Demand for international music events among Indian travelers is on the rise, leading to a surge in both outbound travel as well as boosting the domestic music tourism industry. For example, artists like Bryan Adams, Coldplay, Jonas Brothers, and Sting have all performed in India and have attracted large crowds. The popularity of these events is evident from the quick sellout of tickets, with flight bookings and hotel prices in the vicinity of concert venues also seeing a significant increase.
The passion for live performances is driving Indian fans to travel not only within the country but also abroad to see their favorite musicians perform. For instance, the announcement of singer Taylor Swift’s Eras Tour led to a 20% spike in visa applications in India. This trend highlights the growing importance of music tourism as a major force in the country. Domestic travel is also being fueled by these concerts, with events like Lollapalooza India attracting a significant number of attendees and leading to the quick sellout of tickets.
Young Indian travelers, in particular, are showing a keen interest in music tourism, with many planning their travels around live entertainment events as soon as they secure a job or get their first paycheck. This enthusiasm is reflected in the attendance numbers for various music events, with a significant percentage of attendees traveling from other cities to be part of these experiences. Travel players are recognizing this trend and are entering collaborations to cater to this growing segment, offering flight discounts to attendees traveling outside their home cities for music events.
In terms of potential, India is emerging as a key player in the music tourism segment in the Asia Pacific region, with the market expected to grow faster than China and Japan. Research suggests that music tourism in India is projected to grow at an annual rate of 19% between 2024 and 2034, while China and Japan are expected to see growth rates of 14.4% and 13.8%, respectively. With around 25 top music and food festivals hosted annually in India, drawing about 1.5 million attendees from around the world, music tourism has become a norm in the country, reflecting a growing indulgence among young people and travelers.
Overall, the growing demand for international music events among Indian travelers is reshaping the tourism industry in the country. From quick sellouts of concert tickets to a surge in flight bookings and hotel prices near concert venues, these events are driving both domestic and outbound travel. As young travelers continue to show enthusiasm for music tourism, the market is expected to grow significantly, making India a key player in the Asia Pacific region and attracting music enthusiasts from around the world. With collaborations between travel players and event organizers, the industry is poised for further growth and development in the coming years.
