surge in travel specifically for music events, creating a vibrant and dynamic sector within the tourism industry.

According to a report by Amadeus, music tourism is expected to “accelerate” in 2024, driven by a post-pandemic boom in concerts and festivals. The social isolation experienced during the pandemic has intensified the desire for connection and shared experiences, making live music events even more appealing​ (theweek)​.

The Taylor Swift Effect

One of the most influential figures in music tourism is Taylor Swift. Her global tours have not only thrilled fans but also significantly boosted travel to the cities hosting her concerts. For example, her “Eras Tour” had a remarkable impact on travel bookings to Australia, Singapore, and Japan.

When Taylor Swift announced her Asia Pacific tour dates for 2024, Amadeus research suggested that Swift’s concert dates had a significant impact on travel searches and booking volumes to these countries​ (theweek)​. Fans are willing to travel great distances to see her perform live, leading to increased demand for flights, accommodations, and local tourism services.

Popular Music Tourism Destinations

music tourism


Australia has long been a favorite destination for music lovers, thanks to its vibrant music scene and numerous festivals. Cities like Sydney and Melbourne regularly host major international acts and music festivals such as Splendour in the Grass and the Sydney Festival. Taylor Swift’s concerts in Australia have drawn fans from across the globe, boosting tourism and creating a lively atmosphere in these cities.


Singapore’s strategic location and state-of-the-art venues make it a prime destination for music tourism. The city-state has hosted numerous high-profile concerts and music festivals, attracting fans from neighboring countries and beyond. Swift’s concerts in Singapore have significantly increased travel bookings, highlighting the city’s appeal as a music tourism hotspot.


Japan’s unique blend of traditional and contemporary culture, combined with its passion for music, makes it an exciting destination for music tourists. Cities like Tokyo and Osaka are known for their vibrant music scenes, hosting everything from rock and pop concerts to traditional music festivals. Taylor Swift’s tour dates in Japan have led to a surge in travel interest, showcasing the country’s appeal to international music fans.

The Appeal of Music Tourism

music tourism

Music tourism offers a multifaceted appeal that goes beyond the concerts themselves. Here are some reasons why this trend is so captivating:

Shared Experiences Attending a music festival or concert is a communal experience that brings people together. Fans from different backgrounds and locations converge to celebrate their shared love for music, creating a sense of unity and camaraderie.

Exploring New Destinations Music tourism provides an excellent opportunity to explore new cities and countries. Travelers can combine their love for music with sightseeing, dining, and cultural experiences, making their trip more enriching and memorable.

Unique Memories The combination of live music and travel creates unique memories that last a lifetime. Whether it’s seeing a favorite artist perform in an iconic venue or discovering a new city’s music scene, these experiences are often among the highlights of a traveler’s life.

Economic Impact Music tourism has a significant positive impact on local economies. Concerts and festivals generate revenue for hotels, restaurants, transportation services, and local attractions. This influx of tourists can also lead to job creation and economic growth in the host cities.

Case Study: The Impact of Glastonbury Festival

music tourism

One of the most famous examples of music tourism’s impact is the Glastonbury Festival in the UK. This iconic festival attracts hundreds of thousands of music fans from around the world each year. The influx of visitors has a profound economic impact on the local area, generating millions of pounds in revenue for local businesses.

Glastonbury Festival also showcases the cultural richness of the UK, with a diverse lineup of artists and performances that reflect the country’s musical heritage. The festival’s success demonstrates how music tourism can elevate a destination’s profile and boost its economy.

Planning a Music Tourism Trip

For those interested in joining the music tourism trend, here are some tips for planning a successful trip:

Research the Destination

Before booking your trip, research the destination to find out more about its music scene, venues, and local attractions. This will help you make the most of your visit and discover hidden gems.

Book Early

Popular concerts and festivals often sell out quickly, so it’s essential to book your tickets and accommodations early. This also helps you secure the best deals and avoid last-minute price hikes.

Explore Beyond the Music

While the main attraction may be the music event, take the time to explore the destination. Visit local landmarks, try regional cuisine, and immerse yourself in the culture to enrich your travel experience.

Connect with Fellow Fans

Joining fan groups or online communities can enhance your music tourism experience. Connecting with fellow fans can provide valuable insights, tips, and opportunities to share the excitement of the trip.

Whether you’re traveling to see Taylor Swift in Australia, exploring the vibrant music scene in Singapore, or immersing yourself in Japan’s cultural diversity, music tourism offers a unique and unforgettable way to experience the world. As this trend continues to grow, it will undoubtedly create more opportunities for fans to connect with their favorite artists and discover new destinations, making travel an even more enriching and harmonious experience.

As you embark on your travels, remember that our journey leaves an impact. Embrace eco-friendly accommodations, support local communities, and reduce plastic use. Respect wildlife by observing from afar and conserve resources like water and energy. Choose sustainable transportation, leave no trace behind, and participate in conservation efforts. Educate yourself and others about the environment you’re exploring. Let’s ensure that we tread lightly on our planet, leaving only footprints of kindness and taking home memories that inspire others to protect our beautiful world. Happy responsible travels!