Mid-Day Specials | Gig tripping: This travel trend is your ticket to musical adventures

Music has always been a universal language, transcending borders. Whether it is Coldplay or K-pop icons, international stars have been touring the globe, and it comes as no surprise that fans are hopping on flights to see their favourite artists perform. The allure of experiencing live music in iconic venues and connecting with fellow fans from around the world has fuelled a surge in gig-related travel. An emerging trend, gig tripping involves planning trips around attending concerts, festivals, or other live music events.

At the centre of this global live music resurgence, Taylor Swift's Eras Tour has been the most prominent musical event of the year. While the American singer-songwriter is revered by her fans, the string of concerts has not only been massively successful but has also had an unprecedented economic impact on cities, travel, and short-term rentals with fans flying in from across the globe to catch a glimpse of their favourite artist.

Skyscanner's 2024 Travel Trends Report revealed that 37 per cent of Indian travellers are willing to take short-haul flights to see their favourite musicians live. Data from Booking.com's Travel Trends 2024 Report suggests that 33 per cent of Indians are keen on travelling for a music festival or concert. As global music scenes continue to expand and diversify, gig trippers are seeking out unique and unforgettable experiences, often venturing to far-flung destinations to catch their favourite artists or discover new talent. With the rise of affordable flights, online ticketing platforms, and social media communities dedicated to gig-tripping, this trend is gaining momentum among travellers of all ages.

The rising allure of gig-tripping

Gig-tripping highlights a growing desire among Indian travellers for experiential travel. "In recent years we have seen a notable shift in how people perceive travel. Instead of travel merely being an escape from life, it is now becoming a way of life. Event tourism is reshaping the travel industry as travellers are seeking to combine their love for travel with unique experiences," poses Santosh Kumar, country manager for India, Sri Lanka, Maldives and Indonesia at Booking.com.

Passion for music

As many travellers are no longer content with the stereotypical vacation, they continue to seek immersive experiences such as music festivals to resonate with their passions. According to Booking.com's Travel Trends 2024 Report, 69 per cent of Indians plan to travel for a music concert or festival event because of their unwavering passion for their favourite artists. Mumbai-based Kunal Gupta has been concert-hopping in India for a few years and has his eyes set on Tomorrowland next. Known for its elaborate stage design, jaw-dropping visuals, and the best international artists, Tomorrowland is among the most famous music festivals. He excitedly tells us, " From Magnetic Fields to NH7 Weekender, I have lost count of the number of times I have caught a plane for a music festival. But for me, Tomorrowland isn't just another music festival, it's a pilgrimage. The lineup is banging, and the atmosphere is electric. I've been saving for a couple of years to make it there. I cannot wait to dance under the main stage, get lost in the crowd, make new friends, and create lasting memories. It's going to be a once-in-a-lifetime adventure."

Affordability

Another major reason behind the rise in popularity of gig-tripping is the cost factor. Skyscanner's 2024 Travel Trends Report found that 79 per cent of travellers expressed openness to attending overseas concerts if they're more affordable. Travellers are taking advantage of cheaper airfares or opting for no-frills airlines, and saving money on accommodations by using credit card points or finding online deals. "The Whole Month search tool on Skyscanner gives you a bird's eye view of the cheapest day in the month to travel to your festival by helping you pick the right deal. For longer journeys, consider a flight with a layover. When searching for hotels, use the map feature to explore hotels near the concert venue and compare prices easily. You might find a chance to upgrade yourself to a better hotel at the same price, that's just a street away. Not only can you potentially save money, but you can also turn it into a mini adventure," suggests Mohit Joshi, travel and destinations expert at Skyscanner.

Who is the gig-tripper?

