- Event tourism is booming: more and more people are willing to travel to other countries to attend music shows and sporting events.
- This trend can benefit countries like Mexico, which is preparing to host the 2026 FIFA World Cup.
- As demand increases, travelers and tourism businesses alike are looking for ways to make the most of the opportunity.
From Taylor Swift Until the World Cup (the one that happened in Qatar and the one that is coming in Mexico), more and more people are willing to travel to other countries to witness shows and events of international level.
This trend is driven by the mentality YOLO (the acronym in English for “you only live once”) and the fear of missing out (FOMOfor its acronym in English), especially after years of restrictions due to the pandemic.
The data supports the trend: event tourism has experienced a strong increase in 2023, according to a report from Deloittehand in hand with the motivations for traveling that are not only reduced to the idea of going to the beach or seeing emblematic places, but also include attending special events.
Tourism, consumption and trends 2023
This trend of traveling internationally to see shows has the potential to benefit countries like Mexico, which will host the 2026 FIFA World Cup.
The host cities of important events, like Singapore and Buenos Aires, in the case of Taylor Swift’s tour in Southeast Asia and South America, they will experience a significant increase in tourists who will spend money in hotels, restaurants and tourist attractions.
Taylor Swift fans are expected to spend an average of $1,330 on tickets, food and travel, according to research firm QuestionPro.
In response to this growing demand, companies have sprung up that offer packages that include event tickets, hotel stays, and other add-on activities.
Live Nation, a renowned entertainment company, has launched a special arm: Vibee, offering packages for music festivals and VIP experiences.
According to Deloitte, the music-travel and sports-travel complements are expected to continue to strengthen, providing opportunities for both fans and the tourism industry.
Strategies
Although event tourism can be expensive, travelers have found ways to save money.
Some people book hotels in advance before ticket sales to ensure more affordable rates, while others choose to stay nearby or take alternative routes to reduce transportation costs.
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