Gen Z, with a thirst for adventure and authenticity, is leading the charge, as per Joshi. Skyscanner's First Trip report highlights that Gen Z thrives on experiencing life's defining moments, with 46 per cent inspired to jet off overseas to experience concerts and other big events. "This desire to combine musical gigs with adventure and cultural immersion is driving a new wave of travel. Over half (51 per cent) of Gen Z travellers want to step outside their comfort zones and explore new cultures while 49 per cent of them cite seeking new experiences as a reason for booking a trip," shares the destination expert.

"I remember when I first thought of attending a Coldplay concert, they had been all over Instagram and the vibes seemed unreal. I knew they were doing shows across Asia, so I was flexible with the destination and dates when looking for tickets. Travelling for concerts is an investment, but it pays off in many ways. I have discovered many hidden gems in cities I never thought I'd visit, all because of a concert," recalls 25-year-old Shruti Kalra.

If the investment was worth it, she replies, "I ended up flying to Thailand with my sister, and it was hands down the best concert I have been to. There's nothing quite like being in the crowd, surrounded by people who share your passion for music. Being there was like being transported to another world, and I'll never forget the incredible memories I've made."

Different motivations across ages

It's not just Gen Z, millennials also don't mind catching flights for concerts. "I recently booked my ticket to see Cigarettes After Sex in Mumbai. I know the concert is in five months, but I happened to find tickets available - and thought why not? When would I ever get a chance to see them perform live? A few of my friends (with jobs that keep them very busy) live in the city, so it's also an excellent excuse to see them, and have that rare weekend together," shares Jaipur resident Neha Gupta. Her motivations are in line with 65 per cent of Indians (as per Booking.com's Travel Trends 2024 Report) for whom musical events are a catalyst for reunions or connecting with friends or family who live elsewhere.

International as well as domestic

This growing trend of gig-tripping showcases how deeply music resonates with Indian travellers across ages, and destinations: be it international or domestic. "In India, search volume for Itanagar, Arunachal Pradesh, home to the Ziro festival (September 26 to 29), spiked by a remarkable 89 per cent on September 23rd compared to the previous day, and remained high throughout the festival period," shares Joshi. The surge in searches for Itanagar during the Ziro festival is a testament to the potential of gig-tripping.

The phenomenon of a concert

The rise of gig-tripping is an indication of the evolving nature of travel, where a unique blend of entertainment and cultural immersion is being increasingly valued. "Gig-tripping is more than just attending a concert, it's a cultural immersion. Not only do the travellers get to see their favourite artist live, but it also allows them to experience the local culture of a destination and try out local restaurants, visit historic sites and museums or explore off-the-beaten-path," claims Kumar.

Economic boost

The multifaceted benefits of gig-tripping, extend to host cities which can benefit from increased tourism revenue. "Over the years, there have been many examples of how such events enable local economies by attracting tourists, generating jobs, and strengthening local businesses, thereby bolstering economic growth. When Taylor Swift and Coldplay announced their concert dates in June 2023, Singapore witnessed a ten-fold increase in year-on-year searches by travellers from around the world. The US Federal Reserve predicted that Taylor Swift's USA leg of the Eras Concert would boost its economy by USD 4.6 billion, clearly indicating that such events have the potential to impact the host cities or destinations," elaborates Kumar.

Get inventive

The growing popularity of gig-tripping presents a significant opportunity for the travel industry to innovate and cater to the evolving needs of travellers. While several music festivals such as Tomorrowland offer Global Journey Travel Packages that combine concert tickets with accommodation, and transportation, travel providers can push the envelope by including local experiences, and much more. "To support these events, the industry remains agile to adapt to the evolving demands of travellers, ensuring they deliver experiences that cater to these passionate and discerning travellers," says Kumar.

Sustainability is critical

Coldplay's ongoing Music of the Spheres World Tour has been one of the most sustainable music tours in history owing to its range of initiatives, from using renewable energy to tree plantation. As gig-tripping continues to gain momentum, it's essential to prioritise sustainability and responsible tourism practices to ensure that the positive impact of gig-tripping is maximised while minimising its environmental footprint.

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